Discover the causes of inconsistent data in Klaviyo reports, including report types and API behavior, and learn how to address them in this article!
Have you been creating queries with Klaviyo's connector and when it comes the time to verify the data... it does not match with the information showing in the platform? Do not worry, let this article guide you through a clear explanation.
First of all, it's important to detail that we pull 2 different types of reports from Klaviyo:
- Multi-metric report.
- Campaign/Flow performance report.
For a detailed overview of each report's functions, we encourage you to explore this article at Klaviyo's support site.
Therefore, when using them we might find some discrepancies in the exported data. Please, check the list with possible discrepancies detailed below by using the:
1. Multi-metric report
The multi-metric report may show discrepancies between data pulled from the API and the platform's dashboard. These differences are not caused by the type of segmentation or time zones but by the way the API processes data compared to the dashboard.
For instance, if a user makes a unique click every month over 6 months, the API will report 6 unique clicks (one for each month), while the dashboard will report only 1 unique click because it evaluates the entire period as a single set. This behavior makes the API data appear inflated compared to the dashboard.
The key distinction lies in how the data is processed: the API divides data into time intervals (e.g., days or months) and calculates metrics within those intervals, while the dashboard calculates metrics across the full date range without splitting them into intervals.
2. Campaign/Flow performance report
In Campaign Performance reports, queries that include performance metrics and campaign dimensions behave in a specific way. On Klaviyo's dashboard, Campaign Performance reports display historical data and the date filters function solely based on the campaign's creation date. This means that the dates you select are used to filter campaigns by when they were created, allowing you to view the performance metrics of campaigns initiated within that specific timeframe. In contrast, when using Klaviyo's API connector, Campaign Performance reports return performance metrics for all campaigns that fall within the selected date range, regardless of their creation dates.
This approach means that the API aggregates performance data based on the dates you specify, encompassing all relevant campaigns within that period without considering when each campaign was created.
To mimic Klaviyo's dashboard reports you could select a specific date range from a start date to the current date and additionally filter by the campaign's "Creation Date."
This ensures that only campaigns created within the selected date range are included in the performance metrics, aligning the API results more closely with the dashboard's filtering behavior.
Flow Performance reports (queries using performance metrics and flow dimensions), on the other hand, operate differently. These reports ensure that metrics such as "Open rate" and "Click rate" are accurately calculated within the selected date range. This consistency is evident both in the Klaviyo dashboard and the API, aligning the results with user expectations.
It's important to note that slight discrepancies, characterized by slightly inflated data, can occur in all performance reports due to the issue of aggregation intervals in the API.
Since the API requires you to select date ranges in fixed intervals (such as days or months), while the dashboard calculates the selected date range as a single continuous block, discrepancies may still arise in the reported metrics.
As always, please contact us via our live chat on our website chat or through our email if you still have doubts or questions. We are happy to help!