Getting started with analytics or overview dashboards

You will learn

Learn how to use analytics dashboards (also referred to as overview dashboards) and understand how each data card can measure performance. Once you send messages from Klaviyo, this dashboard is a place to visualize the data points and trends that matter most to your business.

Common use cases

The overview dashboard is commonly used to provide insights or answer the following questions:

• What channels are contributing to revenue most?
• Which campaigns in particular are performing the best? And how do these compare to other recently sent campaigns?
• Which flows in particular are performing the best? And how do these compare to other recent flows?
• Which of my metrics are performing the best? Which are performing the worst and need to be reviewed?
• What do my SMS and email deliverability rates look like? Is there anything that needs attention?
• Where are customers falling off in my email or SMS funnels? Where can I improve?
• What forms are performing the best? What forms can be improved?

Accessing the dashboard

Navigate to Analytics > Dashboards to find an existing dashboard from the list. To create a new one, click Create Dashboard, enter a Dashboard Name, and click Create Dashboard. Your new dashboard opens automatically.

At the top of the dashboard you will find the date range, your selected conversion metric, and the comparison period. Open the date selector to choose your date range and comparison period, then click Apply. A custom range can have up to 366 days between its start and end dates. If you type dates manually, use the format shown in the date fields.

General dashboard and card settings

Chosen conversion metrics

If you are using a revenue-based conversion metric in your dashboard (e.g., Placed Order, Started Checkout, Fulfilled Order, etc.), you will see monetary values displayed in your cards.

All other conversion metrics (e.g., Active on Site, Opened Email, Clicked Email, etc.) will show the total number of applicable conversions.

Date ranges and display in charts

Charts group data by day, week, or month based on the selected date range. For example:

• A 30-day date range displays data by day.
• A 60-day date range displays data by week.
• A 90-day date range displays data by month.

Multichannel reporting

Some cards show channel tabs for email, text messages, mobile push, or WhatsApp. Switch between the tabs to see data for each channel available to your account and supported by that card. If only 1 channel is available, the card shows its data without a tab selector.

Percentage changes

Some cards show percentage changes (positive or negative), as shown in the example below. These changes compare your data with the comparison period selected at the top of the dashboard. For example, if you select the last 30 days and compare with the previous period, revenue is compared with the 30 days before your range.

Percentage changes will appear as the following:

• Green percentage
  Green indicates an improvement, such as higher revenue or a lower bounce rate.
• Red percentage
  Red indicates a decline in performance, such as lower revenue or a higher bounce rate.

Available data and performance cards

Below the top of your dashboard, you will see the different default data and performance cards. These cards represent different ways to view conversions, revenue, and success metrics across your account.

By default your dashboard will contain the following cards:

• Conversion summary card
• Campaign message performance card
• Campaign message performance detail card
• Flow Performance card
• Flow Performance Detail card
• Performance highlights card (for accounts whose data is hosted in the US)
• Deliverability card

In addition to the default cards on your dashboard, the data view library contains many pre-built cards to provide additional insights.

The additional cards that you can add include:

• Conversion by channel card
• Funnel Summary by Channel card
• Flows Volume card
• Forms performance card
• Forms performance detail card
• Email deliverability by email domain card
• Flows Conversions card
• Subscriber growth card

Default cards

Conversion summary card

The conversion summary card provides a high-level view of your flows and campaigns, and the revenue or conversions attributed to each.

If you are using multiple channels, their results are grouped into the campaign and flow numbers. This includes email, text messages, mobile push, and WhatsApp.

Results will show as stacked bar charts, with each color corresponding to each message type (i.e., flows are blue and campaigns are teal).

If you hover over any bars in the chart, you will see the breakdown of revenue or conversions for flows versus campaigns and the percentage attributed to each for that point in time.

How we calculate your card data

• Flows
  Flows data includes all live, manual, and draft flows sent in the date range you chose.
• Campaign
  Campaign data includes campaign messages across channels sent in your date range.

Campaign message performance card

The Campaign message performance card helps you monitor overall campaign health by opens, clicks, and your conversion metric. You can also filter by a specific campaign message to see its individual performance.

The tabs at the top of this card let you see campaign performance for each available channel, including email, text messages, mobile push, and WhatsApp.

Open the All campaign messages dropdown to refine your view by a specific campaign message. This dropdown shows messages sent within the time range you chose at the top of your dashboard.

For accounts whose data is hosted in the US, benchmark ratings appear when viewing all email or text message campaigns. These ratings compare your metrics with similar companies (Excellent, Good, Fair, or Poor). If you fall into the Fair or Poor categories, we suggest looking at that metric against individual campaigns to diagnose the issue. Conversion benchmarks require Placed Order as the selected conversion metric.

