How to customize benchmark pages

You will learn

Learn how to customize benchmarks pages to best serve your business needs and find data that is most useful to your brand. Klaviyo’s benchmarking tool has 5 pages for comparing your performance with peers and industry trends: Overview, Business performance, Campaigns, Flows, and Sign-up forms.

To access these pages, navigate to Analytics > Benchmarks.

Customize your overview page

The benchmarks overview page displays a summary of your account metrics that are performing well and performing poorly.

1. Select Overview, then open the date range dropdown at the top of the page to focus on a specific period and track trends.

2. Select an available date range. Depending on the latest month of benchmark data, options include:

• Last Month
• Last 3 Months
• Quarter to Date
• Last Quarter
• Last 12 Months
• Year to Date
• Last Year
• Custom Range

For Custom Range, choose a start month and an end month from the available dates. The page updates after you select both.

Customize your business performance page

The business performance page provides a breakdown of key performance indicators pertaining to overall business health. You can customize which graph you view, the performance indicator for your graph, and the timeframe for your data in both graph and table formats.

1. Select Business performance, then choose a date range from the dropdown at the top of the page.

2. Select Bar graph or Line graph in the upper right of the performance panel, then choose a metric from the dropdown above the graph: Average Cart Size, Average Order Count, Average Order Value, or % of Orders Returned.

Line graph is available when your selected date range includes more than 1 month.

3. Select the time breakdown beside the metric dropdown: Monthly, Quarterly, or Yearly. Quarterly is available for ranges of at least 3 months, and Yearly for ranges of at least 12 months.

Select Table to see which areas of the business are performing well and which need improvement. The table uses your selected date range and compares your data with your peer group. Turn on Detailed View to add your percentile and the peer group’s 25th and 75th percentiles. Industry comparisons for business performance are shown in graphs.

Customize your campaigns page

The Campaigns page breaks down key performance indicators for your email and text message campaigns, including email deliverability. You can customize which graph you view, the performance indicator to focus on in this graph, and the timeframe of your data.

1. Select Campaigns, then choose a date range from the dropdown at the top of the page.

2. Select Bar graph or Line graph in the upper right of the performance panel. Line graph requires a date range longer than 1 month.

3. Choose the metric you want to analyze from the dropdown above the graph. Email metrics include Open Rate (Email), Click Rate (Email), Click-through Rate (Email), Conversion Rate (Email), Revenue Per Recipient (Email), Bounce Rate (Email), Spam Report Rate (Email), and Unsubscribe Rate (Email).

Text message metrics include Click Rate (Text Message), Conversion Rate (Text Message), Revenue Per Recipient (Text Message), and Unsubscribe Rate (Text Message). Choose from the channels available for your account.

4. Select Monthly, Quarterly, or Yearly from the time breakdown dropdown beside the metric. Quarterly requires a selected range of at least 3 months, and Yearly requires at least 12 months.

The graph updates when you change the metric, date range, or time breakdown.

Select Table to see performance tables for the channels available to your account. Email uses peer-group comparisons; text messages use industry comparisons. The tables use your selected date range. Turn on Detailed View to see your percentile and the comparison group’s 25th and 75th percentiles.

Customize your flow performance page

The Flows page shows your flow performance trends over time in relation to companies similar to your own. You can customize which graph you view, the performance indicator to focus on in this graph, the timeframe of your data, and the individual flow or group of flows you are analyzing.

1. Select Flows, then choose a date range from the dropdown at the top of the page.

2. Choose an individual flow or an available group of flows from Your data.

3. Select Bar graph or Line graph, then choose a metric from the dropdown above the graph. Line graph requires a date range longer than 1 month. Email options include Open Rate (Email), Click Rate (Email), Click-through Rate (Email), Conversion Rate (Email), Revenue Per Recipient (Email), Spam Report Rate (Email), Unsubscribe Rate (Email), and Bounce Rate (Email). Text message options include Click Rate (Text Message), Conversion Rate (Text Message), Revenue Per Recipient (Text Message), and Unsubscribe Rate (Text Message).

4. Select Monthly, Quarterly, or Yearly from the time breakdown dropdown beside the metric. Quarterly requires a selected range of at least 3 months, and Yearly at least 12 months.

5. To review the table, select Table. To use Line graph, choose a date range longer than 1 month.

In Table view, the performance tables reflect the flow or group selected in Your data and the date range at the top of the page. To compare a group of flows, open Your data and look under Grouped Flows. Groups can include:

• Welcome series
• Abandoned cart
• Browse abandonment
• Customer thank you

A category appears under Grouped Flows when your account has more than 1 flow in that category. All Flows appears when your account has more than 1 flow overall. Email tables compare your data with peers, while text message tables compare your data with your industry. Turn on Detailed View to add percentile columns.

Change your flow comparison

For an individual flow, select the comparison category in Peer data. Klaviyo initially selects a category based on the flow type; you can choose a different category or All Flows (Peers).

For a grouped selection, the comparison category matches that group and cannot be changed. To choose another comparison category, first select an individual flow in Your data.

The table or graph updates after you change the flow or comparison category. Email comparisons use peer data in tables and can include industry data in graphs; text message comparisons use industry data in both views.

Customize your sign-up forms page

The Sign-up forms page compares popup form submit rates with your peers. It supports website popup forms. Your account must qualify for email benchmarks and have at least 1 popup form that has been live to see this page’s performance data.

1. Select Sign-up forms, then choose a date range from the dropdown at the top of the page.

2. Choose a popup form from the form dropdown. The table updates for that form and date range.

3. Select Table, Bar graph, or Line graph. Line graph requires a date range longer than 1 month. In a graph, choose Monthly, Quarterly, or Yearly as available for your date range.

4. In Table view, turn on Detailed View to show your percentile and the peer group’s 25th and 75th percentiles.

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