blog post

Klaviyo KPIs for Beginners: Everything You Need to Know

Florian Cabirol
November 20, 2023
Klaviyo KPIs for Beginners: Everything You Need to Know

Quick steps to create a Klaviyo report with Google Sheets:

You can easiliy create a Klaviyo report following this step :

  1. Get informations from the data integration from our Klaviyo connector.
  2. Create a source on
  3. Download our Google Sheets extensions.
  4. Configure and run your request
If you need more informations, you can follow the tutorial.

How to install Google Sheets Catchr Add-on.

To start exporting your Klaviyo data to Google Sheets, you need to install the Catchr add-on. You currently have two options :

Option A: Via the marketplace:

  1. Visit the Catchr Add-on page on the Google Workspace Marketplace and click "Install."
  2. Grant the necessary permissions for the add-on.
  3. Upon successful installation, open a Google Sheets to proceed.
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Install Catchr Google Sheets Add-on

Option B: Directly within a Google Sheets:

  1. Open a new Google Sheets.
  2. In the top menu, click "Extensions", then hover over "Add-ons" and select "Get add-ons."
  3. Search for "Catchr" and choose "Catchr - data connector."
  4. Click "Install" and grant the required permissions.
  5. Close the installation pop-up when completed.
  6. Start using the Catchr add-on.
Install Catchr Add-on for Google Sheets
Install Catchr Add-on for Google Sheets

Once you have installed the add-on, you can start making requests.

The tutorial

Quick steps to create a Klaviyo report with Looker Studio:

You can easiliy create a Klaviyo report following this step :

  1. Get informations from the data integration from our Klaviyo connector.
  2. Create a datasource and new report on Looker Studio.
  3. Choose your metrics and dimensions.
  4. Use charts with your metrics and dimensions.
If you need more informations, you can follow the tutorial. You can also find a template for Klaviyo at the end of the page.

The tutorial

Quick steps to create a Klaviyo report with PowerBI:

You can easiliy create a Klaviyo report following this step :

  1. Get informations from the data integration from our Klaviyo connector.
  2. Create a source on
  3. Configure your request on the PowerBI request manager.
  4. Copy the given URL in PowerBI
If you need more informations, you can follow the tutorial. You can also find a template for Klaviyo at the end of the page.

The tutorial

If you run an ecommerce business, you've probably tried Klaviyo. The powerful platform that helps marketers propel their digital marketing venture. Klaviyo is not only used for sending emails and SMS messages; instead, it's all about crafting personalized, revenue-boosting connections with your customers. In fact, last year, Klaviyo users collectively generated a staggering $2.2 billion in revenue through email and SMS marketing.

But, if you are using Klaviyo merely to fire off messages without keeping a finger on the pulse of their success or without conducting meticulous A/B testing, you're missing out on its full potential. And, if you find yourself among the 827,785 websites already using Klaviyo's capabilities, it's high time to master the art of tracking and maintaining Klaviyo KPIs.

In this article, we're here to guide you through everything you need to know about Klaviyo KPIs. From understanding the fundamentals to gaining insights into how this tool can turbocharge your business, we've got you covered.

What is Klaviyo and How it's Helping Businesses Like You?

Klaviyo, a marketing automation platform, is tailor-made for eCommerce businesses aiming to craft and send highly personalized email and SMS marketing campaigns to their customer base. Yet, the full potential of Klaviyo remains untapped unless one grasps the significance of measuring Klaviyo KPIs. Here are compelling reasons to delve into the art of tracking Klaviyo KPIs.

1. Revenue Augmentation

Klaviyo excels in sending meticulously targeted messages to your clientele, coaxing them towards repeat purchases, and effectively addressing abandoned shopping carts. So, you have to measure the monthly revenue to multiply the sales.

2. Elevating Customer Engagement

Sustaining robust customer engagement is pivotal for any enterprise. Klaviyo adeptly disseminates timely and contextually relevant messages, thereby ensuring your audience remains well-informed about novel products, promotions, and pivotal updates. You should track their involvement to get the best results out of it.

3. Mitigating Customer Attrition

Business entities universally seek to mitigate customer attrition. Klaviyo KPIs proactively identify customers at the brink of attrition and deploy personalized messages tailored to the situation, which may include compelling discounts or gentle reminders about abandoned shopping carts.

