Email Metrics Report

The Email Metrics report provides comprehensive insights into your email and SMS marketing performance by combining data from multiple sources including Klaviyo and Google Analytics. This unified view helps you understand the complete customer journey from email delivery through to conversion.

Overview​

This report aggregates email and SMS campaign data from different platforms to provide a holistic view of your messaging performance. It tracks the entire funnel from delivery and opens through clicks, orders, and revenue generation, while also monitoring negative engagement metrics like spam reports and unsubscribes.

The report intelligently combines data from email service providers (like Klaviyo) with web analytics (Google Analytics) to provide both engagement metrics and revenue attribution, giving you a complete picture of your email marketing ROI.

Report Logic Summary​

The report processes email and SMS data by:

1. Multi-Source Integration: Combines Klaviyo email metrics with Google Analytics session and conversion data
2. Channel Classification: Automatically categorizes traffic as Email or SMS based on campaign parameters and channel names
3. Campaign Attribution: Groups metrics by campaign name, type, or channel depending on selected variation
4. Time Period Aggregation: Aggregates data across selected time periods (daily, weekly, monthly, etc.)
5. Intelligent Filtering: Only includes email/SMS-related traffic from Google Analytics using pattern matching
6. Revenue Attribution: Matches email engagement with actual revenue generation for ROI calculation

Important: When combining sources, Google Analytics data adds sessions as "clicks" and e-commerce data as orders/revenue to supplement email provider metrics.

Column Definitions​

Campaign Information​

Delivery and Engagement Metrics​

Conversion Metrics​

Negative Engagement Metrics​

Report Variations​

The report supports multiple grouping and time period options:

Campaign (Default)​

• Purpose: Individual campaign performance analysis
• Grouping: Each row represents a specific campaign
• Best for: Comparing campaign effectiveness and identifying top performers
• Sorting: Campaigns ranked by click volume (highest first)

Type​

• Purpose: Campaign type performance comparison
• Grouping: Aggregates all campaigns by type (newsletter, promotional, abandoned cart, etc.)
• Best for: Understanding which campaign types drive the best engagement and revenue
• Analysis: Compare promotional vs. transactional performance

Channel​

• Purpose: Email vs. SMS performance comparison
• Grouping: Separates all metrics by Email and SMS channels
• Best for: Channel strategy decisions and budget allocation
• Insights: Determine which channel drives better engagement rates and ROI

Time-Based Variations​

Daily​

• Purpose: Day-by-day performance tracking
• Best for: Identifying daily patterns and optimizing send times
• Metrics: All campaigns sent on each day are aggregated

Weekly​

• Purpose: Week-over-week performance analysis
• Best for: Weekly campaign planning and trend identification
• Insights: Identify optimal sending frequency and weekly patterns

Monthly​

• Purpose: Monthly performance overview
• Best for: Monthly business reviews and seasonal trend analysis
• Planning: Monthly budget allocation and strategy adjustments

Quarterly​

• Purpose: Quarterly strategic analysis
• Best for: Quarterly business reviews and long-term trend identification
• Strategy: Seasonal campaign planning and annual strategy development

Yearly​

• Purpose: Annual performance assessment
• Best for: Year-over-year comparisons and annual planning
• Analysis: Long-term growth trends and channel evolution

Day of Week​

• Purpose: Optimal send day analysis
• Grouping: Aggregates all campaigns by day of week sent
• Best for: Determining the best days to send campaigns
• Optimization: Send time optimization strategies

Data Source Integration​

Klaviyo Integration​

• Metrics Provided: All engagement metrics (delivered, opens, clicks, etc.)
• Revenue Attribution: Direct revenue tracking from email campaigns
• Segmentation: Campaign types, lists, and detailed engagement data
• Accuracy: Most accurate for email-specific metrics like open rates and deliverability

Google Analytics Integration​

• Metrics Added: Sessions (added to clicks), transactions (added to orders), revenue
• Channel Detection: Automatically identifies email/SMS traffic using campaign parameters
• Attribution: Provides additional conversion data that may not be captured by email provider
• Coverage: Captures cross-device and delayed conversions

Combined Data Logic​

When both sources provide data for the same campaign:

• Clicks: GA sessions are added to email provider clicks
• Orders: GA transactions are added to email provider orders
• Revenue: GA revenue is added to email provider revenue
• Engagement: Email provider data takes precedence for opens, deliverability

Report Features​

• Multi-Source Data: Combines email service provider and web analytics data
• Automatic Filtering: Only includes email/SMS-related traffic from Google Analytics
• Channel Classification: Intelligently categorizes traffic as Email or SMS
• Campaign Attribution: Matches campaigns across different data sources
• Revenue Tracking: Comprehensive revenue attribution from multiple sources
• Comparison Support: Compare current period with previous period
• Dynamic Column Hiding: Hides irrelevant columns based on data source selection
• Chart Visualization: Revenue trends over time (for time-based variations)

Data Source Filtering​

Google Analytics Filtering​

The report automatically filters Google Analytics data to include only email/SMS related traffic:

Included Channels:

• Channels containing "email", "mail", "sms" (case insensitive)
• Source/medium combinations indicating email campaigns
• Campaign parameters suggesting email origin

Excluded Traffic:

• Organic search, paid search, direct traffic
• Social media traffic
• Display advertising
• Other non-email marketing channels

Campaign Type Classification​

Campaign types are automatically determined using:

