Datadrew integrates with Klaviyo to surface your email marketing performance alongside your Shopify, ad, and website data. This article explains the key Klaviyo metrics available in Datadrew and Drew AI.
Campaign metrics
Metric | Definition | Why It Matters |
Campaigns Sent | The total number of email campaigns sent during the selected period. | Tracks your email marketing activity level. Useful for understanding cadence and correlating with subscriber fatigue. |
Open Rate | The percentage of delivered emails that were opened. Note: Apple Mail Privacy Protection may inflate open rates. | Indicates how effective your subject lines and sender reputation are. Compare across campaigns to identify what resonates. |
Click Rate | The percentage of delivered emails where a recipient clicked at least one link. | A stronger engagement signal than open rate. Measures how compelling your email content and CTAs are. |
Revenue | Revenue attributed to email campaigns by Klaviyo, based on Klaviyo's attribution model. | Shows the direct monetary impact of your email marketing. Compare with your ad spend to evaluate channel efficiency. |
Unsubscribes | The number of recipients who unsubscribed after receiving a campaign. | A rising unsubscribe rate signals content fatigue or poor list hygiene. Monitor this relative to your send volume. |
Bounce Rate | The percentage of emails that failed to deliver (hard bounces and soft bounces). | High bounce rates hurt your sender reputation. Regularly clean your list to maintain deliverability. |
Flow metrics
Metric | Definition | Why It Matters |
Active Flows | The number of automated email flows currently active in your Klaviyo account. | Automated flows (welcome series, abandoned cart, post-purchase) often drive the highest ROI per email. Track how many you have active. |
Flow Revenue | Revenue attributed to automated flows by Klaviyo. | Typically the highest-performing email channel. If flow revenue is low relative to campaign revenue, consider building more automated sequences. |
How Drew AI uses Klaviyo data
Drew AI can answer natural language questions about your Klaviyo performance using both historical synced data and real-time API data. Example questions:
"What is my email open rate this month?"
"Which campaign had the highest click rate last week?"
"How much revenue did my flows generate in Q1?"
"Show me my top-performing Klaviyo campaigns by revenue"
"What is my unsubscribe rate trend over the last 6 months?"
Drew AI accesses live Klaviyo data through the MCP gateway, which supports 18 different Klaviyo tools including reading campaigns, flows, segments, profiles, metrics, events, and reporting data.
Klaviyo data in the weekly report
If you have Slack connected and weekly reports enabled, Klaviyo metrics are included in your automated weekly performance report alongside Shopify and ad metrics. This gives you a consolidated view of all your marketing channels in one place.
Important notes on attribution
Klaviyo uses its own attribution model (typically last-touch within a specific window). Revenue attributed to Klaviyo may overlap with revenue attributed to Facebook or Google Ads.
Do not sum Klaviyo revenue with ad platform revenue to calculate total revenue -- use your Shopify revenue as the source of truth.
Datadrew's blended metrics view accounts for these attribution overlaps by using Shopify as the revenue baseline.
Need help? Contact us at support@datadrew.io.
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