Data Overview

Klaviyo exposes four entities through Coupler.io: a campaigns list, a profiles list, a reporting engine, and a flows list. The Report entity is the most flexible — it lets you combine any supported metrics and dimensions to build custom performance views.

Entities at a glance

Entity	Best for
Campaigns list	Auditing campaign setup, status, and scheduling
Profiles list	Analyzing your subscriber base, segmentation, and consent data
Report	Performance reporting — opens, clicks, conversions, revenue
Flows	Reviewing automation structure, status, and channel usage

Report metrics

Engagement metrics

Metric	Description
Opens	Number of email opens
Unique opens	Deduplicated opens per recipient
Clicks	Total link clicks
Unique clicks	Deduplicated clicks per recipient
Click-to-open rate	Clicks divided by opens
Unsubscribes	Recipients who opted out
Bounces	Emails that failed to deliver
Spam complaints	Recipients who marked as spam

Conversion metrics

Metric	Description
Conversions	Total attributed conversion events
Conversion rate	Conversions as a share of recipients
Revenue	Attributed revenue from the campaign or flow
Average order value	Revenue divided by conversions
Placed orders	Number of orders attributed to a message

Delivery metrics

Metric	Description
Delivered	Emails successfully delivered
Delivery rate	Delivered as a share of sent
Recipients	Total number of intended recipients

Report dimensions

Message and campaign dimensions

Dimension	Description
Message	The specific message ID
Message name	Human-readable message name
Message type	Campaign or flow message
Campaign name	Name of the parent campaign
Campaign channel	Email or SMS
Subject	Email subject line
Variation	A/B test variation
Message send cohort	Cohort based on send date

Flow dimensions

Dimension	Description
Flow	The specific flow ID
Flow channel	Email or SMS
Attributed flow	Flow credited for the conversion
Attributed variation	Variation credited for the conversion
Variation send cohort	Cohort based on variation send date

Audience and channel dimensions

Dimension	Description
List	The list or segment used
Email domain	Recipient email domain
Client name	Email client (e.g., Gmail, Outlook)
Client type	Client category (mobile, desktop, webmail)
Client canonical	Standardized client identifier

SMS-specific dimensions

Dimension	Description
From number	Sending phone number
From phone region	Region of the sending number
To phone region	Region of the recipient number

Error and URL dimensions

Dimension	Description
Bounce type	Hard or soft bounce
Failure type	Reason for delivery failure
Failure source	System that reported the failure
URL	Specific link clicked
Method	Delivery method
Form ID	Sign-up form attributed to a profile

Useful metric and dimension combinations

• Revenue by campaign name + message type — see which campaigns drive the most revenue across email and SMS

• Clicks by URL + campaign name — identify the best-performing links in each campaign

• Bounces by email domain — spot deliverability issues with specific mail providers

• Opens by client type — understand how subscribers read your emails (mobile vs. desktop)

• Conversions by flow + variation — compare A/B test results across automated flows

Use cases by role

Email marketers

• Pull campaign performance into Google Sheets or Looker Studio to track opens, clicks, and revenue over time

• Use the Report entity with Campaign name and Subject dimensions to compare subject line performance

• Append data from multiple Klaviyo accounts into a single sheet if you manage more than one brand

E-commerce teams

Marketing analysts

Platform-specific notes

• The Report entity's date range can span a maximum of one year, and dates cannot go further back than 5 years from today

• Profiles list supports advanced filters — use these to export specific segments rather than your entire list

• The Report entity is the only entity that supports date range and dimension configuration; Campaigns list and Flows are full exports

• Revenue attribution in Klaviyo follows its own attribution window settings — numbers may differ from your e-commerce platform's reported revenue

• SMS dimensions (From number, To phone region, etc.) only return data if you use Klaviyo SMS