Blog
April 30, 2025
Blog
April 30, 2025
Blog
April 30, 2025
Unlock the true power of Klaviyo with custom reports that track revenue, flows, and customer value. Learn how top DTC brands scale faster—plus get templates, strategies, and reporting tips.
Why Most DTC Brands Miss Out on Klaviyo’s Best Feature
Most DTC brands rely on Klaviyo’s default reports—and miss out on the real insights that fuel growth.
Default dashboards only show surface-level metrics. But Klaviyo custom reports unlock much deeper opportunities, letting you:
Track revenue by segment, product, or campaign
Find which flows and emails actually drive the biggest sales
Monitor customer lifetime value (LTV) across different acquisition channels
Custom reports turn random data into clear, actionable strategies when used right. In this guide, you’ll learn how to build smarter reports, automate your insights, and copy proven templates that top brands use to scale faster.
Ready to transform your reporting into a real growth engine? Let’s dive in.
How to Set Up Klaviyo Custom Reports (Step-by-Step)
Building a custom report in Klaviyo is simple once you know where to look.
1. Where to Find Custom Reports
Go to your Analytics tab.
Click Custom Reports.
You’ll find the builder with filters, groupings, and sorting tools.
2. Choose a Klaviyo Custom Report Type
Click on Select report type inside the Custom Reports builder.
A dropdown menu will appear.
You can browse the list to find pre-built report options (such as Campaign Performance, Flow Performance, or Product Performance).
Choose the report that matches the insight you want to track.
3. Give your report a clear name.
Example: "Annual Revenue by City"
4. Selecting Metrics and Dimensions That Matter
Start by choosing what you want to measure:
Revenue
Placed Order
Open Rate
Click Rate
Then add dimensions like:
Campaign Name
Flow Name
UTM parameters (to track ads)
Product ID (to follow specific SKUs)
If you're setting up your first custom reports and want to avoid spam traps or data quality issues, make sure you're following email deliverability best practices.
5. Filters, Grouping, and Sorting
Make your reports more powerful by:
Filtering by time (last 30 days, 90 days, etc.)
Grouping customers (e.g., VIPs vs new customers)
Sorting by top revenue, highest engagement, or purchase volume
6. Saving and Re-Using Report Templates
Save reports with clear names, like “Top Campaigns - Q2 2024.”
Clone templates to update for new periods.
Edit them anytime if your KPIs change.
Types of Klaviyo Custom Reports
Klaviyo offers five powerful custom report types—each built to answer different business questions. Choosing the right one depends on what you want to track, optimise, or improve. Here’s a breakdown to help you pick the best fit:
5 Strategic Reports Every CMO Should Build
If you want your reporting to fuel real growth, not just measure clicks, start with these five high-impact reports:
1. Weekly Campaign Revenue Report
Why it matters: Know which campaigns drive the most revenue, not just opens.
Pro Tip: Group by send day, audience segment, or subject line to find what resonates.
Example: Compare weekend sends versus weekday sends to optimise your calendar.
2. Flow Performance Dashboard
Why it matters: Spot revenue gaps in your most important automations like Abandoned Cart, Browse Abandonment, and Welcome Series.
Pro Tip: Identify which specific flow email (e.g., Email #2 in an abandoned cart series) needs a refresh.
Example: See if adding urgency to your second cart reminder boosts conversions.
3. RFM Segment Report
Why it matters: Understand which customers are Recent, Frequent, or High-Value—and which ones are slipping.
Pro Tip: Build targeted campaigns for each group to drive higher repeat purchases.
For even more ideas on how to personalise based on customer behaviour and lifecycle, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Product-Level Conversion Report
Why it matters: See which individual SKUs are turning email clicks into purchases.
Pro Tip: Use this data to prioritise which products to promote in campaigns or flows.
Example: If 60% of clicks go to your "Signature Hoodie," feature it more heavily in your next drop.
5. CLV Growth Over Time
Why it matters: Understand if your campaigns are attracting long-term customers, not just one-time buyers.
Pro Tip: Track Customer Lifetime Value (CLV) growth by segment, acquisition source, or discount code used.
Example: Customers from a "VIP early access" campaign might show 2x higher LTV than promo-only shoppers.
Interpreting the Metrics: Don’t Just Build Reports—Use Them
Building reports is just step one. The real value comes when you act on what the data tells you. Here's how to turn numbers into decisions that drive more revenue:
Spot Declining Segment Engagement Early
What to watch: Monitor open rates, click rates (CTR), and conversion rates by segment (e.g., VIPs, first-time buyers).
Warning signs:
Open rate drops by more than 10% across two campaigns.
Click rates are falling sharply compared to past sends.
