What the Marketing Analytics report builder can do and why it matters
If you’ve used Klaviyo’s custom reports before, you’ll find the new report builder a major upgrade. As a Marketing Analytics or Advanced KDP customer, you now have access to a rebuilt reporting experience that lets you:
- Group and organize data in multiple ways
- Add up to 20 filters to refine results
- Keep reports consistent as new features are added
- Join data across campaigns and flows for a complete view
Report builder is designed to answer the everyday questions that was hard to pull out of Klaviyo events and profiles.
Availability: Report Builder (Beta) is available to Advanced KDP and Marketing Analytics customers.
5 Steps to Get Started with Report Builder (Beta)
Here is a quick walkthrough of how to build your first report! But, before we jump in, here are a few key definitions to keep in mind:
- Group by: how you slice your results (for example, by channel, country, or month).
- Attribute: An attribute is a piece of information you can use to group or filter your report. For example, Channel, Campaign name, or Country. Attributes describe your data and help you organize it in different ways.
- Shared attribute (metrics): A shared attribute is a field that appears in all the metrics you’ve selected. Use shared attributes to compare metrics side by side in the same report (for example, group Opens and Placed Orders by Channel).
Open Report Builder from your Analytics workspace
Start by navigating to Advanced → Marketing analytics → Report builder (Beta) in your Klaviyo account.Here, you’ll see all saved reports in one place and access controls to create, run, download, or schedule reports.
Create a new report and choose your starting point
Click Create report to open the setup drawer.Give your report a clear name and description, then select a report type: Custom report, Campaign, Flow, Form, Metric, or Product performance.
Each type includes a helpful standard configuration with core metrics (like mapped revenue events) already selected so you can begin with meaningful data right away.
Configure the data you want to explore
On the Selected data screen, review the pre-selected metrics and attributes under the Selected tab. Toggle to All to explore additional metrics, grouping options, and up to 20 filters that help refine your report.Adjust the time frame (e.g., Last 7 days, Year-to-date) and choose how you want to group data over time (Daily, Weekly, Monthly). This is where you shape your report to answer the specific question you’re trying to solve.
Preview and run your report
When your configuration looks right, click Run.Report Builder will process your query and display a preview of up to 1,000 rows so you can confirm that your selections are producing the insights you expect. Use this preview to validate groupings, filters, and timeframe choices before exporting or scheduling.
Export or schedule your report for ongoing insights
Once your report is ready, open the Manage report menu to export it as a CSV or schedule recurring delivery.You can set the frequency, timezone, start date, and email details, making it easy to automate weekly or monthly performance updates without rebuilding the report.
Scheduled emails include a secure link to download your latest results.
Looking for some inspiration? Here are a few use cases to try yourself:
Identify which product each RFM group prefers
Insight: Your Champions and Needs Attention customers buy differently.
Report Builder helps you see exactly what each group purchases so you can tailor campaigns, offers, and product strategies to match.
How to build your report:
- Open the Product Performance report.
- Add the Current RFM Group profile property.
- Group products by RFM Group.
- Export your report and sort by total ordered products.
What you’ll learn:
- Which products your Champions love and which ones they are missing.
- How to personalize promotions or educational campaigns for each group.
- Which products are trending up and down over time.
Use these results to:
- Split your next omnichannel campaign by audience.
- Highlight the most popular products for each segment.
- Track product popularity trends by RFM group to inform restocks or recommendations.
Track campaign and flow performance by tag
Insight: You want to understand how messages tagged with “Bestsellers” perform across campaigns and flows over time.
How to build your report:
- Open the All Messages report.
- Include both Campaign and Flow data.
- Group by Week to view performance trends.
- Add a filter for your tag (for example, “Bestsellers”) and any other variables you want to review.
- Export your report to compare performance across all messages.
What you’ll learn
- Which campaigns or flows drive the strongest engagement
- How tagged messages perform week over week
- When performance improves or declines
Use these results to:
- Report on performance across all campaigns in one view
- Identify which themes or promotions resonate most with your audience
- Focus your time and budget on the campaigns that deliver results
Schedule a report on human open rates
Insight: You want to keep track of human opens, instead of total or Apple Privacy opens.
How to build your report:
- Open the Campaign performance report in the Report Builder
- Toggle to the All tab
- In the search data box, type in human
- Click the drop down next to open under Metrics
- Select either total human, unique human, or human rate to report on human clicks
- Run your report and click “schedule report’ under the Manage report dropdown
Use these results to:
- Monitor actual campaign and flow engagement more accurately
- Save time because the report automatically excludes Apple Privacy opens
- Get scheduled reports every week