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.
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:
Five observations:
- 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
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.
Cross-connector reconciliation (when the merchant has connected the commerce platform):
These connectors view the same orders through different attribution lenses. Mailchimp claims a SUBSET of total store revenue, the question is “what share”. Persistent divergence patterns reveal real things about the marketing mix.
Sanity check rule: if Mailchimp-attributed revenue is > 25% of commerce-platform total revenue for two consecutive months, your other channels are under-performing AND/OR Mailchimp’s window has been widened in account settings. Open Email Share of Total Store Revenue for the trended share.
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.