Top 3 digital marketing metrics
As you begin to leverage owned channels in Klaviyo you will want to take a close look at the metrics that play the biggest role in driving revenue. These metrics will serve as key indicators of your performance.
Compare your performance with Benchmarks
Data can vary quite a bit by your industry, channel, business size, and more. That's why benchmarks are so useful to see how you are performing. Benchmarks allow you to analyze your account data in relation to Klaviyo best practices, industry trends, and companies similar to your own.
Access Benchmarks
The various pages in the Benchmarks view provide helpful insight into your account’s performance based on data from your peers and industry. Head to your Analytics tab and select Benchmarks. Here, you can choose from the following tabs to focus on:
- Overview
Displays a quick summary of what aspects of your marketing program are performing well and what aspects need improvement. - Business Performance
Provides a breakdown of key performance indicators pertaining to overall business health, so you can monitor trends over time and focus on areas that need improvement. - Campaigns
Provide a breakdown of key performance indicators that specifically relate to each channel’s marketing and deliverability. - Flows
Showcases your flows performance over time and in relation to other companies similar to your own. - Sign-up Forms
Provides a view of your popups’ success, particularly around how your form submit rates stack up against companies similar to your own. Flyout and embedded forms are not supported on this page.
In order to begin using Benchmarks, you will need to meet the following prerequisites:
- Email benchmarks
You will need to have sent 25 emails in the last 6 months. Any account that provides its industry will be able to see industry-level benchmarks. These benchmarks are updated with new data on the 10th of every month starting with the month following eligibility. - Text (SMS and RCS) campaign benchmarks
You need to have sent 25 SMS messages. You will not be able to see the industry-level benchmarks unless you meet the eligibility criteria.
Understand Benchmarks data
Industry benchmarks
Industry benchmarks are performance indicator data that is specific to your designated industry. For example, if you are a brand that sells makeup online, you would fall within Ecommerce, Health & Beauty. If you haven’t already, set your industry and vertical to help Klaviyo compare your performance to companies most similar to your own.
Learn how to update your industry and vertical in Klaviyo.
Peer groups
Klaviyo benchmarks are formulated using peer groups, which are a set of 100 companies that are similar to your own in industry, size, and scope of business.
Learn from Benchmarks data
It is important to continually review your benchmarks data and make necessary adjustments to grow your business over time. While benchmarks help you identify growth opportunities, your next step is to make changes to your strategy that will improve these metrics. Go into your account and see how your key performance indicators compare to your peers.
For a deeper look at these Benchmarks pages, check out How to use benchmarks reports.