Klaviyo Template

This template offers a range of dimensions and metrics that allow you to monitor and analyze your Klaviyo’s campaigns and flows performance. The template also offer a out-of-the-box predictive lead scoring model that helps you quickly build and manage email marketing campaigns, segment their audience, and automate personalized communication.


This template offers the following list of models, each with its own unique perspective, to help you make informed decisions based on Klaviyo dataset.


Model Description
fct__klaviyo__campaigns Each record represents a unique campaign, enriched with user interaction metrics, any revenue attributed to the campaign, and other conversions.
fct__klaviyo__flows Each record represents a unique flow, enriched with user interaction metrics, any revenue attributed to the flow, and other conversions.
fct__klaviyo__persons Each record represents a unique user, enriched with metrics around the campaigns and flows they have interacted with, any associated revenue (organic as well as attributed to flows/campaigns), and their recent activity.
rpt__klaviyo__lead_scoring Each record represents each person with their predictive engagement score based on their displayed engagement in the past with Klaviyo campaigns



1. Descriptive Analysis with Klaviyo Campaign & Flow performance

In the Klaviyo platform, you have the flexibility to send messages to your leads through two channels: email and SMS. As a result, each campaign or flow you create will have its own set of Email metrics and SMS metrics. It’s important to note that if a campaign or flow solely relies on email as the primary method of delivering messages, the SMS metrics will be null or not applicable. Similarly, if a campaign or flow is designed to primarily utilize SMS as the means of communication, the Email metrics will not be relevant. This distinction allows you to track and analyze the performance of each channel separately, depending on the specific campaign or flow you are running. By understanding and leveraging these metrics, you can optimize your messaging strategy and effectively engage with your leads through the most appropriate channel.

  • Email Metrics: When it comes to evaluating the effectiveness of your email campaigns/ flows, there are several important metrics to consider.
    • Recipients: The number of recipients metric shows how many people received your email, giving you an idea of your message’s reach.
    • Open: The number of open indicates how engaging your subject line and content are
    • Click: The number of click-through tracks who clicked on a link in your email, showing their level of interest and engagement.
    • Unsubscribe & Spam: Lastly, the unsubscribe and spam metrics reveal how many recipients opted out of your email list or marked your email as spam, helping you assess the quality and relevance of your content.
  • SMS Metrics: Similar to email, SMS marketing also has its own set of metrics to assess campaign/ flow performance.
    • Recipients: Same as email metrics
    • Open: Same as email metrics
    • Click: Same as email metrics
    • Unsubscribe: Same as email metrics
    • Successful Sent: The successful sent metric indicates the number of SMS messages that were successfully delivered to recipients, ensuring that your message reaches the intended audience.

Furthermore, Klaviyo integrates seamlessly with popular e-commerce platforms like Shopify, Magento, and WooCommerce, etc. This means you can gain valuable insights into how customers interact with your website, which products they view, and ultimately, how much money they generate.

  • Purchase behaviour:
    • Product Viewed: The product viewed metric tracks how many times a specific product was viewed by customers, helping you understand whether the campaign/ flow can drive purchase behavior or not.
    • Placed Order: The placed order metric indicates the number of successfully completed orders, providing insights into conversion rates and customer purchasing behavior.
    • Refunded Order: The refunded order metric tracks the number of orders that were refunded, allowing you to assess customer satisfaction and identify potential issues.
    • Revenue: Lastly, the revenue metric measures the total amount of revenue generated from your marketing efforts, giving you a clear indication of the financial impact of your campaigns/ flows.
  • Analyze holiday marketing campaign performance: By examining the metrics from your holiday campaigns, you can identify which campaigns performed well and which ones underperformed. This analysis can help you understand the effectiveness of your messaging, subject lines, and offers during the holiday season. You can then make data-driven decisions to optimize future holiday campaigns and improve overall performance.
  • Monitor how different variations of a campaign perform: Klaviyo allows you to create different variations of a campaign, such as testing different subject lines, content, or call-to-action buttons. By monitoring the performance of these variations, you can identify which elements resonate best with your audience. This information can guide you in refining your campaigns and tailoring them to better meet the preferences and needs of your customers.
  • Monitor flow-sending activity: Klaviyo’s flow feature allows you to automate email sequences based on customer actions or triggers. By grouping your report by month, week, or day, you can track the sending activity of your flows. This helps you understand the frequency and timing of your automated emails and ensures that they are being sent at the most optimal times. You can then make adjustments to the timing or content of your flows to maximize their effectiveness and engagement.
  • Track your yearly flow performance: By analyzing the performance of your flows over a year, you can gain insights into long-term trends and patterns. Tracking your yearly flow performance allows you to identify any seasonality or trends in customer behavior and adjust your flows accordingly. For example, you may find that certain flows perform better during specific months or seasons, allowing you to optimize your messaging and offers during those periods.

2. Predictive Analysis with Klaviyo Lead Scoring

Klaviyo lead scoring model will help businesses assign numerical values or scores to leads based on various factors such as campaign/flow engagement, website behavior, recency engagement, and demographic information.

Furthermore, we include the ability to create custom scoring models tailored to specific business needs. Businesses can assign weights to different metrics, allowing for a more personalized and accurate lead-scoring system. This flexibility ensures companies can adapt the lead-scoring strategy as the customer base and marketing goals evolve.

  • Scoring rules & key metrics

In Klaviyo lead scoring, we uses the following calculation:

    • Final lead score = Σ(Weighted score * Metric score)

In which:

    • The final lead score ranges from 0 to 100.
    • A score of each metric is given from 1 to 5.
    • Weighted Score ranges from 0-1 and can be modified following business priorities; the total weighted score is 1.

Note: To put the final lead score into the range 0-100, we adjust the actual calculation as: Final lead score = Σ(Weighted score * Metric score) *100/5

And the detailed metrics as below:



Weighted Score (default)

Score (1-5 pts)

Campaign/ Flow Engagement total_count_opened_email


  • More than 80th percentile: score 5
  • More than 60th percentile: score 4
  • More than 40th percentile: score 3
  • More than 20th percentile: score 2
  • Others: score 1




Website Behavior total_count_viewed_product


Recency Engagement days_since_last_campaign_touch




Demographic Information This factor needs to be based on your business understanding; if you want to custom this factor, please contact us.
  • Best Practices: Assigning appropriate weights

Assigning appropriate weights in Klaviyo lead scoring is crucial for creating an accurate and effective lead scoring system.

    • The weights assigned to different actions or behaviors determine their impact on the overall lead score. Businesses need to carefully consider the significance of each action or behavior in relation to their specific goals and target audience. For example, opening an email should be weighted more than opening an sms if your business is targeting email subscribers .
    • Regular evaluation and adjustment of weights based on data analysis and performance metrics are essential to maintain the relevance and effectiveness of the lead scoring system over time. With our flexibility in customizing scoring models, businesses can fine-tune the lead scoring strategy to align with the unique business objectives and maximize the impact of marketing efforts.
  • Best Practices: Defining an ideal lead profile

The final step is to segment the leads based on the lead score. In our lead scoring model, the lead score typically ranges from 0 to 100, with higher scores indicating a higher likelihood of conversion.

For example, businesses can segment leads as follows:

    • Hot Leads: 90-100
    • Qualified Leads: >= 60
    • Prospect: 30-60
    • Unqualified: 0-30

However, it is recommended to regularly review and refine the lead segmentation by checking the conversion of each segment overtime.

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