Are you looking to streamline your email and e-commerce marketing data analysis? This guide will walk you through setting up Klaviyo as a data source in Power My Analytics. By integrating Klaviyo with PMA, you'll be able to automate your data collection, centralize your metrics, and create powerful, customized reports.

Prerequisites

Before connecting Klaviyo to Power My Analytics, ensure you have:

• A Klaviyo account with Admin, Owner, or Manager user role

Adding Klaviyo as a Data Source

1. Go to your Power My Analytics hub at https://hub.powermyanalytics.com and click on Sources in the left sidebar.
2. Click the + Add new source button.
3. Find and select Klaviyo from the data source gallery.
4. Log in to your Klaviyo account with email and password or SSO.
5. Click Continue when prompted to authorize the PMA app.
6. Select the Klaviyo account you want to connect by clicking the Select button.
7. On the next screen, click Allow to authorize PMA to connect to Klaviyo. You’ll be returned to your PMA hub.

For more information on adding or removing your Klaviyo account as a data source, please see How to Connect to Klaviyo.

Creating a Data Studio Report

Follow these steps to create a Data Studio report using your Klaviyo data:

1. In the PMA hub, navigate to Reports > Data Studio
2. Select Klaviyo under Create Data Studio Report (this will open the official Data Studio application in a new window)
3. Google Data Studio Configuration:
   • Step 1:
     • Name your data source (e.g., "Klaviyo - Organization Name")
     • Choose your Power My Analytics hub from the dropdown
     • Optional: Leave "Use report template for new reports" checked to use the PMA demo template
     • Click Next
   • Step 2:
     • User Account: Select your Klaviyo account (for real data) or "Sample Account" (for sample data)
     • Click Next
   • Step 3:
     • Click Connect (top right) to complete the data source configuration
   • Step 4:
     • Click Create Report (top right)

Key Reports and Fields

The Klaviyo connector provides access to a variety of marketing data, including:

• Email and SMS Campaign Metrics: Opened Email, Bounced Email, Clicked SMS, Received SMS
• Flow Metrics: Flow ID, Status, Trigger Type
• List Metrics: List ID, List Name

For a list of available Klaviyo fields in Power My Analytics, visit the Schema Explorer.

Account-Level Metrics

In addition to campaign-level reporting, the Klaviyo connector provides account-level metrics through the account_metrics table. Account-level metrics show your Klaviyo data aggregated across the whole account, without a campaign-by-campaign breakdown, which is useful for high-level reporting and period-over-period comparisons. Account-level and campaign-level metrics are collected from the same data source, so you can report on both. Your existing campaign-level metrics are unchanged.

Klaviyo Metrics Behavior

Klaviyo metrics are handled as custom metrics in Power My Analytics and aren't visible in the Schema Explorer. These metrics will appear in your reports after connecting to Klaviyo. For more information on the common metrics available after connecting, please see Common Klaviyo Metrics.

Limitations and Important Considerations

• Cached Data Requests with Unique Metrics and Date Dimension: When a unique metric is paired with the date dimension, this will result in a request for cached data instead of a request for live data. For more information, please see Understanding Cached and Live Data Requests.
• Backfilling: Backfilling of past data is not possible, as all data is live only. Historical data collection begins on the day you connect your Klaviyo account to PMA.
• Unique Values with Flow Metrics: Flow metrics (such as open, click, and conversion rates) are unique values. Open rates and click rates are calculated based on unique recipients.

Unavailable Data

• The tables Person, Purchase, and Ads are unavailable.
• Data from integrations for Shopify, Magento, Stripe, and WooCommerce is currently unavailable.

Data Discrepancies

Your PMA reports and your Klaviyo dashboard measure performance in two different ways, so their numbers are expected to differ. PMA counts each event (open, click, purchase) on the date it actually happened, while the Klaviyo dashboard credits events to the send date of the campaign or flow and applies your account's attribution window. Differences can appear in both directions and are typically larger for flows, conversion metrics, and short date ranges.

For a full explanation and tips for comparing the two accurately, please see Understanding Klaviyo Data Differences.

Troubleshooting

If you encounter issues:

1. Ensure your Klaviyo account role is Admin, Owner, or Manager.
2. If problems persist, contact Power My Analytics support.
   

See our article Basic Troubleshooting for more information on issues that may affect the Klaviyo connector.