How to create a custom report in Klaviyo
While other reporting tools give you a high level view of your account data, custom reports take a deeper look at your data. Configure reports to best suit your needs and schedule them to keep the most important data top of mind. In the following video, you'll learn how to build, configure, and schedule a custom report.
Get granular insights with custom reports
There are 2 main ways to use custom reports:
- Select a pre-built report from the reports library that is designed for common use cases.
- Create a new report from scratch using 1 of the 5 custom report types.
Klaviyo’s custom reports feature provides 5 report types to help you quickly visualize your data. You can customize these reports to answer the questions that matter most to your business. Review the 5 report types below and identify how you can use them to view your own marketing and business performance.
Single metric deep dive report
Hone in on how a specific metric performs annually or seasonally
If you change up your messaging or product selection each season, use a single metric deep dive report to analyze how these shifts affect a specific metric. For example, build a report around Placed Order or Opened Email to view the effect of a new spring collection. You may also create a report to see how customers react to changes in subsequent holidays throughout the year, as shown in the report below which sorts placed orders by month in the calendar year.
Analyze return trends
You can also use the single metric deep dive report to understand how a metric performs and why. For example, if you notice an uptick in returns, explore which products lie at the root of the problem. Select Refunded Order and group by time to see when upticks arise. Then, dive in on a specific time range with an uptick in returns, and group by item to identify which products generate the most returns. You can use this information to investigate why returns occur.
Multi-metric report
Understand how your audience grows and shrinks over time
The multi-metric report lets you see multiple metrics simultaneously and group them by profile properties. Use this report to understand which acquisition channels gain and lose the most customers. You can also group your results by properties like country, gender, loyalty tier, etc. to understand what types of customers engage (or disengage) with your business.
Analyze business or channel-specific performance
By analyzing a variety of metrics over time, you can evaluate how your company has grown and where to improve. To analyze yearly performance, select any metrics that relate to your business and set the timeframe to show results from the last year, sorted by month. To dive into a particular channel's performance, as shown below, select all metrics that are relevant to your channel (e.g., email) and look at a specific time range (e.g., last 90 days, broken down by week).
Campaign performance report
Analyze holiday marketing campaign performance
The campaign performance report can help you better assess your holiday-specific campaign strategy (e.g., BFCM). This will help you mimic successful content and weed out unsuccessful strategies as you adjust future holiday marketing campaigns. You can see how your campaigns perform across a variety of metrics that you deem important for your business performance. Organize the data into tables, making it easy for you to export for future reference or share with other team members.
Review weekly, monthly, or yearly campaign performance
Create a campaign performance report to review your campaigns from the past year for an end-of-year review. Otherwise, hone in on recent campaigns, as shown below, to see how they performed in the last week.
Flows performance report
Monitor flow deliverability when warming your account
Monitoring your deliverability performance is key to a successful email marketing strategy, especially while warming your sending infrastructure. Part of this process involves sending messages in high-engagement flows. Create a flows performance report to monitor deliverability metrics to ensure that you maintain high engagement during this time.
Track yearly flow performance
If you schedule an end-of-year review of your flows, then this report is the best way to organize your data, accounting for any metrics that are important to business performance. Customize your report to include the flow metrics you care about most, and either set your range to be broken down monthly or show one number for your entire year range.
Product performance report
Determine which product or collection is converting
The product performance report helps you better understand the performance of your products and collections over time. Add any applicable funnel metrics, such as Viewed Product and Started Checkout. For instance, you may create a report that breaks down total ordered products grouped by name in the last year for an annual business review.
Learn how a limited-time offer, sale, or new product performs
Hone in on a specific product or promotion during a set timeframe. This is particularly useful when launching a new product or hosting a limited-time offer on your site. See how audiences interact with this content across multiple conversion metrics to get a big-picture view of whether or not you’ve reached your goal with this initiative.