Understanding the Klaviyo home dashboard

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Learn how to use the Klaviyo home dashboard to analyze your email, SMS, or push marketing channels and the ways they are contributing to your conversion goals. You will also be able to review data insights from your recent campaigns, as well as your top performing flows.

New vs. legacy home dashboard

Starting in March 2023, the new home dashboard includes enhanced data insights in one consolidated view. Prior to this update, there were other tabs that broke out these insights. Some of this data and functionality has been moved to the following locations:

  • The list and segments data tab has moved to Audiences > List & segments > Starred Lists and Segments to provide one place for all subscriber information.
    iists_and_segments_starred.jpg
  • The activity feed data tab has moved to Analytics > Metrics within each individual metric. For example, if we chose Added to Cart from the metrics list, the activity feed for that specific metric would now be viewable here.
    metrics_page.jpg
  • For newer Klaviyo accounts, the objectives tab has been replaced by playbooks related to getting started with Klaviyo. These playbooks can be found in the top left corner of your account.
    playbooks.jpg
Note that the analytics tab was previously replaced by the analytics dashboards section in January 2023.

Choosing your metric and date range

If you are not already on the dashboard, click Home from the navigation.

At the top of your dashboard, you have the option to choose a conversion metric and adjust the timeframe from which data pulls. The conversion metric and timeframe that you choose will update for all cards on your dashboard (metric conversion performance, recent campaigns, and top performing flows).

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Note that by choosing a conversion metric with an associated monetary value (e.g., Placed Order), you will see revenue in the metric performance card at the top and in the Recent campaigns card. If you do not choose a conversion metric with an associated monetary value (e.g., Active on site), you will instead see the total number of conversions in these two areas.

You can choose to see attributed data for the current day so far, past 7 days, or past 30 days. The date on the right-hand side will reflect what period you are currently using. For example, if today is September 7 and you choose the last 7 days to review, your metrics will reflect those from September 1 through September 7, inclusive of the current date.

date_menu.jpg

Reviewing your alerts

The alerts section at the top of your dashboard provides an easy way to review important information and potential issues with your account, and how to resolve these items quickly. By clicking View More you can see all of your current alerts.

Since alerts are dependent on potential billing or account problems, you may not see the alerts section if you are not experiencing these issues.

alerts_card.jpg

In this area, you may see notifications related to billing and payments, or issues with specific flows or campaigns. For example, these messages could include:

  • Failed account payments
  • If a flow’s triggering metric has seen a decrease in its volume of events, compared to historic performance
  • If a specific message in a flow (email, SMS, or push notification) has seen a decrease in its volume of received events, compared to historic performance

Using the metric conversion performance card

The metric conversion performance card enables you to see:

  • Your total revenue or conversion rates
  • The conversions or revenue by specific channel (i.e., email, SMS, or push notifications)
  • How these messages were sent (i.e., via a flow or campaign)

In the example below, Placed Order has been used as the conversion metric.

placed_order_performance__conversion_card.jpg

Reviewing your total revenue or conversions

On the left-hand side of the card, note your Total revenue or Total conversions reflected in the large top number. This represents the total amount of revenue or conversions that your brand generated in the particular period, from either Klaviyo or other non-Klaviyo marketing channels (e.g., paid ads, reviews, organic search, etc.).

Part of conversion metric card showing total number of conversions by channel

You will also be able to see the percentage change compared to the same previous period for all revenue or conversions. A positive change will reflect as green, while a negative change will reflect as red.

In the example below, there is a positive change of 3% compared to the previous 7-day period. This means that total revenue was up 3% compared to the same previous 7-day window.

On the conversion metric card, showing the positive percent change of conversions in green in last 7 days

Reviewing your Klaviyo attributed conversions or revenue

On the right-hand side of the card, note your Attributed revenue or Attributed conversions reflected in the large, top number. This number represents the total revenue or conversions attributed specifically to Klaviyo in the particular period you selected. In other words, this is the amount of conversions or revenue we can line up and associate to Klaviyo-specific channels in that period.

Example with 90,123.24 attibuted revenue

You will also be able to see the percentage change compared to the same previous period for all revenue or conversions. A positive change will show in green, while a negative change will show in red.

In the example below, there is a negative change of 3% compared to the previous 7-day period. This means that revenue was down 3% compared to the same previous 7-day window.

On the conversion metric card, showing the negative percent change of attributed conversions in red in last 7 days

Reviewing your Klaviyo attributed revenue or conversions breakdown

At the bottom of your metric performance card, you will see a breakout by channel of either revenue or conversions, depending on whether or not the metric you chose relates to a monetary value.

If your metric is associated with a monetary value (e.g., Ordered Product), you will see the Attributed revenue breakdown section, as shown below. This section will provide a breakout of revenue totals and where this revenue came from (i.e., flows, campaigns, email, push notifications, or SMS).

