Klaviyo email reporting
Email revenue, flow by flow
Campaigns, automated flows, deliverability, attributed revenue and list growth — for email and SMS, scoped to one client. Create a workspace to open the report, or preview what’s inside.
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- Plans from $99/month
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- Your brand across the console
Klaviyo email reporting
The Klaviyo reporting dashboard for email and SMS lifecycle marketing
Email is usually a client’s highest-margin channel and the hardest one to explain, because the numbers that matter are spread across campaign summaries, flow analytics, a deliverability tab and a list-growth chart. This workspace gives lifecycle teams one structure for all of it — sends, opens, clicks, placed orders, attributed revenue, inbox placement and subscriber movement, scoped to a single client and laid out the same way every month.
Inside the Klaviyo report
One structure for a lifecycle program
Campaigns, flows and subscribers each get their own tab, so a monthly review reads the same way every time.
7
tabs, from Campaigns and Flows to Send timing and List growth
3
revenue sources split out: campaigns, flows and SMS
4
inbox outcomes tracked: primary, promotions, spam and never arrived
Explain email revenue flow by flow
Pick a client and start with revenue split by campaign and flow.
Plans start at $99/month.
On this page
Campaign email reporting, send by send
Every broadcast measured on delivery, engagement and orders
A campaign report should answer one question quickly: did that send earn its place in the calendar? Each broadcast is listed with the audience it went to, how many recipients it actually reached after bounces, its open and click rates, and the revenue placed against it — ordered by revenue, so the sends that carried the month rise to the top instead of hiding in send-date order. Scheduled and draft campaigns sit in the same list with no fabricated numbers behind them.
Because sends are grouped by message type rather than mixed together, a promotional blast is never averaged against a newsletter or a text message. Filter to campaigns and the send figures on the page rebase — the trend line, the revenue mix, the send-time chart and the summary cards, with list growth staying whole-account — so a monthly recap can be built around the broadcast program alone without exporting anything or re-filtering three separate screens.
Flow and automation reporting
Welcome series, abandoned cart, browse abandonment, winback and back-in-stock
Automated flows are where lifecycle revenue actually concentrates, and they need their own view. Each flow is reported with the behavior that triggers it, the number of message steps it holds, how many profiles entered it in the period, its conversion rate on those entries and the revenue per recipient it earns. A welcome series that converts twice as well as an abandoned-cart flow is immediately visible, and so is a flow that has quietly stopped sending.
Reporting entries separately from messages is what makes flow numbers comparable. A five-step welcome series and a two-step back-in-stock alert send very different volumes, so raw sends flatter the longer flow; entries and conversion rate put them on the same footing. Flow status is on the row too, so a paused or unpublished automation is obvious instead of looking like a flow that simply underperformed this month.
Deliverability and list-health reporting
Inbox placement, bounces, complaints and unsubscribes in one view
Open rate means nothing if the message never reached the inbox, so delivery is reported first: what share of the send was delivered, what bounced, what was marked as spam and what unsubscribed. Inbox placement splits delivered volume across the primary inbox, the promotions tab, the spam folder and messages that never arrived, which turns a vague sense that engagement is slipping into a specific, fixable diagnosis.
A per-provider breakdown carries that further. Gmail, Outlook, Yahoo and the long tail of smaller mailbox providers each filter differently, and a reputation problem almost always shows up at one of them before it shows up in the account average. Seeing delivery, open rate and complaint rate side by side per provider tells an account team whether to fix authentication, prune inactive profiles or simply send less often to a tired segment.
Revenue attribution for every email and text
Attributed revenue, average order value and revenue per recipient
Attributed revenue is the headline, but it is only useful next to the two numbers that explain it. Average order value says whether a send pulled in bigger baskets or simply more of them, and revenue per recipient normalizes across list sizes so a 4,000-person segment can be compared fairly with a 60,000-person broadcast. All three sit on the summary cards, and the revenue tab restates them beside a ranked list of the sends that earned the most.
The revenue view also splits the account between broadcast campaigns, automated flows and SMS, with each channel’s share of the total. That split is the most useful conversation an agency can have about a lifecycle program: when flows are earning the majority of revenue on a fraction of the send volume, the growth path is more automation rather than more campaigns — and the report shows that rather than asserting it.
