The insights you need to build a data-driven customer experience
A B2C marketer’s guide to marketing reporting
Summary: marketing reporting strategy for 2025
Marketing reporting provides essential insights into campaign performance, email and SMS metrics, attribution tracking, and landing page analytics to help you optimize marketing efforts and drive revenue growth.
To maximize the value of marketing reporting, successful teams follow 5 key practices: building a data-first culture, conducting continuous testing, monitoring cross-channel performance, measuring seasonal impact, and benchmarking performance against industry standards.
Need more than marketing performance reports to grow your business?
Learn more about advanced Marketing Analytics.
Marketing teams often struggle to turn mountains of marketing interactions into improvements that drive revenue. One crucial way to address that challenge is through marketing performance reporting.
This kind of reporting focuses on your automated flows and campaign data. It helps you understand what works, what doesn’t, and who’s engaged, and benchmark your performance against similar brands so you can see where you need to improve.
Marketing reporting tracks fundamental performance metrics for B2C marketing teams. Marketing reports include:
• Campaign and flow performance
• Email and SMS metrics
• Basic attribution tracking
• Landing page and form analytics
This type of reporting is included with Klaviyo Marketing. This guide walks you through how to use this data to improve your customer experience and relationships—and ultimately grow your business.
The benefits of marketing reporting
Marketing reports that track email and SMS performance help you measure and improve how well your marketing works by giving you insight into the performance and impact of your marketing efforts.
Marketing metrics are essential for day-to-day campaign optimization, but they represent just one piece of the larger analytics puzzle.
“For email marketers, marketing reporting typically means tracking deliverability, clicks, opens, and bounces,” says Caitlin Rose, manager, SMB customer growth sales at Klaviyo. “For social media marketers, it’s about ROAS, clicks, and ad spend metrics.”
Here are the primary types of reports you find within marketing reporting:
• Campaign performance tracking: Measure email and SMS marketing automated flow and campaign results, including tracking open rates, click rates, and order rates at a high level or by individual message. You can also monitor form submission rates and landing page performance. All of this helps you understand which messages resonate best with your audience, or best with specific segments of your audience.
• Marketing attribution: See which marketing channels drive the most revenue for your brand, and get a basic understanding of customer paths to purchase.
• Marketing ROI measurement: Calculate marketing costs vs. revenue by tracking conversion metrics by channel, which helps you measure campaign profitability, monitor customer acquisition costs, and understand ROAS.
Basic audience insights: View subscriber growth and engagement, track basic list performance metrics, monitor deliverability metrics, and view engagement and conversion metrics by customer segment.
Best practices for marketing reporting
Tools with built-in marketing performance reporting like Klaviyo are only as useful as the strategies marketers use them to inform. The difference between gathering data and driving growth lies in how you build performance insights into your daily operations.
While most marketing teams collect data, top performers follow 5 specific practices that can turn raw numbers into revenue.
1. Build a data-first culture
A data-first culture means making decisions based on evidence rather than hunches. This goes beyond just tracking basic metrics. It means:
• Testing your assumptions before acting on them
• Looking for patterns in customer behavior that challenge conventional wisdom
• Using data to identify opportunities others might miss
• Making analytics part of your daily workflow, not just monthly reporting
• Getting your whole team to ask, “what does the data tell us?” before making decisions
2. Practice continuous testing
Systematic testing transforms gut feelings into proven strategies.
Start with your highest-impact variables: subject lines, send times, offer types, and audience segments. Test one element at a time and give each test enough time to gather significant data. And document everything—failed tests often reveal more than successful ones.
3. Monitor cross-channel performance
Systematic testing transforms gut feelings into proven strategies.
Start with your highest-impact variables: subject lines, send times, offer types, and audience segments. Test one element at a time and give each test enough time to gather significant data. And document everything—failed tests often reveal more than successful ones.
4. Measure seasonal impact
Marketing reports help you measure seasonal impact so you can better predict how much revenue you’ll drive throughout the year, and plan your inventory level accordingly.
Start by analyzing your conversion overview dashboard to track how seasonality affects your total and attributed conversions (i.e., order rate), revenue per recipient, and repeat purchase rate.
Pay special attention to key buying periods like Black Friday Cyber Monday and identify opportunities to drive success during traditionally quieter months with targeted campaigns.
5. Benchmark performance
Finally, one of the best practices you can get into with your marketing reports is comparing your performance against benchmarks. In an ideal world, you’re doing better than average. If you use Klaviyo, you can see averages for your specific business size and industry, too, so that your specific benchmarks are more relevant.
If you’re underperforming, it’s time to dive in, see what competitors are doing, and figure out where you can improve. Use average benchmarks to help convince your stakeholders of how much better your program could be doing, and how you can get there with additional resources.
When you need more than marketing reporting
At Klaviyo, we believe marketers need more than clicks and opens to drive real impact. That’s why we offer marketing reporting included with Klaviyo Marketing as well as more advanced Marketing Analytics.
Marketing performance reporting vs. Marketing Analytics
B2C marketing teams need performance insights from both reporting and advanced Marketing Analytics to create competitive customer experiences that grow revenue.
Marketing performance reporting is included in most marketing automation platforms. It includes the metrics most B2C marketers are used to working with: numbers like open and click rates, conversion rates, and landing page performance.
Advanced Marketing Analytics, on the other hand, goes deeper and broader than marketing performance, helping you understand the full customer journey with insights into site behavior, customer drop-off, and predictive analytics. These insights can help you grow brand loyalty and increase the effectiveness of your marketing.
|
Performance reporting (Included with Klaviyo) |
Klaviyo Marketing Analytics | |
|---|---|---|
|
Primary focus |
Campaign and marketing performance metrics |
Customer behaviour, product insights, and business performance |
|
Key metrics |
• Email and SMS opens and clicks |
• Customer lifetime value prediction |
|
Time orientation |
Historical reporting of past performance |
Predictive insights and future behavior forecasting |
|
Depth of analysis |
Surface-level performance metrics |
Deep behavioural patterns and customer segmentation |
|
User expectation |
Basic reporting capabilities included with many marketing platforms |
Customer capabilities you won’t find in standard marketing tools |
|
Primary use cases |
• Track marketing ROI |
• Predict customer behaviour |
|
Customer insight level |
Basic subscriber and list metrics |
Comprehensive customer behaviour patterns and predictions |
|
Integration level |
Typically channel-specific (email, SMS, etc.) |
Unified cross-channel customer view |
|
Business impact |
Tactical campaign optimisation |
Strategic growth decisions and customer understanding |
|
Data processing |
Standard performance metrics |
AI-powered insights and predictions |
Learn how to create measurable marketing goals
Create effective marketing goals that are tailored to your customers and business.
5 ways to segment using predictive analytics
Here’s how predictive analytics deliver insights that keep you one step ahead.
2025 email marketing benchmarks by industry
Dig into Klaviyo’s email marketing performance data to see where you stand.