Placed-order revenue Klaviyo claims credit for in the conversion window. The hero number.
At a glance
The total order revenue Klaviyo’s tracking attributes to email and SMS sends in the period. Computed from the Placed Order event, applying Klaviyo’s default 5-day click-through and 1-day view-through attribution window. Email-attributed revenue is always a SUBSET of total store revenue, typically 8, 25% of the commerce platform’s headline.
| What it counts | SUM(revenue) across every campaign and flow whose conversion window overlaps the selected period. Klaviyo aggregates this on the campaign_values_reports and flow_values_reports API endpoints. |
| What “sent” means | This card uses delivered sends (excluding bounces) when computing per-recipient metrics like Revenue per Recipient. For Total Revenue itself, the “sent” question doesn’t matter, the metric is downstream of opens/clicks. |
| Attribution model | Klaviyo default: 5-day click + 1-day view. A customer who clicks an email and places an order within 5 days, or merely views an email and places an order within 1 day, has that revenue attributed to the campaign. The window is configurable per Klaviyo account; defaults work for most. |
| Multi-touch attribution | Last-touch. If a customer clicks two campaigns and one flow before placing an order, only the most recent touch gets credit. This means total Klaviyo revenue is NOT additive across overlapping campaigns; the same order can only count once. |
| Cross-channel attribution | Klaviyo only sees its own touches. Klaviyo doesn’t know that a paid Google Ad, a SEO landing visit, or a TikTok video influenced the same customer. So Klaviyo claims credit for the email-touch at the bottom of the funnel even when other channels did most of the heavy lifting. This is normal across all email platforms but worth understanding when the email-attributed share looks high. |
| Currency | Klaviyo stores revenue in the merchant’s account base currency. No FX conversion, multi-currency stores see all revenue normalised to base. |
| Refunds / cancellations | NOT deducted. Klaviyo records the Placed Order event at order time. If the order is refunded later, Klaviyo’s Refunded Order event tracks it separately, but klv_total_revenue does not subtract. |
| Bounces | Excluded from sends but irrelevant to revenue (bounced emails can’t drive a click that drives an order). |
| iOS Mail Privacy Protection (MPP) | Inflates open rates (Apple pre-fetches images so MPP-enabled inboxes register as “opened” even when the user didn’t see the email). MPP does NOT inflate revenue, only view-through attribution counts pre-fetches as “views”, and view-through is a 1-day window with smaller weight. |
| Time window | 30D vsP (default 30D vs the prior 30D) |
| Alert trigger | drop >15% WoW (drives sentiment_key: total_revenue) |
| 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 skincare brand running on Shopify with Klaviyo for email + SMS. The 30-day window covers 14 Mar 26 to 12 Apr 26. The merchant ran:| Source | Type | Sends | Recipients | Klaviyo-attributed revenue |
|---|---|---|---|---|
| Spring promotion | Campaign | 12 | 84,000 | £18,400 |
| Mother’s Day push | Campaign | 1 | 92,000 | £24,800 |
| Welcome flow (5-step) | Flow | (rolling) | 4,200 entries | £7,200 |
| Abandoned cart (3-step) | Flow | (rolling) | 5,800 entries | £14,600 |
| Browse abandonment | Flow | (rolling) | 3,100 entries | £2,800 |
| Post-purchase upsell | Flow | (rolling) | 4,400 entries | £4,200 |
| Win-back | Flow | (rolling) | 2,200 entries | £1,400 |
| Total Klaviyo Revenue (this card) | £73,400 |
- Klaviyo claims £73,400 of email-attributed revenue. Headline Shopify Total Revenue for the same window was £412,600. Klaviyo accounts for 17.8% of total revenue, on the higher end of the healthy 8, 25% benchmark band.
- Flows are 40% of Klaviyo revenue from much lower volume. The four lifecycle flows (Welcome, Abandoned Cart, Browse Abandon, Post-Purchase) generated £28,800 vs the two campaigns’ £43,200, but flows reach far fewer people. Per-recipient flows are 5, 10× more efficient than campaigns. This is the “set up flows first, then worry about campaigns” rule.
- The Mother’s Day campaign drove most of the campaign revenue. Single tentpole moments compound, the one email outperformed the 12-step Spring promo. Klaviyo’s strongest pattern is “concentrated focused sends, not high-frequency”.
- Last-touch attribution may be over-claiming. Some of the £14,600 abandoned-cart revenue would have come back anyway (organic return), and some of the Mother’s Day £24,800 had a Google Ads click first that Klaviyo doesn’t see. Treat email-attributed revenue as a directional signal of channel health, not a clean incremental measure.
Sibling cards merchants should reference together
| Card | Why pair it with Email-Attributed Revenue |
|---|---|
| Klaviyo Revenue per Recipient | The efficiency view: revenue ÷ sends. Tells you whether you’re sending more or sending better. |
| Klaviyo Revenue per Send | The campaign-level efficiency view. Useful for comparing campaign performance after the fact. |
| Klaviyo Conversion Rate | How many recipients ended up placing an order. Useful when revenue is up but you suspect it’s just bigger basket sizes. |
| Klaviyo Open Rate | The top-of-funnel signal. Drops here usually precede revenue drops by 1-2 weeks. iOS MPP makes opens noisy, treat with caution. |
| Klaviyo Click Rate | More resistant to MPP than opens. A better leading indicator. |
| Klaviyo Placed Orders Total | The order-count denominator. AOV = this card ÷ placed orders. |
| Klaviyo Email-Attributed Revenue Share | This card ÷ commerce platform total revenue. The single most important Klaviyo health number. |
| Shopify Total Revenue | The denominator for the share calculation, see Reconciling section. |
Reconciling against the vendor’s own dashboard
Where to look in Klaviyo: Analytics → Performance for the headline number. Klaviyo’s own dashboard breaks revenue down by Campaigns and Flows, this card sums both. The figures should match this card to within a few pounds. Other Klaviyo views that look like the same number but aren’t:- Campaigns → individual campaign revenue: per-campaign only, this card sums across all of them plus flows.