Segment and list-growth reporting
Profile counts, engagement tiers and where new subscribers come from
Lists and segments are reported as levels, not as period totals, because a subscriber count is a running balance rather than something that accumulates over a date range. Every list and dynamic segment shows its current profile count, its movement over the last thirty days and an engagement tier, so a segment that is quietly decaying is flagged next to the ones worth sending to more often.
Growth is reported on its own terms: profiles gained against profiles lost, day by day across the selected window, with a net figure and a breakdown of where the new ones came from — signup forms, the store integration, imported lists or manual additions. An agency running acquisition and lifecycle together can finally see whether the list is growing because the forms are working or only because a one-off import padded the number.
A client-ready email report layout
Your branding, one client at a time, the same structure every month
The report is scoped to a single client and painted in your agency’s branding, so the same layout serves every account you run without a per-client rebuild. Date ranges and period comparison sit in the toolbar, the export control is where account managers expect it, and the seven tabs stay in the same order — campaigns, flows, audiences, deliverability, revenue, send timing and list growth — so a client learns the report once.
A consistent structure is what makes month-over-month conversations short. Instead of rebuilding a deck around whatever the ESP exported this time, the account team opens the same page, changes the date range and talks about what actually moved. Every figure is derived from the messages in scope rather than typed into a slide, so the numbers a client sees in the meeting are the numbers the report holds afterwards. The figures in the layout are illustrative for the selected client, and the client's own numbers are read in Klaviyo itself.
What a Klaviyo reporting dashboard for agencies holds
A lifecycle report has to keep three things apart: what was broadcast, what ran by itself, and who is on the list.
Klaviyo spreads a program across campaign summaries, flow analytics, a deliverability view and list growth. A client does not read it that way. They ask whether email is earning, which part of the program earns, and whether the list is healthy. This layout answers in that order: eight tiles first, then seven tabs, with a message type filter for campaigns, flows or SMS that narrows the send results to one kind of message.
| Tab | The question it answers | What it shows |
|---|---|---|
| Campaigns | Was that broadcast worth its slot? | Status, recipients, open rate, click rate and revenue, ordered by revenue |
| Flows | Which automations earn, and has any stalled? | Trigger, status, entries, conversion rate, revenue per recipient and revenue |
| Audiences | How big is each list and segment, and how healthy? | Profiles, 30-day growth and an engagement tier |
| Deliverability | Is the mail reaching people? | Delivered, bounced, spam complaints, unsubscribes, inbox placement and mailbox providers |
| Revenue | Where does the money come from? | The split between campaigns, flows and SMS, top sends, order value and revenue per recipient |
| Send timing | When do people open and buy? | Opens or revenue by hour of day or day of week, with the peak marked |
| List growth | Is the list growing or only turning over? | Active profiles, gained, lost, net change and where new profiles came from |
The tiles above the tabs are attributed revenue, recipients, open rate, click rate, placed order rate, revenue per recipient, unsubscribe rate and list growth. Each can be selected to draw its trend.
Klaviyo metrics, defined for clients
Each term below is the way this layout defines it, so a client reads the same word the same way every month.
- Attributed revenue
- Revenue credited to a message by the attribution window in use. Name the window in the report so any figure can be traced.
- Placed order rate
- Placed orders divided by delivered messages. It shows how often a send became an order, not how many orders the store took overall.
- Revenue per recipient
- Attributed revenue divided by delivered messages: what one more delivered message is worth. It lets a small segment and a large broadcast be compared.
- Average order value
- Attributed revenue divided by placed orders. A rise means bigger baskets, not necessarily more orders.
- Open rate
- Opens divided by delivered messages. Mail clients that prefetch images inflate it, so use it as a trend and give clicks more weight.
- Click rate
- Clicks divided by delivered messages. A click needs an action rather than an image load, so it is a steadier engagement measure than an open, although security scanners can register clicks too.
- Unsubscribe rate
- Unsubscribes divided by delivered messages. Read it beside the complaint rate to judge whether cadence is too heavy.
- Flow entries
- Profiles that started a flow in the window, which the layout estimates from sends divided by the messages in the flow. Entries let a long flow and a short one be compared fairly, which raw send counts do not.
