> ## 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. # Email-Attributed Revenue Share, Adobe Commerce > Healthy DTC email programmes drive 15-25% of revenue. Below 8% means either bad list health or broken attribution, both recoverable. How to read it, why i... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > 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). | | | | ------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Numerator: revenue attributed to email campaigns or flows in the connected ESP (Klaviyo, Dotdigital, etc.) over the 30-day window. Denominator: Adobe Commerce `SUM(grand_total)` over the same window. Returned as a percentage. | | **API field** | Numerator from the ESP connector (e.g. Klaviyo `attributed_revenue` on Campaign and Flow objects). Denominator from Adobe Commerce orders index `grand_total`, REST endpoint `GET /rest/V1/orders`. | | **VAT / tax treatment** | **Tax-inclusive on both sides.** `grand_total` includes tax; Klaviyo's `attributed_revenue` reflects what the customer paid (the order total at attribution event time). Apples-to-apples by default. UK VAT-inclusive merchants should not see a tax-induced bias. | | **Shipping inclusion** | **Included on both sides.** `grand_total` includes shipping; ESP attribution captures the order total which already includes shipping. | | **Discounts** | Already deducted, both sides. A heavy discount campaign attributed to an email flow shows up at the post-promo value here. | | **Credit Memo refund treatment** | **NOT subtracted on either side.** Adobe Commerce `grand_total` doesn't change after a Credit Memo (refund lives on a separate document). Klaviyo's `attributed_revenue` similarly doesn't retroactively reduce attribution after a refund. Both sides are gross of refunds, so the *ratio* is honest. To see net-of-refund email share, divide *Net Email Revenue* by *Net Adobe Revenue* manually using [Credit Memo Total](/nerve-centre/adobe_commerce/credit_memo_total). | | **`state` machine inclusion** | **All states included on the Adobe denominator.** That covers `new`, `processing`, `complete`, `closed`, `canceled`, `holded`, `pending_payment`, `payment_review`. Klaviyo only attributes orders that fired a `Placed Order` event, which typically means the order reached at least `processing`. So the numerator excludes most `pending_payment` while the denominator includes them, this can suppress the ratio by 2-5% for stores with significant gateway-callback failures. | | **`pending_payment` quirk** | The asymmetric treatment described above is the single biggest reason this card under-reads versus a "pure" Klaviyo > Dashboard percentage. If your store has high `pending_payment` volume, expect this card to read 2-5% lower than Klaviyo's own attribution figure. | | **Multi-currency `grand_total` vs `base_grand_total`** | Numerator and denominator both use display currency (`grand_total` here, Klaviyo's order\_total). For multi-region stores, the *ratio* is approximately FX-neutral as long as email-driven revenue and total revenue share the same currency mix. If your email programme is heavily UK-focused but US is your biggest market, the ratio is biased. | | **Store View scope (`store_id`)** | **All Store Views summed on the denominator.** Klaviyo numerators depend on which Klaviyo accounts are connected, most merchants run one Klaviyo per store-region, so a UK Klaviyo connected against a global Adobe denominator will under-report. Best practice: connect the same scope on both sides (per-region Klaviyo + per-Store-View Adobe filter). | | **Time window** | `30D` (rolling 30-day) | | **Alert trigger** | `<8% (email programme under-performing)` | | **Roles** | owner, marketing, finance | ## Calculation ``` SUM(grand_total) WHERE date BETWEEN [period_start, period_end] ``` ## 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. | Source | Value | | ---------------------------------------------------- | -------------------------------- | | Adobe `grand_total` (US Store View, USD) | \$272,320 | | Adobe `grand_total` (UK Store View, GBP) | £80,784 (≈ \$101,000 indicative) | | Adobe `grand_total` (B2B portal, USD) | \$58,220 | | Adobe `pending_payment` value (across views) | \$12,168 | | **Adobe Total Revenue (denominator)** | **\~\$443,708 indicative** | | Klaviyo email-attributed revenue (US programme, USD) | \$46,200 | | Klaviyo email-attributed revenue (UK programme, GBP) | £14,400 (≈ \$18,000 indicative) | | **Total email-attributed (numerator)** | **\~\$64,200 indicative** | | **This card** | **\~14.5%** | What this is telling the merchant: 1. **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. 2. **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 = 3` from the Adobe denominator.** With B2B excluded the ratio jumps to 16.7%. 3. **`pending_payment` orders (\$12,168) are in the denominator but typically not in Klaviyo's numerator** (Klaviyo fires on `Placed Order` which 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%. 4. **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). 