How to Pull a Custom Report in Klaviyo

Creating custom reports in Klaviyo transforms how you analyze your marketing performance and make data-driven decisions. These powerful reporting tools allow you to dive deep into specific metrics, compare campaign effectiveness, and identify trends that standard analytics might miss. With five distinct report types and extensive customization options, Klaviyo’s custom reporting capabilities provide the insights needed to optimize your email and SMS marketing strategies.

What Are Klaviyo Custom Reports and Why Use Them

Klaviyo custom reports represent a significant upgrade from standard analytics dashboards, offering tailored data analysis that aligns with your specific business objectives. Unlike pre-built reports that show general metrics, custom reports allow you to slice and dice your data exactly how you need it. You can focus on particular time periods, customer segments, or marketing channels to uncover insights that directly impact your bottom line.

The flexibility of custom reports makes them invaluable for businesses of all sizes. You can track everything from individual campaign performance to long-term customer behavior patterns, creating a comprehensive view of your marketing effectiveness. This level of customization ensures you’re not drowning in irrelevant data but instead focusing on metrics that drive strategic decisions.

Five Report Types for Different Analysis Needs

Klaviyo offers five distinct custom report types, each designed to answer specific business questions. The Single Metric Deep Dive report allows you to focus intensively on one metric like “Placed Order” or “Opened Email,” providing granular insights into trends and patterns. This report type excels when you need to understand the nuances of a particular aspect of your business performance.

Multi-Metric Reports enable comprehensive analysis across multiple metrics simultaneously, helping you understand how different aspects of your marketing relate to each other. Campaign Performance Reports focus specifically on individual email and SMS campaigns, while Flow Performance Reports analyze your automated messaging sequences. Product Performance Reports examine how your merchandise performs across the entire purchase funnel from browse to checkout to purchase.

Each report type serves different analytical purposes and offers unique visualization options. Campaign reports help identify your most effective messaging strategies, while flow reports reveal which automated sequences drive the highest engagement and conversions. Product reports provide visibility into conversion bottlenecks and help optimize your merchandising approach.

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How to Access and Set Up Your First Custom Report

Getting started with custom reports requires navigating to the Analytics section of your Klaviyo dashboard. From the main navigation menu, click on “Analytics” and then select “Custom Reports” from the dropdown menu. This brings you to the custom reports dashboard where you can view existing reports, browse prebuilt templates, or create new reports from scratch.

The dashboard presents three main pathways for report creation. You can work with existing reports if you’ve already created some, browse the reports library for prebuilt templates, or start completely fresh with the “Create from scratch” option. For newcomers to custom reporting, the reports library offers excellent starting points with templates designed for common analysis needs.

Choosing the Right Report Type for Your Goals

When creating a new report, you’ll first need to select the report type that aligns with your analysis objectives. Consider what business question you’re trying to answer before making this selection. If you want to understand how a specific metric performs over time or across different customer segments, choose the Single Metric Deep Dive option.

For comprehensive performance analysis across multiple dimensions, the Multi-Metric Report provides the flexibility you need. Campaign Performance Reports work best when you want to compare the effectiveness of different email or SMS campaigns. Flow Performance Reports help optimize your automated messaging sequences, while Product Performance Reports identify which items in your catalog drive the most engagement and revenue.

After selecting your report type, you’ll need to name your report for easy identification later. Choose descriptive names that clearly indicate the report’s purpose and scope. This naming convention becomes crucial as you build more reports and need to quickly locate specific analyses.

Building Campaign Performance Reports That Drive Results

Campaign Performance Reports provide critical insights into how your individual marketing messages perform across key engagement and conversion metrics. These reports help you identify which campaigns consistently drive the highest open rates, click-through rates, and revenue generation. By analyzing campaign performance systematically, you can replicate successful tactics and avoid strategies that underperform.

When configuring a Campaign Performance Report, include both engagement metrics like “Received Email,” “Opened Email,” and “Clicked Email,” along with conversion metrics such as “Placed Order” and “Placed Order Value”. This combination provides a complete picture of how campaigns perform throughout the customer journey. The power of these reports lies in their filtering capabilities, allowing you to focus on specific campaign types using tags.

Filtering and Grouping for Deeper Insights

Advanced filtering techniques unlock the true potential of campaign performance analysis. You can filter by campaign tags to compare how different types of campaigns perform, such as promotional versus content-focused messages. Property-based filtering offers even more granular control, allowing you to segment results by customer location, loyalty tier, or other profile characteristics.

Grouping options organize your data in meaningful ways that reveal patterns and trends. While basic grouping might involve time periods like weeks or months, more sophisticated approaches include grouping by customer segments or campaign categories. Primary groupings create main categories, while secondary groupings provide additional subdivision for deeper analysis.