Attributed revenue breakdown by conversion rate, flows, campaigns, email, push, or SMS

If you did not choose a conversion metric with an associated monetary value (e.g., Active on site), you will see the Attributed conversions breakdown section, as shown below. This section will provide a breakout of the total number of conversions and where these conversions happened (i.e., campaigns, flows, email, push notifications, or SMS).

attribution_conversion_section.jpg

The top number under each channel represents the total amount of revenue or number of conversions that occurred. Below this top number is the percentage of revenue or conversions that happened. This percentage is calculated by taking the revenue or number of conversions divided by the total number of subscribers that received that type of message.

If you did not have any conversions attributed to a particular message type (e.g., flows), you will not see this channel reflected in your breakout.

If you do not yet have SMS as a channel, you will see a prompt to enable this if you wish. For more information about setting up SMS, head to our guide on How to turn on SMS in Klaviyo. Attributed conversions breakdown with option to enable SMS highlighted

Viewing all analytics data

To see a complete view of your data, use the analytics dashboards section. Click either of the following links in the upper right corner:

  • Visit overview dashboard (if you haven’t created a dashboard before) or
  • Visit Dashboards (if you already created a dashboard)

These dashboards provide a comprehensive view of your revenue and conversions related to campaigns, flows, and forms, as well as information about your sending habits and deliverability. Read more in our guide about getting started with analytics dashboards.

Using the top performing flows card

The top performing flows card includes flows currently in Live or Manual mode listed by descending order of conversions or revenue. In other words, your most successful flow will be at the top of the list.

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Reviewing column data

The columns in the card represent the following:

  • Flow name
    The Flow name column shows the name of the flow and the date and time of when the flow was last published.
  • Type
    The Type column uses icons to indicate the types of messages that the flow contains. These message types could include one or more of the following:
    • email_icon.jpg
      This icon represents flows containing email.
    • sms_campaign_icon.jpg
      This icon represents flows containing SMS.
    • push_icon.jpg
      This icon represents flows containing push notifications.
    • a_b_icon.jpg
      This icon represents any flow that was part of an A/B test.
  • Status
    The Status columns indicates if a flow is currently set to Live (green icon) or Manual (yellow icon). Flows in draft mode are not shown in this dashboard.
  • Deliveries
    The Deliveries column represents the total number of successfully delivered individual flow messages since the flow was created or recently updated.
  • Conversion metric
    Depending on the conversion metric that you have chosen, the fourth column next to Deliveries may vary.
    • If you choose a conversion metric without a monetary value associated (e.g., Active on site), you will see the total number of conversions associated with your metric and this particular flow. The percentage of the campaign’s recipients that represents this conversion number will be reflected below the total number.
    • If you are using a conversion metric that has monetary value associated (e.g., Placed Order), you will see the total revenue amount associated with your metric and this particular flow. The revenue per recipient is also reflected below the top number.
  • Percentage change
    The Percentage change column represents the change of your flow’s conversion metric. For example, if you choose a conversion metric that is revenue based (e.g., Placed Order), it will show the percentage change of revenue over the last period compared to the previous same period. Note that if there were no prior performance metrics to compare, this area will be blank.

Viewing all flows

By clicking View all flows in the upper right corner, you can also view all flows beyond the timeframe reflected in this card.

Using the recent campaigns performance card

Below the top performing flows card, the recent campaigns card shows all the email or SMS campaigns or push notifications successfully sent within the timeframe you chose, with the most recently sent campaign at the top of the list.

Campaigns that did not successfully send, are currently in draft mode, or are in the process of being sent, will not reflect here.

If you chose a metric associated with a monetary value (e.g., Ordered Product), you will see the last column for Revenue. However, if you do not choose a conversion metric with an associated monetary value (e.g., Active on site), you will instead see your conversion metric reflected in this column.

recent_campaigns_card__update.jpg

Reviewing column data

The columns in the card represent the following:

  • Campaign
    The Campaign column shows the name of the campaign and the date and time of when the campaign was sent.
  • Type
    The Type column uses icons to indicate the types of messages that the campaign contains. These campaigns types could include one or more of the following:
    • email_icon.jpg
      This icon represents email campaigns.
    • sms_campaign_icon.jpg
      This icon represents SMS campaigns.
    • push_icon.jpg
      This icon represents push notifications.
    • a_b_icon.jpg
      This icon represents any campaign that was part of an A/B test.
  • Open rate
    The Open rate column shows the open rate for email messages or push notifications (note that opens cannot be tracked on SMS messages). The open rate includes the unique number of opened emails messages divided by the number of total received messages. Note that for push notifications, physically tapping a notification constitutes an open.
  • Click rate
    The Click rate column shows the unique number of clicks, either in an email or SMS message, divided by the total number of received messages.
  • Revenue
    If you are using a conversion metric that has monetary value associated (e.g., Placed Order), you will see the Revenue column. This column shows the total revenue amount associated with metric and this particular campaign. The revenue per recipient will also be reflected here.
  • Non-revenue conversion metric
    If you chose a conversion metric without an associated monetary value (e.g., Active on site), you will see that conversion metric in the last column. This will represent the total number of conversions associated with your metric and this particular campaign. The percentage of the campaign’s recipients that represents this conversion number will be reflected below this top number.

Viewing all campaigns

By clicking View all campaigns in the upper right corner, it will direct you to the campaigns list page where you can view information on all of your campaigns.

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