# Analytics Guide Last Chance provides comprehensive analytics to help you understand how subscribers interact with your unsubscribe pages. This guide covers all analytics features and how to use them effectively. ## Overview The Analytics dashboard tracks every interaction subscribers have with your unsubscribe pages, giving you insights into: - How many subscribers visit your pages - What actions they take (stay, unsubscribe, pause) - Why they're leaving (unsubscribe reasons) - Your overall retention rate --- ## Accessing Analytics 1. From the dashboard, click **Analytics** in the left sidebar 2. The Analytics page displays all events and summary statistics ![Analytics Main Page](/docs/screenshots/analytics-main-page.png) --- ## Key Metrics ### Retention Rate The **Retention Rate** shows what share of **unique visitors** (subscribers with at least one page visit, identified by email hash) **did not unsubscribe** in the same scope—your filters on Analytics, or all-time on the dashboard home. ``` Retention = (Unique visitors − Visitors who unsubscribed) ÷ Unique visitors × 100 ``` The dashboard headline percentage and weekly summary email use this **same visitor definition**. The **Stayed** event count in Analytics is how many people clicked “stay”; retention can differ because it includes visitors who never clicked stay or unsub. If your current Analytics view has **no identifiable page visits** (for example, the event-type filter excludes `PAGE_VISIT`), the retention percentage falls back to the legacy ratio: stay events ÷ (stay + unsubscribed events). ### Event Types Last Chance tracks ten types of events: | Event Type | Icon | Description | | ----------------------------- | ---- | ------------------------------------------------------------------------------------------- | | **Page Visit** | 👁️ | A subscriber visited your unsubscribe page | | **Stayed** | ✓ | Subscriber clicked "Stay Subscribed" | | **Unsubscribed** | ✗ | Subscriber confirmed they want to unsubscribe | | **Resubscribed** | + | A previously unsubscribed user opted back in | | **Shop Button Click** | 🛒 | Subscriber clicked a shop/discount link | | **Paused Emails** | ⏸ | Subscriber chose to pause emails temporarily | | **Resumed Emails** | ▶ | A paused subscriber resumed their subscription | | **Go to Preferences** | ⚙️ | Subscriber navigated to preferences page | | **Saved Frequency** | 📅 | Subscriber saved their email frequency preference | | **Saved Topics** | 🏷️ | Subscriber saved their email topic preferences | | **One-Click Saved Frequency** | 📅 | Frequency saved via a [one-click preference link](./one-click-preferences.md) from an email | | **One-Click Saved Topics** | 🏷️ | Topics saved via a [one-click preference link](./one-click-preferences.md) from an email | --- ## Summary Statistics Cards At the top of the Analytics page, you'll see summary cards showing: 1. **Retention Rate** - Share of unique page visitors in scope who did not unsubscribe (matches dashboard and weekly email) 2. **Event-specific counts** - Total counts for each enabled event type The cards update dynamically based on your selected filters. --- ## Filtering Analytics Data ### Filter by Page Use the **Page** dropdown to view analytics for: - **All Pages** - Combined data from all unsubscribe pages - **Specific Page** - Data from a single unsubscribe page ### Filter by Date Range Click the **Date Range** button to select: - **Last 7 Days** - Recent activity - **Last 30 Days** - Monthly overview - **Last 90 Days** - Quarterly trends - **All Time** - Complete history ### Filter by Event Type 1. Click the **Event Types** filter button 2. Check/uncheck event types to include 3. Click **Apply** to update the view This is useful for focusing on specific actions, like only viewing unsubscribe events. ### Search by Email To find events for a specific subscriber: 1. Enter their email address in the search field 2. Click **Apply** 3. All events for that email will be displayed > **Note**: Email addresses are hashed for privacy. You can search using the original email address. ### Segment experience (smart offers) When you use **segment experiences** (HTML overrides matched by smart-offer rules), you can slice analytics by which experience a subscriber **first landed in** during the selected date range: 1. Select a **specific unsubscribe page** in the Page dropdown (required to pick named experiences from that page’s configuration). 2. Use the **Segment experience** control: **All experiences**, **Default (canonical)**, or a named experience key (for example, VIP). 