> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/marketing/klaviyo/data-overview.md). # Data Overview Klaviyo exposes nine entities through Coupler.io, split into two groups: reports (performance data you configure with metrics and dimensions) and core entities (flat exports of your account objects). ## Entities at a glance | Entity | Group | Best for | | --------------------------- | ------------- | --------------------------------------------------------------------- | | Metrics analytics | Reports | Account-wide event tracking — any standard or custom metric over time | | Campaign performance report | Reports | Aggregated campaign stats: delivery, engagement, conversions, revenue | | Flow performance report | Reports | Aggregated flow stats: delivery, engagement, conversions, revenue | | Segment performance report | Reports | Segment membership trends: total members, adds, removes | | Forms performance report | Reports | Sign-up form funnel: views, submits, closures, qualified leads | | Campaigns | Core entities | Campaign metadata — status, channel, scheduling, send options | | Profiles | Core entities | Subscriber data — contact info, consent, predictive analytics | | Flows | Core entities | Automation structure — trigger, status, channel | | Segments | Core entities | Segment definitions and active status | | Forms | Core entities | Form configurations and A/B test setup | *** ## Reports ### Metrics analytics Metrics analytics aggregates event data (counts, sums, unique users) for any standard or custom metric in your Klaviyo account. Use it to track total volume and growth for events like "Placed Order" or "Opened Email" across all channels. #### Metrics (loaded from your account) Metrics are dynamic — they come from your Klaviyo account's metric library. Common built-in metrics include Opened Email, Clicked Email, Placed Order, and any custom events you track. Select up to 10 metrics per data flow. #### Dimensions | Dimension | Description | | --------------------- | ------------------------------------------ | | Message | Message ID | | Message name | Human-readable message name | | Message type | Campaign or flow message | | Attributed message | Message credited for the conversion | | Flow | Flow ID | | Attributed flow | Flow credited for the conversion | | Variation | A/B test variation | | Attributed variation | Variation credited for the conversion | | Message send cohort | Cohort based on send date | | Variation send cohort | Cohort based on variation send date | | Campaign channel | Email or SMS | | Flow channel | Email or SMS | | Attributed channel | Channel credited for the conversion | | Campaign name | Name of the parent campaign | | Subject | Email subject line | | Email domain | Recipient email domain | | URL | Specific link clicked | | List | List or segment used | | Form ID | Sign-up form attributed to a profile | | Method | Delivery method | | Client canonical | Standardized client identifier | | Client name | Email client (e.g., Gmail, Outlook) | | Client type | Client category (mobile, desktop, webmail) | | Bounce type | Hard or soft bounce | | Failure type | Reason for delivery failure | | Failure source | System that reported the failure | | From number | Sending phone number | | From phone region | Region of the sending number | | To number | Recipient phone number | | To phone region | Region of the recipient number | | Usage amount | Usage quantity | | Value currency | Currency of the conversion value | | Bot click | Whether click was bot-generated | | Inbox provider | Recipient's inbox provider | | Segment count | SMS segment count | #### Period granularity Hour, Day, Week, or Month. *** ### Campaign performance report Returns aggregated delivery, engagement, and conversion data for campaigns over a selected date range. Results are always grouped by Campaign ID and Campaign Message ID. You can add up to 3 optional dimensions for deeper breakdowns. This report always returns totals for the full date range (no time series). #### Standard campaign metrics | Group | Metric | Description | | ------------------- | ---------------------- | --------------------------------- | | Delivery | Recipients | Total intended recipients | | Delivery | Delivered | Emails/SMS successfully delivered | | Delivery | Delivery rate | Delivered ÷ recipients | | Email engagement | Opens | Total email opens | | Email engagement | Unique opens | Deduplicated opens per recipient | | Email engagement | Open rate | Unique opens ÷ delivered | | Email engagement | Clicks | Total link clicks | | Email engagement | Unique clicks | Deduplicated clicks per recipient | | Email engagement | Click rate | Unique clicks ÷ delivered | | Email engagement | Click-to-open rate | Unique clicks ÷ unique opens | | Bounces & failures | Bounced | Emails that bounced | | Bounces & failures | Bounce rate | Bounced ÷ sent | | Bounces & failures | Failed | Messages that failed to send | | Bounces & failures | Failed rate | Failed ÷ sent | | Bounces & failures | Bounced or failed | Combined bounce + failure count | | Bounces & failures | Bounced or failed rate | Combined rate | | List health | Unsubscribes | Recipients who opted out | | List health | Unique unsubscribes | Deduplicated unsubscribes | | List health | Unsubscribe rate | Unsubscribes ÷ delivered | | List health | Spam complaints | Recipients who marked as spam | | List health | Spam complaint rate | Spam complaints ÷ delivered | | Revenue & orders | Average order value | Revenue ÷ conversions | | Revenue & orders | Revenue per recipient | Revenue ÷ recipients | | Audience / segments | Segment size (sum) | Sum of SMS segment counts | | SMS | SMS credit usage | SMS credits consumed | | SMS | SMS spend | Cost of SMS sends | | SMS | SMS ROI | Revenue ÷ SMS spend | #### Conversion metrics Select one or more Klaviyo events (e.g., Placed Order, Custom Event) to track as conversions. For each selected metric, the report adds four columns: * `[Metric name] - total` — total conversion count * `[Metric name] - rate` — conversions ÷ recipients * `[Metric name] - unique` — unique converters * `[Metric name] - value` — attributed revenue (only if the metric tracks a $value property) #### Optional dimensions | Dimension | Description | | ------------------- | ------------------------------------- | | Group | Campaign group | | Send channel | Email, SMS, or push | | Tag ID | ID of the tag applied to the campaign | | Tag name | Name of the tag | | Text message format | SMS message format | | Variation | A/B test variation | *** ### Flow performance report Returns aggregated delivery, engagement, and conversion data for automated flows. Results are always grouped by Flow ID and Flow Message ID. Supports time-series breakdowns. #### Standard flow metrics Same metric set as the Campaign performance report (see table above). #### Conversion metrics Same behavior as Campaign performance report — select Klaviyo events; each adds total, rate, unique, and value columns. #### Optional dimensions | Dimension | Description | | ------------------- | ------------------------------------------- | | Flow name | Human-readable flow name | | Flow message name | Human-readable message name within the flow | | Send channel | Email, SMS, or push | | Tag ID | ID of the tag applied to the flow | | Tag name | Name of the tag | | Text message format | SMS message format | | Variation | A/B test variation | | Variation name | Human-readable variation name | #### Period granularity Hourly, Daily, Weekly, Monthly, or Total only. Coupler.io automatically splits the request into intervals per granularity (7 days for hourly, 60 days for daily, 365 days for weekly/monthly) — you can set any date range and Coupler.io handles the pagination. *** ### Segment performance report Returns membership statistics for your segments over a selected date range. Data is always grouped by Segment ID. Supports time-series breakdowns. #### Metrics | Group | Metric | Description | | ------------------ | ------------------- | ----------------------------------- | | Segment membership | Total members | Total profiles in the segment | | Segment membership | Members added | Profiles that joined the segment | | Segment membership | Members removed | Profiles that left the segment | | Segment membership | Net members changed | Members added minus members removed | #### Period granularity Hourly, Daily, Weekly, Monthly, or Total only. *** ### Forms performance report Returns performance statistics for your Klaviyo sign-up forms over a selected date range. Results are always grouped by Form ID. Supports time-series breakdowns. #### Metrics | Group | Metric | Description | | ---------------- | ------------------------ | ------------------------------------ | | Form views | Form views | Total form impressions | | Form views | Unique form views | Deduplicated views per visitor | | Form views | Form step views | Total views of individual form steps | | Form views | Unique form step views | Deduplicated form step views | | Form submissions | Submits | Total form submissions | | Form submissions | Submit rate | Submits ÷ unique form views | | Form submissions | Form step submits | Total step-level submissions | | Form submissions | Unique form step submits | Deduplicated