Placed-order revenue attributed to Dotdigital sends. The hero number.
At a glance
Placed-order revenue Dotdigital claims credit for via its Insights / Engagement Cloud conversion-tracking pixel. The headline number for the email channel. Dotdigital-attributed revenue is always a SUBSET of total store revenue, typically 5 to 15% of the commerce platform headline for established UK and EU B2C brands. The lower band vs Klaviyo (8 to 25%) reflects Dotdigital’s lighter automation depth, longer enterprise sending cadence, and a stricter GDPR-driven consented-list shape.
Calculation
Calculated automatically from your Dotdigital 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 UK-based mid-market homewares brand running on BigCommerce with Dotdigital Engagement Cloud for email plus SMS. Active list is 218,000 consented contacts, 84% UK, 12% EU, 4% rest-of-world. The 30-day window covers 03 Apr 26 to 02 May 26. Conversion window is left at the Dotdigital default of 7-day click + 1-day view.
What’s interesting:
- Dotdigital claims £146,500 of email-attributed revenue. The same window’s BigCommerce headline was £1,820,000. Dotdigital accounts for 8.05% of total store revenue, well inside the 5 to 15% healthy band for UK B2C brands. A US peer on Klaviyo would typically run 12 to 18% on the same list shape because Klaviyo’s automation library and product-feed-driven recommendations are deeper.
- Programmes are 28% of revenue from a fraction of the volume. The five programmes generated £42,200 against 19,000 entries; the four campaigns generated £104,300 against ~590,000 sends. Per-recipient programmes are 6 to 8x more efficient than campaigns. The first lever for a low Dotdigital share is always “build the programmes”, not “send more campaigns”.
- The bank-holiday weekend campaign was the single biggest revenue event. £61,500 from three sends across 04 May 26 to 06 May 26. Dotdigital’s strongest pattern is concentrated UK-calendar moments (bank holidays, BFCM, Boxing Day) where the consented list is primed for promotional content; high-frequency 5x-per-week sending typically degrades open rate without lifting revenue.
- Abandoned-cart programme is over-represented. £21,600 from 6,400 entries means a Revenue per Entry of £3.38 for a programme that costs the brand nothing but copy maintenance. Compare against the Welcome programme at £2.16 per entry, the abandoned-cart audience has stronger purchase intent and the 7-day click window catches almost all of the recovery activity.
- Last-touch attribution may be over-claiming for the bank-holiday campaign. Some of the £61,500 had a Google Shopping click first that Dotdigital cannot see. Treat email-attributed revenue as a directional signal of channel health, not a clean incremental measure. Pair this card with Email Share of Total Store Revenue for the trended share.
Sibling cards merchants should reference together
Reconciling against the vendor’s own dashboard
Where to look in Dotdigital: r1-app.dotdigital.com → Insights → Performance Overview for the headline number. Dotdigital’s own dashboard breaks revenue down by Campaigns and Programmes (Dotdigital’s term for what Klaviyo calls “Flows”); this card sums both. The figures should match Vortex IQ to within a few pounds. Other Dotdigital views that look like this number but aren’t:- Campaigns → Reports → Campaign Summary: per-campaign only; this card sums across all of them plus all programmes.
- Programmes → Reports → Programme Summary: per-programme only.
- Insights → Custom Reports: can be configured to show this exact metric, but the default Insights cards differ.
- Engagement Cloud Classic UI (legacy at app-eu.dotdigital.com): older customers may still be on this. The numbers reconcile but the URL paths differ.
Cross-connector reconciliation (when the merchant has connected the commerce platform):
These connectors view the same orders through different attribution lenses. Dotdigital always claims a SUBSET; the question is “what share”. Persistent divergence patterns reveal real things about the marketing mix.
Sanity check rule: if Dotdigital-attributed revenue is above 25% of commerce-platform total revenue for two consecutive months, your other channels are under-performing AND/OR Dotdigital is over-claiming because non-email touches aren’t being tracked properly. Open Email Share of Total Store Revenue for the trended share.
Known limitations / merchant FAQs
Why is my Dotdigital share lower than my US peers report on Klaviyo? Two structural reasons. First, GDPR. UK and EU consent rules mean Dotdigital lists are smaller than US-equivalent Klaviyo lists for the same brand size, because the consent re-confirmation process culls the file roughly every 18 months. Second, automation depth. Klaviyo’s product-recommendation and predictive-LTV blocks are richer than Dotdigital’s; Dotdigital is stronger on enterprise-grade sending infrastructure and SMS, weaker on out-of-the-box ecommerce automation. A 5 to 15% Dotdigital share is healthy; a 12 to 18% Klaviyo share is healthy on the same store. Don’t compare the two numbers directly. Why is Dotdigital claiming so much revenue, surely my other marketing matters too? Dotdigital’s last-touch attribution gives email full credit for any conversion within 7 days of a click. If a customer clicked a Google Ad, then clicked a Dotdigital email five days later, then placed an order, Dotdigital claims it. All email platforms work this way, it isn’t Dotdigital being aggressive (Klaviyo’s 5-day window is actually narrower). The right way to read this card is “what fraction of conversions had email touches at the bottom of the funnel”, not “what would have been lost without email”. My Dotdigital number went up 30% but BigCommerce Total Revenue is flat. What’s going on? Two common causes. First, you ran a tentpole UK-calendar campaign (bank holiday, Christmas, Boxing Day, BFCM) that captured customers who would have purchased anyway, just attributing them to email instead of organic. Second, you may have changed the conversion window in Account Settings → Insights. Both are legitimate but the first is “vanity attribution” and shouldn’t drive marketing-budget decisions. Does this card include SMS revenue? Yes, both email and SMS Engagement Cloud sends are pulled from the same/v2/campaigns/{id}/summary endpoint. The Dotdigital API does not separate them at the aggregate revenue level. To see SMS isolated, filter by channel = sms in Insights → Custom Reports on the Dotdigital side.
Why doesn’t this match my BigCommerce “Email” channel revenue under Marketing Reports?
BigCommerce Analytics uses its own session-based attribution model with its own UTM hygiene rules. Dotdigital uses its Insights pixel and a 7-day click window. They will never match exactly. Use one or the other consistently for trend tracking, don’t mix and match across reports.
Refunds, what happens to email-attributed revenue when an order is refunded?
Dotdigital’s orderValue does NOT subtract refunds. The conversion event still counts. Dotdigital tracks numRefundedOrders separately under the same campaign or programme summary, but it does not net off this card. For a net view, subtract Dotdigital’s Refunded Order Value card (when added to the registry).
My contacts unsubscribed after I uploaded my CSV list, why is revenue lower than expected?
Dotdigital is GDPR-strict. Uploading a list with old or unverified consent often triggers a soft-suppression sweep where Dotdigital re-validates each contact through a re-permissioning email; non-responders are auto-suppressed. The sending list shrinks by 20 to 40% on first upload. This is the platform doing its job. Run Active Subscribers Estimate before and after uploads to see the real reachable base.
What’s the difference between revenue from a Campaign vs a Programme on this card?
None at the headline level, this card sums both. The distinction matters for efficiency, not totals. Use Programme vs Campaign Revenue Mix for the split: programmes are typically 6 to 8x more efficient per recipient because they’re triggered by behaviour, not blasted to a list.
Why didn’t a recent campaign show up?
Two cases. First, the campaign hasn’t completed its conversion window yet (7-day click window means revenue from a campaign sent yesterday will continue accruing for the next 6 days). Second, Dotdigital’s Insights data warehouse refreshes every 15 to 30 minutes; very-recent sends may lag the live commerce platform feed by up to half an hour.