Custom reports in Klaviyo allow e-commerce marketers to gain deeper insights into email and SMS campaign performance, track specific metrics, and create tailored analytics to support business decisions. By generating custom reports, you can visualize data in ways that align with your marketing objectives, helping you make data-driven decisions to optimize your strategy.
This guide will walk you through how to create custom reports in Klaviyo, share best practices, and provide tips on avoiding common pitfalls.
Why Are Custom Reports in Klaviyo Important for E-commerce Marketers?
Custom reports in Klaviyo help you:
Track Specific Metrics: Monitor KPIs that matter most to your business.
Analyze Campaign Performance: Measure the success of email and SMS campaigns in detail.
Visualize Data Clearly: Create easy-to-understand charts and graphs for stakeholders.
Support Strategic Decisions: Provide evidence-based insights for refining marketing strategies.
With tailored analytics reports, you can focus on what drives results and make informed adjustments to your marketing efforts.
How to Generate Custom Reports in Klaviyo: Quick Answer
To generate custom reports in Klaviyo, navigate to the "Analytics" tab, select "Custom Reports," choose your desired metrics and filters, and customize the report layout to meet your business needs.
Step-by-Step: How to Create Custom Reports in Klaviyo
1. Log Into Your Klaviyo Account
Visit www.klaviyo.com and sign into your account.
2. Access the Analytics Section
On the left-hand menu, click "Analytics" to view reporting and analytics tools.
3. Navigate to Custom Reports
Select "Custom Reports" from the Analytics dropdown menu.
This section allows you to build reports from scratch or use pre-built templates.
4. Start a New Custom Report
Click the "Create Report" button.
Choose between "Campaign Performance," "Flow Performance," "List & Segment Analytics," or "Revenue Analytics" based on your reporting needs.
5. Select the Metrics to Include
Email Performance Metrics
Open Rate, Click Rate, Conversion Rate
Revenue per Recipient, Bounce Rate, Unsubscribe Rate
SMS Performance Metrics
Delivery Rate, Click Rate, Response Rate
Revenue and E-commerce Metrics
Total Revenue, Average Order Value (AOV), Customer Lifetime Value (CLV)
6. Apply Filters to Refine Data
Set date ranges, select specific lists or segments, and apply conditions to narrow down your data.
Example: Filter data to show only campaigns sent during a specific promotional period or only SMS messages with a high response rate.
7. Customize the Report Layout
Drag and drop different metrics into the report builder.
Choose from chart types such as line graphs, bar charts, and pie charts to best display your data.
8. Preview and Save Your Report
Click "Preview" to see how your report will look.
If satisfied, save the report with a descriptive name for easy access in the future.
9. Export Your Report if Needed
If you need to share your report externally, click "Export" and select the file format (e.g., CSV, PDF).
Best Practices for Creating Custom Reports in Klaviyo
1. Define Your Reporting Goals
Before building a report, identify which metrics align with your business objectives.
Example: Use revenue-based metrics to evaluate the financial impact of a recent email campaign.
2. Use Advanced Filters to Focus on Key Data
Filter by specific campaign types, customer segments, or timeframes to avoid data overload.
3. Visualize Data for Better Understanding
Choose appropriate chart types to highlight trends, compare performance, or show distribution.
Example: Use line graphs for performance over time and pie charts for share-of-segment analysis.
4. Set Up Scheduled Reports
Automate reporting by scheduling custom reports to be sent to your email weekly or monthly.
Go to "Custom Reports" > "Schedule Report" and set the delivery frequency.
5. Regularly Review and Update Reports
Keep your reports relevant by updating filters and metrics as your business goals evolve.
Common Mistakes to Avoid When Generating Custom Reports in Klaviyo
❌ Overloading Reports with Too Many Metrics
Focus on the most relevant metrics to avoid clutter and maintain clarity.
❌ Not Using Filters Properly
Applying broad filters can lead to misleading data. Be specific with your selections.
❌ Ignoring Visualization Tools
Raw data can be difficult to interpret. Use Klaviyo's visualization features to present data effectively.
❌ Forgetting to Save and Schedule Reports
Always save custom reports for future access and automate recurring reports to save time.
How to Use Custom Reports in Klaviyo to Improve Campaigns
Identify High-Performing Campaigns: Use data to replicate successful strategies.
Segment Your Audience More Effectively: Analyze which segments respond best to specific messages.
Optimize Campaign Timing: Use historical data to send emails and SMS at the best times.
Refine Your Marketing Strategy: Adjust content, design, and targeting based on performance insights.
Conclusion: Ready to Generate Custom Reports in Klaviyo?
Generating custom reports in Klaviyo allows you to access powerful analytics that inform smarter marketing decisions. By tailoring reports to focus on key metrics, applying advanced filters, and using visualization tools, you can unlock insights that drive higher engagement and revenue.
📩 If your email program is underperforming and you’re unsure how to optimize frequency, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
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