How does klaviyo average conversion rate for multiple campaigns

Question

How does Klaviyo aggregate converion rate (open rate) for many campaigns in the dahsboard into one total number - is it a weighted average based on total sends of the campaign, or is an unweighted ‘naive’ average of all conversion rates? in other words, do small campaigns contribute as much as big campaigns to thetotal conversion rate number?

zacfromson · Accepted Answer

Hi ​@deezium- Klaviyo averages conversion rates (like open or click rates) across multiple campaigns in the dashboard using a weighted average, not a simple or “naive” average.Here’s how Klaviyo calculates the average:They use the following weighted average formula for metrics like open rates, click rates, and conversion rates:{Weighted Average Conversion Rate} = {Conversions for each campaign} / {Emails delivered for each campaign}This means larger campaigns (with more sends) have a proportionally larger impact on the average shown in the dashboard than smaller ones.Why this matters:Weighted = Accurate representation of performance.Unweighted (naive) = Misleading, since a small campaign with a high conversion rate could skew the average unrealistically.So to answer the question:No, they do not. Big campaigns contribute more due to more deliveries (and therefore more weight in the average).

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