What Diagnostics Is For
Diagnostics is the flagship deep audit. Use it when you need a decision-ready answer to where a brand is leaking retention revenue, which parts of the Klaviyo account are healthy, and what work should happen first.
- Primary job
- Run a brand-scoped Klaviyo audit that scores the account, explains revenue context, surfaces leaks, and turns the findings into prioritized work.
- Best for
- Quarterly business reviews, account onboarding, retention strategy resets, pre-client calls, post-launch analysis, and any moment where Pulse or Operations shows a deeper pattern worth investigating.
- Not for
- Live editing. Diagnostics does not change Klaviyo, Shopify, campaigns, flows, lists, segments, or forms. It is analysis, prioritization, and handoff.
- Main output
- A report with a total health score, grade, revenue mix, section scores, executive summary, quantified opportunities, comparison context when selected, and a roadmap.
- Evidence model
- Recommendations are tied to sections, findings, opportunity estimates, confidence, evidence basis, formulas, timing, and tool tags when available.
- How it fits
- Use Pulse for ongoing analytics, Operations for daily follow-through, and Diagnostics when you need the full account audit and action plan.
Recommended Flow
- 1Confirm the brand and readinessCheck the active workspace, selected brand, Klaviyo connection, full-sync status, and whether the current plan can run or rerun Diagnostics.
- 2Pick the audit window around the decisionUse 30 or 90 days for recent performance, year to date for current-year context, trailing 12 months for strategic health, and completed quarters for clean reporting periods.
- 3Choose Compare To only when it answers the questionLeave comparison off for a clean snapshot. Add previous period, previous quarter, or year-over-year comparison when the business question is what changed.
- 4Run Diagnostics and let the job finishThe app follows queued or running jobs for the brand, restores active work when you return, and brings completed reports back into the results view.
- 5Read the report header, then start in InsightsConfirm the report range, data-through date, health grade, total score, revenue mix, cadence health, and executive summary before going deeper.
- 6Prioritize with the Opportunity WaterfallUse current revenue plus the biggest estimated upside blocks to decide which opportunities deserve the first conversation.
- 7Validate in the Diagnostics tabOpen the section scores, summaries, structured findings, formulas, recommendations, and frequency analysis before turning an insight into execution work.
- 8Use Comparison to explain movementWhen the run includes comparison, use the boxes and charts to show which metrics moved, how much they moved, and whether the movement changes the priority list.
- 9Turn the report into a roadmapUse This Week, Next 2 Weeks, and Next Month+ to assign work by urgency, effort, impact, owner, and diagnostic source.
- 10Export only after the story is cleanDownload the PDF when the score, opportunities, caveats, and next actions are ready for client review or internal handoff.
Setup Form
The form is intentionally small because the heavy work happens after the run. The two decisions that matter are the audit window and whether the report should include a comparison window.
Brand and readiness
Active brand and prerequisitesWhat to verify before pressing Run Diagnostics.
- Active brand
- The form shows the selected brand. If the wrong brand is active, switch it from the sidebar before running the audit.
- Klaviyo connection
- A live run requires the brand to be connected to Klaviyo. Without that connection, the form tells the user to connect Klaviyo first.
- Full sync
- Diagnostics requires a full sync because the audit depends on enough historical campaign, flow, revenue, frequency, and comparison data.
- Mini sync
- Mini sync can support quick setup reads elsewhere in the app, but it is not enough for a reliable Diagnostics run.
- Run access
- Some plans include a limited snapshot run. If that limit is reached, Diagnostics explains the limit and routes users toward an upgrade path.
- Demo mode
- Demo Diagnostics is read-only. It keeps the completed demo report visible instead of starting a live job.
Audit period
Audit Period selectChoose the period that best matches the business question.
- Last 30 Days
- Use for recent account checks, post-launch reads, fast follow-up after execution work, or a focused look at current performance.
- Last 90 Days
- Use when 30 days is too noisy and you need a stronger read on campaign cadence, flow contribution, and revenue balance.
- Year to Date
- Use when stakeholders want current-year progress without waiting for a complete quarter or full year.
- Trailing 12 Months
- Use for the broadest strategic health check, annual planning, lifecycle coverage review, or onboarding a mature account.
- Completed quarters
- Use when reporting needs clean boundaries. Diagnostics offers recent completed quarters so the report does not mix partial-quarter data with final-period expectations.
