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How to fix discrepancies in Klaviyo open and click rate data

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

Discrepancies in open rate and click rate 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 requests, it can lead to unique open and unique click 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

The open rate (unique opens) can be higher than the number of emails sent because these metrics are calculated differently in the UI and the API.

A longer date range for date-based splits gives more accurate calculations. Note that even with longer date ranges there can still be data discrepancies.

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 on the same day.

If you send an email to 2 users every day for a week, but the recipients 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 the campaign, or by a longer timeframe — a full month, for example — instead of by day.

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