By hovering over any lines in the chart, you can see the open rate, click rate, and selected conversion rate for that point in time. The available engagement rates depend on the channel: email has opens and clicks, text messages have clicks, and mobile push has opens.

How we calculate your data:

• Open rate
  This rate is the number of unique opens divided by the number of delivered messages.
• Click rate
  This rate is the number of unique clicks divided by the number of delivered messages.
• Placed order rate
  This rate is the number of unique conversions attributed to the messages within the channel’s attribution window divided by the number of delivered messages, when Placed Order is your selected conversion metric.

Campaign message performance detail card

The Campaign message performance detail card helps you dive into the individual performance of your campaign messages with a view that includes delivery, engagement, and conversion data. Here, you will be presented with a table of recently sent campaign messages within your chosen date range.

Click through the page numbers at the bottom of the table to view all applicable data for additional campaigns.

How we calculate your data:

• Recipients
  This count includes the number of received emails and bounced emails. The SMS recipients count includes the number of received messages and the number that failed to deliver.
• Delivered
  This count shows the number of messages successfully delivered.
• Unique opens
  The count of unique opens recorded for your messages. The percentage is unique opens divided by delivered messages. SMS opens cannot be detected.
• Unique clicks
  The count of unique clicks recorded for your messages. The percentage is unique clicks divided by delivered messages.
• Unique order
  When Placed Order is selected, this is the count of unique conversions attributed to your messages. The column name changes with the selected conversion metric. The percentage is unique conversions divided by delivered messages.
• Revenue
  The revenue attributed to these conversions.
• Rev / rec
  This amount represents revenue generated per recipient. It is the revenue attributed to your campaign message divided by its successful deliveries.

Flow Performance card

The flows performance card helps you dive into individual flow performance by engagement and overall conversions. This card allows you to see flow opens, clicks, and conversions by specific channel.

The chart shows engagement and conversion rates for the channel you select over your chosen date range. For email with Placed Order selected, the lines show open rate, click rate, and placed order rate.

Select a channel, then use the flow dropdown to refine your view by an individual flow. Select Exclude archived and deleted flows to remove those flows from the data.

For accounts whose data is hosted in the US, benchmark ratings appear when viewing all email flows. These ratings compare your metrics with similar companies (Excellent, Good, Fair, or Poor). If you fall into the Fair or Poor categories, we suggest looking at that metric against individual flows to diagnose the issue. Conversion benchmarks require Placed Order as the selected conversion metric.

By hovering over any lines in the chart, you can see the open rate, click rate, and selected conversion rate for that point in time. The available engagement rates depend on the channel: email has opens and clicks, text messages have clicks, and mobile push has opens.

How we calculate your card data:

• Recipients
  This count includes the number of received emails and bounced emails. The SMS recipients count includes the number of received messages and the number that failed to deliver.
• Click rate
  This rate is the number of unique clicks divided by the number of delivered messages.
• Placed order rate
  This rate is the number of unique conversions attributed to the messages within the channel’s attribution window divided by the number of delivered messages, when Placed Order is your selected conversion metric.

Flow performance detail card

The Flow Performance Detail card dives into the individual performance of each of your flows with a view that includes delivery, engagement, and conversion data. Here, you can see an alphabetized table of flows with performance data for your chosen date range.

The tabs at the top of this card show delivery, engagement, and conversion data by channel. The available metrics depend on the channel and your selected conversion metric. Use the arrows next to each column heading to sort your data in ascending or descending order.

Click through the page numbers at the bottom of the table to view all applicable data for additional flows.

You can also select Exclude archived and deleted flows to remove those flows from the table.

How we calculate your card data:

• Recipients
  This count includes the number of received emails and bounced emails. The SMS recipients count includes the number of received messages and the number that failed to deliver. Note that this value is not unique and profiles may be counted multiple times when they receive multiple flow messages or enter a flow more than once.
• Delivered
  This count shows the number of messages successfully delivered.
• Unique opens
  The count of unique opens recorded for your messages. The percentage is unique opens divided by delivered messages. SMS opens cannot be detected.
• Unique clicks
  The count of unique clicks recorded for your messages. The percentage is unique clicks divided by delivered messages.
• Unique order
  When Placed Order is selected, this is the count of unique conversions attributed to your messages. The column name changes with the selected conversion metric. The percentage is unique conversions divided by delivered messages.
• Revenue
  The revenue attributed to these conversions.
• Rev / rec
  This amount represents revenue generated per recipient. It is the revenue attributed to the flow’s messages divided by their successful deliveries.

