Healthy DTC email programmes drive 15-25% of revenue. Below 8% means either bad list health or broken attribution, both recoverable.
At a glance
Email-attributed revenue (Klaviyo / Dotdigital / Mailchimp) divided by Adobe Commerce Total Revenue, expressed as a percentage. Tells you what share of your top-line came from your owned email channel. Healthy DTC programmes sit at 15-25%; below 8% indicates either a list-health problem (low engagement, deliverability slipping) or a broken attribution pipeline (UTMs missing, click-tracking off).
Calculation
Worked example
A homewares brand on Adobe Commerce 2.4.6 with US, UK, and B2B Store Views, connected to Klaviyo for the consumer programme. The 30-day window covers 14 Mar 26 to 12 Apr 26.
What this is telling the merchant:
- 14.5% sits comfortably in the 15-25% healthy band (just below). The email programme is working but has room to grow. The alert threshold is 8% so no fire.
- The B2B portal contributes $58,220 to the denominator but zero to the numerator because B2B accounts don’t get the consumer email campaigns. This drags the ratio down by ~2 percentage points. For a fair “DTC email share” view, exclude
store_id = 3from the Adobe denominator. With B2B excluded the ratio jumps to 16.7%. pending_paymentorders ($12,168) are in the denominator but typically not in Klaviyo’s numerator (Klaviyo fires onPlaced Orderwhich usually requires the gateway to have completed). This costs the ratio another ~0.4 percentage points. Real, comparable email share is closer to 17.1%.- The UK programme is under-indexed. UK email revenue ÷ UK Adobe revenue = 17.8% but US is 17.0%, the UK programme is performing slightly better despite a smaller list. Investigate why (probably better segmentation; maybe steal the playbook for US).
- vs prior 30 days the share dropped from 16.0% to 14.5%. Investigate: did Adobe Total Revenue rise on a non-email channel (paid social, organic, retail)? Did Klaviyo open rates fall (deliverability issue)? Did UTM tagging change recently? See the FAQ for the diagnostic order.
Sibling cards merchants should reference together
This is a cross-platform ratio; pair with both halves to investigate movement:Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin: Adobe Commerce doesn’t natively track email-attribution. The closest cross-checks for the denominator of this ratio:Reports > Sales > Orders (or Reports > Sales in 2.4.6+). Set the same 30-day window, scope to All Store Views, Status filter “All Orders”. The Total Revenue column is the denominator. Cross-check this against Total Revenue.Other Adobe Commerce Admin views that look like email-attribution but aren’t:
- Marketing > Newsletter Subscribers: Adobe Commerce’s built-in newsletter list, doesn’t track campaign-level revenue attribution.
- Marketing > Email Reminder Rules: cart-abandonment email rules, not the same as ESP campaign attribution.
- Reports > Marketing > Newsletter Problem Reports: deliverability errors, not revenue.
- Reports > Sales > Coupons: revenue from orders that used a coupon code; partially overlaps email but not equivalent (paid-ads emails also use codes).
- Customers > Now Online: irrelevant.
Cross-connector reconciliation (when these connectors are connected for this merchant):
This card is a cross-connector reconciliation. The honest read is:
Known limitations / merchant FAQs
My Klaviyo dashboard says 22% but this card says 14.5%, why the gap? Most common cause is denominator scope mismatch. Klaviyo’s ”% of revenue from email” uses the orders Klaviyo sees as the denominator, which is whatever’s flowing into Klaviyo via the Adobe Commerce > Klaviyo integration. That’s typically only the consumer Store Views, not B2B portals or marketplace channels. This card uses Adobe Commerce Total Revenue across every Store View. To match Klaviyo’s view, exclude the B2Bstore_id from the Adobe denominator. Second-most-common cause: the pending_payment asymmetry described in the TLDR.
My finance team says email revenue is lower than this card shows, why?
Both sides are gross of Credit Memos. A refund-heavy month (returns season for apparel, electronics returns after Christmas) leaves email attributed revenue unchanged but cash flow worse. Pair with Credit Memo Total for the net view. Finance is correct, accounting-wise; this card is correct, attribution-wise. Both are valid for different jobs.
What’s the difference between state and status and does it affect this card?
state is the system-level lifecycle (8 fixed values: new, pending_payment, processing, complete, closed, canceled, holded, payment_review). status is a configurable, user-facing label. The denominator (Adobe grand_total) is summed across all states, so renamed statuses are irrelevant. The numerator (Klaviyo’s attribution) typically only fires on Placed Order events, which usually means state >= processing. This asymmetry is the chief cause of the card under-reading vs Klaviyo’s own dashboard.
Why does the alert fire below 8% rather than below 15%?
The 15-25% band is the “healthy DTC” target, but real merchants take time to get there. The alert at <8% is the broken threshold, either email is genuinely under-performing (list health, deliverability) or attribution is broken (UTMs missing, Klaviyo connection broken, click-tracking off). 8% to 15% is a coaching range, not an alarm range; we surface the gap on the card without firing.
My multi-store Adobe Commerce, can I see per-Store-View email share?
Not on this card directly. The denominator sums all Store Views; the numerator depends on which Klaviyo accounts are connected. Most stable read: connect one Klaviyo per region, filter the Adobe denominator by the matching store_id, and read each region separately. A per-region card variant is on the roadmap.
Why doesn’t Adobe Commerce dashboard show email share?
Adobe Commerce’s native marketing reporting is limited to its own newsletter feature and coupon-code reports, neither of which is real campaign-level attribution. For email-share you need Klaviyo, Dotdigital, Mailchimp, or another ESP with click tracking. This is a category Adobe Commerce expects you to solve via integration, not native.
My Stripe revenue and email-attributed revenue don’t match, expected?
Yes, completely expected. Stripe sees successful charges, not channel attribution. Stripe doesn’t know whether an order came from email, paid social, or organic search. Stripe is the right source for “did the money clear?”, Klaviyo is the right source for “what channel brought them?”. Don’t try to reconcile these directly.
Why doesn’t Google Analytics email channel match this card?
GA4’s email channel attribution depends on UTM tags on email links and last-non-direct-click attribution. Klaviyo’s attribution depends on email-engagement events tracked in its own pixel. Different lenses, different rules. Both miss different things, GA4 misses ad-blocked sessions, Klaviyo misses customers who don’t open emails but still buy after seeing them. Use both as triangulation, not as a single truth.
My multi-currency Adobe Commerce, does this card work?
Approximately. Both sides use display currency, so the ratio is FX-neutral as long as the email numerator and the total denominator share the same currency mix. If your email programme is heavily UK-focused but US is your biggest revenue market, the ratio will lag the actual UK email performance. Best practice: filter both sides to the same Store View for region-specific reads.