3. Optionally, under **Advanced filters**, set **Smart offer rule ID** to narrow results to subscribers whose **first page visit in range** matched both that experience and that rule. Press Enter to apply. This filter is **session-scoped**: every event row shown belongs to subscribers whose **first `PAGE_VISIT` in the range** matched the filter. You will see their full journey (stayed, paused, unsubscribed, etc.), not only rows where that event’s metadata mentions the experience. **How experience is stored on events** - **Page Visit** records the experience shown on load when smart-offer rules apply. - **Later actions** (stay, unsubscribe, pause, and others) record experience metadata by **re-evaluating** smart-offer rules at the time of the action (using the same context as the live page: orders, visits, etc.). If subscriber context changes between load and click (for example, a new order syncs), the action event may show a different experience than the original page visit. The segment filter above is still based on **first visit in range**, not on action-time metadata. **Preview mode** Editor and email preview flows do **not** write production `PAGE_VISIT` analytics. Only live traffic on the public unsubscribe URL is tracked. ### Advanced Filters Additional filter options are available: | Filter | Description | | ----------------------- | ---------------------------------------------------------------------------------------------------- | | **Klaviyo ID** | Filter by Klaviyo profile ID | | **Email Message ID** | Filter by specific email message | | **Campaign ID** | Filter by Klaviyo campaign | | **Flow ID** | Filter by Klaviyo flow | | **Smart offer rule ID** | Optional; narrows segment experience filter to a specific rule id on the first qualifying page visit | Click any ID in the table to quickly filter by that value. --- ## Unsubscribe Reasons When subscribers unsubscribe, they can provide a reason. Last Chance aggregates this feedback in the **Unsubscribe Reasons** section. ### Viewing Reason Statistics When the "Unsubscribed" event type is enabled, you'll see a breakdown of: - Each reason selected - The count and percentage of each reason - A visual progress bar for comparison ### Default Reason Options Common unsubscribe reasons include: - I receive too many emails - The content isn't relevant to me - I never signed up - I'm switching to a different service - Other (with free-text input) ### Viewing "Other" Responses If subscribers select "Other" and provide custom text: 1. Find the **Other** reason in the statistics 2. Click the **View Details** button 3. A dialog shows all custom responses This qualitative feedback can help you improve your email strategy. --- ## Events Table The main events table shows detailed information about each interaction. ### Table Columns | Column | Description | | ----------------- | ----------------------------------------------------- | | **External Link** | Opens the subscriber's Klaviyo profile (if available) | | **Time** | When the event occurred (relative and absolute) | | **Event** | The type of event with color-coded badge | | **Email Hash** | Truncated hash of the subscriber's email | | **Reason** | Unsubscribe reason (if applicable) | | **Page** | Which unsubscribe page was used | ### Hidden Columns Additional columns can be shown via the **Columns** button: - **Klaviyo ID** - The subscriber's Klaviyo profile ID - **Flow ID** - The Klaviyo flow that sent the email - **Campaign ID** - The Klaviyo campaign that sent the email - **Email Message ID** - The specific email message ID - **Referrer** - The referring URL ### Interacting with Table Data - **Click a row** - Opens a detailed side drawer showing the complete session timeline - **Click a Klaviyo ID** - Filter by that profile - **Click a Flow ID** - Filter by that flow - **Click a Campaign ID** - Filter by that campaign - **Click External Link** - Open the profile in Klaviyo ### Session Details Drawer When you click on any row in the events table, a side drawer opens showing detailed information about that subscriber's session: ![Analytics Side Drawer](/docs/screenshots/analytics-side-drawer.png) The drawer displays: - **Outcome** - The final action taken (Stayed, Unsubscribed, etc.) - **Event Count** - Total number of events in the session - **Timeline** - Chronological list of all events with timestamps - **Session Metrics** - Duration, decision time, and other key metrics - **Event Details** - Time on page and other context for each event This detailed