- Engagement tier
- The layout's label for a list or segment: high, neutral or at risk. It marks where to send more and where to hold back.
- Net list growth
- Profiles gained minus profiles lost over the window. A list can post strong gains and still shrink if the losses are larger.
Key metrics to evaluate a Klaviyo agency, and where they sit in the report
Owners hiring or reviewing an email agency ask for the same few things. Answer them from the report in this order.
| The client's question | The metric that answers it | Where to find it in the layout |
|---|---|---|
| Is email earning its keep? | Attributed revenue, with revenue per recipient | The first tiles and the Revenue tab |
| Is the program balanced? | The split of revenue between campaigns, flows and SMS | The Revenue tab and the revenue mix ring |
| Is the list healthy? | Net growth, unsubscribe rate and engagement tiers | List growth, Audiences and the unsubscribe tile |
| Is the mail arriving? | Delivery, bounces, spam complaints and inbox placement | The Deliverability tab |
| Is the agency improving things? | Flow conversion rate and send timing, month over month | The Flows and Send timing tabs |
Open rate alone is a weak answer to any of these. It says a message was loaded, not that anyone bought. Ask for it beside click rate and placed order rate.
Reporting Black Friday and Cyber Monday in Klaviyo
A peak weekend is its own reporting window. Plan the report before the sends, not after. The layout supplies the structure, and the real figures come from Klaviyo.
Name the window
Fix the dates that count as the sale, and compare them with the same window a year earlier where one exists, not with the month before.
List what was planned
Use Campaigns to show every scheduled send and Flows to show which automations were running, so the report starts from what was meant to happen.
Read deliverability first
Volume spikes strain sending reputation. Check delivered rate, bounces, complaints and inbox placement before celebrating revenue.
Split the revenue
Separate campaigns, flows and SMS on the Revenue tab. The split shows how much came from broadcasts and how much from automations that run all year.
Check send timing
Use Send timing to see which hours carried opens and revenue, so next year's schedule rests on evidence.
Close with list growth
A sale brings signups and unsubscribes together. Net growth, and where new profiles came from, show whether the weekend added audience or only borrowed it.
Tip
Present the peak on its own
A promotional peak is not a normal month. Report it as a separate window and give the weeks after it their own read, so a quiet January is not blamed on the agency.
Klaviyo omnichannel reporting: email and SMS side by side
Klaviyo runs email and SMS from one profile, so a report should too. The layout keeps both in the same tiles and the same revenue split, and its message type filter narrows the send results to campaigns, flows or SMS when you need one channel alone, while list size and growth stay whole-account.
| Measure | SMS | |
|---|---|---|
| Opens | Shown as open rate | Not tracked. The tile shows a dash and the trend chart says why. |
| Clicks | Shown as click rate | Shown as click rate |
| Attributed revenue | Inside the campaign and flow totals | Its own slice of the revenue split |
Compare the two channels on clicks and revenue per recipient. Never put an email open rate beside an SMS figure that has no opens to compare.
Klaviyo reporting mistakes that hide the real result
Counting opens as success
Opens say a message was loaded. Clicks and placed orders say someone acted, so lead with them.
Averaging campaigns with flows
A broadcast and an automation behave nothing alike, so a blended rate describes neither. Report them on separate rows and compare them through the revenue split.
Reading list size as growth
A large list can be shrinking. Show gained, lost and net together, and say where new profiles came from.
Looking at deliverability only after revenue falls
Reputation damage appears in complaints and inbox placement before it appears in revenue. Put deliverability in every monthly pack.
What the Klaviyo report layout does, and what it leaves to Klaviyo
The layout fixes the structure of the review. The numbers themselves belong to Klaviyo.
- It fixes the review order for lifecycle clients: eight tiles, seven tabs and a message type filter, all scoped to a single client.
- It gives the client and the account manager something concrete to agree on before the first report is written.
- Its figures are illustrative, so it carries none of a client's real revenue, list or deliverability results.
- Klaviyo's own reports remain the source for every real figure. Reach for a spreadsheet or a BI tool when the analysis is custom, and for a layout like this when many clients need the same review.
Note
What this page is
The figures here are illustrative. Nothing in the Klaviyo tabs is read from a Klaviyo account, and the page does not connect to one. Use the layout to agree what a lifecycle review will contain.
