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How to fix discrepancies in Klaviyo data in Supermetrics

This guide will walk you through how to remove discrepancies you might see between your Klaviyo data, and the data you see in Supermetrics. 


These instructions cover every destination that Supermetrics connects to Klaviyo.


Open rate and click rate

Discrepancies in data

Supermetrics calculates email open and click rates by dividing the number of unique opens or unique clicks by the number of emails received. The values it uses for the number of unique clicks or opens are fetched directly from the Klaviyo API, which supports fetching this data by day or by month.


If your query is for a time range that isn’t a full week (Monday to Sunday), a full month, or an ongoing month, Supermetrics runs multiple daily requests, or a combination of daily, weekly, and monthly requests, to get the data.


If your query calls for this type of multiple request, it can lead to unique open and unique clicks values being calculated multiple times, which can in turn lead to small discrepancies in the data.


To fix this, we recommend building queries for unique clicks and unique opens the request data:

  • For a full week (Monday to Sunday)
  • Full month
  • Ongoing month


Open or click rate values that exceed 100% 

If a query splits the unique open or unique click rate by date, the rate can in some cases return a value above 100%. This happens because 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 the email was opened, not for the date it was sent.


To fix this, we recommend pulling unique open and unique click rates by campaign, or by longer timeframe — like a full month, for example — instead of by day.

Order value and related metrics

When fetching orders data with Supermetrics, 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.

Campaigns and flows

Campaign data discrepancies

In both the Klaviyo API and Supermetrics, all emails — including campaigns and different steps of flows — are considered campaigns. This means that if you fetch all revenue or email metric data for campaigns, for example, the results also include data for flows. 


To fix this, set up a filter where 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


Flow emails appearing in campaigns

In both the Klaviyo API and Supermetrics, all emails — including campaigns and different steps of flows — are considered campaigns. This means that if you fetch all revenue or email metric data and split it by campaign dimensions, for example, you’ll also see emails of your flows appearing on the list of campaigns.


To fix this, follow the steps above to set up a filter with Campaign as part of a flow -dimension.


Discrepancies in New subscribers data

Supermetrics returns new subscribers in the way that they are returned from the Klaviyo API. That does not include, for example, new subscribers imported to Klaviyo via API.

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