• Recart Campaigns: Identified by source='recart' or medium containing 'recart'
• Email Campaigns: Medium containing 'mail' or channel classification
• SMS Campaigns: Channel containing 'sms' or similar indicators
• Unknown: Campaigns that cannot be automatically classified

Interpreting Results​

High-Performing Campaigns​

• High Click-Through Rate: (Unique Clicks ÷ Unique Opens) > 10%
• Strong Revenue per Recipient: Revenue ÷ Recipients shows campaign profitability
• Low Negative Metrics: <1% spam rate, <2% unsubscribe rate
• Good Deliverability: >95% delivery rate (Delivered ÷ Recipients)

Engagement Benchmarks​

• Open Rate: (Unique Opened ÷ Delivered) - typically 15-25% for email
• Click Rate: (Unique Clicks ÷ Delivered) - typically 2-5% for email
• Conversion Rate: (Orders ÷ Unique Clicks) - varies by industry
• Revenue per Email: Total Revenue ÷ Delivered - measure of campaign value

Channel Comparison Insights​

• Email vs. SMS Open Rates: SMS typically has higher open rates (>90%)
• Email vs. SMS Click Rates: Email often has higher click-through rates
• Revenue Attribution: Compare revenue per message sent across channels
• Engagement Quality: Analyze unique vs. total opens/clicks ratios

Technical Details​

Data Processing​

• Time Zone Handling: Respects store time zone settings for campaign timing
• Duplicate Prevention: Prevents double-counting when same campaign appears in multiple sources
• Campaign Matching: Matches campaigns across sources using name and timing
• Attribution Windows: Respects platform-specific attribution windows

Revenue Attribution​

• Multi-Touch Attribution: Combines direct email attribution with GA conversion data
• Cross-Device Tracking: GA data captures conversions across devices
• Delayed Conversions: Includes conversions that happen after immediate click
• Platform Reconciliation: Handles differences in attribution methodologies

Performance Optimization​

• Efficient Filtering: Pre-filters irrelevant GA data before processing
• Memory Management: Optimized for large campaign datasets
• Calculation Caching: Caches complex calculations for improved performance

FAQ​

Why do my click numbers seem higher than what I see in Klaviyo?​

The Email Metrics report combines data from multiple sources, which can result in higher numbers than individual platforms:

Klaviyo Clicks: Shows only clicks tracked directly by Klaviyo Report Clicks: Combines Klaviyo clicks + Google Analytics sessions from email campaigns

This combination provides a more complete picture because:

• GA captures clicks that bypass email tracking (privacy-focused users)
• GA includes cross-device sessions that may not be tracked by email provider
• Different attribution windows may capture additional sessions

Recommendation: Use individual platform data for platform-specific optimization, and this report for holistic campaign performance analysis.

Why don't I see detailed engagement metrics for Google Analytics data?​

Google Analytics doesn't provide email-specific engagement metrics like opens and deliverability:

Available from GA:

• Sessions (shown as additional clicks)
• Transactions (shown as additional orders)
• Revenue (combined with email provider revenue)

Not Available from GA:

• Email opens, unique opens
• Email delivery rates
• Bounce rates, spam reports
• Unsubscribe data

This is why the report automatically hides email-specific columns when you filter to only Google Analytics data.

Recommendation: Use Klaviyo + GA together for the most complete picture, or Klaviyo alone for email engagement analysis.

How should I interpret revenue numbers when combining data sources?​

Revenue combination follows this logic:

Single Source (Klaviyo only): Shows direct email attribution revenue Combined Sources (Klaviyo + GA): Shows Klaviyo revenue + additional GA-attributed revenue

The combined number can be higher because:

• GA captures cross-device conversions not tracked by email provider
• GA may have longer attribution windows
• GA includes organic and direct conversions after email clicks

Potential Issues:

• Some revenue may be double-counted if both platforms track the same conversion
• Attribution methodologies differ between platforms

Recommendation: Use combined numbers for overall campaign impact assessment, but verify against actual order data for financial reporting.

What's the difference between "Clicks" and "Unique Clicks"?​

Clicks (Total Clicks):

• Count every individual click, including multiple clicks by the same person
• Higher numbers showing total engagement activity
• Useful for understanding total campaign activity level

Unique Clicks:

• Count only unique individuals who clicked at least once
• Shows reach rather than frequency of engagement
• Better for calculating conversion rates and audience size

Analysis Applications:

• Click-to-Open Ratio: Use unique clicks ÷ unique opens for engagement quality
• Conversion Rate: Use orders ÷ unique clicks for true conversion performance
• Engagement Intensity: Compare total clicks to unique clicks to see repeat engagement

How do I optimize my email marketing based on this report?​

Use a systematic approach based on the funnel metrics:

Deliverability Optimization (>95% target):

• Clean email lists regularly to reduce bounces
• Monitor spam rates and adjust content/frequency
• Use double opt-in to improve list quality

Engagement Optimization:

• A/B test subject lines to improve open rates
• Optimize send times using day-of-week analysis
• Improve email content to increase click-through rates

Conversion Optimization:

• Analyze high-performing campaign types and replicate successful elements
• Compare Email vs. SMS performance to optimize channel mix
• Focus budget on campaign types with highest revenue per recipient

Systematic Improvement Process:

1. Identify your lowest-performing funnel stage
2. A/B test improvements to that specific stage
3. Monitor results over 2-4 weeks
4. Scale successful optimizations across all campaigns