For ecommerce brands, marketing success is no longer about how many emails you send — it’s about how well you measure what happens next. Every campaign, automation, and segment generates valuable data, but without clear reporting, those insights are often lost.
That’s where Klaviyo’s reporting dashboards come in. Built specifically for ecommerce marketers, Klaviyo’s analytics tools make it simple to understand performance across email, SMS, and revenue metrics — without needing third-party BI software or complicated exports.
Let’s explore the main dashboards available in Klaviyo and how they help brands make smarter, data-driven decisions every day.
The Overview Dashboard is Klaviyo’s command center.
It’s the first place you land when logging in and provides a top-level snapshot of your marketing performance across all channels.
Here’s what you can track:
Total revenue and revenue by source (flows, campaigns, or one-off sends)
Email and SMS engagement metrics like open rate, click rate, and placed order rate
Signup form performance — new subscribers, conversion rates, and list growth
Revenue per recipient (RPR) and average order value (AOV)
You can filter by time period, campaign type, or channel, making it easy to compare month-over-month growth or analyze results after a new automation launch.
At Mediaposte Martech, we often recommend clients use this dashboard weekly as a quick health check — it shows at a glance whether campaigns are driving engagement and if flows are generating the expected ROI.
Every email campaign in Klaviyo comes with its own performance dashboard, packed with granular metrics that help marketers fine-tune their messaging.
These dashboards display:
Delivery rate, open rate, and click-through rate (CTR)
Conversion and revenue attribution (based on last-click or Klaviyo’s smart attribution window)
Device and location breakdowns
Link-level click tracking — to identify which CTAs or visuals drive engagement
You can also compare multiple campaigns side by side to see which subject lines, send times, or content formats perform best. This makes A/B testing far more actionable, especially when optimizing for deliverability or engagement.
Automated workflows — or “flows” — are where Klaviyo truly shines.
The Flow Performance Dashboard lets you monitor automation performance across welcome series, cart recovery, post-purchase follow-ups, and more.
Key metrics include:
Flow revenue attribution (how much each automation contributes to total sales)
Email and SMS performance at each step
Flow conversion rates and drop-off points
Subscriber journey visualization, showing exactly how users move through your automation
This view helps marketers identify bottlenecks — for instance, if users open the first email but don’t reach the final one — and make quick adjustments.
For example, we use flow dashboards heavily during optimization cycles to identify underperforming touchpoints and test message sequencing or timing.
Understanding who you’re talking to is as important as what you’re saying. Klaviyo’s List and Segment Dashboards visualize how your audience is growing and engaging over time.
You can track:
List growth and unsubscribe trends
Engagement over time (active vs. unengaged profiles)
Acquisition source performance (e.g., pop-up forms, integrations, or manual imports)
Marketers can segment audiences by recent activity or purchase behavior, helping maintain healthy deliverability and engagement. The dashboard even flags lists that may need cleaning — a crucial feature for high-volume senders.
Klaviyo provides robust attribution tracking that ties marketing performance directly to revenue.
The Revenue Dashboard helps marketers understand where sales come from and which campaigns or flows have the most impact.
Metrics include:
Revenue by channel (email vs. SMS)
Revenue by campaign or flow
Attribution breakdown (first-touch, last-touch, or blended)
Customer lifetime value (CLV) and repeat purchase trends
For ecommerce businesses using platforms like Shopify, WooCommerce, or BigCommerce, this dashboard connects seamlessly with store data — giving a real-time view of how marketing activity affects total revenue.
Deliverability issues can quietly erode email performance. Klaviyo’s Deliverability Dashboard helps identify problems before they escalate.
You can monitor:
Bounce rate and spam complaint trends
Inbox placement and sending domain health
Performance by domain (Gmail, Outlook, etc.)
By keeping these metrics in check, marketers ensure their messages actually reach the inbox — a crucial step for maintaining engagement and protecting sender reputation.
Beyond the standard reports, Klaviyo allows users to build fully custom dashboards tailored to their KPIs.
You can:
Combine metrics from multiple flows or campaigns
Visualize sales by segment or acquisition channel
Add widgets for metrics like repeat purchase rate, product performance, or ROI
Schedule dashboards to share automatically with your team
This flexibility makes Klaviyo one of the few marketing platforms where even non-technical users can create executive-ready reports in minutes — without exporting data to Google Data Studio or Excel.
As a Klaviyo implementation partner, we at Mediaposte Martech often design these dashboards during onboarding, so teams can monitor what really matters from day one — whether it’s list growth, automation revenue, or channel efficiency.
Data only becomes valuable when it’s easy to interpret. Klaviyo’s dashboards are designed to be visual, actionable, and ecommerce-focused, bridging the gap between marketing activity and business results.
With over seven years of experience helping brands implement CRM and marketing automation systems, our team at Mediaposte Martech has seen how Klaviyo’s reporting empowers decision-making. From small D2C shops to enterprise-level ecommerce stores, these dashboards bring transparency and confidence to every campaign.
Klaviyo’s reporting dashboards go far beyond vanity metrics. They connect engagement data with real revenue, giving marketers a complete picture of what’s working — and where to improve.
Whether you’re tracking a new product launch, optimizing abandoned cart flows, or measuring long-term customer loyalty, Klaviyo’s dashboards offer the clarity you need to act fast and grow smarter.
If you’re looking to unlock the full potential of Klaviyo reporting, Mediaposte Martech can help you customize, automate, and interpret your dashboards — ensuring your data doesn’t just inform, but drives growth.