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.
Once inside of the report, the top of the dashboard will display the date range and your selected conversion metric.
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.
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)
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.
Changing the comparison period
You also have the option to choose whether you want to compare your performance in your date range to a previous period, either the previous year or previous month.
This means that if you choose the previous year option, your data will compare to the same month in the previous year. If you choose the option for the previous period, your data will compare to the same, prior date range (e.g., previous month if month-to-date is chosen as your date range).
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.
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.
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.
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.
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.
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.
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 (for emails only), 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.
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.
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.
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.
By hovering over any lines in the chart, you can see the number of opens (for emails only), clicks, and placed order rate per campaign channel.
How we calculate your data
- Open rate
The open rate includes the unique number of opened emails 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.
The tabs at the top of this card allow you to see campaign opens (for emails only), 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.
Click through the page numbers at the bottom of the table to view all applicable data for additional campaigns.
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.
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.
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.
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.
By hovering over any lines in the chart, you can see the number of opens (for emails only), clicks, and placed order rate per channel.
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.
Click through the page numbers at the bottom of the table to view all applicable data for additional flows.
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.
How we calculate your card data
Within the table itself, you will see the raw data for number of recipients, opens (for emails only), 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.
Clicking any of these metrics leads you to the corresponding benchmarks report.
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.
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.
If you open the All email dropdown, you can further refine your view by all emails, flows or campaign messages.
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.
By hovering over any lines in the chart, you can see the number of bounces, spam, and unsubscriber rates per time period.
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.
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.
The newly added card will appear at the bottom of your dashboard.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
If you open the All SMS dropdown, you can further refine your view by all SMS, flows or campaign messages.
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.
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.
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.
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.
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.
By hovering over any bars in the chart, you can see the number of deliveries and bounces per flow per time period.
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.
Forms Performance card
The Forms Performance card shows how successful a specific form, or all of your aggregated forms, were in their viewed and submitted rates.
This card will display your form submission rates over time via a line graph according to the date range you chose. A date range of 30 days or less 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. Additionally, your total form views will appear to the left of this line graph. 
If you open the All Forms dropdown, you can further refine your view by all forms or an individual form. You can also choose the Exclude Draft Forms checkbox next to this dropdown, to exclude any forms currently in draft mode from displaying in your data.
In addition, next to the total form views 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 look at the last 30 days, we will compare the views change from the 30 days prior to your current range.
Below this information, you can review your form submission rates, and how they compare to applicable peer groups (Excellent, Fair, or Poor). If you fall into the Fair or Poor categories, we suggest looking at that particular form to diagnose the issue or review ways to improve its submission rates.
By hovering the line chart, you can see the number of submissions per time period.
How we calculate your card data
- Submit rate
Submit rates are calculated as the number of submissions divided by the number of views - Views
The view 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 all forms sent within 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.
You can also choose the Exclude draft forms checkbox next to this dropdown to exclude any forms in draft mode from displaying in your data.
How we calculate your card data
- Viewed
The viewed count represents the total number of views of your forms - Submitted
Submitted represents the total number of submitted forms Submit Rate Submit rates are calculated as the number of submissions divided by the number of 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
Open rates are the unique number of opened emails divided by the number of total received - Click rate
Click rates are the amount of unique clicks divided by the amount of received emails - Bounce rate
Bounce rate represents the number of bounced emails divided by the number of received and bounced emails - Spam rate
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
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.
2. From here, choose your Metric from the dropdown (e.g., Checkout Started).
3. Then choose how you would like this metric displayed (e.g. Average).
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.
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.
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).
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.
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.
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.
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.
Exporting your complete dashboard
To receive a complete PDF download of your Overview Dashboard, click on the three dot menu (...) in the upper right and select Print to PDF. A function will then appear to allow you to print or download the entire dashboard as a PDF.
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.
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.
3. Once you create a new dashboard, it will be accessible in your main Analytics > Overview Dashboard section, as shown below.
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.
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.
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.
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.