> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Unsubscribe Trend, Klaviyo > Unsubscribe Trend for the selected period. The unsubscribe count over time, distinct from the rate and the alert. How to read it, why it matters, and how to act on it. **Card class:** [Non-Hero](/nerve-centre/overview#card-classes-explained) • **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type) > How many people are leaving your list, plotted over time. Spikes almost always sit one or two days after a specific send, which is exactly what makes the cause easy to find. ## At a glance > A time-series of the unsubscribe COUNT across the selected period, drawn as a line so you can read the rhythm of churn and spot the days it jumps. This is the count, not the rate and not the alert: the [Unsubscribe Rate](/nerve-centre/kpi-cards/klaviyo/unsubscribe-rate) card normalises these unsubscribes against how many emails went out, and the [Unsubscribe Spike](/nerve-centre/kpi-cards/klaviyo/unsubscribe-spike) card fires when a single point breaks out of the normal band. The value of the raw count line is timing: because unsubscribes register immediately when a recipient clicks, a spike on the line almost always lines up with a send a day or two earlier, which makes the offending campaign or flow easy to identify. | | | | ----------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | The number of profiles that unsubscribed in each interval of the selected period, plotted over time. A voluntary opt-out, not a bounce or spam-driven suppression. | | **API endpoint + statistics field** | Derived from consent changes via `GET /api/profiles` and list membership via `GET /api/lists`, bucketed per interval. Optionally cross-read against the unsubscribe metric event through `GET /api/metrics`. | | **Distinct from rate and alert** | Count, not percentage. The [Unsubscribe Rate](/nerve-centre/kpi-cards/klaviyo/unsubscribe-rate) divides these by sends; the [Unsubscribe Spike](/nerve-centre/kpi-cards/klaviyo/unsubscribe-spike) is the breakout alert on top of this series. | | **Lists vs segments** | Measures profiles leaving **lists** (static opt-in groups). Segment exits are automatic rule changes, not unsubscribes, and are not counted. | | **Consent status** | Counts the transition to `unsubscribed`. Suppression from hard bounces or spam complaints is a separate signal on the suppressed-profiles card. | | **Chart type** | Line (time-series). | | **Time window** | Selected period, bucketed by day or week. | | **Alert trigger** | The line itself surfaces movement; the breakout alert is handled by the dedicated [Unsubscribe Spike](/nerve-centre/kpi-cards/klaviyo/unsubscribe-spike) card. | | **Roles** | owner, marketing | ## Calculation Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A pet-supplies brand on Shopify sending three campaigns a week. The 30-day window covers 14 Mar 26 to 12 Apr 26. All figures are illustrative. | Day (in window) | Unsubscribes | Send that day | | -------------------- | ------------ | --------------------------- | | Typical campaign day | 40 to 70 | One segmented campaign | | Non-send day | 5 to 15 | Flows only | | 26 Mar | **310** | Full-list "clearance" blast | | 27 Mar | 95 | Tail of the blast | | 11 Apr | 58 | Normal segmented campaign | ```text theme={null} Baseline campaign-day unsubs = ~55 (midpoint of 40-70) 26 Mar spike = 310 Spike multiple over baseline = 310 / 55 = ~5.6x ``` Five observations: 1. **The 26 Mar point is a clear spike, about 5.6x a normal campaign day.** The line makes it unmistakable. The cause is the full-list clearance blast sent that day: a broad, untargeted send to the entire list, including disengaged profiles who do not normally receive mail. 2. **The spike has a one-day tail.** The 27 Mar reading of 95 is recipients who opened the blast late and unsubscribed the next day. A spike followed by an elevated next day is the classic single-send signature. 3. **Baseline churn is healthy and steady.** 40 to 70 on campaign days and single digits on flow-only days is a normal rhythm. That steadiness is what makes the spike legible; without a stable baseline you cannot tell a spike from noise. 4. **The count line tells you when; the rate card tells you whether it was disproportionate.** 310 unsubscribes off a full-list blast to, say, 60,000 recipients is a different story than 310 off a 5,000-recipient segment. Read the [Unsubscribe Rate](/nerve-centre/kpi-cards/klaviyo/unsubscribe-rate) alongside to judge severity per send. 5. **The lesson is targeting, not silence.