Discrepancies with Klaviyo results - Open rate/click rate & order attribution

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. 


Open rate & click rate

  • How open rate and click rates work, how to build a query in order to avoid errors and discrepancies

Order attribution to Klaviyo

  • How to see which orders are attributed to Klaviyo

Escalating to support 


Open rate & click rate

How email open rates and click rates work?  

  • We calculate email open and click rates by dividing unique opens or unique clicks by emails received. We get unique opens/clicks values from Klaviyo API. Klaviyo API supports fetching unique opens/clicks by day or by month.
  • If a user requests a time range that is something else than a day, full week (Mon-Sun), full month, or the ongoing month, we have to do multiple daily requests (or a combination of weekly, monthly, and daily requests), which can cause opens or clicks by one user to be calculated multiple times. 
    • This can lead to small discrepancies in open rate or click rate.
  • We suggest you to build your Open/Click rate reporting in one of the following ways:
    • Request Open rate or Click rate for a full week (Mon-Sun), full month, ongoing month, or a day*.
    • Split requests containing Open or Click rate by a week (Mon-Sun), month, or a day*.
    • *we suggest using weekly (Mon-Sun) or monthly granularity instead of daily granularity, as opens/clicks are not attributed to the email receiving date, which can cause discrepancies in daily report.


Open rate or Click rate not showing up?

  • If the user's time range is something other than a day or a full month, all unique values are summed up for multiple daily requests.
  • This was not allowed in the earlier version of the connector, which led users to see null instead of any open rate value in Data Studio.
  • This has been fixed in the later version of the connector, so users should now be able to see values if they make a new connection to Data Studio.


Open rate or Click rate above 100%:


If a user splits the open or click rate by date, the rate can in some cases be above 100%, as receive and open events are not happening during the same day. 

  • If you send an email to 2 users every day for a week, but all of them open the email on Sunday, the open value is calculated for the date of email open, not for the date of sending.
  • Thus, we advise inspecting open and click rates by campaign or by longer time dimension (ie. by month) instead of by day.


DAY

EMAILS RECEIVED

EMAILS OPENED

OPEN RATE

Mon

2

0

0

Tue

2

0

0

Wed

2

0

0

Thu

2

0

0

Fri

2

0

0

Sat

2

0

0

Sun

2

14

700%

TOTAL

14

14

100%


Order attribution to Klaviyo

Discrepancies in order value and other order related metrics

  • When fetching orders with our Klaviyo connector, all orders are returned, including orders that have not been attributed to an email sent from Klaviyo.
  • In order to return only orders that are attributed to Klaviyo, please split your query by Campaign ID or Flow ID.


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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