Post-BFCM Analysis in Klaviyo: Exports and Reports to Use

Once the weekend is over, the goal is to quickly find what worked and what cost you reputation. Klaviyo offers four tools for this: the campaign export, the flow export, the custom Campaign Performance report and the trend report. Each answers a different question. This article goes through them, in the order to open them.

TL;DR. The campaign export gives one row per send with its rates, revenue and bounces. The flow export is set by time range, by tag and by day, week or month. The Campaign Performance report groups results by list, segment or inbox provider and filters by tag. The trend report tracks the last 5, 20 or 50 campaigns. In our view, the analysis is prepared before the operation, with tags placed on every send.

Want an outside look before you build? We offer a Q4 readiness audit: 30 minutes, free, no strings attached.

Before opening a report: attribution windows

A report's figures keep changing while attribution windows are open. Our article on BFCM results and attribution windows details those delays. In our view, a report run too early gives an incomplete snapshot. Custom reports do not refresh on their own, as we will see below, which is one more reason to wait before freezing a version.

The campaign analytics export

From the Campaigns tab, a menu next to View library offers Export Analytics (Klaviyo, how to export campaign analytics). The CSV file contains, for each campaign: name, tags, subject, list, send time and weekday, recipients, unique placed orders, placed order rate, revenue, opens and clicks (unique and total), rates, unsubscribes, complaints, successful deliveries, bounces, ID and channel.

A few particulars from the page:

• Exports from the last 30 days can be found under Settings, Other, Downloads.
• For an SMS campaign, the open columns stay at 0, since Klaviyo does not track SMS opens, and the Subject column shows a clip of the message text.
• With an A/B test, the same campaign appears on several rows: a two-variation test gives three (the two variations sent to the test group, then the winning variation sent to the rest). You tell them apart by send time.

The Tags column works as a key for grouping the operation's sends. It is the direct application of our article on account settings and tags.

The flow analytics export

From the Flows tab, Options then Export analytics (Klaviyo, how to export flow analytics). Owners, admins and analysts can use it. The window offers:

• A time range: all time, a preset range or custom dates.
• Tags: to export only flows carrying a tag.
• Aggregation: by day, week or month, with one row per interval. Without aggregation, you get a total over the period.
• A/B variations: to show each variation separately.

To export a single flow, the page advises creating a tag, applying it to that flow, then exporting that tag. The data includes archived flows that fall within the period, and the period follows the account's local time zone. The CSV gives, per message: delivered, unique opens, unique clicks, the chosen conversion metric (with its rate, value and value per recipient if available), unsubscribe, complaint and bounce rates, and tags.

In our view, daily aggregation is the most useful for BFCM: it shows when a flow took over from campaigns, and whether a flow message dropped off on a specific day.

The custom Campaign Performance report

This is the most flexible tool (Klaviyo, how to build a campaign performance report). You open it through Analytics, Custom Reports, then either the library or Create from scratch with the report type Campaign Performance Report.

What you can set

• Metrics: by default the standard deliverability and engagement metrics of the channels in use. You can remove some and add up to 10 conversion metrics (orders, order rate, and so on).
• How each conversion is analyzed: Total, Unique or Value (for monetary metrics), then SUM or AVG. The page's example: two $15 orders give a VALUE SUM of 30 and an AVG of 15.
• Grouping: by list or segment, by inbox provider, by campaign, or by campaign variation. Grouping by inbox provider only shows deliverability metrics: revenue is not attributed to inbox providers.
• Tag filter: you can choose several, joined by AND.
• Time range: preset ranges (for example the last 30, 90 or 365 days), or a custom range of 2 years at most, with daily, weekly, monthly or yearly grouping.

Two limits from the page: segment-level data is only available from July 1, 2022, and with A/B variations included, you cannot group by time (and vice versa).

