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Metrics type: Supporting Metrics • Category: Email Marketing
The whole story of your abandoned-cart flow in one panel, not just the dollar figure. Entries in, sends out, conversions back, and the recovery rate that ties them together.

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At a glance

A KPI summary panel for the abandoned-cart automation, covering the full funnel: entries (carts that triggered the flow), sends (emails the flow dispatched), recovery conversions (entrants who then placed an order), recovered revenue, and the recovery rate that links them. This is the broad performance view of the flow, distinct from Abandoned-Cart Recovery Value, which isolates the single recovered-revenue figure. Use this card to diagnose where the flow is winning or leaking: a healthy revenue number with a poor recovery rate, or strong entries with weak sends, each points at a different fix. Revenue follows Klaviyo’s default 5-day click, 1-day view attribution.

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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.

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Worked example

An outdoor-gear brand on Shopify running a three-step abandoned-cart flow (1 hour, 24 hours, 72 hours). The 30-day window covers 14 Mar 26 to 12 Apr 26. All figures are illustrative.
Five observations:
  1. Recovery rate held steady at 10.2 percent. Both periods landed in the healthy 8 to 12 percent band, and they match almost exactly. A stable recovery rate alongside rising entries and revenue is the signature of a flow that is working and simply seeing more volume.
  2. Sends per entry is 2.77 against a three-step flow. That gap from 3.0 is expected: entrants who convert early or unsubscribe drop out before the later steps fire. A figure well below the step count, say 1.5 on a three-step flow, would suggest the later steps are not sending and is worth investigating.
  3. Revenue grew because entries grew, not because the flow improved. Entries rose 4.7 percent and revenue rose 4.3 percent, while recovery rate was flat. The flow is healthy but static; to lift revenue beyond traffic growth you would optimise the steps, not just enjoy more entries.
  4. Implied AOV of £130 is the recovered-order size. Comparing this to the store-wide AOV tells you whether the flow recovers typical baskets or skews to smaller ones. Cart-recovery orders often run a little below store AOV because the most price-sensitive abandoners are the easiest to win back with a reminder.
  5. Read each tile as a diagnostic, not just a scoreboard. A panel showing strong revenue but a falling recovery rate means deliverability or content is slipping even as volume masks it. Strong entries with weak sends points at later steps not firing. The panel earns its place by separating these causes; the single revenue figure alone cannot.

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Sibling cards merchants should reference together

Abandoned Cart Metrics is the performance panel for the flow. Pair it with these:

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Reconciling against Klaviyo

Where to look in Klaviyo:
  • Flows → Abandoned Cart → Analytics shows the per-flow funnel: entries, recipients, conversions, and revenue. This is the direct comparison to the panel.
  • Flows → Abandoned Cart → individual messages for the per-step send, open, click, and conversion figures behind the totals.
  • Analytics → Reports → Flow Performance, filtered to the abandoned-cart flow, for a period-bounded version of the same numbers.
Why our number may legitimately differ:

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Known limitations / merchant FAQs

How is this different from the Abandoned-Cart Recovery Value card? That card isolates one number, the recovered revenue, for headline tracking. This panel surrounds it with the rest of the funnel: entries, sends, conversions, and recovery rate. When the revenue figure moves, this panel tells you which part of the funnel caused it. My revenue tile is healthy but the recovery rate is falling. What does that mean? Volume is masking a quality problem. Entries are probably up, carrying revenue along, while a smaller share of entrants is converting. The usual causes are deliverability slipping (check bounce and spam signals) or stale content that recipients now ignore. Read the recovery rate, not just the revenue, to catch this early. Sends per entry is well below my step count. Is that normal? A modest gap is normal because converters and unsubscribers drop out before later steps fire. A large gap, for example 1.4 sends per entry on a three-step flow, suggests the later steps are not sending. Check the flow’s step delays and audience filters, and look at flow step drop-off to confirm where the funnel narrows. Every tile shows zero. Why? Check the flow status first. A flow in draft or manual state sends nothing, so the whole panel reads zero, and the abandoned-cart flow status card will flag it. If status is live but entries are zero, the trigger event is not firing, usually a broken integration or a custom event name the flow no longer matches. Does this include SMS recoveries? If your cart flow has an SMS step, its sends and conversions are summed into the panel alongside email. Most accounts are email-only or email plus a single SMS step. The panel reflects whatever channels the flow actually uses. Are recovery conversions double-counted in Placed Orders? No double-counting, but they overlap by design. Recovery conversions are the subset of placed orders that the cart-recovery flow is credited with under the attribution window. The placed-orders card shows the whole; this panel shows the slice the flow earned. Why does my recovery rate differ from an industry benchmark I read? Recovery rate varies with AOV, audience quality, flow length, and category. Considered-purchase and high-AOV brands often sit below the 8 to 12 percent band because buyers need more than three reminders over 72 hours. Use your own prior-period figure as the benchmark rather than a generic number.

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Tracked live in Vortex IQ Nerve Centre

Abandoned Cart Metrics 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 or book a demo to see this metric running on your own data.