Consider the hierarchy when using multiple groupings to ensure your reports remain interpretable. Overly complex combinations of filters and groupings can sometimes make reports difficult to understand, so strive for balance between detail and clarity. The goal is actionable insights, not overwhelming data complexity.

Analyzing Flow Performance to Maximize Automation Revenue

Flow Performance Reports provide essential insights into your automated messaging sequences, helping you optimize these revenue-driving assets. These reports reveal which flows consistently generate the highest engagement and conversion rates, allowing you to prioritize optimization efforts where they’ll have the greatest impact. Automated flows often represent a significant portion of email marketing revenue, making their optimization crucial for business growth.

When creating Flow Performance Reports, include both engagement metrics like received, opened, and clicked messages, along with conversion metrics such as placed order count and placed order value. This comprehensive approach allows you to evaluate both audience engagement and revenue generation across your automation sequences. The combination reveals not just which flows people interact with, but which ones actually drive purchases.

Identifying Optimization Opportunities in Your Flows

Flow performance analysis helps pinpoint exactly where subscribers drop off or convert within your sequences. Group your data primarily by flow name to compare performance across different types of automations, such as welcome series, abandoned cart, or browse abandonment flows. Add secondary grouping by individual messages within each flow to identify which specific messages perform best or worst.

Look for patterns in conversion rates across different flow types to understand which automated sequences resonate most with your audience. If your abandoned cart flow consistently outperforms your browse abandonment flow, you might need to strengthen the incentives or messaging in the latter. Pay special attention to the first message in each flow, as it typically has the highest engagement and sets expectations for subsequent messages.

Regular analysis of flow performance enables continuous refinement of these automated sequences. For flows with multiple messages, identify drop-off points where engagement significantly decreases and consider testing alternative content or timing at these junctures. This systematic approach to flow optimization can substantially increase the revenue contribution from your automated marketing efforts.

Product Performance Analysis for Better Merchandising

Product Performance Reports provide valuable insights into how your merchandise performs across different marketing channels and customer touchpoints. These reports track the entire purchase funnel with metrics like “Viewed Product,” “Added to Cart,” “Started Checkout,” and “Placed Order.” This comprehensive approach helps identify where potential customers drop off in their purchasing journey for specific products.

Configure your product reports by grouping primarily by product name or SKU to compare performance across your catalog. Add secondary grouping by time periods like months or quarters to identify seasonal trends or the effects of promotional activities on specific products. For deeper insights, filter by product category or collection to compare performance within product segments and understand which categories generate the most interest through your marketing efforts.

Uncovering Conversion Bottlenecks and Opportunities

The real value in product performance reports comes from identifying conversion bottlenecks and merchandising opportunities. Products with high view counts but low purchase rates might indicate pricing issues, inadequate product descriptions, or quality concerns that need addressing. Conversely, products with high conversion rates from view to purchase represent your most compelling offerings and should be featured more prominently in marketing content.

Analyze how specific products perform in different campaign types or flows to optimize your merchandising strategy. If certain products perform exceptionally well in abandoned cart flows but not in regular campaigns, you might need to adjust how these items are presented in your primary marketing communications. This insight helps you understand which products work best for different types of marketing messages.

Product performance data also reveals seasonal patterns and helps with inventory planning. Products that show consistent performance spikes during certain months can inform your promotional calendar and stock management decisions. Use these insights to align your marketing efforts with natural demand cycles for maximum effectiveness.

Advanced Filtering Techniques for Precise Analysis

Mastering advanced filtering and grouping techniques extracts maximum value from Klaviyo’s custom reporting capabilities. Filters narrow your focus to specific segments of data, while grouping options organize results in meaningful ways that reveal actionable insights. Strategic use of these features transforms basic reports into powerful analytical tools that drive business decisions.

Property-based filtering offers granular control over your data analysis. Filter metrics based on profile properties such as customer location, gender, or loyalty tier to answer specific business questions. You might compare how VIP customers respond to promotional campaigns versus regular customers, or analyze how customers in different regions engage with your content. This level of segmentation helps tailor your marketing approach to different audience segments.

Strategic Grouping for Meaningful Data Organization

Grouping options complement filtering by organizing your data in insightful ways that reveal patterns and trends. Basic grouping might involve time periods like days, weeks, or months, but more sophisticated approaches include grouping by customer segments or product categories. Grouping placed order data by customer acquisition source reveals which channels produce the most valuable customers over time.