Action:
Rework your subject lines or creatives for underperforming segments.
Adjust segmentation—your audience might need re-qualification (e.g., sunsetting unengaged profiles).
What to Do When CTR Drops in a Specific Flow
Identify weak points: Use your Flow Performance Dashboard to isolate where engagement is falling—Email #1, #2, or later.
Possible reasons:
Email design isn’t mobile-friendly.
CTA (call-to-action) is unclear or too far down.
Offer or messaging mismatch with audience expectations.
Fix it:
Test stronger CTA placements.
A/B test urgency-based subject lines or offer headlines.
Simplify the design to focus attention where it matters.
Not sure how to design better flows? Our guide on 8 Essential Klaviyo Flows to Boost Customer Loyalty shares proven examples you can implement.
Use Report Data to Optimise Send Time, Offers, and Copy
Timing: Look at campaign performance grouped by send time. If evenings consistently outperform mornings, adjust your schedule.
Offers: Segment reports can show if discount-led emails outperform value-added content. Adapt accordingly.
Copy: Low CTR or click-to-open rate?
Review your headlines, product descriptions, and CTA wording for clarity and urgency.
For a deeper dive on how to align metrics with smarter decision-making, check out Mastering Klaviyo DTC Reporting & Analytics.
Automating & Sharing Reports With Your Team
Building great reports is only half the job—you need to make sure the right people see them automatically.
1. Setting Up Recurring Report Emails
Save time by scheduling automatic report emails inside Klaviyo.
What to send:
Weekly Executive Dashboards: Key KPIs like revenue, best-performing flows, and list growth.
Monthly Flow Summaries: Performance breakdowns for automations like abandoned cart or welcome series.
How to set it up:
After building a report, click Schedule Report.
Choose frequency (e.g., weekly) and add team recipients.
Send as a CSV or visual dashboard.
Tip: Tailor reports to the audience—executives want topline metrics, CRM teams need detailed breakdowns.
2. Exporting Reports for Teams or Investors
Options:
CSV Exports: Quick downloads for Excel or Google Sheets.
Live Sync: Use Zapier to connect Klaviyo to Google Sheets for auto-updated dashboards.
For a full walkthrough on how to connect Klaviyo data with spreadsheets automatically, see Klaviyo to Google Sheets: 3 Simple Ways to Sync Your Data.
When to export:
This is for board meetings, investor decks, or agency reporting.
To combine with external data like GA4.
Pro Tip: Use simple formatting (like red/green highlights) to show trends clearly.
Klaviyo Custom Reporting Strategy
Good reports connect data to growth. Here’s how to build a smart reporting system:
Plan: Start With a Clear Question
Which product drives the most returns?
Which flows or segments generate the most revenue?
Implement: Match Reports to Goals
Flow Performance Report → Improve flows like abandoned cart or win-back.
Product Performance Report → Find top-selling SKUs.
Campaign Performance Report → Optimise subject lines and offers.
Analyse: Take Fast Action
Fix weak flows or segments
Optimise bestsellers
Double down on high-ROI campaigns
Quick Use Cases
Holiday ROI: Filter campaigns by UTM tags to spot top promos.
Returns Tracking: Use Refunded Orders by SKU to fix problem products.
Segment Engagement: Group Clicked Email by gender for smarter personalisation.
Advanced Features & Reporting Best Practices
Predictive Metrics in Reports
Take your reports beyond historical data. Add predictive fields like Customer Lifetime Value (CLV), churn risk, and next order date to your custom reports. Learn more about how predictive analytics works inside Klaviyo with our Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Cross-Tool Analysis for Smarter Insights
Dynamic reporting doesn’t stop inside Klaviyo. Use UTM parameters to tie Klaviyo campaigns into your Google Analytics dashboards. You can also boost multi-channel visibility by following the steps in Klaviyo x Google Tag Manager: The Complete Integration Playbook. This cross-analysis helps you:
Attribute revenue accurately between channels.
Optimise landing pages based on email traffic quality.
Feed performance data into A/B testing and CRO experiments.
Common Mistakes to Avoid in Custom Reports
Building custom reports in Klaviyo is powerful, but small mistakes can make your data messy or useless. Here’s what to watch out for (and how to fix it):
1. Choosing Too Many Metrics
Trying to track everything at once leads to cluttered, overwhelming reports. Focus on 3–5 key metrics tied to your campaign goals — like revenue, conversion rate, and placed order count.
Tip: If a metric doesn’t change your decision-making, leave it out.
2. Not Naming Reports Clearly
Vague names like "July Report" or "Campaign Analysis" cause confusion. Be specific: "VIP Welcome Flow Revenue – Weekly Snapshot" is clear, searchable, and actionable.