step-level submissions | | Form engagement | Closed forms | Forms dismissed without submitting | | Form engagement | Unique closed forms | Deduplicated form closures | | Form engagement | Qualified forms | Forms shown to qualified visitors | | Form engagement | Unique qualified forms | Deduplicated qualified form shows | #### Optional dimensions | Dimension | Description | | --------------- | ------------------------------------- | | Form version ID | Specific form version (for A/B tests) | #### Period granularity Hourly, Daily, Weekly, Monthly, or Total only. *** ## Core entities ### Campaigns Full export of all campaigns across email, SMS, and mobile push channels. | Field | Description | | ----------------- | -------------------------------------------- | | id | Campaign ID | | name | Campaign name | | status | Draft, Scheduled, Sent, Cancelled, etc. | | archived | Whether the campaign is archived | | message | ID of the associated campaign message | | audiences | Included and excluded lists/segments | | send\_options | Smart sending flag | | tracking\_options | Open and click tracking settings | | send\_strategy | Method, scheduled datetime, and send options | | created\_at | Creation timestamp | | scheduled\_at | Scheduled send timestamp | | updated\_at | Last update timestamp | | send\_time | Actual send timestamp | ### Profiles Full export of all subscriber profiles. Includes contact info, location, consent status for email and SMS, and predictive analytics fields. Key predictive analytics fields: `historic_clv`, `predicted_clv`, `total_clv`, `historic_number_of_orders`, `churn_probability`, `expected_date_of_next_order`. Use the **Advanced filters** option to limit the export to a specific segment, list, or consent status. ### Flows Full export of all automated flows. Schema is dynamic — fields depend on your flow configuration. ### Segments Full export of all segments in your account. | Field | Description | | -------------- | ----------------------------------------- | | id | Segment ID | | name | Segment name | | definition | Segment conditions and logic | | created | Creation timestamp | | updated | Last update timestamp | | is\_active | Whether the segment is currently active | | is\_processing | Whether the segment is being calculated | | is\_starred | Whether the segment is starred in Klaviyo | ### Forms Full export of all sign-up forms in your account. | Field | Description | | ----------- | --------------------------------------- | | id | Form ID | | name | Form name | | status | Published, Draft, etc. | | ab\_test | Whether the form has an active A/B test | | created\_at | Creation timestamp | | updated\_at | Last update timestamp | *** ## Use cases by role {% tabs %} {% tab title="Email marketers" %} * Use **Campaign performance report** to get delivery, engagement, and conversion metrics per campaign in one flat table — no manual report building in Klaviyo * Compare subject line performance by adding the Variation dimension to the Campaign performance report * Pull **Campaigns** (core entity) to audit campaign status, scheduling, and targeting settings across your account {% endtab %} {% tab title="E-commerce teams" %} * Use **Campaign performance report** or **Flow performance report** with a Placed Order conversion metric to track email- and SMS-driven revenue * Use **Segment performance report** to monitor list growth and churn across your key audience segments {% endtab %} {% tab title="Marketing analysts" %} * Use **Metrics analytics** for account-wide event trend analysis — break any metric by message, list, or channel dimension * Use **Forms performance report** to build a sign-up funnel: views → qualified → submits, split by day or week * Send any report entity to ChatGPT or Claude for AI-assisted analysis and recommendations {% endtab %} {% endtabs %} ## Platform-specific notes * **Campaign performance report** always returns totals — it does not support time-series breakdowns * **Metrics analytics** supports multi-year date ranges. Data cannot go further back than 5 years from today. * **Revenue and conversion columns** in performance reports only populate when the conversion metric is actively tracked and attributed in your Klaviyo account * Revenue attribution in Klaviyo follows its own attribution window — numbers may differ from your e-commerce platform's reported revenue * SMS metrics (SMS spend, SMS ROI, SMS credit usage) only return data if you use Klaviyo SMS --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.coupler.io/sources/category/marketing/klaviyo/data-overview.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.