Analytics Explanations

Overview On the week of October 18, 2021, Klaviyo will migrate to a new database, which means that we will recompute some of your historical statistics. This change will not impact any core functio...

Overview The Custom Reports Library is a repository of pre-built reports designed to answer the business questions that matter most to you. You can either browse all options or refine your search t...

Overview Within Klaviyo, there are various analytics tools that focus specifically on how campaign and flow messages perform. In these reports, we group customer events based on message attribution...

Overview The Subscribed to List metric appears on a customer’s profile when they are added to your list via a Klaviyo signup form or through Quick Add. It does not always trigger when someone is ad...

Overview Subscribers arrive at your website in a variety of ways, from typing out the URL directly to clicking into a social media ad; likewise, there are multiple types of forms through which they...

Overview Klaviyo uses cookies as a part of our web tracking model to gather information to improve conversion rates and email performance. This article explains the specific cookie we use and its p...

Overview For each campaign and flow sent, Klaviyo automatically tracks conversions. This allows you to analyze the performance of your owned marketing channels across your account. In this article,...

Overview When creating a campaign or flow, you can have Klaviyo automatically add UTM tracking parameters to links so that you can see the results in Google Analytics. It is possible to customize t...

Overview Initial Source tracks how a profile navigated to your website. This shows you the initial point of acquisition when a person first comes into contact with your brand. In this article, you ...

Overview Once you begin sending regular campaigns and have flows live in your account, your Klaviyo dashboard will provide a helpful summary of your account's activity. When you log into Klaviyo, y...

Overview The Performance Dashboard provides a detailed overview of how your different communication channels perform over time, as well as suggestions to improve going forward. Here, you can analyz...