- Data-through date
- After the run, confirm the report header's data-through date so nobody mistakes the audit window for live-to-the-minute reporting.
Comparison
Compare To selectUse comparison when the report needs to explain movement over time.
- Off
- Creates a clean snapshot. Use this when the goal is account health, first-pass diagnosis, or when the prior period would be unfair.
- Previous period
- Available for supported rolling windows. Use it to compare the current window against the immediately preceding matching window.
- Previous quarter
- Available for completed-quarter audits. Use it for quarter-over-quarter movement when the business has stable seasonal patterns.
- Same quarter last year
- Use for quarter audits when seasonality matters and last year's same quarter is the fairest comparison.
- Same period last year
- Available for year-to-date context. Use it when the question is current-year progress versus the same elapsed period last year.
- Disabled comparison
- If a comparison option is unavailable, the selected audit window does not have a clean matching range. Diagnostics avoids forcing a misleading comparison.
Submit state
Run Diagnostics buttonWhat happens when the user can or cannot start the audit.
- Ready state
- When Klaviyo is connected, the brand is selected, sync coverage is sufficient, and the plan allows the run, the button starts a brand-scoped Diagnostics job.
- Blocked state
- If the run cannot start, the form shows the reason, such as missing Klaviyo connection, insufficient sync history, missing brand context, or plan run limit.
- Existing job
- If a queued or running job already exists for the brand, Diagnostics tracks that job instead of creating a duplicate run.
- User expectation
- A Diagnostics run can take a few minutes. The user should leave the job to finish rather than repeatedly starting over.
When to leave comparison off
Leave Compare To off when you want a clean snapshot, when the previous period was distorted by a launch or data gap, or when the selected window does not have a fair historical match.
Running Diagnostics
- Initializing
- When Diagnostics opens, the app checks the selected brand, integrations, access, and any existing diagnostics jobs before deciding whether to show the form, loading screen, or latest report.
- Queued or running
- Active jobs are tracked for the selected brand. The app polls the job, keeps the loading state in sync, and restores the run if the user returns later.
- Loading phases
- The loading screen names the work in progress: parsing campaign data, analyzing flow performance, identifying revenue leaks, and generating recommendations.
- Completed restore
- If the latest job completed, Diagnostics opens the results view so users can keep working from the report without rerunning.
- Failures
- If a job fails or the result payload is invalid, Diagnostics returns to the form and shows a sanitized toast message instead of exposing raw error details.
- Run New Diagnostics
- After a completed report, this returns to the form when the user's plan allows another run. If the plan does not, the interface keeps the user in the available report state.
Report Header
The report header is the quick read. It tells you whether the account is healthy enough to move into planning, or whether you need to inspect the deeper diagnostics sections first.
- Total Score
- A 0 to 100 account score. Treat it as a directional health signal, then inspect the sections before deciding what to fix.
- Health Grade
- A plain-language grade beside the score. It helps translate score severity for stakeholders.
- Report Range
- Shows the audit window and data-through date so users know exactly what period the report covers and how fresh the underlying data is.
- Brand context
- When available, brand context chips help explain business model or account assumptions that affect how the report should be read.
- Revenue totals
- Campaign revenue, flow revenue, and total email-attributed revenue show the money base Diagnostics is analyzing.
- Revenue mix
- Campaign share and flow share show whether revenue is balanced, campaign-heavy, automation-heavy, or overly dependent on one lane.
- Efficiency and cadence
- Flow open rate, campaigns per week, cadence health, and average RPR help explain whether volume, engagement, and revenue efficiency are working together.
Insights Tab
Insights is the best first tab after a run. It gives the narrative summary, the strengths, and the highest-leverage opportunities before you go deep into individual diagnostic sections.
Executive readThe top of Insights explains what happened before asking the user to inspect the details.
- Summary
- Condenses campaign performance, flow behavior, and revenue context into the main executive explanation.
- Cadence Health
- Shows the frequency verdict for campaign send pressure. This is scoped to cadence, not the entire account score.
- Key Strengths
- Lists what is already working. Use strengths to avoid fixing the wrong thing, undoing healthy behavior, or over-focusing on only weak spots.
Opportunity modelThe money view that turns diagnosis into priority.