** The fix for a clearance-blast spike is not to stop emailing, it is to stop blasting the full list. Segment to engaged profiles, suppress long-dormant ones, and the same promotion will churn a fraction of the audience while protecting deliverability. ## Sibling cards merchants should reference together Unsubscribe Trend is the count-over-time view of churn. Pair it with these: | Card | Why pair it with Unsubscribe Trend | | -------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------- | | [Unsubscribe Rate](/nerve-centre/kpi-cards/klaviyo/unsubscribe-rate) | The normalised percentage. A spike in count may be fine if sends rose; the rate separates volume from genuine churn. | | [Unsubscribe Spike](/nerve-centre/kpi-cards/klaviyo/unsubscribe-spike) | The alert layer on this series. The trend shows the shape; the spike card fires when a point breaks the band. | | [Added vs Unsubscribed](/nerve-centre/kpi-cards/klaviyo/added-vs-unsubscribed) | Sets churn against acquisition so you can see net list movement. | | [Subscriber Growth Rate](/nerve-centre/kpi-cards/klaviyo/subscriber-growth-rate) | The net outcome. Sustained high unsubscribes drag the growth rate down. | | [List Health Summary](/nerve-centre/kpi-cards/klaviyo/list-health-summary) | The condition roll-up that churn feeds into. | ## Reconciling against Klaviyo **Where to look in Klaviyo:** * **Analytics → Metrics → Unsubscribed** (or **Unsubscribed from List**) for the event-level time-series of opt-outs, the closest direct comparison to this line. * **Audiences → Lists & Segments → \[the list] → Growth** for the removal side of the per-list growth chart. * **Campaigns → \[a specific campaign] → Performance** to attribute a spike to a single send, where Klaviyo reports the unsubscribe count for that campaign directly. **Why our number may legitimately differ:** | Reason | Direction of divergence | | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------- | | **Time-zone.** Klaviyo buckets in account time zone; Vortex IQ buckets in UTC. A point near midnight can move a day, which matters most when attributing a spike to a send. | Per-day count shifts; window total close. | | **Suppression vs unsubscribe.** Hard bounces and spam complaints suppress a profile but are not voluntary unsubscribes. This line counts opt-outs only. | Excludes suppression, so lower than a generic "removals" figure. | | **List vs account scope.** A profile can be on several lists; an account-level unsubscribe differs from leaving a single list. Klaviyo's per-list and global views can disagree, and so will this card depending on scope. | Variable. | | **Metric availability.** If the merchant does not track the unsubscribe metric event, the count is derived from consent changes, which can bucket slightly differently from the event stream. | Marginal. | | **Page caps.** Profile and membership reads paginate at 50 per page; large windows are assembled across pages with minor mid-pull drift possible. | Marginal. | ## Known limitations / merchant FAQs **How is this different from the Unsubscribe Rate card?** This card is the raw count over time; the rate card divides those unsubscribes by how many emails were sent. A jump in count can simply mean you mailed more people. The rate tells you whether a larger share of recipients chose to leave, which is the truer churn signal. Read them together. **And how is it different from the Unsubscribe Spike card?** The spike card is an alert built on this exact series. This trend shows the full shape of churn over the window; the spike card watches it and fires when a single point breaks out of the normal band, so you do not have to eyeball the chart. **A spike lines up with a send from two days ago, not the same day. Why the gap?** Recipients open and act on emails over a couple of days, not all at once. The unsubscribe itself registers the moment someone clicks, but the clicks trickle in. A spike with a one or two day tail after a send is the normal signature of a single campaign. **Does this include hard bounces and spam complaints?** No. Those suppress a profile but are deliverability events, not voluntary opt-outs. They appear on the suppressed-profiles card. Keeping them separate lets you tell a content or frequency problem (unsubscribes) from a list-hygiene or reputation problem (suppression). **My baseline churn looks high even on quiet days. Is that bad?** It depends on send frequency and list quality. A steady low-level baseline is normal; what matters is the trend's direction and the size of spikes relative to it. If the baseline itself is climbing week over week, that points at fatigue from over-mailing rather than any single send. **How do I stop the spikes?** Spikes almost always follow broad, untargeted sends to the full list. Segment to engaged recipients, suppress long-dormant profiles before a big promotion, and keep frequency consistent. The same offer sent to the right audience churns a fraction of the people a full-list blast does. **Can I attribute a specific spike to a specific campaign from this card?** The line tells you the day; to confirm the exact send, open that campaign in Klaviyo's Campaigns view, which reports the unsubscribe count attributed to it. The timing on this card usually points you straight at the right one. *** ### Tracked live in Vortex IQ Nerve Centre *Unsubscribe Trend* is one of hundreds of KPI pulses Vortex IQ tracks across Klaviyo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.