How to read a Klaviyo flow performance report

To read a Klaviyo flow performance report, look at each email step on its own, focus on revenue per recipient and clicks rather than opens, and compare steps to find the weakest link. Then decide one test to run.

Have this ready.

• A live flow that has sent for a reasonable time
• Access to Klaviyo analytics
• Knowledge of the flow's goal, such as recovering carts
• A way to note changes and their dates

Steps.

1. 1. Open the flow analytics

   Go to Flows, pick the flow and open its performance view. Choose a time range long enough to include a fair amount of sends.

2. 2. Read the flow as a whole

   Look at total attributed revenue and the number of recipients. This tells you how much the flow matters before you dig into detail.

3. 3. Compare each email step

   Look at clicks, orders and revenue per recipient for every email. Identify which step carries the most value and which does the least.

4. 4. Treat opens carefully

   Privacy features inflate opens, so lean on clicks and revenue to judge the real effect of each message.

5. 5. Check timing and drop off

   See how many people reach each later step. If a delay is too long, many will have bought or lost interest before the email arrives.

6. 6. Understand attribution

   Remember that attributed revenue counts orders that followed a message, not necessarily orders caused by it. A holdout group gives a fairer view.

7. 7. Pick one thing to test

   Choose the weakest step and change one element, such as the subject, offer or delay. Record the date so you can compare afterwards.

Common pitfalls.

• Judging a flow after only a handful of sends.
• Celebrating attributed revenue that would have happened anyway.
• Changing many steps at once and losing track of what worked.
• Comparing flows with very different audiences as if they were equal.

Check it worked.

• Time range includes enough sends
• Each step reviewed on clicks and revenue
• Opens treated as a rough signal only
• Delays and drop off checked
• One test chosen and dated

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our email flows & automation service or book a free audit.