Tip: Use a naming system: [Audience] – [Report Focus] – [Timeframe].
3. Forgetting to Apply Filters
Without proper filters, your data becomes noisy and misleading. Always filter by:
Date range (e.g., last 30 days)
Segments (e.g., VIPs vs. prospects)
Campaign or flow type
Tip: Review filters every time you build or clone a report to make sure they're still relevant.
4. Only Tracking Opens and Clicks
Opens and clicks are surface metrics. Revenue, placed orders, and CLV are what move the needle.
Tip: Shift from "vanity metrics" to "growth metrics" that tie directly to business impact. If you're focusing too much on opens, also review 8 Proven Strategies to Boost Your Open Rates to optimise engagement where it matters.
FAQs:
1. How often should I update or review my Klaviyo custom reports?
Ideally, update reports monthly and review weekly to spot trends early and make quicker adjustments.
2. What predictive metrics can I add to Klaviyo custom reports?
You can add predicted Customer Lifetime Value (CLV), churn risk, and next order date to track future behaviour and retention risks.
3. What’s the difference between using a campaign report vs a flow report?
Campaign reports track one-time sends like newsletters, while flow reports track automated sequences triggered by customer actions like abandoned carts.
4. Are there any risks to tracking too many KPIs at once?
Yes—too many KPIs can dilute your focus. Stick to 3–5 actionable metrics aligned with your business goals for clearer insights.
5. Can custom reports help identify deliverability issues?
Indirectly, yes. A sharp drop in open rates across segments could point to deliverability problems needing further investigation.
Conclusion
Most brands barely scratch the surface of what Klaviyo can do. By setting up smart custom reports, you stop guessing and start growing. You’ll know exactly which segments, products, and campaigns are driving real revenue—and where you’re leaving money on the table.
Instead of drowning in generic dashboards, you’ll have a clear, actionable view of your business. The brands that succeed in 2025 won’t be the ones who “track more”—they’ll be the ones who track smarter. Custom Klaviyo reports turn your data into a revenue engine—and the best time to build them is now.
Key Takeaways:
Surface vs Strategy: Default reports show surface-level wins—custom reports reveal real revenue drivers.
Metrics That Matter: Focus on KPIs like revenue, placed orders, and CLV over vanity metrics like opens.
Report Types: Use single metric, multi-metric, campaign, flow, and product performance reports based on goals.
Act on Data: Use report insights to adjust campaigns, flows, and offers, not just observe trends.
Automation Is Key: Schedule recurring report emails to save time and keep teams aligned.
Predict Future Wins: Add predictive fields like CLV and churn risk to identify high-value customers early.
Cross-Channel Smarts: Integrate Klaviyo reports with Google Analytics using UTM tracking for deeper insights.
Common Pitfalls: Avoid cluttered reports, unclear naming, missing filters, and vanity-only tracking.
Smarter Segmentation: Use RFM and engagement-based reports to refine your targeting strategies.
Faster Growth: Top DTC brands win because they use data to act, not just observe.
Wasting hours on reports that don’t tell you anything new?
We’ll help you build Klaviyo custom reports that track the metrics that matter—by segment, product, or flow. Click here for a free expert audit and turn your data into decisions.
Why Most DTC Brands Miss Out on Klaviyo’s Best Feature
Most DTC brands rely on Klaviyo’s default reports—and miss out on the real insights that fuel growth.
Default dashboards only show surface-level metrics. But Klaviyo custom reports unlock much deeper opportunities, letting you:
Track revenue by segment, product, or campaign
Find which flows and emails actually drive the biggest sales
Monitor customer lifetime value (LTV) across different acquisition channels
Custom reports turn random data into clear, actionable strategies when used right. In this guide, you’ll learn how to build smarter reports, automate your insights, and copy proven templates that top brands use to scale faster.
Ready to transform your reporting into a real growth engine? Let’s dive in.
How to Set Up Klaviyo Custom Reports (Step-by-Step)
Building a custom report in Klaviyo is simple once you know where to look.
1. Where to Find Custom Reports
Go to your Analytics tab.
Click Custom Reports.
You’ll find the builder with filters, groupings, and sorting tools.
2. Choose a Klaviyo Custom Report Type
Click on Select report type inside the Custom Reports builder.
A dropdown menu will appear.
You can browse the list to find pre-built report options (such as Campaign Performance, Flow Performance, or Product Performance).
Choose the report that matches the insight you want to track.
3. Give your report a clear name.
Example: "Annual Revenue by City"
4. Selecting Metrics and Dimensions That Matter
Start by choosing what you want to measure:
Revenue
Placed Order
Open Rate
Click Rate
Then add dimensions like:
Campaign Name
Flow Name
UTM parameters (to track ads)
Product ID (to follow specific SKUs)
If you're setting up your first custom reports and want to avoid spam traps or data quality issues, make sure you're following email deliverability best practices.
