Building a Custom Klaviyo Reporting Dashboard

Klaviyo gives you a lot of data. Open rates. Click rates. Revenue per recipient. Flow performance. Deliverability metrics. Segment growth. Campaign comparisons. It's all there.

The problem isn't access to data. The problem is knowing which data matters, how to organize it, and how to make decisions from it.

Most brands either ignore their Klaviyo analytics (just check if emails "went out") or drown in them (looking at 40 metrics and understanding none). What you need is a dashboard: a curated view of the numbers that drive your email revenue, organized so you can spot problems and opportunities in under 5 minutes.

Let me show you how to build one.

The Metrics That Actually Matter

Before building any dashboard, decide what you're measuring. Here are the metrics, organized by priority.

Tier 1: Revenue Metrics (Check Weekly)

These are the numbers your business cares about. If these are going up, email is working.

Total email revenue. The big number. How much revenue did email generate this week/month? In Klaviyo, this is attributed revenue from campaigns and flows combined.

Revenue from flows vs. campaigns. Break it down. Flows are your automated revenue (abandoned cart, welcome, post-purchase, winback). Campaigns are your manual sends (newsletters, promotions, announcements). A healthy split is 40-60% flows and 40-60% campaigns. If flows are under 30% of total email revenue, your automation is underperforming.

Revenue per recipient (RPR). Total email revenue divided by total emails sent. This normalizes for list size. A store sending to 5,000 people generating $10,000 has an RPR of $2.00. A store sending to 50,000 generating $10,000 has an RPR of $0.20. Same revenue, very different efficiency.

Email revenue as a percentage of total revenue. What share of your store's total revenue comes from email? Benchmark: 25-40% for well-optimized eCommerce brands. Under 15% means email is underutilized. Over 50% might mean you're too dependent on email (diversify channels).

Tier 2: Engagement Metrics (Check Weekly)

Open rate. Average across campaigns. Benchmark: 35-50% for eCommerce. Below 25% indicates list health or deliverability issues.

Note on open rates: Apple Mail Privacy Protection inflates open rates by pre-loading tracking pixels. Take open rates directionally, not as gospel. Click rate is a more reliable engagement signal.

Click rate. Average across campaigns. Benchmark: 2-5% for eCommerce. This is the real engagement metric. Clicks mean people cared enough to take action.

Click-to-open rate (CTOR). Clicks divided by opens. This measures content quality. If lots of people open but few click, your subject lines are better than your email content. Benchmark: 8-15%.

Unsubscribe rate. Per campaign. Benchmark: under 0.3%. Above 0.5% per campaign is a warning sign. Consistently above 1% means your content or frequency is wrong.

Tier 3: Flow Performance (Check Monthly)

For each major flow, track:

Revenue per flow. Which flows generate the most revenue? Rank them.

Flow conversion rate. What percentage of flow entries result in a purchase? This tells you how effective each flow is at its job.

Revenue per recipient by flow email. Which email in the flow drives the most revenue? This helps you optimize individual emails within the flow.

The flows to track individually:

• Welcome flow
• Abandoned cart flow
• Browse abandonment flow
• Post-purchase flow
• Winback flow
• VIP/loyalty flow

Tier 4: List Health (Check Monthly)

List growth rate. Net new subscribers per month (new signups minus unsubscribes minus bounces). Should be positive. If it's negative, your list is shrinking and you need to invest in acquisition.

Engaged subscriber percentage. What percentage of your list has opened or clicked in the last 90 days? Benchmark: 30-50%. Below 20% means you have a large unengaged tail dragging down deliverability.

Spam complaint rate. Should be below 0.1% per campaign. This is a deliverability metric. High spam complaints can get you filtered by email providers.

Bounce rate. Should be below 1% per campaign. Hard bounces indicate bad addresses. Soft bounces indicate temporary issues (full inbox, server down).

Building the Dashboard

Option 1: Klaviyo's Built-In Dashboard

Klaviyo's analytics section has pre-built reports. Customize the Overview dashboard to show:

• Revenue over time (last 30, 60, 90 days)
• Top performing campaigns (by revenue)
• Top performing flows (by revenue)
• Deliverability metrics (open, click, bounce, unsubscribe)

This is the quickest setup but limited in customization. Good for daily glances.

Option 2: Klaviyo Custom Reports

Klaviyo lets you build custom reports in the Analytics section. Create reports for:

Campaign Performance Report: Show all campaigns sent in the last 30 days with columns for: send date, recipients, open rate, click rate, revenue, revenue per recipient, unsubscribe rate.

