Understanding the overview dashboard

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Overview

Learn how to access the new Overview Dashboard and understand how to customize it to suit your business needs. Once you send messages from Klaviyo, the new Overview Dashboard is a place to visualize the data points and trends that matter most to your business. In this guide, you will learn how to access this dashboard and best practices for utilizing it across your data sets.

Navigating to the Dashboard

1. Select Analytics from the left hand menu.
2. From here, choose the card for Overview Dashboard.

Inside the Analytics tab and selecting the Overview Dashboard card at top.

Once inside of the report, the top of the dashboard will display the date range and your selected conversion metric.

All members of the account will see the same default dashboard. The Last Updated timestamp represents the last time any team member updated the board. Note that users can create their own dashboards (up to 9 more) for their individual viewing.

Customizing the analytics dashboard

Choosing a date range

By default, your dashboard will show your performance metrics over the last 30 days.

To change the date range, click on the dropdown next to Date range.

Date range dropdown open to show the options for date range choices to select.

You can adjust the date range to show:

  • Week-to-date
  • Month-to-date
  • Last 7 Days
  • Last 30 Days
  • Last 90 Days
  • Custom (note: you can pull up to 12 months maximum, within your date range)
Note that all data views will be based on your account’s local timezone. And dates are inclusive of both start and end (i.e., you choose a range of March 1st - March 30th).

Choosing a conversion metric

In addition to the date range, you also have the ability to choose any account-wide conversion metric. These metrics pull from any integration or custom conversion-related event and visualize your data.

1. To change the conversion metric, click on the dropdown next to Conversion metric.
2. Choose the conversion metric that suits your current dashboard needs.

conversion_metric_dropdown.jpg

Refreshing the dashboard

In the upper right-hand corner of the dashboard, the timestamp will appear for the last time a user updated the dashboard.
At

1. To manually refresh the dashboard and the data displayed, click on the three dot menu (...) in the upper right and select Refresh Data. This will update all the data displayed on the dashboard.

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Default card views

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

You will see the Conversion Summary card at top, followed by the Campaign Performance card, Campaign Performance Detail card,  Flow Performance card, Flows Performance Details card, Performance Highlights card, and finally Email Deliverability card (if you are using email as a channel). 

Conversion Summary card

If you choose either Placed Order, Started Checkout, Fulfilled Order, or Ordered Product as your conversion metric, you will see revenue displayed; otherwise. All other conversion metrics will show their applicable values in the Conversion Summary card.

This card does not distinguish between channels. If you are multi-channel and add this card, SMS will be grouped into the campaign and flow numbers.

If you are multi-channel and add this card, SMS will be grouped into the campaign and flow numbers.

Results will show as stacked bar charts, with each color corresponding to each channel (i.e., flows are blue, and email or SMS campaigns are teal). A date range of 30 days or under will display bars by day in the chart, a range of more than 30 days will display by week, and a range of over 90 days will display by month.

View of the Conversion Summary card and data visualized as bar charts

Next to your revenue amount, your card will show the percentage revenue change from the previous period. A positive percentage change will show in green text, while a negative percentage change will show in red text. For example, if you are looking at the last 30 days, we will compare the revenue percentage change from the 30 days prior to your range.

Conversion Summary card showing the percentage of change in red or green next to total revenue amount

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

By hovering over any of the bars in the chart, you will be able to view the breakdown by types of campaign and percentage conversions

How we calculate your card data

Flows data includes live, manual, and draft flows where a flow message has been sent in the date range you chose. Campaign data includes all email and SMS campaign messages that were sent in your date range.

Campaign Performance card

The Campaign Performance card helps you monitor overall campaign performance. Here you can filter by campaign, to see how your strategy is working.

The tabs at the top of this card allow you to see campaign opens, clicks, and placed order rates by channel. If you are a single channel account (email or SMS only), you will only see that tab, and if you are multichannel, you will see both tabs for email and SMS. The lines in blue (open rate), teal (click rate), and yellow (placed order rate) display according to the date range you chose. A date range of 30 days or under displays by day in the line chart, a range of over 30 days and under 90 days displays by week, and a range of over 90 days displays by month.
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If you open the All campaigns dropdown, you can further refine your view by all campaigns or a specific campaign. This shows campaigns sent within the date time range that you chose.