When using multiple groupings, consider the hierarchy carefully to ensure your reports remain interpretable. Primary groupings create the main organizational structure, while secondary groupings provide additional subdivision for deeper analysis. The goal is to create reports that clearly communicate insights without overwhelming viewers with excessive complexity.

Strategic grouping also enables comparative analysis across different dimensions of your business. You might group campaign performance by both time period and campaign type to understand how different messaging strategies perform during various seasons. This multi-dimensional approach reveals insights that single-dimension analysis might miss.

Creating a Sustainable Reporting Strategy

Developing a comprehensive reporting strategy ensures you extract maximum value from Klaviyo’s custom reporting capabilities over the long term. Start by identifying key business questions you need to answer regularly, such as which marketing channels drive the most revenue or how seasonal changes affect customer behavior. Create a reporting calendar that aligns with your business cycles, using weekly reports for operational adjustments, monthly reports for tactical changes, and quarterly reports for strategic planning.

Standardize your reporting metrics and formats to enable consistent comparison over time. For each report type, establish benchmark metrics that align with your business goals, such as minimum acceptable open rates, click-through rates, or conversion percentages. Document your report configurations so they can be consistently reproduced, even if team members change roles or leave the organization.

Best Practices for Long-Term Success

Implementing systematic review processes ensures your reporting directly influences business decisions and drives continuous improvement:

1. Schedule regular stakeholder meetings to discuss report findings and develop action plans based on the insights you’ve uncovered.
2. Maintain a change log that documents modifications made to your marketing strategy in response to report findings, then track the impact of these changes in subsequent reports.
3. Create standardized report templates for common analysis needs to ensure consistency across your team and reduce setup time for routine reporting.
4. Establish data quality checks to verify that your reports accurately reflect your business performance and catch any anomalies early.
5. Review and refine your reporting strategy periodically as your business evolves and your information needs change, requiring adjustments to report configurations and analysis frequency.

This systematic approach creates a closed-loop process where reporting insights directly drive strategic decisions. Regular review and refinement of your reporting strategy itself ensures that your analytical capabilities evolve alongside your business needs.

Troubleshooting Common Reporting Challenges

Working with Klaviyo custom reports occasionally presents challenges that can confuse even experienced users. One frequent issue involves discrepancies between metrics in different reports, which often occurs because of differences in how metrics are calculated across report types. Campaign reports use send cohort calculations that attribute all engagement to the send date, while other data sources might use daily aggregation without send cohort attribution.

Understanding these methodological differences helps reconcile apparent inconsistencies in your data. Custom reports also have specific limitations, including a maximum time range of two years for historical analysis. For longer historical trends, you’ll need to export and combine multiple reports or use alternative data analysis methods.

Data Limitations and Advanced Solutions

Custom reports only include events filtered by profile properties that existed when the event occurred. Even if properties were retroactively applied to profiles, they won’t affect historical event inclusion if the property didn’t exist at the time of the event. This differs from segments, which do include profiles with retroactively applied properties, potentially causing confusion when comparing report and segment data.

Advanced users can optimize their reporting through several techniques. Use tags systematically across all marketing assets including campaigns, flows, and products to enable powerful filtering capabilities. Export report data to CSV format for more sophisticated analysis in tools like Excel or Google Sheets, where you can create pivot tables or custom visualizations that aren’t available within Klaviyo’s interface.

Leverage scheduled reports to automatically receive updated data at regular intervals, saving time and ensuring consistent monitoring of key metrics. Consider complementing Klaviyo’s native reporting with API connections to business intelligence tools for more advanced analytics capabilities. These approaches transform good reporting practices into exceptional ones, providing deeper insights and greater operational efficiency.

Maximize Your Marketing ROI with Strategic Reporting

Custom reports in Klaviyo represent one of the most powerful tools available for understanding and optimizing your email and SMS marketing performance. The ability to create tailored analyses that answer your specific business questions transforms raw data into actionable insights that drive revenue growth. Whether you’re analyzing individual campaign effectiveness, optimizing automated flow sequences, or understanding product performance patterns, custom reports provide the granular visibility needed to make informed strategic decisions.

The key to success lies in developing a systematic approach to reporting that aligns with your business objectives and operational needs. Start with clear questions about what you want to understand, choose the appropriate report types and configurations, and establish regular review processes that translate insights into action. As your business grows and evolves, your reporting strategy should adapt accordingly, ensuring that your analytical capabilities continue to support your marketing goals effectively.

Ready to transform your marketing performance through data-driven insights? Begin by creating your first custom report in Klaviyo today, focusing on the metric or campaign performance question that’s most critical to your current business objectives. The investment in learning these reporting capabilities will pay dividends through improved campaign performance, better customer understanding, and ultimately, increased revenue from your email and SMS marketing efforts.