# 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

{% tabs %}
{% tab title="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
  {% endtab %}

{% tab title="E-commerce teams" %}

* Join Klaviyo revenue data with Shopify order data to validate attribution and measure true email-driven revenue
* Use **Placed orders** and **Average order value** metrics to tie email performance to business outcomes
* Export profiles to analyze subscriber LTV alongside purchase history
  {% endtab %}

{% tab title="Marketing analysts" %}

* Use the Aggregate transformation to roll up daily metrics into weekly or monthly summaries
* Split Report data by period (day, week, month) to build trend charts in Looker Studio or BigQuery
* Send Klaviyo metrics to ChatGPT or Gemini for AI-assisted analysis and recommendations
  {% endtab %}
  {% endtabs %}

## 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