5. Filters, Grouping, and Sorting
Make your reports more powerful by:
Filtering by time (last 30 days, 90 days, etc.)
Grouping customers (e.g., VIPs vs new customers)
Sorting by top revenue, highest engagement, or purchase volume
6. Saving and Re-Using Report Templates
Save reports with clear names, like “Top Campaigns - Q2 2024.”
Clone templates to update for new periods.
Edit them anytime if your KPIs change.
Types of Klaviyo Custom Reports
Klaviyo offers five powerful custom report types—each built to answer different business questions. Choosing the right one depends on what you want to track, optimise, or improve. Here’s a breakdown to help you pick the best fit:
5 Strategic Reports Every CMO Should Build
If you want your reporting to fuel real growth, not just measure clicks, start with these five high-impact reports:
1. Weekly Campaign Revenue Report
Why it matters: Know which campaigns drive the most revenue, not just opens.
Pro Tip: Group by send day, audience segment, or subject line to find what resonates.
Example: Compare weekend sends versus weekday sends to optimise your calendar.
2. Flow Performance Dashboard
Why it matters: Spot revenue gaps in your most important automations like Abandoned Cart, Browse Abandonment, and Welcome Series.
Pro Tip: Identify which specific flow email (e.g., Email #2 in an abandoned cart series) needs a refresh.
Example: See if adding urgency to your second cart reminder boosts conversions.
3. RFM Segment Report
Why it matters: Understand which customers are Recent, Frequent, or High-Value—and which ones are slipping.
Pro Tip: Build targeted campaigns for each group to drive higher repeat purchases.
For even more ideas on how to personalise based on customer behaviour and lifecycle, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Product-Level Conversion Report
Why it matters: See which individual SKUs are turning email clicks into purchases.
Pro Tip: Use this data to prioritise which products to promote in campaigns or flows.
Example: If 60% of clicks go to your "Signature Hoodie," feature it more heavily in your next drop.
5. CLV Growth Over Time
Why it matters: Understand if your campaigns are attracting long-term customers, not just one-time buyers.
Pro Tip: Track Customer Lifetime Value (CLV) growth by segment, acquisition source, or discount code used.
Example: Customers from a "VIP early access" campaign might show 2x higher LTV than promo-only shoppers.
Interpreting the Metrics: Don’t Just Build Reports—Use Them
Building reports is just step one. The real value comes when you act on what the data tells you. Here's how to turn numbers into decisions that drive more revenue:
Spot Declining Segment Engagement Early
What to watch: Monitor open rates, click rates (CTR), and conversion rates by segment (e.g., VIPs, first-time buyers).
Warning signs:
Open rate drops by more than 10% across two campaigns.
Click rates are falling sharply compared to past sends.
Action:
Rework your subject lines or creatives for underperforming segments.
Adjust segmentation—your audience might need re-qualification (e.g., sunsetting unengaged profiles).
What to Do When CTR Drops in a Specific Flow
Identify weak points: Use your Flow Performance Dashboard to isolate where engagement is falling—Email #1, #2, or later.
Possible reasons:
Email design isn’t mobile-friendly.
CTA (call-to-action) is unclear or too far down.
Offer or messaging mismatch with audience expectations.
Fix it:
Test stronger CTA placements.
A/B test urgency-based subject lines or offer headlines.
Simplify the design to focus attention where it matters.
Not sure how to design better flows? Our guide on 8 Essential Klaviyo Flows to Boost Customer Loyalty shares proven examples you can implement.
Use Report Data to Optimise Send Time, Offers, and Copy
Timing: Look at campaign performance grouped by send time. If evenings consistently outperform mornings, adjust your schedule.
Offers: Segment reports can show if discount-led emails outperform value-added content. Adapt accordingly.
Copy: Low CTR or click-to-open rate?
Review your headlines, product descriptions, and CTA wording for clarity and urgency.
For a deeper dive on how to align metrics with smarter decision-making, check out Mastering Klaviyo DTC Reporting & Analytics.
Automating & Sharing Reports With Your Team
Building great reports is only half the job—you need to make sure the right people see them automatically.
1. Setting Up Recurring Report Emails
Save time by scheduling automatic report emails inside Klaviyo.
What to send:
Weekly Executive Dashboards: Key KPIs like revenue, best-performing flows, and list growth.
Monthly Flow Summaries: Performance breakdowns for automations like abandoned cart or welcome series.
How to set it up:
After building a report, click Schedule Report.
Choose frequency (e.g., weekly) and add team recipients.
