You will learn
Learn about peer groups and industry benchmarks in Klaviyo, including what they are and how to understand the information they provide.
Klaviyo benchmarks are formulated using peer groups and industry benchmarks. In this guide, you will learn what both of these entail and how to understand the information they provide so that you can learn from benchmarking results and expand your business.
About peer groups
Peer groups are a set of 100 companies that are similar to your own in industry, size, and scope (e.g., average item value, total revenue, year over year growth rate) and campaign characteristics (e.g., percent of days with a campaign sent and revenue percentage). When you begin as a new Klaviyo customer, we will automatically assign roughly 100 similar accounts as part of your peer group.
Review your peer group data
When you navigate to Benchmarks, each page (Overview, Business Performance, Flows, Email Performance, and SMS Performance) will have peer group data listed so that you can compare it to your own performance. You can learn more about your peer group by expanding the How we chose your peer group dropdown at the bottom of each table.
You will see a variety of business characteristics listed that we use to compare businesses and find those that are similar to you. Your own value is listed next to these characteristics as well as the range in which your peers fall between.
Typically, your value will fall within your peer group’s range; however, in some cases, you may be an outlier for a specific business characteristic. This may be due to not enough companies sharing a similar value for that characteristic.
Peer groups allow you to compare your performance to similar companies. In each of the benchmark pages and data display options (tables, graph, and line charts), you will see how you compare to different percentiles in your peer group. The example below shows a graph view of peer group data in relation to a sample business on the business performance page.
About industry benchmarks
Industry benchmarks are performance indicator data that is specific to your designated industry. For example, if you are a brand that sells makeup online, you would fall within Ecommerce, Health & Beauty.
How Klaviyo uses your data
Klaviyo aggregates data for all of our customers and uses this to provide benchmarking, content and trends to our customers and the broader ecommerce community. For areas like benchmarks, this data is used to compare your business to similarly aggregated businesses or peers.
For example, your open rate data may be aggregated and used to provide peer benchmarks for other companies to compare their own rates for flows and campaigns. After all this information is aggregated, Klaviyo can provide peer benchmarks for campaigns and flows to companies in your group.