Performance highlights card

The performance highlights card provides a view of your top and bottom performing metrics to help you choose where to invest your marketing efforts. This card is available for accounts whose data is hosted in the US.

The left-hand side of the chart lists your top metrics based on Klaviyo best practices compared to a group of your peers. The right-hand side shows your bottom performing metrics, which represent opportunity areas for your brand.

Clicking any of these metrics leads you to the corresponding benchmarks report.

Deliverability card: email

In the Deliverability card, select Email to monitor your email deliverability and spot issues related to your sender reputation. Review your bounce, spam, and unsubscribe rates over your chosen date range.

The lines in blue (Bounce rate), teal (Spam rate), and yellow (Unsubscribe rate) display according to the date range you chose.

Use the Message type dropdown to choose All, Campaigns, or Flows for the selected channel.

By hovering over any lines in the chart, you can see the bounce, spam, and unsubscribe rates for that point in time.

How we calculate your data:

• Bounce rate
  This rate represents the number of bounced emails divided by the total number of received and bounced emails.
• Spam rate
  This rate represents the number of recipients who marked your email as spam divided by the total number who received the email.
• Unsubscribe rate
  This rate represents the number of recipients who unsubscribed divided by the total number who received the email.

Additional cards and channel views

Conversion by channel card

The Conversion by Channel card shows conversions attributed to each available channel, including email, text messages, mobile push, and WhatsApp. Use it to understand how your channels are driving results.

Results show as stacked bar charts, with each color corresponding to a channel. Use the chart legend to identify each channel.

The chart will also display according to the date range you chose.

For a more detailed breakdown of a date or date range, hover over any bar in the chart to see revenue or conversion counts and percentages for that point in time.

How we calculate your data:

• Conversions
  If you choose a revenue-based conversion metric for your dashboard (e.g., Placed Order, Started Checkout, Ordered Product, etc.), you’ll see the value of conversions attributed to each channel and the corresponding currency. If you choose a non-revenue conversion metric (e.g., Active on Site, Opened Email, Clicked Email, etc.), the data shows the count of attributed conversions. For each channel, the percentage reflects its portion of the total.

Funnel Summary by Channel card: email

In the Funnel Summary by Channel card, select Email to view aggregate key performance indicators (KPIs) across your emails. View overall rates for delivery, opens, clicks, and conversions via bar graphs to see where significant drop-off may be occurring.

How we calculate your data:

• Delivery rate
  This rate represents the number of received emails divided by the total number of received emails and bounces.
• Open rate
  This rate is the number of unique opens divided by the number of delivered messages.
• Click rate
  This rate is the number of unique clicks divided by the number of delivered messages.
• Conversion rate
  This rate is the number of unique conversions attributed to your emails divided by the number of delivered emails.

Funnel Summary by Channel card: text messages

In the Funnel Summary by Channel card, select Text message to view aggregate key performance indicators (KPIs) across your text messages. View overall rates for delivery, clicks, and conversions via bar graphs to see where significant drop-off may be occurring.

How we calculate your data:

• Delivery rate
  This rate represents the number of received SMS messages divided by the total number of received messages and failed messages.
• Click rate
  This rate is the number of unique clicks divided by the number of delivered SMS messages.
• Conversion rate
  This rate is the number of unique conversions attributed to your SMS messages divided by the number of delivered SMS messages.

Funnel Summary by Channel card: mobile push

In the Funnel Summary by Channel card, select Push to view aggregate key performance indicators (KPIs) across your mobile push messages. View overall rates for delivery, opens, and conversions via bar graphs to see where significant drop-off may be occurring.

How we calculate your data:

• Delivery rate
  This rate represents the number of received mobile push notifications divided by the total number of received and failed notifications.
• Open rate
  This rate is the number of unique opens divided by the number of delivered mobile push notifications.
• Conversion rate
  This rate is the number of unique conversions attributed to your mobile push notifications divided by the number of delivered mobile push notifications.

Deliverability card: text messages

In the Deliverability card, select Text message to monitor your text message deliverability and spot issues related to your sender reputation. Review your failed to deliver and unsubscribe rates over your chosen date range.

The lines in blue (Failed to deliver) and teal (Unsubscribe rate) display according to the date range you chose.

Use the Message type dropdown to choose All, Campaigns, or Flows for the selected channel.

By hovering over any lines in the chart, you can see the failed to deliver and unsubscribe rates for that point in time.

How we calculate your data:

• Failed to deliver rate
  This rate is the number of messages that failed to deliver divided by the total number of delivered and failed messages.
• Unsubscribe rate
  This rate represents the number of recipients who unsubscribed divided by the total number who received the SMS message.