Send as a CSV or visual dashboard.
Tip: Tailor reports to the audience—executives want topline metrics, CRM teams need detailed breakdowns.
2. Exporting Reports for Teams or Investors
Options:
CSV Exports: Quick downloads for Excel or Google Sheets.
Live Sync: Use Zapier to connect Klaviyo to Google Sheets for auto-updated dashboards.
For a full walkthrough on how to connect Klaviyo data with spreadsheets automatically, see Klaviyo to Google Sheets: 3 Simple Ways to Sync Your Data.
When to export:
This is for board meetings, investor decks, or agency reporting.
To combine with external data like GA4.
Pro Tip: Use simple formatting (like red/green highlights) to show trends clearly.
Klaviyo Custom Reporting Strategy
Good reports connect data to growth. Here’s how to build a smart reporting system:
Plan: Start With a Clear Question
Which product drives the most returns?
Which flows or segments generate the most revenue?
Implement: Match Reports to Goals
Flow Performance Report → Improve flows like abandoned cart or win-back.
Product Performance Report → Find top-selling SKUs.
Campaign Performance Report → Optimise subject lines and offers.
Analyse: Take Fast Action
Fix weak flows or segments
Optimise bestsellers
Double down on high-ROI campaigns
Quick Use Cases
Holiday ROI: Filter campaigns by UTM tags to spot top promos.
Returns Tracking: Use Refunded Orders by SKU to fix problem products.
Segment Engagement: Group Clicked Email by gender for smarter personalisation.
Advanced Features & Reporting Best Practices
Predictive Metrics in Reports
Take your reports beyond historical data. Add predictive fields like Customer Lifetime Value (CLV), churn risk, and next order date to your custom reports. Learn more about how predictive analytics works inside Klaviyo with our Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Cross-Tool Analysis for Smarter Insights
Dynamic reporting doesn’t stop inside Klaviyo. Use UTM parameters to tie Klaviyo campaigns into your Google Analytics dashboards. You can also boost multi-channel visibility by following the steps in Klaviyo x Google Tag Manager: The Complete Integration Playbook. This cross-analysis helps you:
Attribute revenue accurately between channels.
Optimise landing pages based on email traffic quality.
Feed performance data into A/B testing and CRO experiments.
Common Mistakes to Avoid in Custom Reports
Building custom reports in Klaviyo is powerful, but small mistakes can make your data messy or useless. Here’s what to watch out for (and how to fix it):
1. Choosing Too Many Metrics
Trying to track everything at once leads to cluttered, overwhelming reports. Focus on 3–5 key metrics tied to your campaign goals — like revenue, conversion rate, and placed order count.
Tip: If a metric doesn’t change your decision-making, leave it out.
2. Not Naming Reports Clearly
Vague names like "July Report" or "Campaign Analysis" cause confusion. Be specific: "VIP Welcome Flow Revenue – Weekly Snapshot" is clear, searchable, and actionable.
Tip: Use a naming system: [Audience] – [Report Focus] – [Timeframe].
3. Forgetting to Apply Filters
Without proper filters, your data becomes noisy and misleading. Always filter by:
Date range (e.g., last 30 days)
Segments (e.g., VIPs vs. prospects)
Campaign or flow type
Tip: Review filters every time you build or clone a report to make sure they're still relevant.
4. Only Tracking Opens and Clicks
Opens and clicks are surface metrics. Revenue, placed orders, and CLV are what move the needle.
Tip: Shift from "vanity metrics" to "growth metrics" that tie directly to business impact. If you're focusing too much on opens, also review 8 Proven Strategies to Boost Your Open Rates to optimise engagement where it matters.
FAQs:
1. How often should I update or review my Klaviyo custom reports?
Ideally, update reports monthly and review weekly to spot trends early and make quicker adjustments.
2. What predictive metrics can I add to Klaviyo custom reports?
You can add predicted Customer Lifetime Value (CLV), churn risk, and next order date to track future behaviour and retention risks.
3. What’s the difference between using a campaign report vs a flow report?
Campaign reports track one-time sends like newsletters, while flow reports track automated sequences triggered by customer actions like abandoned carts.
4. Are there any risks to tracking too many KPIs at once?
Yes—too many KPIs can dilute your focus. Stick to 3–5 actionable metrics aligned with your business goals for clearer insights.
5. Can custom reports help identify deliverability issues?
Indirectly, yes. A sharp drop in open rates across segments could point to deliverability problems needing further investigation.
Conclusion
Most brands barely scratch the surface of what Klaviyo can do. By setting up smart custom reports, you stop guessing and start growing. You’ll know exactly which segments, products, and campaigns are driving real revenue—and where you’re leaving money on the table.
