When it comes to making data-driven decisions in email marketing, Klaviyo Analytics offers a wealth of information that can help you optimize your campaigns and understand your customers better. In this beginner’s guide, we’ll explore how to make the most of Klaviyo’s dashboards and dive into the basics of attribution to help you track and measure your marketing performance effectively.
To help you better understand this Klaviyo’s analytics article, we’ve created a comprehensive Klaviyo glossary that defines key terms and concepts used throughout this guide.
Klaviyo Analytics Dashboards are powerful tools designed to help you visualize and analyze the data from your marketing campaigns. They provide insights into how your emails, SMS, and other marketing efforts are performing, allowing you to make informed decisions to boost your engagement and conversion rates.
To get started with Klaviyo Analytics, navigate to the Analytics section and select Dashboards from the menu. Here, you’ll find a variety of pre-built dashboards like the Overview Dashboard, SMS Dashboard, and Business Review Dashboard. You can customize these dashboards by adjusting the time frame, selecting conversion metrics, and setting a comparison period to see how your performance changes over time.
The Overview Dashboard is your go-to place for a general analysis of your campaigns. It’s perfect for answering questions like:
The SMS Dashboard focuses on tracking the effectiveness of your SMS campaigns. It shows metrics like delivery rates, click-through rates, and conversions specifically for your text messaging efforts. It’s an excellent tool for understanding how your SMS strategy is impacting your revenue.
The Business Review Dashboard provides a high-level view of your business performance. It highlights key metrics like revenue growth, campaign performance, and deliverability. This dashboard is ideal for quickly reviewing your marketing strategies and identifying areas for improvement.
The Growth Overview Card helps you monitor your conversion performance over time, breaking down your revenue into attributed (revenue generated directly by your campaigns) and unattributed revenue. This feature is essential for identifying which marketing channels are most effective in driving conversions.
These cards give a detailed look at your campaign and flow performance. They track metrics like open rates, click rates, conversion rates, and revenue generated from your marketing activities. By analyzing these metrics, you can refine your strategies and focus on what works best for your audience.
The Deliverability Card allows you to track how well your emails and SMS messages are reaching your subscribers. It includes important metrics like bounce rates, spam rates, and unsubscribe rates, helping you maintain a healthy sender reputation and improve your overall deliverability.
Attribution in Klaviyo refers to the process of tracking which messages or marketing channels lead to customer actions, such as purchases or site visits. Understanding attribution is crucial because it helps you identify which campaigns are driving the most revenue, so you can allocate your resources more effectively.
Knowing the difference between these two types of attribution helps you understand the broader impact of your marketing efforts.
Klaviyo uses a multi-channel attribution model, which means it tracks interactions across multiple channels like email, SMS, and push notifications. Each channel has its own default attribution window (5 days for email, 24 hours for SMS and push), and Klaviyo attributes conversions to the last message a customer interacted with that is still within its attribution window.
To optimize your email and SMS campaigns, focus on key metrics like open rates, click rates, and conversion rates. Use the data from your dashboards to identify high-performing campaigns and analyze what makes them successful. Adjust your strategies based on these insights to drive better results.
Klaviyo’s dashboards provide a detailed view of your conversion trends over time. By analyzing these trends, you can identify which channels are generating the most revenue and where there may be opportunities to increase engagement.
Deliverability is a crucial part of any marketing strategy. Use the Deliverability Card to monitor your bounce rates, spam complaints, and unsubscribe rates. If you notice issues with any of these metrics, take action to improve your sender reputation and ensure your messages reach your audience.
Klaviyo’s analytics tools provide a comprehensive view of your marketing performance, allowing you to track and analyze key metrics across multiple channels. By understanding how to use these dashboards and the basics of attribution, you can make data-driven decisions that enhance your marketing efforts and boost your overall revenue.
Whether you’re just getting started with Klaviyo or looking to refine your existing strategies, exploring the features of Klaviyo Analytics will empower you to optimize your campaigns like a pro. Take the time to dive into your dashboards, test different strategies, and see what works best for your brand.
Giles Thomas
CEOOptimize your Shopify conversion rates. 5 lesson course, learn 51 ecommerce best practices to get more visitors to buy.
