Discrepancies with Klaviyo results - Campaigns, flows & subscriber data

This guide will cover some of the most common kinds of discrepancies seen when querying Klaviyo. Unless specified in the section, all the guidance within should apply to all Supermetrics products that support the Klaviyo connector.


Quick links to each section:

Campaigns and flows

  • How campaigns and flows are structured and how to fetch results for flows or for campaigns

Subscriber data 

  • Possible discrepancies with subscribers 

Escalating to support



Campaigns and flows

Campaign data not matching with UI 

  • In Klaviyo API and in our Klaviyo connector, all emails, including campaigns and different steps of flows, are considered campaigns. Thus, if you fetch, for example, all revenue or email metric data for campaigns, the data includes also data for flows. 
  • You can get data for only campaigns by setting up a filter with Campaign is part of a flow -dimension.


Flow emails showing up in campaigns

  • In Klaviyo API and in our Klaviyo connector, all emails, including campaigns and different steps of flows, are considered campaigns. Thus, if you fetch ie. all revenue or email metric data and split it by campaign dimensions, you will also see emails of your flows appearing on the list of campaigns.
  • You can get data for only flows by setting up a filter with Campaign is part of a flow -dimension.


Campaign flow structure

  • In Klaviyo, you have campaigns and flows.
    • Campaigns are one-off emails that are sent to a specific list of recipients.
    • Flows are a set of multiple individual emails that are sent to specific recipients when defined trigger events happen.
    • Each different email (step) within a flow is its own email campaign.
    • In Klaviyo API and in our Klaviyo connector, all emails, including campaigns and different steps of flows, are considered campaigns. Thus, if you fetch ie. all revenue or email metric data and split it by campaign dimensions, you will also see emails of your flows appearing on the list of campaigns.
    • Emails that are part of flow can be recognized by Flow ID existing for that campaign or by Campaign is part of a flow -field value being TRUE



 Seperating campaigns flows and campaigns/fetching data only for flows/fetching data only for campaigns


  • In order to return data only for campaigns or only for flows, you need to filter results based on Campaign is part of a flow dimension.
  • Filtering to get data for campaigns only:
    • Field: Campaign is part of a flow
    • Operator: EQUALS
    • Value: FALSE

  • Filtering to get data for flows only:
    • Field: Campaign is part of a flow
    • Operator: EQUALS
    • Value: TRUE


Subscriber data

Discrepancies in New subscribers

  • We return new subscribers in a way that they are returned from Klaviyo API. That does not include, for example, new subscribers imported to Klaviyo via API. 


Escalating to support

If you followed all the above steps and you still encounter a discrepancy, please create a new support request with the details of the issue and we will assist you.




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