4. Optimizing Customer Lifetime Value

The crux of sustained success lies in motivating customers to foster enduring loyalty and explore novel product offerings. Klaviyo specializes in sending customized messages that stimulate recurrent purchasing patterns and pique interest in your latest product launches.

Real-Time Examples of Businesses Who Used Klaviyo and Focused on Email Marketing Metrics

As you've already learned the significance of tracking and measuring Klaviyo KPIs in your digital marketing strategy, let's delve into real-world success stories. We've curated three compelling examples of businesses that not only utilized Klaviyo but also placed a laser-like focus on Klaviyo metrics, and the results are nothing short of impressive.

1. Jenni Kayne

Jenni Kayne, renowned for its luxury apparel and home products, harnessed Klaviyo to revolutionize its email marketing strategy. This feat was accomplished through intricate subscriber segmentation based on purchase history and browsing behavior. By implementing new email flows, including an active on-site flow, Jenni Kayne successfully sent targeted messages to customers actively engaging with their website. The outcome? They grew their revenue by 50%.

2. Tecovas

Tecovas, a prominent Western boot company, utilized Klaviyo to orchestrate a groundbreaking Black Friday/Cyber Monday (BFCM) event with a single email blast. Through meticulous tracking of KPIs, including subscriber segmentation based on purchase history and browsing behavior, Tecovas personalized emails for each segment. The BFCM email campaign emerged as a monumental success, generating more revenue than ever.

3. Crumbl Cookies

Crumbl Cookies, a gourmet cookie purveyor, turned to Klaviyo KPIs to exponentially amplify its win-back flow revenue using predictive analytics-driven personalization. Klaviyo's machine learning capabilities enabled Crumbl Cookies to predict customers at risk of churning and send them tailored messages encouraging their return. The outcome was a substantial reduction in customer churn rates and a remarkable surge in win-back revenue.

7 Klaviyo KPIs to Track and Measure

Now, if you're aiming to replicate the kind of remarkable results showcased by the businesses we've discussed, there's a fundamental step you cannot afford to overlook. It's all about tracking Klaviyo KPIs, a practice to transform your digital marketing efforts into a symphony of success, where every signal is green, and every move is calculated.

Here, we present seven crucial Klaviyo metrics to track (KPIs) essential for creating a comprehensive and practical digital marketing report. These KPIs will be your guiding stars, illuminating the path to data-driven excellence and remarkable results.

1. CTR

Click-through rate (CTR) is a metric in email marketing that reveals the percentage of email recipients who actively click on links within your email. It's a crucial measure of audience engagement and the effectiveness of your email campaigns. Tracking and measuring CTR is a straightforward process. To calculate CTR, you can use the following formula:

CTR %= Total ClicksTotal Emails Delivered x 100

For example, if you sent out 2,000 emails and received 100 clicks, your CTR would be (100 / 1,000) * 100 = 10%.

Click-to-Open Rate (CTOR)

It's essential to note that CTR is different from Click-to-Open Rate (CTOR). While CTR calculates clicks based on the total number of emails delivered, CTOR measures clicks relative to the number of emails opened. CTOR provides a more refined perspective because it focuses on those who engage with your email content after opening it.

What is a Good Click-Through Rate?

What constitutes a "good" CTR is based on factors such as industry, email type, and audience. According to recent data, the average CTR for email campaigns is approximately 1.51%, while automation enjoys a higher average CTR of around 5.83%. However, it's crucial to remember that these figures are averages, and your specific industry or niche might have different benchmarks.

2. Active on Site

Active-on-Site (AOS) Klaviyo KPI measures the engagement level of visitors to your website. It indicates how interested and involved your site's visitors are with your content or offerings. A high AOS suggests that visitors are actively exploring your website, which can lead to increased conversions and, ultimately, a more successful online presence.

