u/ConfusedSquirrel241

I recently started my first marketing internship after some personal setbacks and was tasked with building a KPI system that should eventually be automated and actually reflect performance in a meaningful way.

One of our main channels is email marketing via Klaviyo.

Current KPIs (campaign-focused only):

•	Open Rate

•	Click Rate

•	Revenue per Campaign

I’m not sure how to improve or expand this setup to better reflect actual business impact.

Business goals are:

•	grow the community

•	increase brand awareness/reach

•	improve stability

•	increase repeat purchases

Email marketing contributes roughly ~30% of total revenue (mid 5-figure range), combining attributed and non-attributed revenue. Of the attributed revenue, ~30% comes from campaigns and ~70% from flows.

My main challenges:

1.	I’m not sure how accurate Klaviyo’s revenue attribution actually is, especially for flows and non-campaign touchpoints.

2.	I’m considering adding newsletter sign-ups as a KPI since it directly ties to community growth, but I’m struggling to properly track and interpret it within Klaviyo.

3.	I’ve seen people mention Email Revenue Share, but I’m not entirely sure how to define or use it in practice.

Questions:

•	Which KPIs would you prioritize for a clean but meaningful Klaviyo dashboard?

•	How would you incorporate flows properly into performance measurement?

•	What’s the best way to track and use newsletter sign-ups as a KPI?

•	How do you evaluate the true revenue contribution of email marketing?

I recently started my first marketing internship after some personal setbacks and was tasked with building a KPI system that should eventually be automated and actually reflect performance in a meaningful way.

One of our main channels is email marketing via Klaviyo.

Current KPIs (campaign-focused only):

•	Open Rate

•	Click Rate

•	Revenue per Campaign

I’m not sure how to improve or expand this setup to better reflect actual business impact.

Business goals are:

•	grow the community

•	increase brand awareness/reach

•	improve stability

•	increase repeat purchases

Email marketing contributes roughly ~30% of total revenue (mid 5-figure range), combining attributed and non-attributed revenue. Of the attributed revenue, ~30% comes from campaigns and ~70% from flows.

My main challenges:

1.	I’m not sure how accurate Klaviyo’s revenue attribution actually is, especially for flows and non-campaign touchpoints.

2.	I’m considering adding newsletter sign-ups as a KPI since it directly ties to community growth, but I’m struggling to properly track and interpret it within Klaviyo.

3.	I’ve seen people mention Email Revenue Share, but I’m not entirely sure how to define or use it in practice.

Questions:

•	Which KPIs would you prioritize for a clean but meaningful Klaviyo dashboard?

•	How would you incorporate flows properly into performance measurement?

•	What’s the best way to track and use newsletter sign-ups as a KPI?

•	How do you evaluate the true revenue contribution of email marketing?

Started my first marketing internship a few weeks ago after dealing with some personal setbacks, so this opportunity means a lot to me. One of my main tasks is building an automated KPI reporting system for the company.

The company mainly grows organically through Instagram, Shopify, and Klaviyo (email marketing). No paid ads yet, but Google Ads might be added later.

Main business goals are:

•	grow the community

•	increase brand awareness/reach

•	improve stability

•	increase repeat purchases

I mapped out a basic marketing funnel and currently thought about these KPIs:

Instagram

•	Reach

•	Impressions

•	Net followers

•	Engagement rate

(Mainly for awareness + community growth)

Shopify

•	Revenue

•	AOV

•	Conversion rate

•	Sessions

•	Orders

•	Repeat purchase rate

I also considered replacing Sessions with Revenue per Session since sessions alone don’t really show traffic quality.

Email Marketing (Klaviyo)

•	Open rate

•	CTR

•	Maybe revenue per email?

The issue is that most dashboard KPIs already exist 1:1, and I’m supposed to select only the most important ones. But honestly, almost all of them seem useful. I’m also wondering which custom KPIs are worth calculating manually (like revenue/session, revenue/email, etc.).

Another big challenge: how do you evaluate whether the effort per channel is financially worth it, especially if budgets and time investments are poorly tracked? Are there any useful ROI or efficiency metrics you’d recommend for mostly organic marketing?

Would really appreciate advice from people who’ve built KPI systems or marketing dashboards before.

Started my first marketing internship a few weeks ago after dealing with some personal setbacks, so this opportunity means a lot to me. One of my main tasks is building an automated KPI reporting system for the company.

The company mainly grows organically through Instagram, Shopify, and Klaviyo (email marketing). No paid ads yet, but Google Ads might be added later.

Main business goals are:

•	grow the community

•	increase brand awareness/reach

•	improve stability

•	increase repeat purchases

I mapped out a basic marketing funnel and currently thought about these KPIs:

Instagram

•	Reach

•	Impressions

•	Net followers

•	Engagement rate

(Mainly for awareness + community growth)

Shopify

•	Revenue

•	AOV

•	Conversion rate

•	Sessions

•	Orders

•	Repeat purchase rate

I also considered replacing Sessions with Revenue per Session since sessions alone don’t really show traffic quality.

Email Marketing (Klaviyo)

•	Open rate

•	CTR

•	Maybe revenue per email?

The issue is that most dashboard KPIs already exist 1:1, and I’m supposed to select only the most important ones. But honestly, almost all of them seem useful. I’m also wondering which custom KPIs are worth calculating manually (like revenue/session, revenue/email, etc.).

Another big challenge: how do you evaluate whether the effort per channel is financially worth it, especially if budgets and time investments are poorly tracked? Are there any useful ROI or efficiency metrics you’d recommend for mostly organic marketing?

Would really appreciate advice from people who’ve built KPI systems or marketing dashboards before.

Started my first marketing internship a few weeks ago after dealing with some personal setbacks, so this opportunity means a lot to me. One of my main tasks is building an automated KPI reporting system for the company.

The company mainly grows organically through Instagram, Shopify, and Klaviyo (email marketing). No paid ads yet, but Google Ads might be added later.

Main business goals are:

•	grow the community

•	increase brand awareness/reach

•	improve stability

•	increase repeat purchases

I mapped out a basic marketing funnel and currently thought about these KPIs:

Instagram

•	Reach

•	Impressions

•	Net followers

•	Engagement rate

(Mainly for awareness + community growth)

Shopify

•	Revenue

•	AOV

•	Conversion rate

•	Sessions

•	Orders

•	Repeat purchase rate

I also considered replacing Sessions with Revenue per Session since sessions alone don’t really show traffic quality.

Email Marketing (Klaviyo)

•	Open rate

•	CTR

•	Maybe revenue per email?

The issue is that most dashboard KPIs already exist 1:1, and I’m supposed to select only the most important ones. But honestly, almost all of them seem useful. I’m also wondering which custom KPIs are worth calculating manually (like revenue/session, revenue/email, etc.).

Another big challenge: how do you evaluate whether the effort per channel is financially worth it, especially if budgets and time investments are poorly tracked? Are there any useful ROI or efficiency metrics you’d recommend for mostly organic marketing?