We have been digging into the Klaviyo analytics recently and have found some results which seem strange, so I wanted to reach out to this community and see if others are experiencing the same results. The analytic is question is “Active on Site”. When we compare Klaviyo “Active on Site” to Google Analytics “Users” metric we see about a 1:7 ratio. This means if Google says we had 10,000 unique users (NOT sessions) on our site in one day, then Klaviyo will typically report approx 1,400 “Active on Site” events in the same day.
According to Klaviyo, this is how their tracking system works: “When you add Klaviyo's web tracking to your site, we only track the browsing activity of "known browsers" — i.e. browsers that have visited and engaged at least once before. Klaviyo will not track anonymous browsers.”
Given the fact that Klaviyo only tracks “known browsers” it makes sense that their visitor count would be lower compared to Google Analytics, but it seems strange that it would be 7 times lower, especially since a large number of our customers have active accounts with Klaviyo.
I’m curious what other Klaviyo users are seeing. Is your Klaviyo to Google Analytics (or whatever BI tool you use) ratio similar? or Better? or Worse?