The importance of AOS lies in its ability to provide insights into the quality of your website's user experience and the relevance of your content. When visitors spend more time on your site and interact with multiple pages, it signals that they find value in what you have to offer. You can improve your Active on Site ratio with:

  • Compelling Content
  • User-Friendly Design
  • Clear Navigation
  • Calls to Action (CTAs)
  • Interactive Features
  • Personalization
  • Optimize Page Load Speed

3. Revenue per Recipient

This KPI tells you the average amount of revenue generated per email subscriber as a result of your email marketing campaigns. It reflects the direct financial impact of your email marketing efforts, making it a critical indicator of campaign success. To calculate Revenue per Recipient, follow this formula:

Revenue per Recipient  = Total Revenue Generated from Email MarketingTotal Number of Email Subscribers x 100

4. Conversion Rate

Klaviyo conversion rate in digital marketing quantifies the percentage of website visitors who perform a specific, desired action. To measure the Conversion Rate, use the following formula:

Conversion Rate (%) = Number of ConversionsTotal Website Visitors x 100

Industries reveal that an average Conversion Rate is between 0.1% for email campaigns and 1.82% for automation. However, it's important to note that these figures can differ depending on the industry and the type of email being used. You can improve your conversion rate with:

  • Segmentation
  • Reducing Friction
  • Trust Signals
  • Clear Value Proposition
  • Responsive Design
  • Retargeting

By focusing on these strategies, you can not only increase your Conversion Rate but also drive more meaningful and profitable interactions on your website. For instance, Heist Studios increased their purchase rate by 50% using segmentation. So, consider the results you'll get after applying the above-mentioned strategies.

5. Deliverability Rate

This is the percentage of emails successfully reaching your recipients' inboxes. While we'd prefer to believe that every email we send is received, the reality is more complex. Some emails bounce back, while others may get flagged as spam, preventing them from reaching the intended recipient. Low deliverability rates typically manifest in the following forms:

Email Bounces

  • Hard Bounces: These occur when emails cannot be delivered because the recipient's email address is either fake or recognized as spam.
  • Soft Bounces: Soft bounces are temporary delivery failures, often due to issues like a full inbox.

Spam Complaints

Spam complaints arise when an email recipient marks a message as spam. Accumulating spam complaints sends a negative signal to email providers, tarnishing the sender's reputation and increasing the likelihood of their future emails landing in spam folders.

6. Unsubscribe Rate

This email marketing metric measures the percentage of receivers who opt out or unsubscribe from your email list after receiving a message from your campaign. It reflects the level of disengagement or dissatisfaction among your subscribers and plays a crucial role in maintaining a healthy email list.

According to Klaviyo data, an Unsubscribe Rate of less than 0.2% is considered excellent, indicating strong subscriber engagement and content alignment. Even with an Unsubscribe Rate of up to 0.3%, you are still operating within a favorable range. However, keeping your Unsubscribe Rate low is essential to preserve your email list's quality and ensure that your messages continue to resonate with your audience.

7. Return on Investment

We can say ROI is the most favorite metric in digital marketing strategies because it measures the financial return generated from investments or expenditures. In email marketing, ROI measures the profitability of your campaigns by showing how much you've earned compared to what you've invested in your email marketing endeavors. It provides a clear picture of the financial success or effectiveness of your email marketing strategy.

Notably, a 2022 report by Litmus showcases the formidable performance of email marketing, with an average ROI of $36. For businesses in retail, e-commerce, and consumer goods, that number climbs even higher, reaching an impressive $45. This data underscores the remarkable financial potential that email marketing holds.

Use Catchr to Benchmark Your Klaviyo KPIs Against Industry Standards

Klaviyo only empowers you to send personalized messages that could close the deal. But remember, big results only happen when you track, maintain, and generate digital marketing reports of Klaviyo KPIs. And to help you with that, Catchr steps in as your savior.

With Catchr, you can seamlessly move your data from Klaviyo to your preferred tools, including Google Data Studio and Google Sheets. It gives you real-time, precise data for your reporting and analysis. Catchr enhances your Klaviyo experience, making your email marketing campaigns more efficient and effective. So, don't miss out and start optimizing your Klaviyo campaigns with Catchr today.

Bonus : Your free Template Klaviyo - Campaign Overview Template

In this Klaviyo template, you will find all the metrics and dimensions you would need to get a better view of your data.

If you need more templates, you could look at our looker studio template gallery.

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In this Klaviyo template, you will find all the metrics and dimensions you would need to get a better view of your data thank to our integrations.

If you need more templates, you could look at our PowerBI template gallery.

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