Understanding peer groups, benchmarks, and how Klaviyo uses your data

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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 decides your peer groups or industry benchmarks by using information that is stored on your organization’s contact information. It is important to make sure this information is up to date and best reflects the nature of 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 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.

Starting in August 2022 for existing Klaviyo customers, historical benchmarks data will be updated to compare to your latest peer group so that you can consistently compare performance over time. In the future, when your peer group updates, you’ll see how your historical data compares to this new peer group. By assigning you to 1 peer group, you will better be able to consistently map your marketing journey against those similar companies of scope and size. This data will be available for all customers soon.

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.

Example message at the top of benchmarks pages showing your peer group at top and your performance against these peers

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. Example of bar graphs on the Business Performance page showing s bar for account data, peers, and industry

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.

Note that if you have updated your industry in Klaviyo, when you navigate to Benchmarks > How we choose your peer group, you will see information around what industries your peers are in, as shown in the first image above. If the wrong industry is associated with your account, you can edit this directly from the sentence above the table by clicking Change Industry. Once corrected, Klaviyo will generate benchmarks that better serve your brand.

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.

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