The All Campaigns dropdown inside the campaign performance card, allowing you to choose a particular campaign to view individually

Next to your recipient count, your card shows the percentage change from the previous period. A positive percentage change will show in green text, while a negative percentage change will show in red text. For example, if you are looking at the last 30 days, we will compare the revenue percentage change from the 30 days prior to your range.

The negative or positive percentage change of reveneu that is displayed next to your total revenue amount

If you are viewing data for all campaigns, next to each metric you will also see your benchmarks scoring (Excellent, Fair, or Poor) compared to similar companies. If you fall into the Fair or Poor categories we suggest looking at that particular metric against individual campaigns to diagnose the issue.

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By hovering over any lines in the chart, you can see the number of opens, clicks, and placed order rate per campaign channel.
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How we calculate your data

  • Open rate
    The open rate includes the unique number of opened emails or SMS messages divided by the number of total received messages.
  • Click rate
    The click rate is the amount of clicks divided by the amount of received messages.
  • Placed Order rate
    How many unique orders were placed via your campaigns, divided by the number of received messages.

Campaign Performance Detail card

The Campaign Performance Detail card helps you dive into the individual performance of each of your campaigns with a view that includes delivery, engagement, and conversion data. Here, you will be presented with a table of all recently sent campaigns within your chosen date range.

campaign_perf_detail_new.jpg
The tabs at the top of this card allow you to see campaign opens, clicks, and placed order rates by channel. If you are a single channel account (email or SMS only), you will only see that applicable tab, and if you are multichannel, you will see both tabs for email and SMS.

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

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How we calculate your data

Within the table itself, you will see the raw data for number of recipients, opens, clicks, placed orders, revenue, and revenue per recipient.

  • Recipients
    Your recipient count includes the number of received emails and bounced emails, and the SMS recipients count includes the number of received and the number that failed to deliver.
  • Delivered
    The delivered rate shows how many campaigns successfully reached your subscribers' inboxes.
  • Unique Opens
    The unique number of opened emails (note: we cannot detect SMS open rates).
  • Unique Clicks
    The unique clicks of your messages.
  • Unique Order
    The unique number of orders placed via your campaigns.
  • Revenue
    Revenue looks at revenue attributed to these conversions.
  • Rev/rec
    The revenue generated per recipient. This is determined by the revenue generated from your campaign divided out of the number of deliveries in that given campaign.

Flows Performance card

In this card, you can dive into individual flow performance by engagement and overall conversion data.

The tabs at the top of this card allow you to see flow opens, clicks, and placed order rates by channel. If you are a single channel account (email or SMS only), you will only see that applicable tab, and if you are multichannel, you will see both tabs for email and SMS.

The lines in blue (open rate), teal (click rate), and yellow (placed order rate) display according to the date range you chose. A date range of 30 days or under will display by day in the line chart, a range of over 30 days and under 90 days will display by week, and a range of over 90 days will display by month.
flows_performance_dash-_updated.jpg

If you open the All email flows or All SMS flows dropdown, you can further refine your view by all flows or an individual flow. You can also choose the Exclude draft flows checkbox next to this dropdown, to exclude any flows currently in draft mode from displaying in your data.

Open dropdown on Flow Performance card allowing you to narrow by specific SMS or email flow message metrics

In addition, next to your recipient count, your card shows the percentage change from the previous period. A positive percentage change will show in green text, while a negative percentage change will shown in red text. For example, if you are looking at the last 30 days, we will compare the revenue percentage change from the 30 days prior to your range.

flows_performance_card-_percentage.jpg

If you are looking at all of your email campaigns, next to each metric you will also see your benchmarks scoring (Excellent, Fair, or Poor) compared to similar companies. If you fall into the Fair or Poor categories we suggest looking at that particular metric against individual flows to diagnose the issue. Note that benchmarks will not show for SMS campaigns.

benchmarks-_for_campaign_and_sms_perf__new.png

By hovering over any lines in the chart, you can see the number of opens, clicks, and placed order rate per channel.

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How we calculate your card data

  • Recipients
    Your recipient count includes the number of received emails and bounced emails, and the SMS recipients count includes the number of received and the number that failed to deliver.
  • Click rate
    The click rate is the amount of unique clicks divided by the number of received messages.
  • Placed Order rate
    How many unique orders were placed via your flows divided by the numbers of received messages.

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 all flows sent within your chosen date range.

The tabs at the top of this card allow you to see flow opens, clicks, and placed order rates by channel. If you are a single channel account (email or SMS), you will only see that applicable tab, and if you are multichannel, you will see both tabs for email and SMS.

