> ## Documentation Index
> Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign Revenue Attribution (30d), Mailchimp

> Campaign Revenue Attribution (30d): top sent campaigns ranked by ecommerce.total_revenue. Answer to merchant question #1 (which campaign drove most revenue).

**Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained)  •  **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type)

> Top 10 sent campaigns ranked by ecommerce.total\_revenue. Answer to merchant question #1 (which campaign drove most revenue).

## At a glance

> The top 10 sent campaigns in the period, ranked by Mailchimp-attributed revenue. Direct answer to the most-asked merchant question: "which email made me the most money this quarter?" Pulls `reports.ecommerce.total_revenue` from `GET /3.0/reports?type=regular,absplit` and ranks descending. Excludes Customer Journey emails (those rank in [Top Automation Revenue](/nerve-centre/kpi-cards/mailchimp/top-automations-by-revenue)).

|                            |                                                                                                                                                                                                                |
| -------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **What it counts**         | Top 10 regular + A/B test campaigns by `reports.ecommerce.total_revenue` over the 90D window. Includes `subject_line`, `send_time`, `recipients`, `open_rate`, `click_rate`, and `total_revenue` per campaign. |
| **API endpoint**           | Marketing API v3, `GET /3.0/reports?type=regular,absplit&since_send_time={90D ago}` paged by `count=10&offset=0..` then ranked by revenue client-side.                                                         |
| **Audience-based scope**   | Aggregates campaigns across every audience. Per-audience filtering not surfaced; mixed-audience accounts may want to drill into Mailchimp UI for per-audience tops.                                            |
| **Channel scope**          | **Email regular + A/B test campaigns only.** Customer Journey emails excluded (separate card). Postcards excluded (no revenue).                                                                                |
| **Bounce / spam handling** | Bounces irrelevant to revenue ranking. Spam-flagged campaigns still rank by revenue if they generated any.                                                                                                     |
| **Attribution model**      | Mailchimp's 24-hour click default. Same window applied uniformly across all campaigns being compared.                                                                                                          |
| **MPP impact**             | None on revenue. Campaign open rates shown in the table are MPP-affected; revenue isn't.                                                                                                                       |
| **A/B test handling**      | Mailchimp returns A/B tests as a single parent campaign with combined results. The card surfaces the parent's combined revenue, not per-variant.                                                               |
| **Currency**               | Mailchimp account base currency. Multi-currency stores see all revenue in base.                                                                                                                                |
| **Time window**            | `90D` (longer window because top-campaign rankings are stable over quarters and noisy week-to-week)                                                                                                            |
| **Alert trigger**          | `-` (no alert; this is a discovery card, not a threshold card)                                                                                                                                                 |
| **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 kitchenware brand on Shopify, Mailchimp Standard, single audience of 31,000. 90D window 02 Feb 26 to 02 May 26.

| Rank | Campaign                          | Sent               | Open %                       | Click % | Revenue |
| ---- | --------------------------------- | ------------------ | ---------------------------- | ------- | ------- |
| 1    | Mother's Day "Cook For Mum" promo | 30,400             | 58.2%                        | 4.1%    | £14,200 |
| 2    | Spring sale 20% off (3-day flash) | 30,200             | 55.8%                        | 3.6%    | £9,800  |
| 3    | New collection: pasta tools       | 29,800             | 52.1%                        | 3.2%    | £6,400  |
| 4    | Easter weekend recipes + 10%      | 30,100             | 54.6%                        | 2.8%    | £5,200  |
| 5    | Knife-sharpening masterclass      | 18,400             | 61.4% (segmented to engaged) | 5.2%    | £4,800  |
| 6    | Friends-with-benefits: refer £10  | 28,600             | 49.8%                        | 2.1%    | £3,200  |
| 7    | Easter Monday clearance           | 30,000             | 51.0%                        | 2.4%    | £2,800  |
| 8    | Subscriber-only colourway         | 12,200 (segmented) | 64.0%                        | 4.8%    | £2,400  |
| 9    | Birthday gift guide               | 29,500             | 50.2%                        | 2.0%    | £1,900  |
| 10   | March newsletter                  | 29,800             | 48.5%                        | 1.6%    | £1,400  |

Five observations:

