Klaviyo metrics, defined without detours
One page per metric: the definition in two sentences, how Klaviyo computes it, where to read it, and the threshold past which you should look. Klaviyo definitions are checked against its documentation, thresholds are the ones KlaviBoard applies.
Active profile
In Klaviyo, an active profile is a profile that can receive at least one type of marketing: a valid email address or phone number, not suppressed and not unsubscribed.
Read the definition →Attributed revenue
Attributed revenue is the sales Klaviyo ties to a message because the recipient opened or clicked it within an attribution window before buying.
Read the definition →Bot click
A bot click is an automated click on an email or SMS link, performed by a security system checking the link, not by the recipient.
Read the definition →Bounce rate
Bounce rate is the share of sent emails the recipient's server refused: non-existent address (hard bounce) or full inbox and temporary incidents (soft bounce).
Read the definition →Spam complaint
A spam complaint is a recipient clicking "report as spam" in their inbox.
Read the definition →Unsubscribe rate
Unsubscribe rate is the share of a send's recipients who opt out after receiving it: unsubscribes divided by sends.
Read the definition →Reach rate by inbox provider
Reach rate is the share of an inbox provider's unique recipients (Gmail, Outlook, Yahoo…) who opened at least one message: unique opens divided by unique recipients, for that provider.
Read the definition →Flow entries
Flow entries are the number of profiles that triggered a flow over a period: every profile meeting the trigger condition (abandoned cart, sign-up, order) enters the flow.
Read the definition →Paused flow
A paused flow is a Klaviyo flow whose status is no longer live: it sends nothing, but it reports no error.
Read the definition →Period-over-period (N / N-1)
A period-over-period comparison puts a current-period figure (N) next to the same figure over the immediately preceding period of equal length (N-1).
Read the definition →Placed order rate
Placed order rate is the share of a message's recipients who placed an order within the attribution window: attributed orders divided by recipients.
Read the definition →Revenue per recipient
Revenue per recipient is a message's attributed revenue divided by its recipient count.
Read the definition →Apple MPP open
An Apple MPP open is an open recorded because Apple's Mail Privacy Protection preloaded the message's images, tracking pixel included, whether or not the recipient read it.
Read the definition →Segment vs list
In Klaviyo, a list is static: it holds the profiles that subscribed to it and only grows with new subscriptions.
Read the definition →Flow statuses (draft, manual, live)
In Klaviyo, each message in a flow carries its own status: draft, manual or live.
Read the definition →