Klaviyo Analytics Glossary

Introduction

Klaviyo offers powerful analytics and marketing tools to help businesses create personalized customer experiences. However, navigating its vast range of terms and concepts can be overwhelming, especially for beginners. This guide provides a comprehensive glossary of Klaviyo terms to help you understand the platform’s capabilities. Whether you’re just getting started or looking to deepen your knowledge, this glossary will serve as a handy reference for mastering Klaviyo analytics.

Klaviyo Analytics Glossary

30d (Δ)

• Definition: The total count of a specific metric over the last 30 days, with the difference shown as the metric’s total count from the prior 30 days.

30-Day Analytics Snapshot

• Definition: A summary of analytics from the past 30 days that includes metrics such as messages waiting to send, deliverability, and attributed revenue and conversions.

Activity Feed

• Definition: A display of recent events for a chosen metric, showing profile details, email addresses, and timestamps.

Activity Map

• Definition: A visualization tool that shows how and where customers interact with your brand.

Advanced Reports

• Definition: Detailed reports for form, campaign, and flow performance, breaking down key metrics over time.

All-Time

• Definition: Represents the total count of a given metric over the entire period it has been tracked.

Average Daily Click Through Rate

• Definition: The average rate at which recipients click on links in your emails.

Average Daily Open Rate (by Email Domain)

• Definition: The average rate at which emails are opened, segmented by the email domains of recipients.

Average Order Value

• Definition: The total value of all conversions (orders) divided by the number of conversions.

Average Time Between Orders

• Definition: The average number of days between each order placed by a customer.

Best People

• Definition: A tool that identifies the most engaged profiles for a given metric.

Bounce and Bounce Rate

• Definition: Bounce refers to emails that are not delivered. The bounce rate is the percentage of bounced emails relative to the total sent.

Business Health Check

• Definition: A dashboard that provides an overview of your business’s key metrics, including revenue and order activity.

Business Overview

• Definition: A summary of your business’s performance, showing placed orders, site activity, and revenue per recipient.

Campaign Performance Overview Report

• Definition: Insights into how individual campaigns perform, including deliverability and conversion metrics.

Campaign Trends Report

• Definition: A report tracking overall email campaign performance over time, focusing on clicks, opens, and recipient engagement.

Charts

• Definition: A tool that provides a graphical representation of your data, allowing for dynamic viewing of recent activity.

Churn Risk Prediction

• Definition: Predicts the likelihood of a customer stopping purchases based on their order frequency.

Click Rate and Click Through Rate

• Definition: Click rate is the percentage of people who clicked a link in your message. Click-through rate is the percentage of people who clicked a link out of those who opened the message.

Closed Form and Completed Form

• Definition: Metrics tracking when a visitor closes or successfully submits a Klaviyo form.

Cohorts

• Definition: Groups of profiles with similar characteristics used for analyzing retention and churn over time.

Conversion Metric

• Definition: A key metric (e.g., Ordered Product) used to track conversions in graphs and reports.

Customer Lifetime Value (CLV)

• Definition: The total predicted and historical value a customer will contribute to your business over their lifetime.

Dropped Email

• Definition: Refers to emails that were not sent due to the email address being suspicious.

Email Overview

• Definition: An overview of all campaign and flow email data, including bounce rates and spam complaints.

Engagement Reports

• Definition: Reports analyzing how engaged a group of profiles is, helping assess list quality.

Expected Date of Next Order

• Definition: A predictive tool that estimates when a customer is likely to place their next order.

Flows Overview

• Definition: A dashboard view of all flow data, tracking the performance of each flow.

Forms Overview

• Definition: A summary of form data, including submit rates, view counts, and average daily unsubscribes.

Growth Breakdown Chart

• Definition: Displays the total number of subscribes and unsubscribes over time.

Historic CLV

• Definition: The total value of all past orders made by a customer.

Key Performance Indicators (KPIs)

• Definition: Metrics that gauge the success of your marketing efforts, such as open rates, click rates, and conversion rates.

Last Click and Last Open

• Definition: Timestamps of the most recent interactions with emails or SMS messages.

List Growth Report

• Definition: Tracks how your email list grows over time, showing sources of new subscribers and unsubscribes.

Multi-Metric Report

• Definition: A report that lets you analyze multiple metrics simultaneously for a cross-functional view of your performance.

Needs Review

• Definition: Shows the total number of messages that are waiting for manual review before being sent.

Open Rate and Unique Open Rates

• Definition: Open rate measures how many recipients opened your email. Unique open rate counts only the first open per recipient.

Owned Revenue

• Definition: Revenue generated from channels that you own, such as email and SMS.

Placed Order Rate

• Definition: The percentage of orders placed by recipients in response to your message.

Predictive Analytics

• Definition: Uses data science to predict customer behavior, including order trends and lifetime value.

Product Performance Report

• Definition: Analyzes product performance across key metrics like browsing, checkout, and purchase rates.

Revenue by Attributed Flow

• Definition: Revenue generated by specific automated flows in your Klaviyo account.

Signup Form Overview Report

• Definition: Detailed metrics on form performance, including views, submits, and advanced analytics.

Spam Complaint Rate

• Definition: The percentage of emails marked as spam by recipients out of the total emails sent.

UTM Tracking

• Definition: Uses UTM parameters in URLs to track where traffic to your website is coming from.

Unsubscribe Rate

• Definition: The percentage of recipients who unsubscribe from your email list out of the total recipients.

Value

• Definition: The monetary value of events for a given profile over time.

Waiting

• Definition: The number of queued emails within a flow that are scheduled to be sent in the future.

Conclusion

Understanding Klaviyo’s analytics and data terms is essential for leveraging its full potential. By mastering these glossary terms, you can make more informed decisions, optimize your campaigns, and achieve your marketing goals. Use this guide as a reference to help you navigate Klaviyo’s tools and make the most out of its powerful analytics capabilities.

With a clear understanding of these terms, you can transform your marketing strategies, better engage with your audience, and drive your business growth through data-driven insights.