Klaviyo Metric
Email Marketing
Click-Through Rate = (Unique Clicks / Emails Delivered) x 100
Click-through rate measures the percentage of delivered Klaviyo emails where the recipient clicked at least one link. It indicates how effectively your email content and calls to action drive recipients to take the next step in their customer journey.
Full guide: definition, formula, and benchmarksKlaviyoEmail MarketingClick-Through Rate
Click-through rate measures the percentage of delivered Klaviyo emails where the recipient clicked at least one link. It indicates how effectively your email content and calls to action drive recipients to take the next step in their customer journey.
How to calculate click-through rate
Why click-through rate matters for Klaviyo users
Clicks represent intent - a recipient who clicks is actively engaging with your offer or content. CTR bridges the gap between awareness (opens) and action (conversions). A high open rate with a low CTR signals strong subject lines but weak content or irrelevant offers.
Positioning CTR in your metric tree between open rate and conversion rate reveals where your email funnel breaks. Statistical correlations show which content types, product categories, and offer formats drive the highest click-to-conversion rates.
Understand and act on click-through rate with KPI Tree
KPI Tree syncs CTR data from your warehouse and tracks it per campaign, flow, and segment. Position it within your email engagement tree between open rates and conversion metrics.
Assign RACI ownership to your email content team. Set alerts when CTR drops below historical baselines and track optimisation actions focused on content, layout, and call-to-action improvements.
Get started with your Klaviyo data
MCPPull metrics from Klaviyo directly through the Model Context Protocol.
Connect your existing warehouse where Klaviyo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Klaviyo metrics
Email Open Rate
Email MarketingMetric Definition
Open Rate = (Unique Opens / Emails Delivered) x 100
Email open rate measures the percentage of delivered Klaviyo emails that were opened by recipients. While affected by Apple Mail Privacy Protection and other privacy features, it remains a useful directional indicator of subject line effectiveness, sender reputation, and brand affinity when tracked consistently.
Flow Conversion Rate
Email MarketingMetric Definition
Flow Conversion Rate = (Flow Conversions / Flow Recipients) x 100
Flow conversion rate measures the percentage of recipients who enter a Klaviyo automated flow and subsequently complete the desired conversion action - such as a purchase, signup, or re-engagement. It quantifies how effectively your automated sequences drive their intended outcomes.
Email Engagement Scoring
Email MarketingMetric Definition
Email engagement scoring assigns a composite score to each Klaviyo subscriber based on their open, click, purchase, and recency patterns. It provides a unified view of subscriber engagement that goes beyond any single metric to identify highly engaged, at-risk, and disengaged subscribers.
Email Revenue Attribution
Email MarketingMetric Definition
Email revenue attribution measures the total revenue attributed to Klaviyo email and SMS campaigns and flows within a defined attribution window. It quantifies the direct revenue contribution of your email programme and tracks how that contribution changes over time.
Unsubscribe Rate
Email MarketingMetric Definition
Unsubscribe Rate = (Unsubscribes / Emails Delivered) x 100
Unsubscribe rate measures the percentage of Klaviyo email recipients who opt out of future communications after receiving a message. It serves as a direct indicator of message relevance, frequency appropriateness, and the overall health of the relationship between your brand and its subscribers.
Explore click-through rate across integrations
All Klaviyo metrics
Abandoned Cart Recovery RateCampaign Performance ComparisonCoupon Redemption RateCross-Sell Email EffectivenessCustomer Journey Flow AnalysisCustomer Lifetime Value (Email)Email Attribution AnalysisEmail Deliverability RateEmail Engagement Cohort AnalysisEmail Engagement ScoringEmail Frequency OptimisationEmail List Health ScoreEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateList Growth RateProfile Enrichment RateRepeat Purchase Rate (Email)Segment Performance AnalysisTemplate Performance OptimisationUnsubscribe RateEmpower your team to understand and act on Klaviyo data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
