Analytics: Business Insights
In Intentional Marketing, analytics is where the rubber meets the road. You built a business, a brand, a segmented client list and a marketing strategy, but what's driving revenue, and where are you spinning your wheels? If you are not taking full advantage of Klaviyo analytics, your are leaving money on the table. Period.
Klaviyo analytics is the lens to see inside your marketing machine, and it allows you to monitor an amazing scope of metrics. You have the ability to set up custom analytic dashboards tailored to your priorities, giving you maximum efficiency in your analytics process. Over time, custom analytics will evolve, just as your marketing evolves. This is the process for marketing as well as analytics. Create, implement, analyze and adjust. Continuously. Over time, as you figure out what works, the machine runs more easily and generates more revenue.
Analytics = Revenue
Deliverability Metrics - Open rates, bounce rates, clicks, unopened deletes, and spam complaints comprise your deliverability and list health. They should be monitored consistently. Fortunately, Klaviyo allows them to be seen in a group in one spot.
Revenue Attribution — Where is the revenue coming from? That is the most important question in marketing analytics. Revenue Attribution allows you to follow the money from emails, texts, site forms, flows, and campaigns. This one is an analytics pillar.
Segment Health — Your RFM segments are a living map of your customer base. Klaviyo's custom reporting can track segment size over time — giving you trend data, not just a current snapshot. Shrinking or growing segments are signals that inform strategic responses. This is a prime example of where a custom analytics dashboard pays dividends. Build the view once, monitor it consistently, and the system tells you where you are succeeding or failing.
Site Activity — Klaviyo tracks your clients' interactions with your website. Who visits, which pages they viewed, what they added to cart, and whether they purchased. This closes the loop between your marketing sends and customer behavior. When the data doesn't add up — high click rates that don't convert, abandoned carts that don't recover — analytics points you toward the problem. The issue may be in the marketing, but it may also be in the site experience, the product pages, or the checkout process. Klaviyo Analytics illuminates your understanding of your entire customer journey.
Key Metrics
Dive Deeper
These metrics represent the core analytics, but not the full measure of Klaviyo capabilities. The system can get more granular with appetite for data.