Understanding reviews performance

Understanding reviews performance

Estimated 7 minute read

Updated Sep 29, 2025, 12:00 AM EST

Table of contents

You will learn
Access reviews analytics
Available reviews analytics
Understanding views and impressions
Not seeing data?
Additional resources

You will learn

Learn how to monitor and understand your reviews analytics in Klaviyo, including your response rate, average rating, and more. These analytics are important to understanding whether your review request flows are working as intended, and tracking your customers’ response to your products.

Access reviews analytics

To access reviews analytics:

Navigate to the Reviews tab in Klaviyo.
Select Performance.

Select a time period and comparison period, then click Apply. The default time period is the last 30 days.
To view results for a specific product, select it from the All products dropdown at the top of the page. Leave All products selected to view results across your products.

Available reviews analytics

The Performance tab offers several key analytics and insights, including key metrics, rating trends, rating distribution, and a conversion funnel. Read definitions of the available metrics and graphs for each section below.

Key metrics
Ratings (Trend and Distribution)
Review conversion

Reviews collected, Response rate, and Rating use verified ratings collected through Klaviyo. Unverified ratings and ratings imported from another platform are excluded from these calculations. Widget impressions and engagement measure visitors’ interactions with the reviews displayed on your site.

Key metrics

The Key metrics section displays the following:

Reviews collectedThe total number of verified ratings collected during the selected time period, including published, rejected, and pending reviews.
Response rateThe percentage of submitted, verified ratings out of all requested reviews (verified submitted reviews / Ready to review events).
Review impressionsThe combined unique visitor counts for product reviews widget views, SEO / All reviews widget views, and featured carousel review views, including anonymous visitors. A visitor can contribute to more than one of these counts. Learn what counts as a review impression.

Ratings

The Rating section is divided into 2 tabs: Trend and Distribution.

Trend

The Trend tab in the Rating section covers the ratings your products have received. The Overall average rating is the average rating for the selected time period and product filter. This metric includes verified ratings from published, pending, and rejected reviews.

Your overall average rating is based on the first review someone submits in response to every Ready to review event. If a customer leaves a review, then returns to their review request message later and submits an updated review, only the first submission will count towards the overall average rating.

Distribution

To view your rating distribution, click Distribution in the Rating section.

The Rating distribution section displays how the ratings your products received are distributed (i.e., how many 1-, 2-, 3-, 4-, and 5-star ratings your products received).

The top section displays the star rating choices, with the following metrics below each one:

Percentage of ratings with the selected value.
The percentage increase or decrease in the number of ratings with this value compared with the selected comparison period.
The number of reviews with this rating selected. Clicking this number will take you to the All reviews tab, where you can see a filtered view of all reviews with that rating during the selected time period.

The bottom section contains a chart displaying how the rating distribution has changed over time. Hover over any bar for a detailed breakdown, or toggle between counts and percentages.

Review conversion

The Review conversion section shows how site visitors view and interact with your onsite review widgets. If Klaviyo Reviews has no cart activity from the last 12 months, the section is called Review impressions and engagement. Select Product Reviews Widget, Featured Reviews Carousel Widget, or SEO / All Reviews Widget in the top right corner of the section to view its performance analytics.

To select Featured Reviews Carousel Widget or SEO / All Reviews Widget, first select All products at the top of the page. When you filter by a specific product, only Product Reviews Widget is available.

Funnel

The Funnel tab of the Review conversion section displays page views, review views, and clicks or cart activity. Each stage is capped at the count in the previous stage. Expand a widget below to see the funnel metrics available for it.

Product reviews widget

Viewed product page The number of site visitors who viewed a product page containing the product reviews widget, including anonymous visitors.
Viewed review Of the site visitors who viewed a product page, the number who viewed the product reviews widget.
Added to cart after viewing review The number of visitors who added a product to their cart after viewing or clicking review content.

If Klaviyo Reviews has no cart activity from the last 12 months, the funnel shows Clicked review instead of Added to cart after viewing review. Cart activity for this report is collected by Klaviyo Reviews on Shopify.

