How to customize benchmark pages

You will learn

Learn how to customize benchmarks pages to best serve your business needs and find data that is most useful to your brand. Klaviyo’s benchmarking tool hosts four pages of data that you can customize to compare your performance in relation to peers and industry trends. These pages include: overview, business performance, campaign performance, and flow performance.

Note that Klaviyo Benchmarks currently account for email data and do not include SMS data.

Customize your overview page

The benchmarks overview page displays a summary of your account metrics that are performing well and performing poorly. 

1. You can adjust what date range you view for this set of data to hone in on a specific period of time and track trends. To do so, click the dropdown next to Show.

2. Select any of the following ranges:

• Last Month
• Last Three Months
• Quarter to Date
• Last Quarter
• Last 12 Months
• Year to Date
• Last Year
• All Time
• Custom Date Range

In this range, months are based on calendar months while every quarter neatly maps to three months. Quarters are defined based on North American Q1 / Q2 / Q3 / Q4 format with Q1 corresponding to January through March.

Customize your business performance page

The business performance page provides a breakdown of key performance indicators pertaining to overall business health. You can customize which graph you view, the performance indicator for your graph, and the timeframe for your data in both graph and table formats.

1. In the upper left of the graph card, select a desired timeframe for your data in the dropdown next to Show.

2. Then, directly below the timeframe dropdown, select the performance indicator (i.e., average cart size, average order count, average order value, or % of orders returned) you want to analyze.

Unlike other Klaviyo reports, in benchmark reports, Average Order Count numbers are totaled until whatever end date you choose. For example, if you are looking at Average Order Count from last month, it will be the total number until last month.

3. Next, select a timeframe breakdown (i.e., monthly, quarterly, yearly) and choose one of the two graph icons to choose a new graph format. The two icon options in the order they appear are: bar graph and line graph.

Below the graph, you will see a table outlining what areas of the business you excel in and which need improvement. This will update according to the timeframe you establish for your graph. Note that you will see only your own data and information from peer groups here; industry benchmarks are present only in graphs.

Customize your email and SMS campaign performance page

The email campaign performance and SMS campaign performance pages break down key performance indicators as they relate to email and SMS marketing and deliverability. You can customize which graph you view, the performance indicator to focus on in this graph, and the timeframe of your data.

1. To customize your view, in the upper left of the graph card, select the desired timeframe for your data in the dropdown next to Show.

2. In the dropdown below, you also have the additional option to select the performance indicator (i.e., Open Rate, Click Rate, Click Through Rate, Conversion Rate, Email Revenue per Recipient, Bounce Rate, Spam Report Rate, or Unsubscribe Rate) you want to analyze.

Unlike other Klaviyo reports, in benchmark reports, Average Order Count numbers are totaled until whatever end date you choose. For example, if you are looking at Average Order Count from last month, it will be the total number until last month.

Note within the Email Campaign Performance report this will appear directly below the timeframe dropdown on the lefthand side, as shown below. However, in the SMS Campaign Performance report, this will appear on the right-hand side directly under your graph style icons.

3. In the upper-right corner of this page, select a timeframe breakdown (i.e., monthly, , or yearly).

4. Choose one of the two graph icons to choose a new graph format. The two icon options in the order they appear are: bar graph and line graph.

Below the graph, you will see two tables; one outlines your marketing performance, and the other shows deliverability performance. This will update according to the timeframe you establish for your graph. Note that you will see only your own data and information from peer groups here; industry benchmarks are present only in graphs.

Customize your flow performance page

The Flow Performance page hones in on your flow data, showcasing your performance trends over time in relation to companies similar to your own. You can customize which graph you view, the performance indicator to focus on in this graph, the timeframe of your data, and the specific flow you are focusing on.

1. To start, select the timeframe for your data in the dropdown next to Show.

2. Below the timeframe dropdown, choose the flow and specific performance indicator (i.e., Open Rate, Click Rate, Click Through Rate, Placed Order Rate, Revenue Per Recipient, Spam Report Rate, Unsubscribe Rate, or Bounce Rate) you want to focus on in your graph.

Unlike other Klaviyo reports, in benchmark reports, Average Order Count numbers are totaled until whatever end date you choose. For example, if you are looking at Average Order Count from last month, it will be the total number until last month.

3. Select a timeframe breakdown (i.e. daily, weekly, or monthly).

4. Choose one of the two graph icons to choose a new graph format. The two icon options in the order they appear are: bar graph and line graph.

Below the graph, you will see four tables. These will update according to the timeframe you establish for your graph. The table options are for each of the following key flows:

• Welcome series
• Abandoned cart
• Browse abandonment
• Customer thank you

You can hide or expand these tables depending on what flows you want to analyze. Note that you will only see data from peer groups here; whereas, industry benchmarks appear solely in graphs.

Change your flow

1. To update the selected flow for any of these categories within the Flow Performance page, select Change Flow to the right of the flow’s card.

2. In the resulting popup, choose a different flow from the dropdown menu and click Change Flow Selection.

Your flow will then update and you’ll receive a notification when the new data has finished populating. Note that you will see only your data and information from peer groups here; industry benchmarks are present only in graphs.

Additional resources

• How to use benchmarks reports
• Getting started with reporting
• Custom reports in Klaviyo reference