$/30D recovered by the abandoned-cart flow. Goes to zero if the flow is drafted (KL-FLOW-001).
At a glance
The dollar (or pound, or euro) value of revenue Klaviyo’s abandoned-cart flow recovered in the period, expressed in the merchant’s currency. Computed asflow_entries × commerce_platform.aov × recovery_ratefor the cart-abandonment-triggered flow. Goes to zero if the flow is indraftstate, when auditKL-FLOW-001fires. This is the most concrete revenue-at-risk number on the dashboard for the abandoned-cart automation.
| What it counts | The Klaviyo-attributed revenue from flows whose trigger_type = abandoned_cart (or started_checkout/added_to_cart). Pulled from POST /api/flow-values-reports, optionally cross-checked against commerce-platform AOV for “what could have been recovered if the flow were live” projection. |
| API endpoints + statistics field | POST /api/flow-values-reports with statistics: ["revenue", "conversions"]. The card identifies the abandoned-cart flow by trigger_type and aggregates its revenue. |
| Attribution model | Klaviyo default: 5-day click + 1-day view PLACED_ORDER attribution. A customer who clicks the cart-recovery email and places an order within 5 days has the revenue attributed to the flow. |
| Single-touch attribution | If the customer ALSO got a campaign during the 5-day window, only the most recent touch gets credit. So this number can be slightly inflated when cart abandoners also receive promotional sends. |
| Cross-channel attribution | Klaviyo only sees its own touches. A customer who returned via Google retargeting before the cart-recovery email arrived might not be counted as a recovery (Klaviyo’s email touch wasn’t last) OR might be (if it was). The 60-75% incrementality estimate from academic studies applies here too. |
| Email vs SMS aggregation | If the merchant runs both email and SMS abandoned-cart flows, both are pulled and summed. Most accounts run email-only or email + a single SMS step. |
| MPP impact | None on revenue. Cart-abandon emails have very high open rates anyway (40-60%); MPP makes opens look 10% higher but revenue is unaffected. |
| Refunds / cancellations | NOT deducted. Same shape as klv_total_revenue. |
| Page cap | Klaviyo caps flow returns at 50 per call. The cart-abandon flow is essentially always in the top 10 flows by revenue; page cap doesn’t bite. |
| Goes to zero when | The flow is in draft or manual state. The card surfaces this as red and klv_abandoned_cart_flow_status audit KL-FLOW-001 fires concurrently. |
| Currency | Klaviyo’s account base currency. Multi-currency Shopify stores see one consistent figure. |
| Time window | 30D vsP |
| Alert trigger | The card itself doesn’t fire an alert; the companion klv_abandoned_cart_flow_status fires when status is not live. |
| Roles | owner, marketing, finance |
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 fashion brand on Shopify. The 30-day window covers 14 Mar 26 to 12 Apr 26.| Source | Value |
|---|---|
| Shopify Total Revenue | £286,400 |
| Shopify Average Order Value | £142 |
| Shopify Cart Abandonment Rate | 68% |
| Shopify Checkouts Started | 4,180 |
| Shopify Orders Completed | 1,338 |
| Carts abandoned | 2,842 |
| Klaviyo abandoned-cart flow status | live (3-step: 1h, 24h, 72h) |
| Klaviyo flow entries (cart-abandon) | 2,810 |
| Klaviyo flow conversions | 287 |
| Klaviyo flow attributed revenue | £36,750 |
- The flow is recovering 10.2% of abandoned carts, squarely in the industry benchmark band of 8-12%. £36,750 over 30 days, or roughly £441K annualised. Strong return for a single automation.
- The implied AOV (£128) is slightly below the store-wide AOV (£142). This is normal: cart-abandon recoveries skew toward smaller orders because price-sensitive shoppers who abandoned over a single £12 shipping fee are precisely the ones the flow brings back. Higher-AOV abandoners are often researching deeper and aren’t moved by a single email reminder.
- The flow recovered 287 of 2,810 entries. The other 2,523 either purchased anyway (organic return, ~30-40% of abandoners come back even without the flow), didn’t see the email (gone to spam, used a different email), or didn’t buy. The incremental uplift attributable to the flow is closer to 60-75% of the £36,750, so call it £22K-£28K of true incremental revenue per month.
