When connecting a new Klaviyo data source you have the option to choose between the following report types:
Campaign Overview
Unlike the other report types, Campaign Overview features one row per campaign instead of one row per Date. The campaigns are in turn attributed by send date and show the sum of all metrics since the campaign was sent, resulting in numbers that match what is seen in the platform.
Dimensions
Campaign ID
Campaign Name
Send Channel
Send Time - Includes date and timestamp
Subject
Metrics
Recipients
Opens
Opens Unique
Clicks
Clicks Unique
Unsubscribes
Unsubscribes Unique
Open rate - Opens Unique divided by successfully delivered emails
Click rate - Clicks Unique divided by successfully delivered emails
Click to Open rate - Clicks Unique divided by Opens Unique
Unsubscribe rate - Unsubscribes Unique divided by successfully delivered emails
Flows
Dimensions
Flow
Metrics
Received Email
Marked Email as Spam
Opened Email
Bounced Email
Clicked Email
Unsubscribed
Dropped Email
Subscribed to List
Unsubscribed from List
Checkout Started
Placed Order
Placed Order Value
Viewed Product
Ordered Product
Unique Metrics
Clicked Email Unique 1 Day, Flow
Clicked Email Unique Calendar week, Flow
Clicked Email Unique Calendar month, Flow
Opened Email Unique Calendar 1 Day, Flow
Opened Email Unique Calendar week, Flow
Opened Email Unique Calendar month, Flow
The data for the unique metrics will be attributed to the first date of the week or the first date of the month (for the week and month time window). The unique metrics are non-aggregatable since they are only unique over the time period that the metric name states. More about non-aggregatable metrics.
If you're interested in working with rate metrics based on data from this report type, such as Unique Open Rate and Unique Click Rate, read more in our article Working with Open/Click Rate Metrics in Klaviyo.
Derived Metrics
Email Open-Send Ratio - Opened Email divided by Received Email
Click-Through-Rate - Clicked Email divided by Opened Email
Unsubscribe Rate - Unsubscribed divided by Received Email
Bounce Rate - Bounced Email divided by Received Email
Average Order Value - Placed Order Value divided by Placed Order
All Emails
Dimensions
Campaign Name
Flow Name
Message
Message Type
Send Time
Send Date
Subject
Metrics
Received Email
Marked Email as Spam
Opened Email
Bounced Email
Clicked Email
Unsubscribed
Dropped Email
Subscribed to List
Unsubscribed from List
Checkout Started
Placed Order
Placed Order Value
Viewed Product
Ordered Product
Filled Out Lead Ad
Unique Metrics
Clicked Email Unique 1 Day, Message
Clicked Email Unique Calendar week, Message
Clicked Email Unique Calendar month, Message
Opened Email Unique Calendar 1 Day, Message
Opened Email Unique Calendar week, Message
Opened Email Unique Calendar month, Message
The data for the unique metrics will be attributed to the first date of the week or the first date of the month (for the week and month time window). The unique metrics are non-aggregatable since they are only unique over the time period that the metric name states. More about non-aggregatable metrics.
If you're interested in working with rate metrics based on data from this report type, such as Unique Open Rate and Unique Click Rate, read more in our article Working with Open/Click Rate Metrics in Klaviyo.
Derived Metrics
Email Open-Send Ratio - Opened Email divided by Received Email
Click-Through-Rate - Clicked Email divided by Opened Email
Unsubscribe Rate - Unsubscribed divided by Received Email
Bounce Rate - Bounced Email divided by Received Email
Average Order Value - Placed Order Value divided by Placed Order
SMS
Dimensions
Campaign Name
Flow Name
Message
Message Type
Send Time
Send Date
Subject
Metrics
Clicked SMS
Failed to Deliver SMS
Received SMS
Sent SMS
Subscribed to List
Unsubscribed from List
Checkout Started
Placed Order
Placed Order Value
Viewed Product
Ordered Product
Filled Out Lead Ad
For all metrics in the SMS Message report you also get the metrics of unique values, where one customer will only be counted once. These unique metrics are aggregated in daily, calendar week and calendar month.
Lists
Dimensions
List name
Metrics
Subscribed to List
Unsubscribed from List
Note, these metrics do not correspond to the Subscribed and Unsubscribed metrics in Klaviyo, which shows a total value of all kinds of Un/subscribes.
Profiles
For the profiles report we retrieve all profiles and which lists and segments each profile belong to. We also fetch all other fields available. Many of them can be custom fields and are in many cases synchronised with an e-commerce platform.
Note that both Lists and Segments are optional dimensions that needs to be included when connecting or reconfiguring your Klaviyo source, they are not included by default.
