How to use the flow analytics dashboard

You will learn

Klaviyo's flow analytics dashboard gives you a unified view of how your flows are performing across channels in one place. This article explains what the dashboard shows, how each metric is calculated, and how to use the available filters, comparisons, and exports.

This article helps you answer questions like:

• How are my flows performing across all channels this month compared to last month?
• Which flow is driving the most revenue?
• How does this period's performance compare to the same period last year?
• How do I export flow performance data for reporting?

Opening flow analytics

To open the dashboard, navigate to Flows in the left sidebar, then click the Analytics tab at the top of the page.

The dashboard shows performance for all flows in your account by default, with the last 30 days selected.

Choosing a view

Flow analytics has two views, controlled by a toggle at the top right of the page.

Channel view

Channel view groups your data by channel at the top level. Use channel view when you want to compare how each channel is performing across all flows live in the selected date range or see the channel mix driving your flow program.

Flow view

Flow view lists individual flows at the top level. Use flow view when you want to compare flows against each other or dig into the messages within a specific flow.

Note that the toggle changes how data is organized, not which data is shown. The metrics and filters apply the same way in both views.

Metrics

Flow analytics tracks 5 metrics:

• Revenue — the total revenue attributed to your flow messages during the selected timeframe.
• Conversions — the count of conversions attributed to your flow messages, based on your account's conversion metric.
• Conversion rate — conversions divided by unique recipients, expressed as a percentage.
• Deliveries — the number of messages successfully delivered.
• Unique recipients — the number of unique profiles that received at least one message from the flows in the selected timeframe.

Showing and hiding metrics

To choose which metric columns appear in the table, click the Columns button above the table and toggle metrics on or off. Your column selection is saved and will persist the next time you open the dashboard.

Filtering by timeframe

To change the date range, click the timeframe selector above the chart. Options include:

• Last 7 days
• Last 30 days
• Last 90 days
• Last 12 months
• Custom range (up to 366 days)

The chart and table both update to reflect your selected timeframe.

Comparing performance

You can compare your selected timeframe against a previous period. Click the comparison selector and choose:

• Previous period — compares against the period immediately before your selected range (for example, the prior 30 days)
• Same period last year — compares against the same dates one year ago

When a comparison is active, the table shows a delta column with the percent change for each metric. Green indicates improvement; red indicates a decline.

Note that very large percent changes are capped at +999% or -999% to keep the table readable.

Filtering by flow

To narrow the dashboard to specific flows, click the Flows filter and select the flows you want to include. The chart, table, and any active comparison all recalculate based on your selection.

Using the chart

The chart above the table visualizes the metric you have selected over your chosen timeframe. To change the metric, click the metric label above the chart.

You can also switch the chart between Line and Bar. Bar is disabled for rate-based metrics like conversion rate.

Note that the chart shows the top 5 ranked items based on your current view and metric. The chart and the top of the table always stay consistent.

Sharing a view

Filter and comparison state is saved to the URL. To share a specific view of flow analytics with a teammate, copy the URL from your browser and send it to them. When they open it, they'll see the same view you configured.

Exporting flow analytics

To export the current view as a CSV, click the Export button above the table.

The CSV includes:

• The columns currently visible in the table
• The hierarchy you're viewing (channels with their flows, or flows with their messages)
• Your active timeframe and any comparison

Exporting requires the Exports permission on your role.

Additional resources

• Understanding flow analytics (per-flow view) Learn how to read the analytics view inside an individual flow.How to build a flows performance report Build a custom report that combines flow performance with other metrics.
• Getting started with reporting An overview of the reporting options available in Klaviyo.
• Analytics glossary Definitions for the metrics used across Klaviyo analytics.