Klaviyo generates a wealth of data about your email and SMS marketing performance. The problem is not a lack of data — it is knowing which metrics matter, how to read them in context, and what actions to take based on what you see.
This guide walks through the Klaviyo reporting dashboard, explains the metrics that genuinely drive ecommerce revenue, and shows you how to use reporting to improve your Klaviyo email marketing services results over time.
Dashboard overview
Klaviyo's main dashboard gives you a top-level view of your email and SMS marketing performance. It shows total revenue attributed to Klaviyo, active automations, recent campaign performance, and key health metrics like deliverability and list growth.
The dashboard is divided into several sections:
- Overview — Total attributed revenue, number of active flows, and recent campaign metrics
- Flows — Performance data for every automated flow in your account
- Campaigns — Performance data for individual email sends
- Benchmarks — How your metrics compare to similar brands in your industry
- Deliverability — Bounce rates, spam complaints, and domain reputation
Key metrics to monitor
Not all metrics are created equal. Here are the ones that actually drive decisions and revenue for ecommerce brands:
Revenue per recipient (RPR)
This is the single most important metric in Klaviyo. Revenue per recipient tells you how much revenue each email generates on average. It combines open rates, click rates, and conversion rates into one number that directly measures commercial impact.
A strong RPR for campaigns is £0.05 to £0.15 per recipient. For flows like abandoned cart, RPR can be £1.00 or more because the audience is highly targeted.
Click-through rate (CTR)
Click rate measures the percentage of recipients who clicked a link in your email. This is a more reliable engagement metric than open rate (which is affected by email client privacy features like Apple Mail Protection). A healthy campaign click rate for UK ecommerce is 2 to 5 per cent.
Conversion rate
The percentage of email recipients who made a purchase within the attribution window. Campaign conversion rates of 0.5 to 2 per cent are typical; flow conversion rates are often higher because the emails are triggered by purchase-intent behaviour.
Unsubscribe rate
The percentage of recipients who unsubscribe after receiving an email. Keep this below 0.3 per cent per campaign. A rising unsubscribe rate signals that you are over-sending, targeting the wrong segments, or sending irrelevant content.
Deliverability rate
The percentage of emails that actually reach the inbox (not bounced or filtered to spam). Aim for 98 per cent or higher. Below 95 per cent indicates a deliverability problem that needs immediate attention.
List growth rate
How quickly your email list is growing, net of unsubscribes and suppressions. A healthy Shopify store should see 5 to 15 per cent monthly list growth from popup forms, checkout opt-ins, and other acquisition channels.
Reading flow reports
Flow reports in Klaviyo show the performance of each automated email sequence. Here is how to read them effectively:
Overall flow performance
Navigate to Flows and click on any flow to see its performance dashboard. Key numbers to check include total revenue attributed to the flow over your selected time period, the number of recipients who entered the flow, the conversion rate from entry to purchase, and the average revenue per recipient.
Per-email performance
Within each flow, you can see how each individual email performs. This is where optimisation happens. Look for emails with high open rates but low click rates (the content is not compelling enough), emails with high click rates but low conversion rates (the landing page may be the problem), and emails that most recipients never reach (the flow may have too many steps).
For detailed flow optimisation strategies, see our Klaviyo flow optimisation guide.
Reading campaign reports
After sending a campaign, Klaviyo generates a detailed performance report. Here is how to interpret the key data:
Immediate metrics (first 24 hours)
Check open rate, click rate, and unsubscribe rate within 24 hours of sending. These give you early signals about subject line effectiveness (open rate), content relevance (click rate), and audience targeting (unsubscribe rate).
Revenue metrics (24 to 72 hours)
Revenue attribution takes longer because customers may not purchase immediately after clicking. Check revenue per recipient and total attributed revenue after 48 to 72 hours for a more complete picture.
Comparative analysis
Compare each campaign against your averages. Is the open rate above or below your 30-day average? How does revenue per recipient compare to similar campaigns? Consistent underperformance may indicate list fatigue, content issues, or deliverability problems.
Revenue attribution explained
Klaviyo's revenue attribution is the source of most confusion (and debate) in email marketing. Understanding how it works is essential for accurate reporting.
The attribution window
Klaviyo attributes a sale to an email if the recipient opened or clicked the email within a set time window before purchasing. The default window is five days — if a customer opens your email on Monday and purchases on Thursday, that revenue is attributed to the email.
Why it matters
Attribution windows are inherently imperfect. A customer might have purchased anyway, regardless of the email. Or they might have been influenced by multiple emails across different flows and campaigns. Klaviyo's attribution gives you a useful directional measure of email's commercial impact, but it is not a perfect causal model.
Our recommendation: use Klaviyo's attribution consistently for internal benchmarking (are my emails improving month over month?) but do not treat the numbers as absolute truth for total business impact. For more on analytics, see our ecommerce analytics guide.
UK ecommerce benchmarks
Here are realistic benchmarks for UK ecommerce brands using Klaviyo, based on what we see across our client accounts:
| Metric | Campaigns | Flows |
|---|---|---|
| Open rate | 35–50% | 45–65% |
| Click rate | 2–5% | 5–12% |
| Conversion rate | 0.5–2% | 2–8% |
| Revenue per recipient | £0.05–0.15 | £0.20–2.00 |
| Unsubscribe rate | Below 0.3% | Below 0.1% |
| Bounce rate | Below 2% | Below 1% |
These benchmarks vary by industry. Fashion and beauty brands typically see higher engagement than industrial or B2B ecommerce. Use Klaviyo's built-in benchmarks feature to compare against brands similar to yours.
Building custom reports
Klaviyo allows you to build custom reports that combine multiple metrics and dimensions. This is useful for board-level reporting, monthly performance reviews, and identifying trends that the standard dashboard does not surface.
Recommended custom reports
- Monthly revenue summary — Total attributed revenue, flow vs campaign split, and month-over-month growth
- Flow efficiency report — Revenue per recipient for each flow, sorted by contribution to total email revenue
- List health report — New subscribers, unsubscribes, bounces, and net list growth over time
- Segment performance — How different customer segments respond to campaigns, revealing which groups are most valuable
Common reporting mistakes
1. Obsessing over open rates
Open rates are increasingly unreliable due to Apple Mail Protection and other privacy features that automatically load tracking pixels. Focus on click rates and revenue instead.
2. Ignoring per-flow reporting
Many brands look at overall email revenue but never drill into individual flow performance. This means they miss underperforming flows that could be optimised for significantly more revenue.
3. Not accounting for attribution overlap
A customer who receives a campaign email and a flow email within the attribution window may have the same purchase attributed to both. Klaviyo's totals can therefore overstate the sum of individual contributions.
4. Comparing campaigns with different audiences
A campaign sent to your most engaged segment will outperform one sent to your full list. Compare like with like — same audience, same product category — for meaningful insights.
5. Not tracking trends over time
A single campaign's metrics in isolation tell you very little. Track the same metrics over 30, 60, and 90-day periods to identify genuine trends versus normal variation.
Good reporting is the foundation of good email marketing. It tells you what is working, what is not, and where to invest your time for the biggest impact. Klaviyo's reporting dashboard gives you all the data you need — the key is knowing which metrics to prioritise and how to interpret them in context.
If you want help interpreting your Klaviyo data or building a reporting framework for your brand, get in touch for a free account review. We also offer ongoing Klaviyo email marketing services that includes monthly performance reporting and optimisation.
