Omnichannel analytics
See the full customer journey—track, attribute, and act on what drives results
What is omnichannel analytics?
Omnichannel analytics is the ability to track, measure, and attribute performance across every customer touchpoint—from email to SMS and WhatsApp.
Unfortunately, most platforms use outdated attribution that hides what’s actually working. After all, it takes more than one message to nurture and build relationships with lifetime customers.
Why does omnichannel analytics matter for B2C marketers?
Make confident, data-backed decisions across every campaign, channel, and customer journey. With Klaviyo’s omnichannel analytics, you can:
– Attribute revenue accurately with multi-touch models across all Klaviyo channels.
– Understand full journeys instead of guessing from last-click reports.
– Prioritize high-performing strategies with detailed engagement and conversion insights.
– Track cross-channel effectiveness without double-counting or gaps in data.
– Understand segment behavior with greater precision based on unified customer data across campaigns.
– Uncover patterns in engagement across email, SMS, and other touchpoints to optimize channel mix.
Why choose Klaviyo for omnichannel analytics?
Growth without insight is guesswork. Klaviyo’s analytics are built directly into the platform—no add-ons, no stitched-together dashboards. That means:
– Unified reporting across email, SMS, WhatsApp, push, and (coming soon) third-party ads
– Multi-touch attribution to credit every interaction that influences a purchase
– Custom attribution models that can be adjusted and applied retroactively
With Klaviyo, your data isn’t just centralized—it’s actionable.
Key features of Klaviyo’s omnichannel analytics
|
Feature |
Description |
Available on Klaviyo |
|---|---|---|
|
Linear multi-touch attribution *only available with Klaviyo Marketing Analytics or Advanced Klaviyo Data Platform |
| |
|
Custom attribution models |
Choose what to include, how to weigh it, and apply changes retroactively. | |
|
Omnichannel reporting**only available with Klaviyo Marketing Analytics or Advanced Klaviyo Data Platform |
View channel performance across email, SMS, push, WhatsApp, and other marketing touchpoints. Coming soon: Omnichannel attribution to go beyond Klaviyo. Track how third-party ads and off-platform sources contribute alongside Klaviyo’s built-in messaging.* | |
|
Engagement insights |
Track opens, clicks, replies, and revenue by channel and segment. | |
|
Cross-channel flow analytics |
Understand which flows perform best across different stages and touchpoints. | |
|
Channel affinity |
Klaviyo’s predictive analytics power smarter automation—like AI-powered channel affinity, which dynamically adjusts messaging based on what’s proven to convert. | |
How to get started with Klaviyo’s omnichannel analytics
1. Connect your data sources, including email, SMS, WhatsApp, push, and ecommerce platforms.
2. Choose your attribution model. Select a linear multi-touch or last-touch model.
3. Choose a timeframe. Select customer lookback timeframes by channel.
4. Launch campaigns. Send messaging across channels and let Klaviyo track the full journey.
5. View performance insights. Use visual dashboards and message-level data to assess ROI.
6. Optimize and scale. Double down on what’s working and adjust what isn’t.
Marketers don’t want more data—they want answers. Klaviyo delivers insights that drive real decisions, from which messages convert best to what channels fuel lifetime value.
Instead of jumping between tools, Klaviyo brings analytics into every part of your workflow. Whether you’re analyzing a holiday campaign or evaluating a long-term retention flow, you’ll always know what worked, who engaged, and how to reach customers more effectively.