Flow Performance Report: Show all active flows with columns for: flow entries (last 30 days), conversion rate, revenue, revenue per recipient.

List Growth Report: Show daily/weekly subscriber counts: new signups, unsubscribes, net growth.

Save these reports and check them on a schedule.

Option 3: External Dashboard (Google Sheets or Looker Studio)

For a polished, shareable dashboard, export Klaviyo data to Google Sheets or build a Looker Studio (formerly Google Data Studio) dashboard.

Google Sheets approach:

1. Weekly, export key metrics from Klaviyo to a Google Sheet
2. Build charts and summary tables that auto-update as you add new data
3. Share the sheet with your team or clients

Looker Studio approach:

1. Use a Klaviyo-to-Looker connector (Supermetrics, Funnel.io, or Stitch Data)
2. Build visual dashboards with charts, tables, and scorecards
3. Set up automatic data refresh (daily or weekly)
4. Share via link

The Looker Studio approach is more professional and scales better, but it requires a data connector (usually $30-100/month depending on the tool).

Option 4: Third-Party Analytics Tools

Lifetimely (now part of Shopify apps) connects to Klaviyo and Shopify to show cohort analysis, LTV calculations, and attribution.

Triple Whale shows cross-channel attribution including email's role in the customer journey.

These tools provide context that Klaviyo alone can't: how email interacts with paid media, organic, and direct traffic.

The Weekly Review Process

Having a dashboard is step one. Using it is step two. Here's the weekly review we do for every client:

Monday morning (15 minutes):

1. Check total email revenue for last week. Up or down vs. previous week?
2. Check top campaigns by revenue. Which performed best? Why?
3. Check flow revenue. Any flows underperforming their usual benchmarks?
4. Check deliverability. Any spikes in bounce rate or spam complaints?
5. Note one action item (something to test, fix, or optimize this week)

Monthly review (30 minutes):

1. All weekly metrics plus:
2. List growth trend. Growing? Shrinking? Plateauing?
3. Engaged vs. unengaged subscriber ratio. Getting better or worse?
4. Flow-by-flow deep dive. Conversion rates, revenue per email, opportunities.
5. Email revenue as percentage of total store revenue.
6. Set goals for next month based on findings.

Common Reporting Mistakes

Looking at too many metrics. If your dashboard has 30+ metrics, you're not going to look at it. Keep it to 10-12 key metrics. Everything else is available if you need to drill down.

Comparing to industry benchmarks instead of your own history. A 35% open rate is meaningless without context. Is that up or down from last month? Is it better or worse than your 6-month average? Trend over time is more valuable than a snapshot compared to generic benchmarks.

Not accounting for seasonality. December email revenue will be higher than February for most eCommerce brands. Compare like periods: this December vs. last December. This Q1 vs. last Q1.

Attributing all revenue to email. Klaviyo's revenue attribution model counts revenue when someone clicks an email and purchases within a set window (usually 5 days for campaigns, unlimited for flows). This is useful but can double-count revenue that would have happened anyway. Be honest about what email truly drives vs. what it touches.

Ignoring flow performance. Many brands obsess over campaign metrics and ignore flows. But flows run 24/7/365. They accumulate revenue silently. A flow that generates $5,000/month is worth more attention than a single campaign that generated $3,000.

Reporting for Different Audiences

What you put on the dashboard depends on who's reading it.

For the CEO/founder: Revenue. Email revenue as percentage of total. Revenue trend over time. Keep it high-level and money-focused.

For the marketing manager: Revenue plus engagement metrics. Campaign performance comparisons. Flow optimization opportunities. Actionable insights.

For the email specialist: Everything. Deliverability details, segment-level performance, A/B test results, individual email metrics within flows.

Build different views (or tabs in a spreadsheet) for each audience. The CEO doesn't need to see bounce rates. The email specialist doesn't need the executive summary.

The Bottom Line

A Klaviyo reporting dashboard isn't about having more data. It's about having the right data, organized for fast decision-making.

Start with revenue metrics (the point of email marketing). Add engagement metrics (the health signals). Add list growth (the trajectory). Review weekly. Act on what you find.

If you want help building a custom reporting dashboard for your Klaviyo account — or if you want someone to actually manage the strategy behind the numbers — book a call with our team. We'll show you what your data is saying and what to do about it.