- At 7.7% of total store revenue, this single flow is a major contributor. £36,750 / £286,400 = 12.8% of total store revenue actually, recovered by ONE automation. Deactivating this flow is equivalent to losing 7-13% of total store revenue overnight (depending on where you draw the incrementality line). This is the practical value of the abandoned-cart flow status card.
- Watch for sudden drops without status changes. If the flow stays
livebut recovery rate drops from 10.2% to 4-5% over a few weeks, three usual causes: (a) the email is going to spam (checkklv_bounce_rateandklv_spam_rate); (b) the trigger event stopped firing (check Shopify-Klaviyo integration health); (c) seasonal change in abandoners (gift-buying season has lower recovery rates because gifts have planned purchase windows). Always investigate the cause when this number drops.
Sibling cards merchants should reference together
Abandoned-Cart Recovery Value is a downstream metric. Pair it with these:| Card | Why pair it with Abandoned-Cart Recovery Value |
|---|---|
| Klaviyo Abandoned-Cart Flow Status | The on/off switch. If status isn’t live, this card goes to zero. Always read together. |
| Klaviyo Flow Step Drop-off | Identifies which step in the 3-step sequence is leaking. Step 1 (1h) typically drives 40-60% of recovery; step 2 (24h) another 25-30%; step 3 (72h) the rest. Optimise the underperforming step. |
| Klaviyo Top 10 Flows by Revenue | The portfolio context. The cart-abandon flow is typically #1 by revenue; if it isn’t, something’s wrong. |
| Shopify Cart Abandonment Rate | The denominator’s denominator. Lower abandonment rate means fewer carts to recover; higher rate means more revenue at stake. |
| Shopify Total Revenue | Read this card as a percentage of total revenue (typically 7-13%) to gauge how much the merchant relies on the flow. |
| Shopify Average Order Value | The AOV input. Cart-abandon recoveries scale with store AOV; high-AOV stores get more revenue per recovered cart. |
| Klaviyo Email Share of Total Store Revenue | The biggest single lever for the share metric. Activating this flow lifts share by 3-5 points. |
| Klaviyo Email-Attributed Revenue | Total Klaviyo revenue. The cart-abandon flow is typically 20-30% of total Klaviyo revenue. |
Reconciling against the vendor’s own dashboard
Where to look in Klaviyo: Klaviyo → Flows → Abandoned Cart for the per-flow performance view. Klaviyo shows total revenue, conversions, and entries directly. The figures should match this card to within a few pounds. Other Klaviyo views that look like the same number but aren’t:- Analytics → Performance: shows total flow revenue (all flows combined), not just the cart-abandon flow.
- Reports → Flow Performance: per-flow breakdown across the full account. Filter to abandoned cart for the same number this card surfaces.
- Flows → Abandoned Cart → individual messages: per-step revenue. Sum across steps to get the same total.
| Reason | Direction of divergence |
|---|---|
| Time-zone. Klaviyo runs on the merchant’s account timezone; Vortex IQ runs on UTC. Boundary days differ. | ±1 day of revenue at the boundary, usually <2% on the headline. |
| Multiple cart-abandon flows. Some accounts run 2-3 cart-abandon flows for different segments (engaged vs new, first-time vs returning). Vortex IQ aggregates by trigger_type, summing across all. Klaviyo’s per-flow view only shows one at a time. | Vortex IQ runs higher than the dashboard’s per-flow view. |
| Attribution-window setting. If the merchant changed the window mid-period, historical numbers may differ between Klaviyo’s snapshot and Vortex IQ’s live read. | Small drift on changed-window accounts. |
Trigger-type matching. If the merchant uses a custom event name for cart abandonment (e.g. cart_lost, bag_abandoned), the card may not detect it. | Card may show zero when the dashboard shows revenue. |
| Currency. Klaviyo stores revenue in account base currency. Multi-currency stores normalise. | Consistent. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.cart_abandonment_rate | The recovery flow recovers 8-12% of carts indicated by the abandonment rate × Shopify Checkouts Started. The implied recovery from the flow should match the flow-attributed revenue ÷ AOV. | Recovery rate varies by industry. |
shopify.total_revenue | The cart-abandon flow typically generates 7-13% of total store revenue. | Lower for high-AOV considered-purchase brands. |
bigcommerce.total_revenue | Same shape on BC. | Same. |
adobe_commerce.total_revenue | Same shape on Adobe. | Same. |
| Shopify “Recovered checkouts” report | Shopify’s native abandoned-cart recovery view (Shopify’s own basic email). Will be smaller than this card because Shopify’s email is typically less aggressive than a 3-step Klaviyo flow. | Different attribution model and email content. |
Known limitations / merchant FAQs
My recovery flow is live but the value here is much lower than expected, what’s wrong? Three checks: (a) confirm the flow is firing, look at flow entries this period; if entries are zero or near-zero, the trigger event isn’t firing (Klaviyo-Shopify integration broken, or Klaviyo’s “Started Checkout” tracking off); (b) checkklv_bounce_rate and klv_spam_rate for deliverability; cart-abandon emails go to less-engaged subscribers and are first to suffer reputation damage; (c) look at flow step drop-off, if step 1 has >50% drop-off the email is going to spam folder.
