Klaviyo Performance
Klaviyo Performance shows how your Klaviyo email and SMS campaigns and flows perform. It covers the revenue Klaviyo credits to them, how many people open and click, and a table for each campaign and flow.
How It’s Calculated
The data comes from your connected Klaviyo account. Until you connect it, the page shows Connect Klaviyo and a Go to Integrations button. How to Connect Klaviyo shows how.
An older Klaviyo connection doesn’t have permission to read performance data. The page then shows Reconnect Klaviyo to View Performance Data. Reconnect from Integrations and the report fills in after the next sync.
The Cards and the Chart
The date range and the All Channels, Email and SMS tabs at the top change the 5 cards and the chart. The cards show:
- Total Revenue: Campaign Revenue plus Flow Revenue.
- Campaign Revenue: revenue Klaviyo credits to campaigns you sent.
- Flow Revenue: revenue Klaviyo credits to flows, which are the automated emails and texts.
- Avg Open Rate: every open, divided by the messages delivered.
- Avg Click Rate: every click, divided by the messages delivered.
The chart draws revenue for each day. On All Channels it splits the revenue into Email Revenue and SMS Revenue. On Email or SMS it splits it into Campaign Revenue and Flow Revenue.
Attributed vs Total Revenue
Below the chart, 3 cards compare Klaviyo’s revenue with your store’s. They follow your date range and the channel tabs.
- Klaviyo Attributed Revenue: Campaign Revenue plus Flow Revenue for the tab you chose.
- Store Total Revenue: your Total Sales for the same dates, across every channel and every way customers found you. The tabs don’t change it.
- Klaviyo Share of Revenue: Klaviyo Attributed Revenue divided by Store Total Revenue.
The Campaign and Flow Tables
The Campaign Performance table has one row per email or SMS campaign, newest first. The Flow Performance table has one row per flow, in name order.
Click a column heading to sort. Both tables show 25 rows per page.
The campaign table has these columns:
- Name and Status: the campaign’s name and status in Klaviyo, such as Sent, Draft or Scheduled.
- Send Time: the day the campaign was sent.
- Recipients: the people Klaviyo tried to send it to.
- Open Rate, Click Rate, Bounce Rate and Unsub Rate: see below.
- Revenue: the revenue Klaviyo credits to the campaign.
The flow table has Trigger in place of Send Time, which is what starts the flow, and has no Bounce Rate.
In the tables, Open Rate, Click Rate and Unsub Rate divide by the messages delivered. Open Rate and Click Rate count each recipient once. Bounce Rate divides the bounces by Recipients.
What Counts
- Revenue is the value of the Placed Order metric in Klaviyo that Klaviyo credits to a campaign or flow. Klaviyo decides which orders to credit, so it isn’t a count of your Shopify orders.
- A campaign’s revenue is counted on the day the campaign was sent, however long after that the orders came in.
- The cards and the chart follow your date range. The tables don’t.
- Each sync asks Klaviyo for the last 30 days of results, and the first sync after you connect asks for up to 364 days. A row shows the figures from the last sync that returned results for that campaign or flow.
- The flow table has no channel split, so it ignores the channel tabs.
- Amounts are shown in your store’s currency.
- Until a sync has brought in your campaigns and flows, the tables show No campaigns synced yet and No flows synced yet.
- The report reads email and SMS campaigns. It has no Segment, Sales Channel or Compare control.
By the Numbers reads your Klaviyo results once a day: see How Often Is My Data Updated?. A new campaign appears after the next sync.
What Good Looks Like
Open, click and unsubscribe rates differ with your list, your messages and the channel. Compare a campaign with your own earlier campaigns, and email with email.
Klaviyo’s revenue is Klaviyo’s own claim, and it can overlap with the revenue your ad platforms credit to themselves. Klaviyo Share of Revenue shows how much of your sales Klaviyo claims. A high share can mean Klaviyo is crediting orders that would have happened anyway.
What to Do About It
- A campaign with many recipients and little revenue: check the offer and the link it points to. Compare its Click Rate with your other campaigns.
- A high Unsub Rate or Bounce Rate: look at who you sent it to. Send to people who opened or clicked recently, and remove addresses that bounce.
- Revenue falling while sends hold steady: open the Flow Performance table and look for a flow with a status other than Live.
- Which customers to send to: build a customer segment in By the Numbers and sync it to Klaviyo.
Where to Find It
- Klaviyo Performance: open Reports and look under Marketing.
- Pulse: the Klaviyo Email & SMS row shows revenue and open and click rates at a glance.
- Campaign Performance: spend and conversions for your ad platform campaigns.