- Opportunity Waterfall
- Shows current revenue plus the biggest upside blocks from the run, making the scale of potential improvement visible before the user reads every finding.
- Current revenue
- The baseline revenue for the audited window. Opportunity estimates stack against this baseline to show relative scale.
- Quantified Opportunities
- Each opportunity can include initiative, description, estimated value, confidence, tool tag, timing, evidence basis, formula, estimate type, and estimate range.
- Tool tag
- When shown, this hints which Leakio tool or workflow should help with the opportunity after the audit.
- When to expect results
- Timing helps separate fast fixes from longer lifecycle improvements. Use it to set stakeholder expectations.
Estimate hygieneHow to read revenue estimates without overselling them.
- Confidence
- A quality signal for how strongly the data supports the opportunity. High confidence is easier to present; low confidence needs more caveats.
- Estimate type
- Observed Gap is grounded in visible performance difference, Benchmark is directional against a reference pattern, and Directional is a heuristic read.
- Estimate range
- Use the range to present upside as a band, not a guaranteed single number.
- Conservative value
- When available, this gives a more cautious value for planning or client conversations.
- Evidence basis
- Explains what the estimate is anchored to. This is the first thing to check before presenting an opportunity.
- Impact formula
- Shows how the estimate was derived when the report has enough structure to include it.
Diagnostics Tab
Diagnostics is the evidence tab. Use it when a stakeholder asks why a recommendation exists, or when you need to inspect the account area behind a score.
Score BreakdownThe radar and section score grid show where the account is strongest and weakest.
- Radar chart
- Visualizes campaigns, flows, segmentation, list health, LTV, and forms on the same 0 to 100 scale so weak areas stand out quickly.
- Section score cards
- Each card repeats the score and labels the area as strong, watch, or weak based on the score band.
- How to use it
- Start with the lowest section score, but do not ignore high-scoring sections that contain a high-value opportunity.
Section panelsEach section opens into summaries, findings, and recommendations.
- Section Summary
- A short explanation of the account area and why it received the score it did.
- Key Findings
- Plain-language bullets that describe the main issues or strengths found in that section.
- Structured Findings
- Detailed findings with area, severity, priority, tool tag, impact, observation, hypothesis, recommendation, and first step when available.
- Recommendations
- Action-oriented suggestions tied to that section's issues, separate from the broader roadmap sequence.
- Suppression Analysis
- When list health data supports it, Diagnostics can show dead weight, spam traps, hard bounces, unengaged profiles, suppressable counts, and estimated annual savings.
- Flow Coverage Grid
- The flows section can show expected lifecycle automations such as welcome, cart, checkout, browse, post-purchase, winback, cross-sell, reviews, back-in-stock, and replenishment.
Section meaningsWhat each Diagnostics section is meant to answer.
- Campaigns
- Covers campaign revenue, cadence, send mix, promo weight, message performance, and campaign-level opportunities.
- Flows
- Covers lifecycle automation performance and coverage, including whether critical revenue and retention flows appear healthy, weak, or missing.
- Segmentation
- Reviews whether audience strategy appears broad, stale, underused, or ready for stronger targeting.
- List Health
- Reviews subscriber quality and suppression context when available. If profile-level counts are unavailable, the report should say so rather than inventing precision.
- LTV and Loyalty
- Looks for customer value and repeat-behavior signals that should influence retention strategy.
- Popups and Forms
- Checks capture and list-growth surfaces that feed the rest of the retention engine.
Advanced Frequency AnalysisThe deeper cadence view for send pressure, overlap risk, and audience fatigue.
- Scatter analysis
- Plots send behavior so the user can inspect whether volume and performance are moving together or creating fatigue risk.
- Frequency bands
- Groups recipients by send pressure so heavy-contact audiences can be compared against lighter-contact audiences.
- Frequency report
- Summarizes the cadence signal and explains whether the data points to healthy pressure, watch-level risk, or harm.
- Insufficient data
- If there is not enough overlap history, Diagnostics should say that directly. Do not infer frequency harm from missing evidence.
Comparison Tab
Comparison appears when the run includes comparison context. Use it to explain what changed, not just what is true in the current window.
- Comparison Overview
- A narrative read of the current period against the selected comparison window.
- Comparison Boxes
- Show current values, comparison values, absolute deltas, and percent deltas for key metrics when the data is meaningful.