1. **Mother's Day at £14,200 is 23% of all campaign revenue from a single send.** This is the canonical Mailchimp pattern: tentpole moments compound. One well-timed campaign can match three months of weekly newsletters. Plan the calendar around tentpoles (Mother's Day, Father's Day, Black Friday, Christmas), not around fill-in-the-cadence sends.
2. **Segmented sends punch above their weight on revenue-per-recipient.** The knife-sharpening masterclass at #5 reached 18,400 (segmented to engaged subscribers) and generated £4,800, or £0.26 per recipient. The general March newsletter at #10 reached 29,800 (whole list) and generated £1,400, £0.05 per recipient. **Segmented sends are 5x more efficient.** This is the main lever for closing the gap with Klaviyo's segment-first model.
3. **Click rate predicts revenue rank better than open rate.** The top-revenue campaigns sit at 3-5% click vs the bottom at 1.6-2.4%. Open rates are tightly clustered (48-58%) because of MPP inflation, click rate has more separation. **Use click rate as the primary leading indicator, not open rate.**
4. **The referral campaign at #6 underperforms because of the offer mechanic.** "Refer a friend, get £10 off" requires friction (sharing a link), which suppresses immediate-purchase intent. The £3,200 attributed revenue is from existing customers redeeming, not from new acquisition. Pure-promotion sends out-revenue mechanic-required campaigns 2-3x.
5. **Top-10 alone covers 67% of all campaign revenue.** The remaining 35+ campaigns sent during the window contributed the other 33%. **The Pareto skew is strong**, focus optimisation effort on the top 10 (better subject lines, better timing, better segmentation), not on the long tail. Cutting low-revenue campaigns by 50% would barely affect total but would protect deliverability and reduce list fatigue.

## Sibling cards merchants should reference together

| Card                                                                                             | Why pair it with Top Campaigns                                                                      |
| ------------------------------------------------------------------------------------------------ | --------------------------------------------------------------------------------------------------- |
| [Mailchimp Top Automation Revenue](/nerve-centre/kpi-cards/mailchimp/top-automations-by-revenue) | The companion ranking for Customer Journey email steps. Together they cover all email send revenue. |
| [Mailchimp Email-Attributed Revenue](/nerve-centre/kpi-cards/mailchimp/email-attributed-revenue) | The total this top-10 contributes to. Helps quantify the Pareto skew.                               |
| [Mailchimp Revenue per Recipient](/nerve-centre/kpi-cards/mailchimp/revenue-per-recipient)       | Efficiency view, top-revenue campaigns aren't always top-efficiency.                                |
| [Mailchimp Click Rate](/nerve-centre/kpi-cards/mailchimp/email-click-rate)                       | The primary leading indicator. Top-revenue campaigns nearly always have above-average click rates.  |
| [Mailchimp Campaign Send Cadence](/nerve-centre/kpi-cards/mailchimp/send-cadence)                | How often and when the top campaigns went out. Useful for replicating timing.                       |
| [Mailchimp Audiences Overview](/nerve-centre/kpi-cards/mailchimp/audiences-overview)             | Which audience the top campaigns went to. Informs segmentation strategy.                            |
| [Mailchimp A/B Test Winners](/nerve-centre/kpi-cards/mailchimp/a-b-test-winners)                 | A/B test results for the top campaigns. Tells you which subject line variant won.                   |
| [Shopify Top Products by Revenue](/nerve-centre/kpi-cards/shopify/top-products-by-revenue)       | Cross-reference, which products were promoted in the top campaigns and how they performed.          |

## Reconciling against the vendor's own dashboard

**Where to look in Mailchimp's own dashboard:**

[Mailchimp → Reports](https://us1.admin.mailchimp.com/reports/) supports sorting by "E-Commerce Revenue" (column header click). The top-N here should match this card. [Mailchimp → Reports → Comparative Reports](https://us1.admin.mailchimp.com/reports/) lets you build a custom view filtered by date range. The All Reports list with date filter set to the same 90D window is the closest direct match.

Other Mailchimp views that *look* like the same number but aren't:

* **Audience → All Contacts → Activity feed**: per-contact recent activity, not campaign rankings.
* **Account Overview → Recent campaign performance**: last 5 sends, not top-10 by revenue.
* **Campaigns → list filtered by status**: shows recent sends, not ranked by revenue.

**Why our number may legitimately differ from Mailchimp's dashboard:**

| Reason                                                                                                                                                                                                      | Direction of divergence                                        |
| ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------- |
| **Time-zone**. Mailchimp uses account timezone; Vortex IQ uses UTC. The 90D boundary differs, campaigns near the edge may rank differently.                                                                 | None on top-of-list rankings; affects #8-#10 ranking           |
| **Page caps**. Engine pages reports 10 per call up to 5 pages (50 reports total). Accounts running >50 distinct campaign sends in 90D will see the bottom truncated.                                        | Top-10 unaffected for all but the very-highest-cadence senders |
| **A/B test parent vs variants**. Mailchimp's API returns A/B as a parent campaign; Vortex IQ surfaces parent revenue. UI sometimes shows variant-level ranks separately.                                    | Different ordering when A/B variants are split                 |
| **Attribution window**. If the merchant changed Mailchimp's e-commerce attribution window mid-period, older campaigns in the period may have revenue calculated under the old window.                       | Small drift, usually \<5% on individual campaign revenue       |
| **Customer Journey exclusion**. This card is regular + A/B only. Mailchimp's UI sometimes shows automation steps mixed into "All Reports" lists, leading to confusion about which top-10 is being compared. | None when scoped correctly                                     |

