Best Klaviyo report templates for marketing teams and agencies (2024)

What is a Klaviyo report?

A Klaviyo report is an interface tool that consolidates data from multiple sources (e.g., Klaviyo email campaigns, SMS performance, Shopify) to track and display key performance indicators (KPIs) (e.g., open rates, click rates, revenue per recipient), enabling teams to monitor campaign performance and create presentations for stakeholders.

Klaviyo reports are typically built using flexible tools like Klaviyo's built-in analytics, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a Klaviyo report?

An actionable Klaviyo report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive Klaviyo reports

Executive reports for CMOs, CEOs, and clients show the bottom-line impact of email and SMS marketing. Reviewed weekly, monthly, or quarterly, they include:

• Revenue analysis: by campaign, using attribution for large budgets.
• Customer lifetime value analysis: LTV, average order value from email-acquired customers.
• Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel).
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified reports.

Klaviyo manager reports

Manager reports have cross-campaign views with drill-downs to see performance by client, brand, region, team member, and campaign. They help align teams, define tactics, and include:

• Cross-campaign reporting: overall campaign, product, client, or region reporting across channels.
• Goal tracking: compare current performance vs objectives.
• Audits for prioritization and spotting issues.
• Competitive analysis for channel and tactic mapping.
• Audience and content research.

Operational Klaviyo reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• Email: delivery, open, click rates, conversion rates.
• SMS: delivery, response rates, conversion rates.
• Segmentation: performance by audience segment.

Operational Klaviyo reports are highly customized, built in flexible tools like Google Sheets or Klaviyo's analytics to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a Klaviyo report?

To build a Klaviyo report, connect your data sources, choose a template on Klaviyo or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.

Here’s the breakdown:

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Klaviyo for email and SMS performance, Shopify for sales data, and other e-commerce platforms.

To connect your data sources, go to Klaviyo's integration settings, choose the data sources to bring to your report.

Choose a template

Choose from dozens of Klaviyo report templates in Klaviyo or Google Sheets, designed for use cases like email performance monitoring, revenue tracking, and audience segmentation.

While templates are the starting point, make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1) modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:

1. Select the data source and the account connected to it.
2. Choose metrics (e.g., open rates, click rates, revenue, etc.).
3. Choose breakdowns to segment your data (e.g., by date, campaign name, audience segment, etc.).

Design

To make your Klaviyo reports truly white-label, you can add logos, colors, fonts, and styling to mirror your brand.

Share

Share your Klaviyo reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a Klaviyo report?

Klaviyo reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of email and SMS campaigns towards business goals. They include:

Marketing funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel:

• Visibility metrics: email deliveries, SMS sends.
• Engagement metrics: open rates, click rates, response rates.
• Conversion metrics: purchases, key events.

Efficiency KPIs compare your marketing outputs to the cost, including:

• Visibility: cost per email/SMS sent.
• Engagement: cost per click/open.
• Conversion: cost per acquisition, cost per purchase.

Effectiveness KPIs compare the input with the output from one funnel stage to another:

• Visibility: frequency.
• Engagement: engagement rate.
• Conversion: conversion rate.

Sales and cost KPIs show the bottom-line impact of your marketing performance:

• Sales: customers, revenue.
• Cost: marketing spend, operational expenses.
• Efficiency: ROI, customer acquisition cost.
• Effectiveness: average order value.

To analyze these KPIs, segment them by:

• Channel: email, SMS.
• Time: hourly, daily, weekly, monthly.
• Campaign: funnel stage, objective.
• Business: client, branch, region.
• Audience: demographics, interests, behavior.
• Content: creatives, format, topic.