Contributor I

How do you calculate percentage change when comparing campaign performance?

Forum|Forum|16 hours ago
August 13, 2026
1 reply
11 views

Hi everyone,

I'm trying to get a better understanding of how people usually calculate percentage changes when comparing email campaign results.

For example, if one campaign generated 240 conversions and another generated 300, I would calculate the increase as a percentage of the original result.

I'm curious how other Klaviyo users approach this when comparing things like:

Conversion rates
Open rates
Click rates
Revenue between campaigns
Performance before and after making a change

Do you normally calculate these percentages manually, use a spreadsheet, or rely entirely on the analytics available in Klaviyo?

I'd especially appreciate examples of how you report percentage changes so that the comparison isn't misleading.

Analytics

ArpitBanjara

Principal User II

Hey @Alžbeta

Klaviyo's own reporting will show you period-over-period comparisons automatically in some views, but for custom comparisons most people just pull the numbers into a spreadsheet and run the formula below

(new number − old number) ÷ old number × 100

So for your example, 300 minus 240 is 60. Divide 60 by 240 and you get 0.25. Multiply by 100 and that's a 25% increase.

This works the same way for open rates, click rates, conversion rates, and revenue. Just plug in the old value and the new value.

I hope this helps

cheers

Arpit

Arpit Banjara - Lead Email Marketing Specialist at Flowium

Sign up

Use your Klaviyo credentials

Log in to the Community

Use your Klaviyo credentials