Sum of reports.ecommerce.total_revenue across campaigns + automations in the window. Requires a connected E-Commerce store (audit MC03).
At a glance
The total order revenue Mailchimp attributes to its email sends in the period. Computed as SUM(reports.ecommerce.total_revenue) across every campaign and automation whose conversion window overlaps the window. Mailchimp’s e-commerce revenue figure only exists when a Mailchimp Stores connector is wired in (Shopify, BigCommerce, WooCommerce, Magento, Square, custom via API). Without it, the card is null. Audit MC03 fires here. Mailchimp’s list-first model differs from Klaviyo’s segment-first; that distinction shows up in how merchants typically build campaigns, not in how this metric is computed.
| What it counts | SUM(reports.ecommerce.total_revenue) across every campaign + automation whose 24-hour click attribution window overlaps the period. Pulled from GET /3.0/reports/{campaign_id} per campaign and GET /3.0/automations/{workflow_id}/emails/{email_id}/reports for automation steps. |
| API endpoint | Marketing API v3 (/3.0/). Aggregation: per-campaign Reports + per-automation-email Reports. Engine sums ecommerce.total_revenue server-side per object then totals client-side. |
| Audience-based vs segment-first | Mailchimp organises subscribers in Audiences (formerly “Lists”). Segments live INSIDE an audience and are typically used as send filters, not as the central object. Klaviyo flips this, segments are first-class. This card’s denominator is “every campaign sent to any audience”. List-vs-audience drift is the most common source of confusion when comparing the two ESPs. |
| Channel scope | Email only. Mailchimp’s SMS (via Mailchimp Studio bolt-on) is tracked separately and is NOT pulled here. Postcards, social ads, and landing-page revenue are likewise excluded. |
| Attribution model | 24-hour click default, account-configurable in Mailchimp Settings → E-Commerce. A customer who clicks a campaign and places an order within 24h has that order’s revenue attributed. Mailchimp’s window is materially shorter than Klaviyo’s 5-day click + 1-day view. This is the single biggest reason Mailchimp’s email-attributed share looks lower than Klaviyo’s on the same store. |
| MPP impact on opens | Apple’s Mail Privacy Protection pre-fetches images, so opens are systematically inflated for iOS Mail users (typically 50-70% of any UK consumer list). MPP does NOT inflate revenue, opens are downstream of revenue here, not upstream. |
| Hard vs soft bounces | Mailchimp categorises bounces as hard_bounces and soft_bounces separately on reports.bounces. Hard bounces auto-suppress; soft bounces retry up to 3 times before suppression. This card sums revenue regardless of bounce, irrelevant to the numerator. |
| Currency | Mailchimp account base currency. Multi-currency stores must pick a base in Mailchimp’s E-Commerce settings; non-base orders are FX-converted at order time. No multi-currency split in this card. |
| Refunds / cancellations | NOT deducted. Mailchimp records the order at click-attribution time. Subsequent refunds in Shopify/BC/etc do not flow back to Mailchimp’s report. |
| 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 Mailchimp 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 small DTC homewares brand running on Shopify with a Mailchimp Standard plan. The 30-day window covers 03 Apr 26 to 02 May 26. The merchant has two audiences (one main consumer list at 38,000 subscribers, one trade B2B list at 1,400) and runs the following:| Source | Type | Sends | Recipients | Mailchimp-attributed revenue |
|---|---|---|---|---|
| Spring sale broadcast | Regular campaign | 1 | 36,200 | £4,800 |
| New collection drop | Regular campaign | 1 | 36,400 | £6,200 |
| Mid-month trade newsletter | Regular campaign (B2B audience) | 1 | 1,380 | £3,400 |
| A/B subject line test | A/B campaign | 1 | 12,000 | £1,200 |
| Welcome series (3 emails) | Customer Journey | (rolling) | 1,840 entries | £2,100 |
| Abandoned cart | Customer Journey | (rolling) | 2,100 entries | £3,800 |
| Win-back | Customer Journey | (rolling) | 600 entries | £400 |
| Total Mailchimp Revenue (this card) | £21,900 |
- Mailchimp claims £21,900 of email-attributed revenue. Headline Shopify Total Revenue for the same window was £298,000. Mailchimp accounts for 7.3% of total revenue, on the lower end of the healthy 5-15% Mailchimp-typical band. A Klaviyo merchant on the same Shopify store would typically see 12-20% because Klaviyo’s 5-day click + 1-day view window credits more orders.
- The B2B trade newsletter is punching above its weight. 1,380 recipients drove £3,400 of attributed revenue, a per-recipient figure (£2.46) that’s roughly 4x the consumer-list average (£0.45). B2B Mailchimp lists routinely show this pattern, fewer recipients, larger basket, longer consideration. Don’t blanket-judge “small lists are bad”.
