Percentiles in Klaviyo reference

You will learn

Learn more about what Klaviyo percentiles are to better comprehend your benchmarking data. By using Klaviyo’s benchmarking tool, you can compare your business and marketing performance to other companies similar to your own. These comparisons are shown via percentiles.

What is a percentile?

A percentile is a measurement of rank in relation to the whole group. For peer benchmarks, it’s your brand’s ranking in relation to others in your peer group. You should always strive to have a high percentile, but if you find yourself ranking lower than desired, it may be time to think about how to improve. For example, if you are in the 75th percentile, this means that your company ranked higher than 75% of companies that are most like your own. If you are in the 25th percentile you are ranked higher than 25% of those companies. Text-message campaign and flow benchmarks compare your performance with your industry instead of a peer group.

To view percentile data, go to Analytics > Benchmarks, then select Business performance, Campaigns, Flows, or Sign-up forms.

The table views below require email peer benchmark data and are unavailable while your peer group is being updated. See Getting started with benchmarks reports for eligibility requirements.

Standard table view

With Detailed View turned off, the performance tables show the following columns and values:

• Metric
  The metrics we've chosen that represent the performance of your account. Examples include open rate, click rate, and average cart size.
• Your Performance
  Shows how well each metric performs compared with your peer group or industry. These statuses are Poor, Fair, Good, and Excellent. For guidance on improving your results, head to How to Improve Your Benchmark Results.
• Your Value
  The value of the metric for your account. For example, for average order value, you will see that monetary value for your business.
• Median (Peers) or Median (Industry)
  The benchmark value at the 50th percentile for your peer group or industry. Half of the companies perform better than the median, and half perform worse.

Detailed percentile table view

Select Table using the table icon above the data, then turn on Detailed View above the table to see your percentile and additional benchmark values.

Once this has been toggled on, you will see additional columns in the table, including:

• Your Percentile
  Where you rank in relation to your peer group or industry. For example, if you are in the 75th percentile for peer benchmarks, your company performed better than 75% of similar companies. Your rank is separate from the 25th-percentile, median (50th-percentile), and 75th-percentile benchmark values shown alongside it.
• 25th Percentile (Peers) or 25th Percentile (Industry)
  The benchmark value for the metric at the 25th percentile of your peer group or industry.
• 75th Percentile (Peers) or 75th Percentile (Industry)
  The benchmark value for the metric at the 75th percentile of your peer group or industry.

In this example, the average cart size is 1.11, and the company ranks at the 4th percentile of its peer group. The benchmark average cart size is 1.29 at the 25th percentile and 1.81 at the 75th percentile. You can use the median (50th percentile) and 75th percentiles of your peer group to set goals for improving your account performance.

Percentile data helps you understand where you rank across different areas of your business and where you can improve. Head to our documentation on KPI decrease troubleshooting or improving benchmark performance for inspiration on how to get into those higher percentile ranks and grow your business.

Additional resources