Getting started with Report builder (in beta)

Overview

The new Report builder is the next generation of Klaviyo’s custom reporting experience. Built on Klaviyo’s Data Dictionary and a vastly more scalable infrastructure, it provides a flexible, consistent way to create and customize performance, product, and metric reports — all in one place.

With Report builder, you can:

• Build reports using Campaigns, Flows, Forms, Products, or Metrics (events) data from any integration
• Combine Campaigns and Flows data in a single marketing performance report
• Use multiple groupings and add up to 20 filters
• Group by custom profile and event properties
• Export data to CSV, or schedule your reports to run on a recurring basis
• Start from a pre-configured “quick start” template and easily customize the report further to your needs

Report builder is currently in beta and available to all active and trial Advanced Klaviyo Data Platform (AKDP) and Marketing Analytics customers.

Key improvements from Custom Reports

Report builder was rebuilt from the ground up to offer more flexibility, data consistency, and control.

Overall here is how Report Builder’s capabilities compare and have been improved:

Capabilities by report type

Each report type has different supported data contexts and grouping options.

You can now group by profile attributes (e.g., City, Current RFM Group, and your own brand-specific custom profile properties) across any of the report types — an experience not previously possible in Custom Reports.

Access Report builder

1. Navigate to Advanced → Marketing analytics → Report builder (Beta).
   
   
    
2. The Reports page lists all your saved reports.
   
   From this page, you can:
   • Create a new report
   • Download it to CSV
   • Schedule it for recurring delivery
   • Run, edit, or rename a report
   • View a sample 1000 rows of results from the most recent run
   • Delete a report

Create a new report

1. Click “Create report.”
   This opens the Create a report drawer.
2. Give your report a name and description, and choose a report type (Campaign, Flow, Form, Metric, or Product performance) or start from a Custom report to build from scratch.

Each report type starts with a standard configuration that includes the most relevant metrics — including revenue metrics. For example, your mapped revenue metric (e.g. Placed Order) is automatically selected as the first conversion metric in the report

Configure your data

After selecting a report type, you’ll be taken to the Select data screen.

• Use the Selected tab to see the pre-selected metrics and attributes included by default for your chosen report type.
• Switch from the default “Selected” tab to the “All” tab to explore and add additional groupings, filters, or timeframe intervals (Entire range, Daily, Weekly, Monthly).
  
  
  
   
• Choose from available metrics (like Opens, Clicks, Placed Orders, etc.), and how you’d like to measure that metric (Total, Uniques, Rate, Average, Revenue per Recipient, etc.) to identify the kind of data you want.
• You can add additional groupings by selecting attributes like campaign name, channel, text message format (e.g. SMS, MMS, RCS), A/B test variation, inbox provider, country, current RFM group, and more. Once you export your data to CSV, you can use these groupings to pivot  your data to create unique, nested views.
• Add filters (up to 20) that allow exact values or “contains” on a given attribute to customize your report.
  
   
   

• Adjust the Time frame (Last 7 days, Last 30 days, Year-to-date, etc.) and choose your Group by time interval (Entire period, Day, Week, Month).

  

  

Preview and run your report

• When you’re ready, click Run.
• Report builder will process your query and display a 1000-row sample preview so you can review your results before exporting.
• While your report runs, you’ll see a progress animation showing each stage (data retrieval, organization, export preparation).
• Once the report is complete, you can download the data as a CSV, schedule it, or view it in the app.

Schedule or export your report

From your report’s Manage report menu, you can:

• Edit your configuration
• Rename your report
• Schedule recurring delivery via email

When scheduling a report:

• You can automate running and sending the report to yourself. The recipient will always default to your own user email address at this time.
• Select your start date, sending time, time zone, and send frequency (weekly, monthly).
• You can customize the subject line and message.

Scheduled emails include a secure link to download the latest CSV directly from Klaviyo.

Report builder can help you answer real questions: 

• Compare engagement and conversion rates by channel across all campaigns and flows.
• Analyze Placed Order and Added to Cart metrics by attributed campaign.
• View form submissions by version and region to optimize signup performance.
• Identify top-performing products by campaign or by RFM group
• Group purchase behavior by custom profile attributes like membership tier or loyalty status.

Next steps

• Build and use custom reports in Report builder
• Provide product feedback via the product feedback form, our Customer Success Manager or support@klaviyo.com