Use Klaviyo's analytics capabilities

The home dashboard provides a high-level analysis of your account health and marketing performance.

Use the home dashboard to:

• Set a default conversion metric to analyze across the home dashboard, campaigns, and flows.
• Configure the Business performance summary card to view total revenue or conversion rates.
• Compare attributed conversion breakdown by owned channel and delivery method.
• Monitor flow performance in the Top performing flows card against your selected conversion metric and time period.
• View high-level campaign performance with the Recent campaigns card.

Example: Bola's Baked Goods wants to quickly check how their total revenue over the last 30 days compares to the previous 30 day period. They go to the home dashboard, configure their conversion metric to Placed Order, set the timeframe to 30 days and the comparison period to Previous Period. This updates the Business performance summary card to show them their total revenue for this time period, the amount of attributed revenue, and the percentage change from the previous 30 day period.

Dashboards paint a complete picture of your marketing performance with customizable cards that showcase your success across each marketing channel, including email, SMS, and mobile push notifications.

Use dashboards to:

• Customize the pre-built overview dashboard to highlight aspects of your business that you want to monitor.
• Track conversion trends over a specific timeframe with the pre-built business review dashboard.
• Create other dashboards by adding or removing cards that suit your needs (e.g., build a custom deliverability dashboard).

Example: Bola's Baked Goods has been creating a lot of new flows recently; they want to create a dashboard that will help them track all relevant flow data. They create a new dashboard and add all of the relevant flows cards in one view. That way, they can monitor all aspects of their flow performance, from deliverability to conversions, to ensure their flow strategy is executing as planned.

The Metrics tab provides a list of your metrics that are specific to the features you use and the integrations you have, such as Viewed Product. Come here to check on the performance of these metrics and ensure that they're syncing from your integrations into Klaviyo.

Note: When seeking actionable insights into how your customers engage with marketing messages, look to your other reporting tools (e.g., dashboards, custom reports, or benchmarks).

Use metrics to:

• Ensure that all of the metrics relevant to your account and integrations are syncing properly.
• Create a custom metric if you have a custom setup or business use case that Klaviyo's default metrics cannot currently solve for you. Learn how to configure a custom metric.

Example: The Bola's Baked Goods team just sent out a campaign, but is seeing no revenue attributed to it. They go to the Metrics tab and check the status of their Placed Order metric to ensure it's behaving properly. Reviewing the data for this metric confirms that their ecommerce integration stopped syncing this information into Klaviyo. Then, they're able to restore the connection and properly analyze the campaign's performance.

The Benchmarks tab compares your account data against industry trends and companies similar to your own.

Use benchmarks to:

• Identify what metrics are performing well and replicate success.
• Investigate poor performing metrics to determine what leads to low performance.
• Compare your performance over time against your industry and peer group.

Example: 6 months ago, Bola's Baked Goods went to their Benchmarks tab and saw that their open rate was performing poorly. In the months that followed, they began A/B testing different subject lines to improve their open rates. Now, they return here to see if their strategies worked; they're delighted to find that the metric is showing excellent performance.

The Custom reports tab provides robust reports for specific use cases as well as the ability to create custom reports to suit your needs.

Use custom reports to:

• Monitor your business' health across each of your marketing channels.
• Dive deep into the performance of individual products.
• Configure a report to analyze revenue grouped by custom properties.
• Schedule reports to send to your email inbox for on-going review.

Example: Bola's Baked Goods is considering opening a new physical location; that said, they need to know where their most valuable customers are located. They create a new Single Metric Deep Dive Report using the Placed Order metric. They configure it to showcase value, group by city, and set the timeframe to 90 days. This report will show them how much revenue each city brought them over a 90-day period to help them decide where to open a new location.

Use the Experiments tab to analyze the success of your A/B tests. This hub gathers all of the A/B tests you have conducted for campaigns and flows and offers insights into what seems to resonate best with your audience.

Use experiments to:

• Monitor trends in audience engagement for your campaigns.
• Identify what kind of flow messages and paths perform best.

Note: Only owners, admins, managers, and analysts have access to the experiments section.

Example: Bola's Baked Goods has conducted a series of campaign A/B tests around the imagery and style of their campaigns. This tab is then key to their ongoing strategy, as Klaviyo shows them what exact content and style elements are high-performing.

Use the Deliverability hub to easily monitor your sender reputation across both email and text messages sent through Klaviyo.

Use the deliverability hub to:

• View your deliverability "score" to see how you rank with your recent sending practices.
• Analyze and diagnose your email deliverability health across all your sends in the Email tab.
• Monitor your text message deliverability performance and trends within the SMS tab.

Example: Bola's Baked Goods always keeps deliverability front of mind, so that their messages continue to reach subscribers. They have created a habit of visiting this hub regularly to monitor their deliverability score, keeping it at "Good" or above.