Lifecycle revenue is easier to explain beside site behavior, so pair this report with Google Analytics reporting. Build the messages in the email designer, plan them in email campaign planning, and compare platforms in Mailchimp reporting. The reporting hub lists every report.
Frequently asked questions
What is the difference between a Klaviyo campaign and a flow?
A campaign is a one-off broadcast to a segment; a flow is an automation triggered by behaviour — welcome, abandoned cart, browse abandonment, winback, back in stock. Each gets its own tab because they behave nothing alike: campaigns spike on send day, flows earn steadily on a fraction of the send volume and rarely get the credit.
How is email revenue attributed in the Klaviyo report?
Attributed revenue and placed orders are reported per campaign and per flow, with average order value and revenue per recipient beside them. Klaviyo attributes revenue inside its own attribution window, so quote figures with the window Klaviyo shows the client rather than a rule invented elsewhere, and the number in the review matches what the client sees when they log in.
What is revenue per recipient and why report it?
Revenue per recipient is attributed revenue divided by delivered messages — the value of sending one more email. It is the fairest way to compare a small, high-intent segment against a large broadcast, because a send to ten thousand people almost always wins on total revenue while losing badly on the per-recipient number.
How do you report email deliverability for a client?
The deliverability tab reports delivered, bounced, spam complaints and unsubscribes as rates against what was sent, so list damage shows up before it becomes an inbox-placement problem. Read next to list growth — profiles gained and lost, and where they came from — it shows whether an aggressive send schedule is buying revenue at the cost of the list.
Does the Klaviyo report cover SMS as well as email?
Yes. Both channels live in the same account, and the revenue view splits it between broadcast campaigns, automated flows and SMS. Where a metric does not exist for text messages the report says so rather than printing a zero: an SMS-only scope reports that opens are not tracked on SMS instead of implying a nought per cent open rate.
What is Klaviyo, and what do agencies report from it?
Klaviyo is an email and SMS marketing platform, widely used by online stores, that keeps a profile for every customer and sends campaigns and automated flows to lists and segments. Agencies report on revenue credited to messages, the open and click behavior behind it, deliverability and how the list is growing.
What should a Klaviyo report for a client include?
Campaign results ordered by revenue, flow results by entries and conversion rate, the revenue split between campaigns, flows and SMS, a deliverability read and list growth with its sources. Close with a short note on what changes next month, because a client wants a decision at the end of the report, not only a set of tables.
What are the key metrics to evaluate a Klaviyo agency?
Attributed revenue with revenue per recipient, the balance between campaigns and flows, net list growth, deliverability and flow conversion rate over several months. Open rate on its own proves little. An agency worth keeping can show these trending the right way and explain what it changed to move them.
How do you report Klaviyo results for Black Friday and Cyber Monday?
Treat the sale as its own window, compared with the same dates a year earlier rather than the month before. Read deliverability first, then split revenue between campaigns, flows and SMS, check which hours carried it and finish with net list growth. Give the weeks afterward a separate read.
Which Klaviyo flows should a report cover first?
Start with the flows tied to the strongest buying signals: a welcome after signup, checkout started, product viewed, placed order, back in stock and a winback for profiles that went dormant. The Flows tab lists the trigger beside entries, conversion rate and revenue per recipient, so these flows can be compared directly.
How do I compare email and SMS results fairly in Klaviyo?
Compare them on clicks, placed orders and revenue per recipient, which both channels report. Leave opens out of the comparison, because text messages have none. Use the message type filter to read each channel alone, then the revenue split to show how much of the program each one carries.
Does this Klaviyo report connect to my Klaviyo account?
Not today. The Klaviyo tabs show illustrative figures, and the page does not connect to a Klaviyo account. Inside the workspace, the email work happens in the email planner, on every plan, and the email designer, on the Agency plan and up. The reports that connect to a client's own ad or search account include Search Console, LinkedIn Ads, Microsoft Advertising and Google Ads, from the Agency plan up.
How often should an agency send a Klaviyo report to a client?
Monthly for the full review, plus a short recap after any major campaign and a longer read after a peak such as Black Friday. Keep the tab order the same every time so a client learns where to look, and carry the same tiles forward so each month can be set beside the last.