- Customer Journey revenue is 28% of the total from a tiny share of sends. The three lifecycle journeys (Welcome, Abandoned Cart, Win-back) drove £6,300 from 4,540 entries vs the four campaigns’ £15,600 from 86,000 sends. Per-recipient, the journeys are roughly 8x more efficient. This is the canonical “fix your automations before you fix your campaigns” rule. Mailchimp’s automation depth is lighter than Klaviyo’s (fewer pre-built recipes, less granular conditional logic), so the gap between Customer Journey efficiency and campaign efficiency is real but somewhat narrower than on Klaviyo.
- 24h click attribution is doing real work here. A merchant who clicked the Spring sale on a Tuesday and placed an order on Saturday is NOT in this number, that order falls outside the 24-hour window. Klaviyo would have credited that same order under its 5-day click default. Neither is “wrong”; they answer different questions. Mailchimp’s window measures “did this email cause a near-immediate purchase”. Klaviyo’s measures “did this email influence a purchase within the buying-cycle window”.
- Audience size vs list quality is the trade-off here. The trade list has 1,400 subscribers and ~£3,400 attributed; the consumer list has 38,000 and £15,600. Doubling the consumer list to 76,000 via cheap signup incentives would not double Mailchimp revenue, list quality (engaged subscribers actively clicking) drives revenue, not raw size. Watch Audience Size and the click rate together, not size alone.
Sibling cards merchants should reference together
| Card | Why pair it with Email-Attributed Revenue |
|---|---|
| Mailchimp Revenue per Recipient | The efficiency view: revenue ÷ recipients. Tells you whether you’re sending more or sending better. Use to compare audiences against each other. |
| Mailchimp Revenue per Send | The campaign-level efficiency view. Useful for comparing one regular campaign vs another after the fact. |
| Mailchimp Conversion Rate | How many recipients ended up placing an order. Useful when revenue is up but you suspect it’s just bigger basket sizes. |
| Mailchimp Open Rate | The top-of-funnel signal. MPP-inflated, treat with caution but watch for sudden drops. |
| Mailchimp Click Rate | More resistant to MPP than opens. The better leading indicator for revenue moves. |
| Mailchimp Placed Orders Total | The order-count denominator. Email AOV = this card ÷ placed orders. |
| Mailchimp Email Share of Total Store Revenue | This card ÷ commerce-platform total revenue. The single most important Mailchimp health number, surfaces the channel’s relative weight. |
| Shopify / BigCommerce / Adobe Commerce Total Revenue | The denominator for the share calculation. See Reconciling section. |
Reconciling against the vendor’s own dashboard
Where to look in Mailchimp’s own dashboard: Mailchimp → Audience → All Contacts for audience-level rollups, and Mailchimp → Campaigns → Reports for the headline revenue figure per campaign and per Customer Journey email. Mailchimp’s own dashboard surfaces revenue per-campaign, this card sums every campaign and every automation step in the period to a single account-level figure. Figures should match this card to within a few pounds. Other Mailchimp views that look like the same number but aren’t:- Audience → Contacts → individual contact view → “E-Commerce activity”: lifetime spend per contact, not period revenue.
- Campaigns → individual campaign report → “E-Commerce” tab: per-campaign revenue only. This card aggregates across every campaign + automation in the period.
- Reports → Comparative Reports: ad-hoc selection of campaigns. Defaults differ from this card’s “every campaign + automation in window” rule.
| Reason | Direction of divergence |
|---|---|
| Time-zone. Mailchimp runs on the merchant’s account timezone (set in Account → Settings → Details). Vortex IQ runs on UTC by default. Boundary days differ. | ±1 day’s revenue at the boundary, usually <1% on a 30D window |
| E-Commerce attribution window setting. Vortex IQ uses Mailchimp’s current configured attribution window. If the merchant changed the window mid-period, historical numbers may differ between Mailchimp’s snapshot and Vortex IQ’s live read. | Small drift on changed-window accounts |
| Audience-vs-list aggregation. Mailchimp’s master “All Contacts” view aggregates across every audience; Vortex IQ also aggregates across every audience. Per-audience views in Mailchimp can show subset numbers that look smaller. | Mailchimp’s per-audience view is lower than this card; the all-audience rollup matches |
| Page caps. Engine pages campaigns 10 per call, up to 5 pages (50 total) in a window. Accounts running >50 distinct campaign sends per 30-day window will see truncation. Customer Journey emails paged separately. | Vortex IQ slightly lower for very high-cadence senders |
| Customer Journey email-step granularity. Mailchimp’s “automation revenue” rollup in the dashboard sometimes aggregates a multi-step journey into one figure; Vortex IQ pulls per-email-step and sums. The total matches but per-step breakdowns may differ. | None on the headline |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.total_revenue | Mailchimp typically 5-15% of Shopify Total Revenue | Mailchimp’s 24h click window credits fewer orders than Klaviyo’s 5-day window. Mailchimp’s automation depth is lighter (fewer triggered email types). The 5-15% band is genuine for typical Mailchimp accounts; do not benchmark against Klaviyo’s 8-25%. |