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

flows_perf_detail-new.jpg

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

flows_perf_detail-new_pages.jpg

You can also choose the Exclude draft flows checkbox next to this dropdown to exclude any flows in draft mode from displaying in your data.

Flows Performance Detail card showing the checkbox to exclude flows currently in draft mode

How we calculate your card data

Within the table itself, you will see the raw data for number of recipients, opens, clicks, placed orders, revenue, and revenue per recipient.

  • Recipients
    Your recipient count includes the number of received emails and bounced emails, and the SMS recipients count includes the number of received and the number that failed to deliver.
  • Delivered
    The delivered rate shows how many campaigns successfully reached your subscribers' inboxes.
  • Unique Opens
    The unique number of opened emails (note: we cannot detect SMS open rates). Unique Clicks The unique clicks of your messages.
  • Unique Order
    The unique number of orders placed via your campaigns.
  • Revenue
    Revenue looks at revenue attributed to these conversions.
  • Rev/rec
    The revenue generated per recipient. This is determined by the revenue generated from your campaign divided out of the number of deliveries in that given campaign.

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 time and improve your marketing. This displays the data for the last month and updates on the 10th of every month.

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.

Performance Highlights card with top performinc campaigns on the left and bottom performing campaigns on the right

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

Note that if do not have enough data for sent campaigns, this card may appear blank until you have sent enough emails or SMS messages for Klaviyo to determine your performance.

Email Deliverability card

The Email Deliverability card allows you to monitor your deliverability and spot any issues related to your sender reputation. Review your bounce, spam, and unsubscribe percentage rates over your chosen date range.

Email metrics in this chart include those sent through campaigns and flows.

The lines in blue (bounce rate), teal (spam rate), and yellow (unsubscribe rate) display according to the date range you chose. A date range of 30 days or under will display by day in the line chart, a range of over 30 days and under 90 days will display by week, and a range of over 90 days will display by month.

email_deliverability-UPDATED.jpg

If you open the All email dropdown, you can further refine your view by all emails, flows or campaign messages.

email_deliverability_dropdown.png

In addition, below each of your rates, your card shows the percentage change from the previous period. In your bar chart, a positive percentage change will show in red text, while a negative percentage change will show in green text. For example, if you are looking at the last 30 days, we compare the spam rate percentage change from the 30 days prior to your range. However, the percentage next to Total Recipients is shown with a positive change in green and a negative change in red.

email_deliverability_percentage-UPDATED.jpg

By hovering over any lines in the chart, you can see the number of bounces, spam, and unsubscriber rates per time period.

email_deliverability_hover-UPDATED.jpg

How we calculate your data

  • Bounce rate
    The bounce rate represents the number of bounced emails divided by the number of received and bounced emails.
  • Spam rate
    The spam rate represents the number of recipients who marked your email as spam divided by the number who received it.
  • Unsubscribe rate
    Unsubscribes are the number of recipients who unsubscribed divided by the number who received the email.

Adding a card

1. To add a new card to a view, click Add Card in the upper right-hand corner. A pop-up will appear showing the Data View Library. This library contains many pre-built cards to serve your data visualization needs.

View of the Data View Library showing example cards to choose

2. Once you have chosen a pre-built card that you want to add to your dashboard, select it and then click Add Data View, as shown below.

add_data_view_library.jpg

The newly added card will appear at the bottom of your dashboard.

There is a limit of 10 cards per dashboard. If you need a different card and have reached the limit, remove a card and then add your new one, or create a new dashboard and add your supplementary cards there.

Using the additional data library cards

The Data View Library contains many pre-built cards to provide insights into your success, revenue, and conversion data. In addition to the default cards that appear in your dashboard, the Data View Library provides other cards that help to supplement your insights and refine your marketing strategy.

Conversion By Channel card

The Conversion By Channel card appears for all multichannel accounts (i.e., those using both email and SMS). This card provides you the ability to distinguish conversions by your email or SMS channels, to understand how your various channels are driving results.

For both email and SMS, this includes all messages that were sent in your chosen date range in your account’s timezone.

Results will show as stacked bar charts, with each color corresponding to a channel (i.e., emails are blue and SMS campaigns are teal). The chart will also be displayed according to the date range you chose. A date range of 30 days or under will display bars by day in the chart, a range of more than 30 days will display by week, and a range of over 90 days will display by month.