Instead of drowning in generic dashboards, you’ll have a clear, actionable view of your business. The brands that succeed in 2025 won’t be the ones who “track more”—they’ll be the ones who track smarter. Custom Klaviyo reports turn your data into a revenue engine—and the best time to build them is now.
Key Takeaways:
Surface vs Strategy: Default reports show surface-level wins—custom reports reveal real revenue drivers.
Metrics That Matter: Focus on KPIs like revenue, placed orders, and CLV over vanity metrics like opens.
Report Types: Use single metric, multi-metric, campaign, flow, and product performance reports based on goals.
Act on Data: Use report insights to adjust campaigns, flows, and offers, not just observe trends.
Automation Is Key: Schedule recurring report emails to save time and keep teams aligned.
Predict Future Wins: Add predictive fields like CLV and churn risk to identify high-value customers early.
Cross-Channel Smarts: Integrate Klaviyo reports with Google Analytics using UTM tracking for deeper insights.
Common Pitfalls: Avoid cluttered reports, unclear naming, missing filters, and vanity-only tracking.
Smarter Segmentation: Use RFM and engagement-based reports to refine your targeting strategies.
Faster Growth: Top DTC brands win because they use data to act, not just observe.
Wasting hours on reports that don’t tell you anything new?
We’ll help you build Klaviyo custom reports that track the metrics that matter—by segment, product, or flow. Click here for a free expert audit and turn your data into decisions.
Unlock the true power of Klaviyo with custom reports that track revenue, flows, and customer value. Learn how top DTC brands scale faster—plus get templates, strategies, and reporting tips.
Why Most DTC Brands Miss Out on Klaviyo’s Best Feature
Most DTC brands rely on Klaviyo’s default reports—and miss out on the real insights that fuel growth.
Default dashboards only show surface-level metrics. But Klaviyo custom reports unlock much deeper opportunities, letting you:
Track revenue by segment, product, or campaign
Find which flows and emails actually drive the biggest sales
Monitor customer lifetime value (LTV) across different acquisition channels
Custom reports turn random data into clear, actionable strategies when used right. In this guide, you’ll learn how to build smarter reports, automate your insights, and copy proven templates that top brands use to scale faster.
Ready to transform your reporting into a real growth engine? Let’s dive in.
How to Set Up Klaviyo Custom Reports (Step-by-Step)
Building a custom report in Klaviyo is simple once you know where to look.
1. Where to Find Custom Reports
Go to your Analytics tab.
Click Custom Reports.
You’ll find the builder with filters, groupings, and sorting tools.
2. Choose a Klaviyo Custom Report Type
Click on Select report type inside the Custom Reports builder.
A dropdown menu will appear.
You can browse the list to find pre-built report options (such as Campaign Performance, Flow Performance, or Product Performance).
Choose the report that matches the insight you want to track.
3. Give your report a clear name.
Example: "Annual Revenue by City"
4. Selecting Metrics and Dimensions That Matter
Start by choosing what you want to measure:
Revenue
Placed Order
Open Rate
Click Rate
Then add dimensions like:
Campaign Name
Flow Name
UTM parameters (to track ads)
Product ID (to follow specific SKUs)
If you're setting up your first custom reports and want to avoid spam traps or data quality issues, make sure you're following email deliverability best practices.
5. Filters, Grouping, and Sorting
Make your reports more powerful by:
Filtering by time (last 30 days, 90 days, etc.)
Grouping customers (e.g., VIPs vs new customers)
Sorting by top revenue, highest engagement, or purchase volume
6. Saving and Re-Using Report Templates
Save reports with clear names, like “Top Campaigns - Q2 2024.”
Clone templates to update for new periods.
Edit them anytime if your KPIs change.
Types of Klaviyo Custom Reports
Klaviyo offers five powerful custom report types—each built to answer different business questions. Choosing the right one depends on what you want to track, optimise, or improve. Here’s a breakdown to help you pick the best fit:
5 Strategic Reports Every CMO Should Build
If you want your reporting to fuel real growth, not just measure clicks, start with these five high-impact reports:
1. Weekly Campaign Revenue Report
Why it matters: Know which campaigns drive the most revenue, not just opens.
Pro Tip: Group by send day, audience segment, or subject line to find what resonates.
Example: Compare weekend sends versus weekday sends to optimise your calendar.
2. Flow Performance Dashboard
Why it matters: Spot revenue gaps in your most important automations like Abandoned Cart, Browse Abandonment, and Welcome Series.
Pro Tip: Identify which specific flow email (e.g., Email #2 in an abandoned cart series) needs a refresh.
Example: See if adding urgency to your second cart reminder boosts conversions.
