Customizable Analytics to Monitor Your Business

icons of various graphs representing customizable dashboards

One of the most important parts of running a business is getting a pulse on how things are going. A mixture of historical and of-the-moment reporting helps you capitalize on recurring themes and rapidly respond to outliers in typical performance. One of the most reliable ways to do this is through custom dashboards that bring together all of your relevant data in one place, allowing you to act on insights instead of instinct. At Klaviyo, we’ve spent a lot of energy giving you tools to run your business; now we’re investing in giving you better tools to understand how your business is performing. We’re excited to share our first of a series of reporting features: Customizable Analytics.

Now when you toggle to the Analytics tab on the main dashboard, you’ll see a new experience. There are six key things to know:

Easily visualize account performance

Now you’ll be able to view your metrics in the way that makes the most sense for you and the data you’re interested in. Pick from a line chart, column chart, table, or just a single number and then create your card. You can configure each card and drag to resort so you can arrange the perfect single screen snapshot.

Best practice metrics on the fly

One of the most important ways to measure the effectiveness of your marketing strategy is to look at the conversion rates of different stages of your marketing funnel. With this new feature, you no longer need to export email data, crunch it in a spreadsheet, and calculate these rates yourself. We’ve added the ability to display overarching rates, like Open Rate and Placed Order Rate, so you can quickly assess how your email strategy is performing.

Your data the way you want it


As email marketers, we understand that different businesses work on different calendar cadences. This is why we’ve improved the dashboard’s date controls. In addition to trailing time frames, like trailing 7, 30, or 90 days, we’ve also added historical ranges, like This Month, Last Year and more, and now support custom time range. We’ve also added the ability to group your data into smaller discrete chunks so you can get a sense of how your account has performed at precisely the level of granularity you need.

Increased insight on revenue

At Klaviyo, we know firsthand how important it is to understand your email program performance relative to your overall business. To help you dive in, we’ve added new dimensions and filters that allow you to see attribution information. You can now see how much revenue came from all flows, all campaigns, or any individual flow or campaign within the time window of your choosing. You can also compare revenue from email vs. non-email. Now you can see how your revenue is trending over any period of time in a glance.

Sort and organize your data

We know that different people on your team may have different areas of focus. That’s why we made it possible to have multiple views. You can drill down on Flows performance, see how your campaigns are trending, or simply get a high-level executive summary of business performance. You or someone on your team can get the exact view you need.

Default views

Just in case you want a good place to start or don’t want to create your own cards, we’ve pre-built some default views to give you a quick overview of the most important parts of your business.

With these new and expanded functionalities, the dashboard experience allows you to create views to effectively monitor your business. Stay tuned for more several exciting changes coming to Klaviyo’s analytics and reporting experience. Until then, happy dashboarding and as always, if you have any ideas hit us up at with the subject line “I have an idea!”.

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