Conversion Summary by Channel card showing bar graphs for email versus sms revenue metrics over date ranges

Next to your revenue amount, your card will show the percentage revenue change from the previous period. A green number indicates that your revenue has increased since the prior period, while a red number indicates that it has fallen. For example, if you are looking at the last 30 days, we will compare the revenue percentage change from the 30 days prior to your range.

Percentage change positive or negative of conversion revenue since last, similar time period

For a more detailed breakdown of a date or date range, hover over any bar in the chart to see specific revenue numbers and percentages.

Conversion Summary by Channel card showing that if you hover over a bar graph you can see conversion broken out by email versus sms

How we calculate your data

If you choose Placed Order, Started Checkout, or Ordered Product as your conversion metric, you’ll see the sum of conversions attributed to email or SMS attributed conversion and their corresponding currency. If you choose another conversion metric, the data will only show the count of email and SMS attributed conversions. For both email or SMS, the percentage reflects the portion of your total conversions driven by that channel.

Email Funnel Summary card

The Email Funnel Summary card aggregates key performance indicators (KPIs) across your emails, so you can see where subscribers are leaving the funnel.

View your overall rates for delivery, opens, clicks, and ordered products via bar graphs, and see where significant drop-off may be occurring.
email_funnel_summary-_updated.png

In addition, below each of your rates, your card shows the percentage change from the previous period.

A positive percentage change will show in green text, while a negative percentage change will show in red text. For example, if you are looking at the last 30 days, we compare the revenue percentage change from the 30 days prior to your range.

email_funnel_summary_percentages-_updated.jpg

How we calculate your data

  • Delivery Rate
    Your delivery rate represents the number of received emails divided by the number of received emails and bounces.
  • Open Rate
    The open rates include the unique number of opened emails divided by the number of total received.
  • Click Rate
    The click rates are the amount of clicks divided by the amount of received emails.
  • Conversion Rate
    Conversion rates look at the number of conversions divided by the number of received emails.

SMS Funnel Summary card

The SMS Funnel Summary card aggregates key performance indicators (KPIs) across your emails, so you can see where subscribers are leaving the funnel.

View your overall rates for delivery, clicks, and ordered products via bar graphs, and see where significant drop-off may be occurring.
View of the SMS Funnel Summary card showing bar graphs of delivery, click, and placed order rates

In addition, below each of your rates, your card shows the percentage change from the previous period. A positive percentage change will show in green text, while a negative percentage change will show in red text. For example, if you are looking at the last 30 days, we compare the revenue percentage change from the 30 days prior to your range.

Highlighted view of the negative or positive percentage change below each SMS summary metrics

How we Calculate Your Data

  • Delivery rate
    Your delivery rate represents the number of received SMS messages divided by the number of received messages and failed messages.
  • Click rate
    The click rates are the amount of unique clicks divided by the amount of received SMS messages.
  • Conversion rate
    Conversion rates look at the number of conversions divided by the number of received messages.

SMS Deliverability card

The SMS Deliverability card allows you to monitor your deliverability and spot any issues related to your sender reputation. Review your failed to deliver and unsubscribe percentage rates over your chosen date range.

SMS metrics in this chart include those sent through campaigns and flows.

The lines in blue (failed to deliver) and teal (unsubscribe rate) display according to the date range you chose. A date range of 30 days or under displays by day in the line chart, a range of more than 30 days and under 90 days displays by week, and a range of over 90 days displays by month.

sms_deliverability-UPDATED.jpgIf you open the All SMS dropdown, you can further refine your view by all SMS, flows or campaign messages.

SMS_deliverability_dropdown.png

In addition, below each of your rates, your card shows the percentage change from the previous period. A positive percentage change is shown in red text, while a negative percentage change is shown in green text. For example, if you are looking at the last 30 days, we compare the revenue percentage change from the 30 days prior to your range.

sms_deliverability_percentage-UPDATED.jpg

By hovering over any lines in the chart, you will also be shown the number of failed to deliver messages and unsubscribe rates per time period.

sms_deliverability_hover-UPDATED.jpg

How we calculate your data

Your total recipients represent the number of SMS messages received and failed to deliver. Unsubscribes are the number of recipients who unsubscribed divided by the number who received the message.

Flow Volumes card

The Flows Volume card monitors the number of people entering your flows in real time. This allows you to see if there are any particular areas or parts of your flows that subscribers are not reaching.

