How to build and use custom reports in Klaviyo

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Learn how to use Klaviyo custom reports to monitor your business' health across each of your marketing channels and individual products or services. By using these reports, 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.

Just starting out with Klaviyo reporting? Learn more about feature-specific reports and get a general overview of Klaviyo’s analytics tools.

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.

Accessing reports

1. To access custom reports, click on the Analytics > Custom Reports from the main dashboard.

2. You can either choose an existing report to analyze, browse prebuilt options in the reports library, or build a new one from scratch.

3. To create a new report select Create from scratch.

Inside of the analytics section, the custom reports tab with list of already created reports below

4. 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.

New report creation modal with report type dropdown open on left and blanket field for name on right

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.

5. Give your report a name. 

6. 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. The example below is from a single metric deep dive report. 
Examples of the extrat modifiers for groupings and filters for a single metric report

6. Once you have chosen your report and applicable filters or groups, click Run Report.

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

The flexibility of custom reports means that you can adapt them for many different business strategies. For inspiration and use cases around custom reports, review the custom reporting strategies and use cases reference.

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