Flows Volume card

The Flows Volume card shows delivered and bounced or failed flow messages over your chosen date range. Use it to monitor sending volume and spot changes or delivery issues in your flows.

Results show as stacked bar charts, with colors distinguishing delivered messages from bounced or failed messages. Use the legend to identify each series for the selected channel.

Select a channel, then use the flow dropdown to refine your view by an individual flow. Select Exclude archived and deleted flows to remove those flows from the data.

By hovering over any bars in the chart, you can see the delivery and bounce or failure counts for the selected flows at that point in time.

How we calculate your data:

• Deliveries
  The total number of delivered flow messages for the selected channel. Email delivery does not guarantee inbox placement.
• Bounces or failed deliveries
  The total number of flow messages that bounced or failed to deliver, depending on the selected channel.

Forms performance card

The forms performance card shows the view count and submission rate for a specific form or all forms.

This card will display your form submission rates over time via a line graph according to the date range you chose. Your total form views will appear to the left.

Open the All forms dropdown to view all forms or an individual form. Select Exclude all drafts to exclude forms in draft mode from the data.

Below this information, you can review your form submission rate and its change from the selected comparison period. If the rate declines, look at an individual form to diagnose the issue or review ways to improve its submission rates.

By hovering over the line chart, you can see the submit rate for each time period.

How we calculate your card data:

• Submit rate
  This rate represents the number of form submissions divided by the number of views.
• Views
  This count represents the total number of views of your forms.

Forms performance detail card

The forms performance detail card dives into the individual performance of each of your forms with a view that includes the list associated with the form, views, total number of submissions, and submit rate. Here, you can see an alphabetized table of your forms with performance data for your chosen date range.

Use the arrows next to each data metric at the top to sort your data from ascending or descending order.

Click through the page numbers at the bottom of the table to view all applicable data for additional forms.

Select Exclude draft forms to exclude forms in draft mode from the table.

How we calculate your card data:

• Viewed
  This count represents the total number of form views.
• Submitted
  This count represents the total number of form submissions.
• Submit rate
  The number of form submissions divided by the number of form views.

Email deliverability by email domain card

The email deliverability by email domain card dives into the individual performance of the top 200 email domains, with a view that includes the open, click, bounce, spam, and unsubscribe rates.

Use the arrows next to each data metric at the top to sort your data from ascending or descending order.

How we calculate your card data

Note that the rates below are calculated per email domain specifically.

• Open rate
  This rate is the number of unique opens divided by the number of delivered messages.
• Click rate
  This rate is the number of unique clicks divided by the number of delivered messages.
• Bounce rate
  This rate represents the number of bounced emails divided by the total number of received and bounced emails.
• Spam rate
  This rate represents the number of recipients who marked your email as spam divided by the total number who received it.
• Unsubscribe rate
  This rate represents the number of recipients who unsubscribed divided by the total number who received the email.

Flows Conversions card

The Flows Conversions card provides a view of your account’s revenue or conversions attributed to flows. This card allows you to examine trends in your flows’ conversions, as well as spot potential areas for improvement.

All flows view

By default, the card will show all flows as a single blue line representing revenue or conversions across all of your flows. The chart will reflect whatever time period and conversion metric that you chose for your dashboard.

The total number of conversions or revenue is reflected in the large number on the left-hand side.

This card includes historical data from flows in live, manual, and draft status, as well as archived and deleted flows. Select Exclude archived and deleted flows to remove those flows from the data.

Single or comparison flow view
If you would like to narrow in on a specific flow or compare flows, you can compare up to 5 flows’ performance against one another. In the All flows dropdown, you can either search for a specific flow by name or click on a specific flow from the list itself.

Once you have selected the flows you wish to compare, they will appear individually as blue, teal, or yellow lines, as shown in the example below. Like above in the single view, your total number of conversions or revenue and percentage change will also be present on the left-hand side.

By hovering over any of the flows lines, either in All flows mode or one of your individual flows, you will see the revenue or conversions attributed for that time period.

How we calculate your card data:

• Total attributed revenue
  This is the revenue attributed to your flow messages across channels in the selected period. If you choose a conversion metric without a monetary value, the card uses the number of conversions instead.
  Conversions are reported against the send date of the flow message they are attributed to.

Subscriber growth card

The subscriber growth card allows you to track the performance of your subscribers over time to analyze the trends and health of each channel. You can see how your subscriber count grows and shrinks across available email, text message, and WhatsApp channels. Select View full report to open the full subscriber growth report.

Additional resources