bigcommerce.total_revenue | Mailchimp typically 5-15% of BigCommerce Total Revenue | Same shape. BC merchants on Mailchimp tend to skew lower (8-12%) because BC stores often have heavier SEO and paid-ads channels. |
adobe_commerce.total_revenue | Mailchimp typically 4-10% of Adobe Commerce Total Revenue | Lower again because Adobe Commerce merchants are larger, with more diversified channels. |
ga4.ga_revenue_trend | Mailchimp ≈ GA4’s email channel revenue × (1 + small over-claim factor) | Mailchimp’s 24h click is much closer to GA4’s last-non-direct-click default than Klaviyo’s 5-day model. Gap is typically 10-20%, smaller than Klaviyo’s 25-35% gap. UTM hygiene matters: Mailchimp auto-tags links with utm_source=Mailchimp&utm_medium=email, so well-tagged sends should reconcile cleanly with GA4’s email channel. |
klaviyo.klv_total_revenue | Where both ESPs run on the same store, Klaviyo’s email-attributed revenue is typically 1.5-2.5x Mailchimp’s | Different attribution windows (5-day click + 1-day view vs 24h click), different segment-first vs list-first send strategies, different automation-richness. Do not treat the gap as one platform being “better” than the other. |
Known limitations / merchant FAQs
What’s the difference between a Mailchimp “list” and an “audience”? They are the same thing renamed. Mailchimp rebranded “lists” to “audiences” in 2019. The API still uses/lists as the endpoint path; the UI calls them “audiences”. This card aggregates across every audience in the account. If you have multiple audiences (e.g. retail consumer + B2B trade + abandoned cart-only segment), all their campaign sends roll up here.
Why is my Mailchimp share lower than Klaviyo’s industry benchmark?
Mailchimp uses a 24-hour click attribution window by default. Klaviyo uses 5-day click + 1-day view. The same store running the same email cadence will see Mailchimp’s number come in 30-50% lower than Klaviyo’s because Mailchimp only credits orders in the next 24 hours. Don’t compare the two on the same benchmark. The healthy band for Mailchimp is roughly 5-15% of total store revenue; Klaviyo is 8-25%.
Why is this card showing nothing / null?
You almost certainly haven’t connected a Mailchimp Stores integration. Mailchimp’s e-commerce-attributed revenue is only populated when the store sends order events back via the Stores API (Mailchimp’s own Shopify, BigCommerce, WooCommerce, and Magento integrations do this automatically; custom carts need explicit API wiring). Open Mailchimp → Integrations → see if your platform is listed as “Connected”. Audit MC03 surfaces this gap explicitly.
Does iOS Mail Privacy Protection inflate my Mailchimp revenue?
No. MPP inflates open rates because Apple pre-fetches images, which fires the open pixel without the user opening the email. Revenue is downstream of clicks, not opens; MPP doesn’t pre-click links. This card is unaffected.
My account has multiple audiences with overlapping subscribers, am I double-counting revenue?
Mailchimp’s e-commerce attribution dedupes at the order level using the customer’s email address. If a single subscriber appears in two audiences and clicks campaigns from both within 24h before placing an order, only the most recent click gets credit. The order isn’t counted twice. (This is the same last-touch dedupe Klaviyo applies.)
My multi-account agency setup, can I roll Mailchimp revenue across multiple accounts?
Not in this card. Mailchimp’s free and Standard plans have one account per merchant; agencies running on Mailchimp Premium can have multi-user access but not multi-account aggregation in a single connector. Connect each Mailchimp account separately in Vortex IQ; the Nerve Centre rolls them up at the dashboard level.
Why is the today value volatile?
Today’s revenue figure is a partial-day read against a 24-hour click attribution window. A click at 11pm yesterday that drove an order at 10am today will be in the figure; a click at 10am today that drives an order at 11pm tonight is not yet attributed. Treat “today” as directional only; the 30D view is the one to act on.
Why doesn’t this match my Shopify “Mailchimp” channel revenue?
Shopify’s channel-attribution panel uses Shopify’s own attribution model (last-non-direct click on UTM, with cookie-based session matching). Mailchimp uses its 24h click model. They will never match exactly, gap is typically 10-25%. Use one or the other consistently for trend tracking, don’t mix.
Does this card include Customer Journey (automation) revenue?
Yes. This card sums revenue from regular campaigns, A/B tests, and Customer Journey email steps. Customer Journeys are Mailchimp’s automation product (rebranded from “Automations” in 2021). To see them split out, use Automation vs Campaign Revenue Mix.
Refunds, what happens to email-attributed revenue when an order is refunded?
Mailchimp does NOT subtract refunds. The order’s e-commerce event was fired at order-creation time and stays in the report. There is no Refunded Order flow back into Mailchimp’s attribution layer (unlike Klaviyo which does fire a separate Refunded Order metric). For a net view, manually compare against Shopify Refund Value for the same window.