**Cross-connector reconciliation:**

Top campaigns is a Mailchimp-internal ranking. Closest cross-references:

| Card                                                                                            | Expected relationship                                                                                                                               | What causes legitimate divergence                           |
| ----------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [`shopify.top_products`](/nerve-centre/kpi-cards/shopify/top-products-by-revenue)               | Top campaigns should correlate with bursts in top product revenue.                                                                                  | Many campaigns drive cross-product revenue, not single-SKU. |
| [`ga4.ga_top_landing_pages`](/nerve-centre/google_analytics/ga_top_landing_pages)               | Top campaigns should drive recognisable spikes in GA4 landing-page traffic.                                                                         | UTM tagging quality matters.                                |
| [`klaviyo.klv_top_campaigns_revenue`](/nerve-centre/kpi-cards/klaviyo/top-campaigns-by-revenue) | When both ESPs run on the same store, top-by-revenue lists should overlap on tentpole campaigns (Mother's Day, BFCM) but diverge on weekly cadence. | Different attribution windows credit different campaigns.   |

***

<details>
  <summary><em>Documentation cross-reference (for agencies running multiple email platforms)</em></summary>

  Top campaigns ranking exists on every email platform. References for cross-doc linking only.

  * [`klaviyo.klv_top_campaigns_revenue`](/nerve-centre/kpi-cards/klaviyo/top-campaigns-by-revenue)
</details>

## Known limitations / merchant FAQs

**Why don't I see Customer Journey emails in this list?**
This card is regular + A/B test campaigns only. Customer Journey email steps (welcome, abandoned cart, post-purchase) are tracked separately in [Top Automation Revenue](/nerve-centre/kpi-cards/mailchimp/top-automations-by-revenue). The split makes the comparison cleaner: campaigns reach big audiences once; automations reach small audiences continuously. Ranking them together would always put campaigns on top.

**Why is my top campaign always Mother's Day / Black Friday / Christmas?**
Tentpole sends compound. Customers expect promotions, advertisers spend more on adjacent ads driving more traffic, and Mailchimp's 24h click window catches the spike-day purchases efficiently. **Plan your editorial calendar around tentpoles, not against them.** A typical Mailchimp account makes 35-50% of annual email revenue in 5-7 tentpole moments.

**My top-10 list looks wrong, an old discontinued campaign is at #1?**
The 90D window is rolling. If you're early in a quarter where you haven't sent a tentpole yet, an older still-attributing campaign can rank top. The 24h click attribution window means revenue stops accumulating after 24h, so a campaign sent 60 days ago has all its revenue already booked. New campaigns will overtake within days of a fresh tentpole send.

**Are A/B test variants ranked separately?**
**No.** Mailchimp's API returns A/B as a single parent campaign with combined results. To see per-variant performance, click into the campaign in Mailchimp UI; the variant breakdown is on the Reports page. [A/B Test Winners](/nerve-centre/kpi-cards/mailchimp/a-b-test-winners) surfaces variant comparisons.

**Why does the campaign at #1 have lower click rate than #3?**
Larger audiences sometimes win on raw revenue (volume) without winning on engagement (rate). A 30k-recipient send at 3% click rate generates more revenue than a 12k segmented send at 5% click rate, even though the segmented send is more efficient. **Don't optimise for ranking on this card; optimise for revenue per recipient or AOV.**

**My top-1 campaign reached the same audience as my #5 with a similar offer, why the gap?**
Subject line and send-time, almost always. A subject line with curiosity gap or specificity ("Last 6 hours: 25% off the Aubergine pan") beats generic ("Sale on now"). Send-time matters more for Mailchimp than Klaviyo because Mailchimp's 24h click window means timing-around-when-people-check-email is decisive. Tuesday-Thursday 10am or 7pm UK time outperforms Monday or weekends for consumer DTC.

**Does this list include sends that are still attributing?**
The 24h click window means a campaign sent 23 hours ago still has 1 hour of attribution remaining. The card's "today" view will undercount recent campaigns slightly. After 24 hours, attribution is locked.

**Why is the today value volatile?**
The top-10 ranking can shift daily as recent campaigns continue accumulating click-attributed revenue. Tentpole campaigns dominate the list for weeks afterwards because their absolute revenue is much higher than weekly fillers, so the volatility is mostly at positions #5-#10.

**Can I see more than top-10?**
Not in this card. The engine page-caps at 10 per call up to 5 pages, but the surfaced list is hard-coded to top-10 for readability. To see ranks 11-50, drill into Mailchimp Reports with the same date filter and sort by revenue.

**Will this card credit me for revenue from a campaign that was forwarded?**
Mailchimp tracks revenue based on click-through from the original send, even if the click came from a forward. The forwarded recipient's order is attributed to the original campaign as long as the cookie / UTM survives. Most email clients preserve UTM params on forward; some webmail clients strip them.

***

### Tracked live in Vortex IQ Nerve Centre

*Top Campaigns by Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across Mailchimp and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

[Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.