view helps you understand the complete customer journey through your unsubscribe page. --- ## Exporting Data Export your analytics data for further analysis: 1. Apply any filters you want 2. Click **Export CSV** in the header 3. A CSV file will download with all matching events The export includes all columns (not just visible ones): - Time - Event Type - Email Hash - Reason - Reason Other (custom text) - Page Name - Klaviyo ID - Email Message ID - Campaign ID - Flow ID - **Experience key** and **Smart offer rule ID** (when present on that event; action events use re-evaluated smart-offer context at click time) - Metadata (JSON) - Additional event-specific data: - For **Saved Frequency**: `frequency` (selected frequency value), `timeOnPageMs` - For **Saved Topics**: `topics` (comma-separated list), `topicsCount`, `topicSelectionMode` (`SINGLE` or `MULTIPLE` — page configuration at time of save), `timeOnPageMs` - For **Go to Preferences**: `timeOnPageMs`, `fromPage` (page they came from) --- ## Pagination For large datasets: - Use **Previous** and **Next** buttons to navigate - The page shows 25 events at a time - Total event count is displayed at the bottom --- ## Use Cases and Best Practices ### Track Campaign Performance 1. Send an email campaign 2. Note the Campaign ID from Klaviyo 3. Filter analytics by that Campaign ID 4. See how many recipients visited your unsubscribe page 5. Analyze retention rate for that specific campaign ### Identify Problem Flows 1. Filter by **Flow ID** 2. Compare retention rates across different flows 3. Flows with lower retention may need content improvements ### Monitor Discount Effectiveness 1. Filter for **Shop Button Clicks** 2. Compare to total Page Visits 3. Calculate click-through rate on your discount offer 4. Adjust discount value or messaging based on results ### Track Preference Adoption 1. Filter for **Go to Preferences** events to see how many subscribers explore preferences 2. Compare **Saved Frequency** and **Saved Topics** counts 3. Analyze which frequency and topic options are most popular 4. Use metadata to see time spent on preferences page 5. Identify opportunities to improve preference options ### Gather Customer Feedback 1. Review unsubscribe reasons weekly 2. Look for patterns in "Other" responses 3. Use feedback to improve email content and frequency ### A/B Test Page Designs 1. Create two unsubscribe page versions 2. Use one page for half your flows, another for the rest 3. Filter analytics by page 4. Compare retention rates to determine the winner --- ## Understanding Your Data ### Healthy Benchmarks While results vary by industry, here are general guidelines: | Metric | Good | Great | | -------------------- | ---- | ----- | | Retention Rate | 20%+ | 40%+ | | Shop Button CTR | 5%+ | 15%+ | | Reason Response Rate | 60%+ | 80%+ | ### Common Patterns **High Page Visits, Low Actions** - Subscribers may be confused by the page - Try simplifying the design or CTAs **Low Retention Rate** - Consider offering a better discount - Add pause options - Improve the "stay subscribed" messaging **Many "Too Many Emails" Reasons** - Review your email frequency - Highlight pause options more prominently - Let subscribers manage preferences **High "Content Not Relevant" Reasons** - Review your segmentation strategy - Add list preference options - Consider more personalized content --- ## Troubleshooting ### No Events Appearing - Verify your page is published - Verify the Klaviyo unsubscribe hosted page is configured correctly - Allow time for events to sync (usually real-time) ### Missing Subscriber Information - Verify the Klaviyo unsubscribe hosted page is passing all required parameters - Check that your Last Chance page is receiving traffic from Klaviyo ### Retention Rate Seems Wrong - Retention is based on **unique visitors** (email hashes with a `PAGE_VISIT` in scope), not raw event volume - If you filter out `PAGE_VISIT`, you may see the **legacy** stay ÷ (stay + unsubscribed) ratio instead - Compare with the **Stayed** count: many visitors can be retained without ever clicking stay --- ## Next Steps - [Getting Started Guide](./getting-started.md) - Set up your first page - [Retention Health](./retention-health.md) - Score your Klaviyo flows and segments against best practices - [Churn intelligence](./churn-intelligence.md) - At-risk segments, profile sync, and draft flows in Klaviyo - [Team Management](./team-management.md) - Share analytics with your team - [Billing & Account](./billing-account.md) - Understand your subscription tier