3. RFM Segment Report
Why it matters: Understand which customers are Recent, Frequent, or High-Value—and which ones are slipping.
Pro Tip: Build targeted campaigns for each group to drive higher repeat purchases.
For even more ideas on how to personalise based on customer behaviour and lifecycle, check out 3 Klaviyo Segmentation Strategies to Boost DTC Sales.
4. Product-Level Conversion Report
Why it matters: See which individual SKUs are turning email clicks into purchases.
Pro Tip: Use this data to prioritise which products to promote in campaigns or flows.
Example: If 60% of clicks go to your "Signature Hoodie," feature it more heavily in your next drop.
5. CLV Growth Over Time
Why it matters: Understand if your campaigns are attracting long-term customers, not just one-time buyers.
Pro Tip: Track Customer Lifetime Value (CLV) growth by segment, acquisition source, or discount code used.
Example: Customers from a "VIP early access" campaign might show 2x higher LTV than promo-only shoppers.
Interpreting the Metrics: Don’t Just Build Reports—Use Them
Building reports is just step one. The real value comes when you act on what the data tells you. Here's how to turn numbers into decisions that drive more revenue:
Spot Declining Segment Engagement Early
What to watch: Monitor open rates, click rates (CTR), and conversion rates by segment (e.g., VIPs, first-time buyers).
Warning signs:
Open rate drops by more than 10% across two campaigns.
Click rates are falling sharply compared to past sends.
Action:
Rework your subject lines or creatives for underperforming segments.
Adjust segmentation—your audience might need re-qualification (e.g., sunsetting unengaged profiles).
What to Do When CTR Drops in a Specific Flow
Identify weak points: Use your Flow Performance Dashboard to isolate where engagement is falling—Email #1, #2, or later.
Possible reasons:
Email design isn’t mobile-friendly.
CTA (call-to-action) is unclear or too far down.
Offer or messaging mismatch with audience expectations.
Fix it:
Test stronger CTA placements.
A/B test urgency-based subject lines or offer headlines.
Simplify the design to focus attention where it matters.
Not sure how to design better flows? Our guide on 8 Essential Klaviyo Flows to Boost Customer Loyalty shares proven examples you can implement.
Use Report Data to Optimise Send Time, Offers, and Copy
Timing: Look at campaign performance grouped by send time. If evenings consistently outperform mornings, adjust your schedule.
Offers: Segment reports can show if discount-led emails outperform value-added content. Adapt accordingly.
Copy: Low CTR or click-to-open rate?
Review your headlines, product descriptions, and CTA wording for clarity and urgency.
For a deeper dive on how to align metrics with smarter decision-making, check out Mastering Klaviyo DTC Reporting & Analytics.
Automating & Sharing Reports With Your Team
Building great reports is only half the job—you need to make sure the right people see them automatically.
1. Setting Up Recurring Report Emails
Save time by scheduling automatic report emails inside Klaviyo.
What to send:
Weekly Executive Dashboards: Key KPIs like revenue, best-performing flows, and list growth.
Monthly Flow Summaries: Performance breakdowns for automations like abandoned cart or welcome series.
How to set it up:
After building a report, click Schedule Report.
Choose frequency (e.g., weekly) and add team recipients.
Send as a CSV or visual dashboard.
Tip: Tailor reports to the audience—executives want topline metrics, CRM teams need detailed breakdowns.
2. Exporting Reports for Teams or Investors
Options:
CSV Exports: Quick downloads for Excel or Google Sheets.
Live Sync: Use Zapier to connect Klaviyo to Google Sheets for auto-updated dashboards.
For a full walkthrough on how to connect Klaviyo data with spreadsheets automatically, see Klaviyo to Google Sheets: 3 Simple Ways to Sync Your Data.
When to export:
This is for board meetings, investor decks, or agency reporting.
To combine with external data like GA4.
Pro Tip: Use simple formatting (like red/green highlights) to show trends clearly.
Klaviyo Custom Reporting Strategy
Good reports connect data to growth. Here’s how to build a smart reporting system:
Plan: Start With a Clear Question
Which product drives the most returns?
Which flows or segments generate the most revenue?
Implement: Match Reports to Goals
Flow Performance Report → Improve flows like abandoned cart or win-back.
Product Performance Report → Find top-selling SKUs.
Campaign Performance Report → Optimise subject lines and offers.
Analyse: Take Fast Action
Fix weak flows or segments
Optimise bestsellers
Double down on high-ROI campaigns
Quick Use Cases
Holiday ROI: Filter campaigns by UTM tags to spot top promos.
Returns Tracking: Use Refunded Orders by SKU to fix problem products.
Segment Engagement: Group Clicked Email by gender for smarter personalisation.
