Understanding peer groups, benchmarks, and how Klaviyo uses your data
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.
Klaviyo uses the industry information in your Organization settings when determining your peer group and industry benchmarks. Keep this information up to date so it reflects your business. Head to How to update your industry and vertical in Klaviyo for more information.
About peer groups
Peer groups are a set of roughly 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). Klaviyo assigns your peer group automatically. Your account must meet the benchmarks eligibility requirements to see peer comparisons.
Email and SMS eligibility are assessed separately. Each requires at least 25 delivered messages in that channel over the last 6 months. See benchmarks prerequisites for more information.
Historical benchmarks data is compared with your latest peer group so that you can consistently compare performance over time. When your peer group updates, you’ll see how your historical data compares to this new peer group.
Review your peer group data
Navigate to Analytics > Benchmarks. The tabs are Overview, Business performance, Campaigns, Flows, and Sign-up forms. To learn more about your peer group, expand How we chose your peer group at the bottom of the page.
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. The peer range runs from the 25th to the 75th percentile, covering the middle 50% of your peers.
Your value can fall outside this range even when your business is similar to your peers overall. The range does not show the lowest and highest values in the entire peer group.
Peer groups allow you to compare your performance to similar companies. In the Business performance table, turn on Detailed View to see the 25th and 75th percentiles alongside the median. Bar and line charts compare your performance with the peer median. 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 E-commerce (Health and Beauty).
The How we chose your peer group section shows the industries your peers are in, as shown in the first image above. If the wrong industry is associated with your account, update it in Organization settings. You need permission to edit industry settings, and you can update your industry or vertical 2 times every 30 days.
- Click Change industry above the peer characteristics table to open Organization settings.
- In Industry information, select the correct Industry and, if shown, Vertical.
- Click Save to apply your changes. Klaviyo will update your benchmarks using the corrected industry information.
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.
Note that your personal information is private and will not be shared. We do not sell any of this data and never reference any customers when using aggregated data or present it in such a way that it could be tied back to a customer. When you create an account and agree to the Klaviyo Terms of Service, you agree to allow us to aggregate and use your data in this way.
Additional resources
- How to update your industry and vertical in Klaviyo
Learn how to view and edit your business' industry and vertical in Klaviyo. Your Klaviyo account should always accurately reflect your business’ industry and vertical.
- Getting started with benchmarks reports
Learn how benchmarks allow you to analyze your account data in relation to Klaviyo best practices, industry trends, and companies similar to your own. By seeing how different aspects of your account perform, you can prioritize efforts in areas that need improvement in order to use Klaviyo to its maximum potential.
- Getting started with reporting
Learn about the different robust Klaviyo reporting tools available in your account. Klaviyo is built to help your business grow and strengthen your relationships with your audience by putting data to work. Segmentation and automation tools allow you to personalize and target your communication efforts across channels to boost engagement and drive business growth. However, in order to understand how well your business strategies and marketing efforts are working, you need proper reporting to measure and analyze performance trends over time.