About Custom Reports in Klaviyo

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Custom reports allow you to conduct an in-depth analysis of how your business performs over time — honing in on different marketing channels and products. By using this tool, you can leverage your data to uncover trends in customer behavior, align your team around a cohesive marketing strategy, and grow your business as you act upon new insights.

In this article, you will learn how to access custom reports and what each report type entails.

To learn more about feature-specific reports and a general overview of Klaviyo’s analytics tools, head to Getting Started with Reporting. For strategic guidance on using your Analytics tab, head to our course on Customizing Your Analytics Experience.

Building a Custom Report

Klaviyo’s pre-built, customizable reports enable you to dive deeper into metrics, campaign, flow, or product performance. This, in turn, allows you to slice and dice your data as it makes sense for your business needs. You will see how your business performs over time and can adjust your marketing efforts accordingly.

Access Reports

To access custom reports, click on the Analytics tab and select Custom Reports from the main dashboard.


You can either choose an existing report to analyze, browse options in our Reports Library, or build a new one from scratch. To create a new report select Create from scratch.


Choose the specific report type that you want to focus on. To do so, click on Select report type. A dropdown will appear listing your options for our pre-built reports.


The report types that are available to choose from are:

  • Single Metric Deep Dive Report
    To create granular reports on a single metric (e.g., Placed Order); you can then hone in on trends and patterns for this specific aspect of your business.
  • Multi-Metric Report
    To create a cross-functional report that lets you understand your performance across multiple metrics.
  • Campaign Performance Report
    To analyze campaign performance across the key metrics that are important to you.
  • Flows Performance Report
    To gain a deeper understanding of overall or granular flow performance across your key metrics.
  • Product Performance Report
    To analyze product performance across three key funnel metrics: browse, checkout, and purchase.

There are additional options to filter and group your reports by various properties. You can also select a specific timeframe to focus on to get even more granular in your analysis.

Please note that timestamp data within your reports, including exported reports, will display in your account's local time from your settings.

Custom reports only include events filtered by a profile property starting after that property was created. Even if a property was retroactively applied to profiles, if the property didn’t exist on profiles at the time the event (e.g. Placed Order) takes place then this won't appear in the report. This differs from segments, as they will include profiles who have properties applied retroactively.

Use Cases

Custom reports give you the capability to pick and choose what data you want to analyze, so that the results specifically apply to your business. Each business will have unique business goals that they want to track using custom reports, but some example use cases for building a custom report include:

  • Finding out which products generated the most revenue for your company over the last year
  • Understanding which type of campaign emails (e.g. product launches or newsletters), generate the most conversions
  • Analyzing the performance of an entire flow, such as an Abandoned Cart Flow, or learning how each message within it performed across multiple engagement and conversion metrics

The flexibility of custom reports means that you can adapt them for many different business strategies. For more inspiration and use cases around custom reports, check out the Custom Reporting Strategy Guide For more information on other analytics resources you have available in Klaviyo, head to Getting Started with Reporting.

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