Common Klaviyo Metrics
Understanding Klaviyo metrics is essential for effective campaign tracking and analysis. This guide explains how Klaviyo metrics are handled in Power My Analytics and provides detailed definitions of common email and SMS campaign metrics.
Unique Behavior of Klaviyo Metrics
Klaviyo metrics are handled as custom metrics in Power My Analytics. While they won't be visible in the Schema Explorer initially, they become accessible after connecting your Klaviyo account through:
- Data Explorer
- Spreadsheet add-on
- Looker Studio
Email Campaign Metrics
| Metric | Definition |
|---|---|
| Bounced email | Occurs when an email experiences either a soft or hard bounce |
| Clicked email | Tracked when a recipient clicks on a link within an email |
| Dropped email | Indicates a discrepancy between suppression status in Klaviyo and other upstream email service providers |
| Merged profile | Records when two profiles are merged, with one profile merging "into" the other |
| Marked email as spam | Indicates when a recipient marks an email as spam |
| Opened email | Records when a recipient opens an email |
| Received email | Tracks when a recipient receives an email |
| Subscribed to back in stock | Records when a recipient opts to be notified about an item being back in stock |
| Subscribed to list | Indicates when someone opts in to a list |
| Unsubscribed | Records when someone unsubscribes from emails globally |
| Unsubscribed from list | Tracks when someone unsubscribes from a specific list |
SMS Campaign Metrics
| Metric | Definition |
|---|---|
| Received SMS | Records when a recipient receives an SMS from a flow, campaign, or SMS conversation |
| Received Automated Response SMS | Tracks when a recipient receives an automated SMS message in response to a keyword or when no keyword is recognized |
| Clicked SMS | Indicates when a recipient clicks on a link within an SMS message |
| Subscribed to SMS Marketing | Records when a recipient confirms they want to receive messages (Note: New subscription events won't be recorded for previously subscribed profiles) |
| Sent SMS | Tracks when someone texts your destination number to subscribe |
| Unsubscribed from SMS Marketing | Records when a recipient texts STOP to unsubscribe from SMS messages |
| Failed to Deliver SMS | Indicates when a message is sent but not delivered to the recipient |
| Failed to Deliver Automated Response SMS | Tracks when an automated response fails to deliver to the recipient |
| Toll-free number not verified | Shows when your toll-free number hasn't been approved, preventing message delivery |
| Failed SMS Age Gate | Records when someone fails SMS age-gating requirements or attempts to sign up from an unsupported country |
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