Use it, rerun it, export it

A report is saved and run with Save & Run Report. It does not refresh automatically: for up-to-date data you rerun it, and the Last Run timestamp shows the latest run. View History keeps earlier runs, and Export downloads the results. You can also schedule a report to run at a given date and be notified by email, and clone an existing report (the schedule is not copied). In downloads, only the message ID appears, not the experiment variation, which can only be found in Google Analytics data. Our article on UTMs in Klaviyo explains how to connect the two.

Three reports to prepare for after BFCM

These reports are Deliver's advice, to build before the operation and rerun afterwards.

1. By operation tag, grouped by campaign: which campaigns carried the attributed revenue, with the store's conversion metric.
2. By operation tag, grouped by list or segment: which segments responded, and which gave nothing.
3. Grouped by inbox provider: where bounces, complaints and unsubscribes sit. This view extends the reading of the Deliverability tab.

The Email trends report

From the Campaigns tab, the three dots at the top of the page give access to Email trends (Klaviyo, how to use the email campaigns trend report). It tracks the aggregate evolution of sends: total sends, opens, clicks, spam rate, bounce rate, conversion rate and value. Filters cover a list or segment, an email domain and the number of campaigns (the last 5, 20 or 50). The page specifies that this is a number of campaigns, not days.

Two reading points:

• If bot-click exclusion is enabled, the trend report still includes those clicks. Its click rates can therefore differ from those in other reports.
• The page gives reference points of under 0.1% for spam and under 2% for bounces. The Deliverability tab grades the complaint rate in three bands: Healthy below 0.01%, Room for improvement from 0.01% to 0.05%, Needs Attention above 0.05% (Klaviyo, understanding the deliverability tab). That page's cell reads ">0.05" with no unit; the deliverability monitoring page writes ">0.05%" (Klaviyo, getting started with email deliverability monitoring and performance metrics). The trend page's 0.1% is a general reference point; 0.05% marks the entry into the alert band. In our view, steer on the Deliverability tab's bands.

In our view, the filter on the last 20 or 50 campaigns puts BFCM in perspective against your usual sends: a spam or bounce rate that deviates clearly from a typical series shows up here before it gets lost in the total.

Changing the conversion metric, with care

The conversion metric is chosen in several places: in the campaigns list (the last column), in each flow email, and in the custom campaign and flow reports (Klaviyo, how to change the conversion metric for flow and campaign reports). For a flow, the metric chosen on one email applies to the overview reports of all the flow's emails. In our view, you fix a single metric before the operation (for example placed order) and avoid changing it mid-reading, so that successive exports stay comparable. In the campaigns list, this choice applies to all of the account's users, as our article on the default settings points out.

Checklist for preparing the analysis

These points are Deliver's advice.

1. An operation tag is applied to every campaign and every flow involved before sending.
2. The conversion metric is decided, and only one person may change it.
3. The three custom reports are built in advance, with their tag and time filters.
4. A first-reading date is set after the attribution windows close, and a final-reading date for comparison.
5. Campaign and flow exports are downloaded and filed in a team folder, since the downloads list only keeps the last 30 days.
6. The trend report on the last 20 or 50 campaigns is checked for reputation, on top of revenue.

FAQ

Where do I export my Klaviyo campaign analytics?

In the Campaigns tab, via the menu next to View library, then Export Analytics. Recent exports stay available for 30 days under Settings, Other, Downloads.

How do I export the analytics of a single flow?

The page advises creating a tag, applying it to the flow, then exporting the analytics for that tag.

Does a custom report update on its own?

No. You have to rerun it. The Last Run timestamp shows the latest run, and View History keeps the previous ones.

Can I see revenue by inbox provider?

No. Grouping by inbox provider only shows deliverability metrics: revenue is not attributed to inbox providers.

Does the trend report take bot-click exclusion into account?

No. The page states that it includes and reflects those clicks, even if the exclusion is enabled in the account.

Want an outside look at how you read your results? We run Q4 readiness audits, or you can talk directly with the Deliver team.