Data mismatch between API and Klaviyo dashboard regarding Open Rate

Question

Hi. I am currently working on a Google Sheet report using Klaviyo reporting API. I was able to get campaign performances like open rate, click rate, etc. I am working on a monthly basis so I am currently getting March data. I wanted to use the data I gathered to compute the average open rate for campaigns for instance but when I compare it to the overall open rate, in the Campaign Performance card from Klaviyo dashboard, the two numbers are completely different. What should I do? Am I wrong for computing the overall open rate this way?

Christiannoerbjerg · Accepted Answer

Hi ​@PrunellaThank you for posting in the Community!Great and interesting question! You're definitely not alone in running into this issue when comparing calculated averages with Klaviyo’s reported metrics.I think the problem arises, because Klaviyouses a weighted average, based on how many emails were delivered per campaign.So when you’re calculating your open rate, you’re possibly using the following formular:(The sum of open rates across your campaigns) / (Number of campaigns, that you have sent).But the right formular would be:Total tracked opens from all campaigns / Total delivered e-mail from all of your campaigns.Hope this helps and saves you a bit of head-scratching! :-)Christian Nørbjerg EngerPartner & CPOWeb:Segmento.dkLinkedIn:@christianfromsegmentoVoldbjergvej 22b, 8240 Risskov

Prunella · Answer

Hi​@ChristiannoerbjergThank you for your answer. It really helps.I will come back here if I have other questions.Prunella DOUSSO

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