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.
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:
What’s interesting:
- 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
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.
Cross-connector reconciliation (when the merchant has connected the commerce platform):
These connectors view the same orders through different attribution lenses. Klaviyo always claims a SUBSET, the question is “what share”. Persistent divergence patterns reveal real things about the marketing mix.
Sanity check rule: if Klaviyo-attributed revenue is > 35% of commerce-platform total revenue for two consecutive months, your other channels are under-performing AND/OR Klaviyo is over-claiming because non-Klaviyo touches aren’t being tracked properly. Open Klaviyo Email-Attributed Revenue Share for the trended share.
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).