The number is exactly zero, what’s the cause?
Always check the flow status first via klv_abandoned_cart_flow_status. Status draft or manual means the flow exists but isn’t running. If status is live but entries are zero, the trigger event isn’t firing, open the Klaviyo-Shopify integration page and verify Started Checkout shows recent events. If integration looks healthy, contact Klaviyo support.
How does this compare to Shopify’s native abandoned-cart email?
Shopify’s stock email is one-step, sent once, with default copy. Recovery rates run 3-5%. A Klaviyo 3-step flow recovers 8-12%, so it’s roughly 2-3× more effective. Some merchants run both; in that case the Shopify email fires first (within minutes) and the Klaviyo flow fires after. Klaviyo will claim recoveries that Shopify also tries to claim, last-touch wins.
My store has a long buying cycle (B2B, considered purchase), should I expect lower recovery?
Yes. B2B and high-AOV considered-purchase brands typically see 4-7% recovery rates because the buyer needs more than 3 emails over 72 hours to make the decision. For these archetypes, extend the flow to 5-7 steps over 14-21 days, and don’t lead with discount in step 1 (price isn’t the friction; consideration is). The recovery dollar value will still be meaningful because high-AOV recoveries compound.
Does refunds reduce this number?
No. Klaviyo records Placed Order revenue at order time. If a recovered cart is later refunded, this card still shows the original revenue contribution. For a true net view, subtract the store’s refund rate (usually 5-15%). For most merchants the share moves <2 percentage points.
Am I double-counting against Klaviyo’s total revenue?
No. The cart-abandon flow’s revenue is included in klv_total_revenue already. This card just isolates the cart-abandon contribution to make it visible. There’s no double-counting; the card slices a known total.
My multi-currency Shopify store, how is the value displayed?
Klaviyo’s account base currency. If the merchant’s Shopify store transacts in GBP, EUR, and USD but the Klaviyo account base is GBP, all flow revenue is converted to GBP at order time and displayed in GBP. Multi-currency consistency is fine if both sides agree on base currency.
Does this include SMS recoveries?
If the merchant has an SMS step in the cart-abandon flow, yes, the SMS revenue is counted alongside email revenue. Most accounts have email-only flows; ~20% of mature accounts also run an SMS step 30 minutes after the email. Both contribute to this card.
The recovery rate has been falling, is the flow getting worse?
Three causes in order of likelihood: (a) deliverability degraded (check bounce and spam rates); (b) the email content has gone stale, recipients see the same template too often; (c) seasonal change, recovery rates dip in gifting seasons (Christmas, Mother’s Day) because gift-buying decisions are deadline-driven not impulse. Always read alongside klv_bounce_rate to rule out the deliverability cause first.
Why doesn’t the card just project “if you turned on the flow, here’s what you’d recover”?
Some implementations of this card do project the upside. The card shows actual recovered revenue when the flow is live. When the flow is draft, the card displays “0, with potential £X-£Y” using the formula flow_entries × commerce_platform.aov × 8-12%. Always treat the projection as a range, not a single number.