Placed-order conversion rate from email over time. This is the bottom-of-funnel line that ties engagement to revenue, read on Klaviyo’s default 5-day click, 1-day view attribution.
At a glance
The time-series of conversion rate across the selected period, computed as conversions ÷ delivered, where a conversion is a placed order attributed to a send under Klaviyo’s default window of 5-day click plus 1-day view. This is the metric that connects the engagement funnel to actual revenue: opens and clicks matter only insofar as they lead here. A conversion-rate move is more decision-relevant than an open or click move, because it reflects real purchases, but it lags and it depends on the attribution window, so a window change or a slow purchase cycle can shift the line without any real change in performance.
| What it counts | Conversion rate per period bucket, conversions ÷ delivered × 100, where conversions are attributed placed orders, plotted as a line over the selected window. |
| API endpoint + statistics field | POST /api/campaign-values-reports and POST /api/flow-values-reports, returning the conversion_rate statistic, derived from conversions over delivered. |
| Attribution model | Klaviyo default: 5-day click plus 1-day view PLACED_ORDER, single-touch (last-touch). An order counts if a Klaviyo email touch fell inside that window and was the qualifying touch. |
| Email vs SMS aggregation | Email only by default. SMS conversions are tracked under the SMS channel and not blended here. |
| Refunds / cancellations | Not deducted. Conversions are counted at order placement, so a later refund or cancellation does not remove the conversion from this rate. |
| Chart type | Line. |
| Time window | 30D vsP |
| Alert trigger | A sustained downward step in the conversion line against the recent baseline, which signals a real drop in email-driven purchasing. |
| Roles | owner, marketing |
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
An illustrative beauty brand on Klaviyo, running campaigns plus a welcome and abandoned-cart flow. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the conversion-rate line by week looks like this (illustrative figures):| Week | Delivered | Attributed orders | Conversion rate |
|---|---|---|---|
| 14-20 Mar 26 | 42,000 | 504 | 1.20% |
| 21-27 Mar 26 | 43,500 | 522 | 1.20% |
| 28 Mar-3 Apr 26 | 41,800 | 376 | 0.90% |
| 4-12 Apr 26 | 44,000 | 528 | 1.20% |
- The baseline sits at a steady 1.20%, then week 3 dips to 0.90%. Because conversion is a real-purchase metric, this dip is worth more attention than an equivalent wobble in opens. A 0.30-point fall is a quarter of the program’s purchasing power for that week.
- Localise before reacting: did clicks fall, or did clicks fail to convert? If Click Rate Trend also dipped in week 3, the problem is upstream (fewer people clicked through). If clicks held but conversions fell, the problem is downstream of the email: a landing-page issue, an out-of-stock product, a checkout friction, or a weaker offer.
- Remember the attribution window introduces lag. A send late in week 3 can still book a conversion into early week 4 because the click window runs five days. So a fresh dip at the right edge of the chart may partly fill in as more orders attribute back. Give the most recent bucket a few days before treating it as final.
- An attribution-window change would move this line without any real performance change. If someone shortened or lengthened the Klaviyo conversion window mid-period, the rate shifts mechanically. Always rule out a configuration change before diagnosing a content or deliverability cause.
- Refunds do not show here. A week with strong conversion but high subsequent refunds will still look strong on this line, because conversions are booked at order placement. For a net-revenue view, pair with Revenue per Recipient and your store’s refund reporting rather than reading conversion rate alone.
Sibling cards merchants should reference together
Conversion Rate Trend is the bottom-of-funnel anchor. Pair it with these to find the cause of any move:| Card | Why pair it with Conversion Rate Trend |
|---|---|
| Conversion Rate | The single-period headline behind this line. The trend gives the shape; the headline gives the latest reading. |
| Placed Orders | The volume of attributed orders. A conversion-rate dip with steady orders means the denominator grew; with falling orders means real purchasing dropped. |
| Revenue per Recipient | The value view. Conversion rate counts orders; revenue per recipient weights them by basket size, so the two together separate frequency from value. |
| Click-to-Open Rate | A mid-funnel quality check. Strong CTOR with weak conversion points to a problem after the click, not in the email. |
| Email Click Rate | The step before conversion. If clicks fell, the conversion dip is upstream; if clicks held, it is downstream of the email. |
Reconciling against Klaviyo
Where to look in Klaviyo:- Klaviyo → Analytics → Performance, then the conversion-rate metric over time, for the program-level trend.
- Klaviyo → Campaigns and Klaviyo → Flows, then a specific send’s analytics, where attributed orders and conversion rate are shown per send.
- Klaviyo → Account → Settings, then the conversion-tracking and attribution settings, to confirm the active attribution window.
| Reason | Direction of divergence |
|---|---|
| Attribution window. Klaviyo’s default is 5-day click plus 1-day view. If the account window was changed mid-period, our historical figures may not match a live view recomputed on the new window. | Drift on changed-window accounts. |
| Attribution lag. A late-window send books conversions into a later bucket. Snapshots taken at different times see different totals for the most recent bucket. | The latest bucket reads low until orders finish attributing. |
| Time zone. Vortex IQ buckets by UTC day; Klaviyo uses your account time zone. Orders near midnight can fall into a different bucket. | Either direction, usually marginal. |
| Refunds. Conversions are booked at order placement and not reversed on refund, on both sides. A net-of-refund view will read lower than either. | None between systems; both read gross. |
| Campaign vs flow scope. A campaign-only Klaviyo view will not match our blended campaign-plus-flow conversion rate. | Either direction. |