5. **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: | Card | Why pair it with Email Revenue Share | | ------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) | The denominator. If revenue rose on paid ads while email stayed flat, the share drops without the email programme actually weakening. | | [Order State Distribution](/nerve-centre/kpi-cards/adobe-commerce/order-state-breakdown) | A `pending_payment` spike inflates the denominator but not the numerator, suppressing this card. Cross-check before declaring email "broken". | | [Revenue by Store View](/nerve-centre/adobe_commerce/revenue_by_store_id) | If your B2B Store View grew this period, the ratio drops (B2B doesn't get consumer email). Filter B2B out for a fair DTC-only view. | | [Credit Memo Total](/nerve-centre/adobe_commerce/credit_memo_total) | Both sides are gross of refunds. A refund-heavy month leaves the headline unchanged but cash flow worse, this card doesn't capture that. | | [`klaviyo.email_attributed_revenue`](/nerve-centre/klaviyo/email_attributed_revenue) | The numerator card on its own. Movement here without movement on the share card means the denominator (Adobe) moved equally, the email programme is keeping pace. | | [`klaviyo.email_open_rate`](/nerve-centre/klaviyo/email_open_rate) | Falling open rates precede falling email revenue by 4-6 weeks (deliverability decay). Watch this for the early signal. | | [`klaviyo.email_unsubscribe_rate`](/nerve-centre/klaviyo/email_unsubscribe_rate) | Sudden unsubscribe spikes shrink the addressable list. | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | GA4's email channel attribution as a sanity check. Should sit within 20% of this card; bigger gaps suggest UTM/tagging mismatch. | ## 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](/nerve-centre/kpi-cards/adobe-commerce/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. **Why our number may legitimately differ from Klaviyo's own dashboard email-share:** | Reason | Direction of divergence | | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | --------------------------------------------------- | | **Time-zone**. Adobe Commerce stores `created_at` in server local time (configurable per Store View). Klaviyo attributes in UTC. The 30-day window endpoints will sit at different real-world cutoffs. | ±1 day's data at the boundary | | **Currency**. Klaviyo's dashboard typically shows attributed revenue in the connected store's reporting currency (FX-converted). This card sums `grand_total` without FX. Material for international merchants with multi-currency stores. | Material for multi-currency stores | | **Store View scope**. Klaviyo connects per-store; Adobe denominator sums all Store Views. A US-Klaviyo on a multi-Store-View Adobe merchant will under-report this card by the share that non-US Store Views contribute. | Vortex IQ ratio lower than Klaviyo's per-store view | | **`pending_payment` asymmetry**. Adobe denominator includes `pending_payment` orders; Klaviyo numerator typically doesn't (no `Placed Order` event for orders that never completed). | Vortex IQ ratio 2-5% lower than Klaviyo's | | **`canceled` asymmetry**. Adobe denominator includes `canceled`; Klaviyo's `Placed Order` fires before cancellation, so most canceled orders are in both numerator and denominator. Cancellation-heavy stores see this balance out. | Usually no divergence | | **Attribution window**. Klaviyo's default attribution window is 5 days (click) or 1 day (open). Orders within that window of an email engagement are credited. Different ESPs use different windows; Dotdigital is 30 days for clicks. | Material if window setting differs | | **List exclusions**. If Klaviyo's data feed is filtered (e.g. only campaign-attributed, not flow-attributed) the numerator under-reports. Always include both campaigns and flows for a true email-share read. | Vortex IQ ratio lower if flows excluded | | **API rate-limit gaps during sync**. Adobe REST has request quotas; if the indexer throttled during the recent run, the latest day's denominator may be incomplete. | Self-resolves at next sync | **Cross-connector reconciliation (when these connectors are connected for this merchant):** This card *is* a cross-connector reconciliation. The honest read is: | Pair | Expected relationship | What divergence tells you | | ------------------------------------------------------------------------------------------------------------ | ----------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Klaviyo `attributed_revenue` ÷ Adobe `grand_total` (this card) vs Klaviyo Dashboard's "Revenue from Email" % | Should match within 2-5 percentage points | Bigger gaps mean: (1) different attribution-window settings, (2) one side is filtering Store View, (3) `pending_payment` asymmetry on a high-fail store. | | GA4 channel report Email % vs this card | Should sit within 10-20% of each other | GA4 attribution uses click-tracked sessions; Klaviyo uses email-engagement events. Different lenses on the same purchases. Use both, neither is the single truth. | | [`stripe.stripe_total_revenue`](/nerve-centre/kpi-cards/stripe/total-charge-volume) | Doesn't reconcile directly | Stripe doesn't see channel; useful only for sanity-checking the denominator. | ***
Same-metric documentation cross-reference (for agencies running multiple platforms) The same cross-platform concept exists on other commerce connectors. This is **not a reconciliation**; your Adobe Commerce store doesn't have a parallel Shopify or BigCommerce store. These cross-links exist so agencies running multi-platform client books can navigate equivalent metrics across the docs. * [`shopify.shopify_xc_email_revenue_share`](/nerve-centre/shopify/shopify_xc_email_revenue_share) * [`bigcommerce.bc_xc_email_revenue_share`](/nerve-centre/bigcommerce/bc_xc_email_revenue_share)
## 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 B2B `store_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](/nerve-centre/adobe_commerce/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. *** ### Tracked live in Vortex IQ Nerve Centre *Email-Attributed Revenue Share* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce 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.