Advanced Features & Reporting Best Practices
Predictive Metrics in Reports
Take your reports beyond historical data. Add predictive fields like Customer Lifetime Value (CLV), churn risk, and next order date to your custom reports. Learn more about how predictive analytics works inside Klaviyo with our Klaviyo Predictive Analytics: AI Guide & 3 Use Cases.
Cross-Tool Analysis for Smarter Insights
Dynamic reporting doesn’t stop inside Klaviyo. Use UTM parameters to tie Klaviyo campaigns into your Google Analytics dashboards. You can also boost multi-channel visibility by following the steps in Klaviyo x Google Tag Manager: The Complete Integration Playbook. This cross-analysis helps you:
Attribute revenue accurately between channels.
Optimise landing pages based on email traffic quality.
Feed performance data into A/B testing and CRO experiments.
Common Mistakes to Avoid in Custom Reports
Building custom reports in Klaviyo is powerful, but small mistakes can make your data messy or useless. Here’s what to watch out for (and how to fix it):
1. Choosing Too Many Metrics
Trying to track everything at once leads to cluttered, overwhelming reports. Focus on 3–5 key metrics tied to your campaign goals — like revenue, conversion rate, and placed order count.
Tip: If a metric doesn’t change your decision-making, leave it out.
2. Not Naming Reports Clearly
Vague names like "July Report" or "Campaign Analysis" cause confusion. Be specific: "VIP Welcome Flow Revenue – Weekly Snapshot" is clear, searchable, and actionable.
Tip: Use a naming system: [Audience] – [Report Focus] – [Timeframe].
3. Forgetting to Apply Filters
Without proper filters, your data becomes noisy and misleading. Always filter by:
Date range (e.g., last 30 days)
Segments (e.g., VIPs vs. prospects)
Campaign or flow type
Tip: Review filters every time you build or clone a report to make sure they're still relevant.
4. Only Tracking Opens and Clicks
Opens and clicks are surface metrics. Revenue, placed orders, and CLV are what move the needle.
Tip: Shift from "vanity metrics" to "growth metrics" that tie directly to business impact. If you're focusing too much on opens, also review 8 Proven Strategies to Boost Your Open Rates to optimise engagement where it matters.
FAQs:
1. How often should I update or review my Klaviyo custom reports?
Ideally, update reports monthly and review weekly to spot trends early and make quicker adjustments.
2. What predictive metrics can I add to Klaviyo custom reports?
You can add predicted Customer Lifetime Value (CLV), churn risk, and next order date to track future behaviour and retention risks.
3. What’s the difference between using a campaign report vs a flow report?
Campaign reports track one-time sends like newsletters, while flow reports track automated sequences triggered by customer actions like abandoned carts.
4. Are there any risks to tracking too many KPIs at once?
Yes—too many KPIs can dilute your focus. Stick to 3–5 actionable metrics aligned with your business goals for clearer insights.
5. Can custom reports help identify deliverability issues?
Indirectly, yes. A sharp drop in open rates across segments could point to deliverability problems needing further investigation.
Conclusion
Most brands barely scratch the surface of what Klaviyo can do. By setting up smart custom reports, you stop guessing and start growing. You’ll know exactly which segments, products, and campaigns are driving real revenue—and where you’re leaving money on the table.
Instead of drowning in generic dashboards, you’ll have a clear, actionable view of your business. The brands that succeed in 2025 won’t be the ones who “track more”—they’ll be the ones who track smarter. Custom Klaviyo reports turn your data into a revenue engine—and the best time to build them is now.
Key Takeaways:
Surface vs Strategy: Default reports show surface-level wins—custom reports reveal real revenue drivers.
Metrics That Matter: Focus on KPIs like revenue, placed orders, and CLV over vanity metrics like opens.
Report Types: Use single metric, multi-metric, campaign, flow, and product performance reports based on goals.
Act on Data: Use report insights to adjust campaigns, flows, and offers, not just observe trends.
Automation Is Key: Schedule recurring report emails to save time and keep teams aligned.
Predict Future Wins: Add predictive fields like CLV and churn risk to identify high-value customers early.
Cross-Channel Smarts: Integrate Klaviyo reports with Google Analytics using UTM tracking for deeper insights.
Common Pitfalls: Avoid cluttered reports, unclear naming, missing filters, and vanity-only tracking.
Smarter Segmentation: Use RFM and engagement-based reports to refine your targeting strategies.
Faster Growth: Top DTC brands win because they use data to act, not just observe.
Wasting hours on reports that don’t tell you anything new?
We’ll help you build Klaviyo custom reports that track the metrics that matter—by segment, product, or flow. Click here for a free expert audit and turn your data into decisions.
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