Results will show as stacked bar charts, with each color corresponding to delivered flow messages (blue) and bounced flow message (teal). A date range of 30 days or under will display bars by day in the chart, a range of more than 30 days will display by week, and a range of over 90 days will display by month.

flow_volumes_card.jpg

If you open the All email flows or All SMS flows dropdown, you can further refine your view by seeing all flows or to a specific flow. You can also click the Exclude draft flows checkbox next to this dropdown, to exclude any flows currently in draft mode from displaying in your data.

flow_volumes_dropdown.jpeg

Next to your recipient count, your card shows the percentage change from the previous period. A positive percentage change is shown in green text, while a negative percentage change is shown in red text. For example, if you are looking at the last 30 days, we will compare the flow volume percentage change from the 30 days prior to your range.

percentage_change-_flows_volume.jpg

By hovering over any bars in the chart, you can see the number of deliveries and bounces per flow per time period.

flows_volume_hover.jpg

How we calculate your data

Your bounces will represent the number of bounced emails, and your delivered emails will be the number of emails that reached your subscribers’ inboxes.

Creating a custom card from scratch

If the pre-built options offered in the Data View Library do not fit your needs, you have the option to create your own custom cards.
1. To create your own card, click Add Card and choose the option Create from scratch.

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2. From here, choose your Metric from the dropdown (e.g., Checkout Started).

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3. Then choose how you would like this metric displayed (e.g. Average).

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You also have the option to group your data by choosing an option from the Group by dropdown. You can add up to 5 additional filters to narrow down your data (e.g., item or product type).

4. And finally, choose if you would like your data displayed as a table, line graph, bar graph, or as a single number. Once you finish setting up your card, click Add Card.

create_from_scratch-_chart.png

Note that if you choose a line or bar graph and a grouping option with no filters, you will see the top five values in the graph. To see all Group by data, you must choose the table visualization.

Editing your custom card

1. If you need to make any adjustments to your custom card, click on the three dot menu (...) inside your card.
2. Then click Edit Card. This will bring you back to your original card setup in the Data View Library.

create_from_scratch-_edit.png

Troubleshooting empty cards

If you do not have data in the Conversion Summary or Conversions By Channel cards, you will see an empty card, as shown below. In order to pull in data, consider adjusting the date range to include a longer period of time or select a different conversion metric (e.g., Placed Order).

View of empty Conversion Summary Card

For flow and campaign performance cards that appear blank, this may relate to the time period or conversion metric you chose; otherwise, that you did not have flows live or campaigns sent during this time.

View of empty Flow Performance card

If you see a card that notes “Something is wrong,” there may have been a brief issue processing data. Manually refresh the dashboard or retry this card.

View of Something is Wrong error card

Deleting a card

1. To edit or delete a card, click on the three-dot menu (...) in the upper right.
2. Select Remove data view.
delete_card.jpg

Adjusting the order of cards

To adjust the order of the data cards appearing in your dashboard, you can reorder them to fit your needs. Click on the line at the top middle of each card (-) and drop them to your desired order.

Adding additional dashboards

By default, you will see a pre-populated dashboard and have the option to create up to 9 additional dashboards.

You have two options for creating a new, separate dashboard:
Option 1
1. Click into the Overview Dashboard section.
2. Then click on Create Dashboard.

adding_new_dash-_option_1.jpeg

Option 2
1. Navigate into your existing dashboard.
2. Click on the three dot menu (...) in the upper right.
3. From here select Create Dashboard.

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3. Once you create a new dashboard, it will be accessible in your main Analytics > Overview Dashboard section, as shown below.

main_overview-multiple_dashs.png

If you choose to create your own dashboard, you can add cards to your blank canvas using the Data View Library, which includes both pre-built graphs and a fully configurable Create your own option.

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Editing the name of your dashboard

You can edit the name of your dashboard by navigating into your existing dashboard.
1. Click on the three dot menu (...) in the upper right.
2. From here select Edit Name.

new_dash-_editiny_dash-_edit_name.jpg

Deleting your dashboard

You can also choose to delete any individual dashboard by either:
1. Clicking in the Overview Dashboard section and finding the report you wish to delete.
2. From here hover over the report in your list and click Delete.
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1. Or by navigating into this particular dashboard, and clicking on the three dot menu (...) in the upper right.
2. From here select Delete Dashboard.
adding_new_dash-_option_2.png

Note that if you delete a dashboard there is no way to retrieve it thereafter. You will need to recreate this dashboard and cards.
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