- Comparison Charts
- Group campaign, flow, revenue mix, frequency, or RPR changes into bar charts so the movement is easier to explain.
- Revenue Mix Benchmark
- When business model context is available, revenue mix charts may show a benchmark split for campaign and flow revenue.
- Unavailable Comparison
- If the selected window cannot produce a fair comparison, Diagnostics shows the limitation instead of forcing a misleading chart.
- How To Use It
- Pair Comparison with Insights. Use comparison to explain why priorities changed, then use Roadmap to assign the next move.
Roadmap Tab
Roadmap translates the report into sequencing. It is the tab to use when you need to leave the audit with a practical action plan instead of a list of observations.
- This Week
- Immediate impact actions. These are the first fixes or investigations to put in motion.
- Next 2 Weeks
- Momentum-building work that usually needs more planning, creative, build time, or stakeholder alignment.
- Next Month+
- Longer-term optimization and strategic work that should not block urgent repairs.
- Impact
- The expected upside level for the roadmap item. Use it alongside effort, not by itself.
- Effort
- A practical complexity signal. High-impact, low-effort items usually deserve the earliest slot.
- Owner And Source
- Roadmap items can show an owner, timeline, and deficit source so the recommendation stays tied to the Diagnostics evidence.
- How to present it
- Lead with the This Week column, explain why those items won priority, then keep Next 2 Weeks and Next Month+ as the follow-through plan.
PDF Export And Handoff
- Download Diagnostics PDF
- Generates a shareable report for the current diagnostics job. Export availability depends on plan access.
- Premium Tabs
- Free workspaces keep the first result tab visible while deeper report tabs may require Starter or higher access.
- Run New Diagnostics
- Returns to the form for another run when the plan allows it. Otherwise, it returns to Diagnostics and explains the limit.
- Back to Diagnostics
- Appears when a user cannot run another diagnostics pass from the current plan state.
- Client handoff
- Before sharing, confirm the date range, comparison choice, estimate caveats, and any external context such as inventory, margin, promotion calendar, or fulfillment issues.
Working Safely
- Read-only by design
- Diagnostics is analysis and reporting. It does not change Klaviyo campaigns, flows, segments, forms, Shopify data, or customer records.
- Estimates are not guarantees
- Use confidence, estimate type, range, conservative value, evidence basis, and formula before presenting a revenue number.
- Validate before executing
- Use the Diagnostics tab to inspect the underlying section and finding before turning an opportunity into execution work.
- Compare fair periods
- Avoid comparing periods that are not business-equivalent, such as a major launch window against a quiet maintenance period.
- Respect cadence scope
- Cadence Health is about send frequency and audience pressure. It is not the same thing as the full account health score.
- Bring business context
- Before client delivery, confirm margin, inventory, promotion rules, shipping issues, deliverability events, and seasonal anomalies.
Common Questions
- Why can't I run Diagnostics?
- The brand may not have Klaviyo connected, may still be on mini sync, may not have a selected workspace or brand, or the plan may have reached its diagnostics run limit.
- Why does Diagnostics need a full sync?
- The audit depends on enough historical campaign, flow, revenue, frequency, and comparison data to produce reliable findings.
- Why did the app track an existing run?
- Diagnostics is brand-scoped. If a queued or running job already exists for the brand, the app follows that job instead of creating a duplicate.
- Why is there no Comparison tab?
- Snapshot runs do not show comparison. Choose a valid Compare To option before running Diagnostics when you need period-over-period analysis.
- Why does comparison say unavailable?
- The selected window may not have a clean matching range, or the underlying synced data may not support a fair comparison.
- Why are some tabs locked?
- PDF export and deeper report tabs are plan-gated. The visible first tab still gives the main result summary when access is limited.
- Can I rerun Diagnostics immediately?
- That depends on plan access and whether a run already exists. Some plans include one snapshot run; paid plans can unlock repeated runs.
- Where should I start after a run?
- Start with the report header and Insights. Then validate the highest-value opportunity in Diagnostics before using Comparison and Roadmap for the handoff.
Related Guides
Pulse guide
Use Pulse for ongoing revenue, audience, and product analytics before or after a deep audit.
Operations guide
Move Diagnostics findings into daily triage and account follow-through.
What Leakio reads from Klaviyo
Understand the source data that powers Diagnostics reports and evidence.