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
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
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
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
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
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
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
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
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.
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.
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.
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
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
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
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
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
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