Featured reviews carousel widget

Viewed page The number of site visitors who viewed a page where the featured reviews carousel widget appears, including anonymous visitors.
Viewed widget Of the site visitors who viewed a page containing the featured reviews carousel, the number who viewed a featured review in the widget.
Clicked carouselThe number of visitors who clicked a featured review in the carousel.

SEO / All reviews widget

Viewed page The number of site visitors who viewed a page where the SEO / All reviews widget appears, including anonymous visitors.
Viewed widgetOf the site visitors who viewed a page containing the SEO / All reviews widget, the number who viewed the widget.
Clicked product The number of visitors who clicked within a review in the SEO / All reviews widget.

Over time

The Over time tab of the Review conversion section shows how page views, review views, and clicks change over time for the selected widget. It also shows cart activity after review engagement when that data is available.

Top reviews

See which featured reviews have the highest Clickthrough rate. This is the number of unique visitors who clicked a featured review divided by the number of unique visitors who viewed it during the selected time period.

This tab is only available when Featured Reviews Carousel Widget is selected.

Review sentiment

Review sentiment analysis is an AI-powered feature that helps you identify themes in your reviews data. Only verified reviews submitted through review requests can be analyzed. To enable this feature:

Navigate to Reviews > Performance.
Scroll down to the Review sentiment card.
Click Enable sentiment analysis.
If the Industry information panel opens, select your industry information and click Save. You can also click Skip selection to enable sentiment analysis without selecting an industry.

You only need to enable sentiment analysis once per account. It may take up to 10 minutes for data to appear.

You can save your industry selection up to 2 times every 30 days.

Once your data loads, check the industry listed below Review topics. If it isn’t correct for your business, click Change industry, update your industry information, and click Save. If no industry is selected, click Choose industry to add one. Review topics are based on the selected industry.

Once you’ve enabled sentiment analysis, you’ll see 2 tabs:

Over time See review sentiment and topics for a specific time period (e.g., last 30 days). Change the timeframe for your results using the date selector below the Performance heading at the top of the page.
By topic Analyze the content of reviews within the selected time period by review topic (e.g., customer service or sizing and fit).

An emoji next to a review topic indicates that there are a substantial number of reviews matching this topic with a shared sentiment.

Over time

The Over time tab contains the following sections:

Review topics Select a topic to filter the card by a specific topic.
Positive / Negative See a breakdown of the number of positive and negative comments, optionally filtered by topic. Click the number above Mentions to see the reviews that contributed to this count.
Sentiment over time See how sentiment is changing over time within the selected timeframe.

By topic

The By topic tab contains the following sections:

Review topics Review the percentage of reviews for each topic that are positive versus negative.
Browse reviews by topicClick a topic to see all reviews that relate to it within the selected time period.

Understanding views and impressions

A view is counted when a site visitor completes any of the following:

100px of the featured reviews carousel widget or an individual featured review is visible for 3+ consecutive seconds
200px of the product reviews widget or SEO / All reviews widget is visible for 3+ consecutive seconds
100% of the star rating widget is visible for 2+ consecutive seconds

The Review impressions metric counts qualifying views of the following:

The product reviews widget or SEO / All reviews widget
Individual reviews in the featured reviews carousel

Star rating widget views and clicks alone do not contribute to Review impressions. Unique visitors are counted separately for product reviews, all reviews, and featured carousel review impressions within the selected time period. The same visitor can therefore contribute more than once to the total. Refreshing the page in the same browser does not add another unique visitor to the same count, provided the browser’s stored visitor data is still available.

Not seeing data?

Klaviyo Reviews began collecting analytics data on April 8, 2024. Data from before this date may be missing or incomplete.

Additional resources

Getting started with reporting

Learn about the different robust Klaviyo reporting tools available in your account. Klaviyo is built to help your business grow and strengthen your relationships with your audience by putting data to work. Segmentation and automation tools allow you to personalize and target your communication efforts across channels to boost engagement and drive business growth. However, in order to understand how well your business strategies and marketing efforts are working, you need proper reporting to measure and analyze performance trends over time. - Klaviyo Reviews data reference

Learn about the additional data available in Klaviyo when you start using reviews. This data falls into two broad categories: delivery metrics (Shopify only) and reviews metrics (available for WooCommerce and Shopify).

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