- Flows → individual flow revenue: per-flow only.
- Reports → Custom Reports: can be configured to show this exact metric, but the default reports differ.
| Reason | Direction of divergence |
|---|---|
| Time-zone. Klaviyo runs on the merchant’s account timezone; Vortex IQ runs on UTC by default. Boundary days differ. | ±1 day’s revenue at the boundary |
| Attribution window setting. Vortex IQ uses the Klaviyo account’s current attribution window. If the merchant changed the window mid-period, historical numbers may differ slightly between Klaviyo’s snapshot views and Vortex IQ’s live read. | Small drift on changed-window accounts |
| Page caps: 50 campaigns + 50 flows per call. Mature accounts running > 50 active campaigns will see truncated values. | Vortex IQ slightly lower for very high-cadence senders |
| Currency. Klaviyo stores revenue in account base currency; multi-currency Shopify/BC sites attribute multi-currency orders into a single base-currency figure on Klaviyo’s side. This is the same regardless of platform. | None; consistent |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.total_revenue | Klaviyo ≤ 8, 25% of Shopify Total Revenue | Klaviyo only sees revenue where the customer’s last meaningful touch (within 5 days of click or 1 day of view) was Klaviyo. Other revenue came from organic, paid, social, direct, or referral. Email share rising above 30% usually means non-Klaviyo channels weakened, NOT that Klaviyo got better. |
bigcommerce.total_revenue | Klaviyo ≤ 8, 25% of BC Total Revenue | Same shape. |
adobe_commerce.total_revenue | Klaviyo ≤ 8, 25% of Adobe Commerce Total Revenue | Same shape. |
ga4.ga_revenue_trend | Klaviyo ≈ GA4’s email channel revenue × (1 + Klaviyo over-claim factor) | Klaviyo and GA4 use different attribution models. GA4 typically uses last non-direct click; Klaviyo claims credit on any click within 5 days OR view within 1 day. Klaviyo will always claim more than GA4’s email channel. A 30% gap is normal; bigger gaps usually mean the merchant’s GA4 UTM hygiene is poor. |
Known limitations / merchant FAQs
Why is Klaviyo claiming so much revenue, surely my other marketing matters too? Klaviyo’s last-touch attribution gives email full credit for any conversion within 5 days of a click. If a customer clicked a Google Ad, then clicked a Klaviyo email three days later, then placed an order, Klaviyo claims it. All email platforms work this way, it’s not Klaviyo being aggressive. The right way to read this card is “what fraction of conversions had Klaviyo touches at the bottom of the funnel”, not “what would have been lost without email”. Why is the share so high (or low) compared to industry benchmarks? The 8, 25% benchmark is a healthy band for established DTC brands. If you’re at 5% Klaviyo share, your list is small or sending is infrequent (new brand, or post-list-cleanup). If you’re at 35%+, two possibilities: (a) your email is genuinely doing the heavy lifting and other channels are weak, or (b) other channels’ attribution data isn’t reaching Klaviyo (UTM tags missing, GA4 unconfigured), so Klaviyo’s last-touch keeps claiming credit. My Klaviyo number went up 40% but Shopify Total Revenue is flat, what’s going on? Two common causes: (a) you ran a one-off tentpole campaign (Black Friday, Mother’s Day, product launch) that captured customers who would have purchased anyway, just attributing them to email instead of organic; (b) you changed the attribution window. Check Klaviyo Account Settings → Attribution to see if the window shifted. 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 campaigns / flows are pulled from the samecampaign_values_reports and flow_values_reports endpoints. Klaviyo’s API doesn’t separate them at the aggregate revenue level. To see SMS separately, filter by channel in the Klaviyo dashboard, or use Klaviyo SMS Revenue when available.
Why doesn’t this match my Shopify “Klaviyo” channel revenue?
Shopify’s channel-attribution panel uses Shopify’s own attribution model (last-non-direct click, with cookie-based session matching). Klaviyo uses its own model. They will never match exactly. Use one or the other consistently for trend tracking, don’t mix.
Refunds, what happens to email-attributed revenue when an order is refunded?
Klaviyo’s klv_total_revenue does NOT subtract refunds. The order’s Placed Order event still counts. Klaviyo separately fires a Refunded Order event, but that’s a different metric. For a net view, subtract the Klaviyo-Attributed Refunded Revenue card (when added).
My multi-currency Shopify store, what currency does Klaviyo show?
Klaviyo stores all revenue in the account’s base currency, FX-converted at order time. Vortex IQ shows whatever Klaviyo returns. So a multi-currency Shopify store will see one consistent figure here even though the underlying Shopify orders span multiple currencies.
What’s the difference between revenue from a Campaign vs a Flow on this card?
None at the headline level, this card sums both. The distinction matters for efficiency, not totals. Use Klaviyo Revenue per Recipient to compare the two: flows are typically 5, 10× 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: (a) the campaign hasn’t completed its conversion window yet (5-day click window means revenue from a campaign sent yesterday will continue accruing for the next 4 days), or (b) the campaign was small and Klaviyo’s reporting batches haven’t run yet (typically lag a few hours).