> ## 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. # Email Share of Total Store Revenue, WooCommerce > Healthy DTC sits 20-40% email-attributed. Below = leaving money on the table; above = list dependency risk if deliverability tanks. How to read it, why it ... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > Healthy DTC sits 20-40% email-attributed. Below = leaving money on the table; above = list dependency risk if deliverability tanks. ## At a glance > The share of WooCommerce store revenue attributed to email (Klaviyo, Mailchimp, Dotdigital). Healthy DTC sits 20-40%. Below means leaving money on the table; above means list-dependency risk if deliverability tanks. | | | | ------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `email_attributed_revenue / total_woo_revenue x 100`. Email revenue from connected ESP (Klaviyo / Mailchimp / Dotdigital) using their last-click attribution; Woo revenue from `order.total` for `completed + processing` orders. | | **REST API endpoint** | Woo: `/wc/v3/orders` for denominator. ESP: Klaviyo `/api/metric-aggregates`, Mailchimp `/reports`, Dotdigital `/v3/campaigns`. | | **VAT / tax treatment** | Both numerator and denominator are tax-inclusive `total` figures. Ratio is currency-agnostic. | | **Status filter** | Denominator: `completed + processing`. Numerator: ESP-attributed orders during attribution window (typically 5-day click). | | **Shipping / discounts** | Already inside `order.total`. | | **Refunds** | NOT deducted on either side. Refunds happen post-attribution. | | **Cancelled / failed orders** | Excluded from denominator. | | **Currency** | Currency-agnostic ratio. Multi-currency stores: ensure ESP and Woo are filtered to the same currency. | | **Channels / sources** | Web channel only. POS orders typically lack ESP attribution and so depress the share artificially if the merchant has heavy in-person trade. | | **Self-hosted vs managed-Woo** | Same definition. Self-hosted with sync gaps may briefly mis-align numerator and denominator timestamps. | | **Time window** | `30D` | | **Alert trigger** | `<15%` (under-leveraged) OR `>55%` (over-dependent) | | **Roles** | owner, marketing, finance | ## Calculation Calculated automatically from your WooCommerce 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 US homewares brand on managed-Woo, Klaviyo for email. 30D window: 14 Mar 26 to 12 Apr 26. | Metric | Value | Source | | --------------------------- | --------- | -------------------------------------------- | | Total Woo revenue | \$467,200 | `order.total` sum, `completed + processing` | | Email-attributed revenue | \$112,800 | Klaviyo last-click, 5-day attribution window | | **Email Share (this card)** | **24.1%** | Computed | Three observations: 1. **24.1% is healthy DTC territory.** The brand sits comfortably in the 20-40% band. Common pattern: 60% of the email revenue comes from automated flows (welcome, abandoned cart, post-purchase); 40% from broadcast campaigns. Klaviyo's "Flows vs Campaigns" tab provides the split. 2. **Self-hosted variance is the recurring theme.** This brand previously ran on shared hosting with intermittent sync delays; the email-attribution alignment between Klaviyo (real-time webhooks) and Woo (hourly poll) drifted by 15-30 min, causing daily email-share figures to swing by 1-3 ppt. Pressable's reliable sync brought daily figures within 0.5 ppt accuracy. 3. **Plugin-induced data shape variance: Klaviyo for WooCommerce.** The plugin sets cookies tracking email source on the customer; Woo orders inherit the source via custom meta `_klaviyo_attributed_to`. If a merchant runs a coupon discount that auto-applies via Klaviyo, the same order can show up under both "email" and "discount" attribution. Klaviyo's last-click model resolves the conflict; cross-checks against Woo coupon usage may show small overlap. ## Sibling cards merchants should reference together | Card | Why pair it with Email Revenue Share | | ------------------------------------------------------------------------------------ | ------------------------------------ | | [WC Total Revenue](/nerve-centre/kpi-cards/woocommerce/total-revenue) | The denominator. | | [WC Total Orders](/nerve-centre/kpi-cards/woocommerce/total-orders) | Volume context. | | [Klaviyo Revenue](/nerve-centre/klaviyo/klv_revenue) | The numerator source. | | [Klaviyo Flow Revenue](/nerve-centre/klaviyo/klv_flow_revenue) | Automated-flow contribution detail. | | [BC Channel Revenue Mix](/nerve-centre/kpi-cards/bigcommerce/revenue-mix-by-channel) | Cross-platform peer for agencies. | ## Reconciling against the vendor's own dashboard **Where to look in WooCommerce / Klaviyo / Mailchimp / Dotdigital:** Woo: [WP Admin → Reports → Sales by date](/wp-admin/admin.php?page=wc-reports\&tab=orders\&report=sales_by_date) for the denominator. Klaviyo: Reports → Email Performance → Attributed Revenue. Mailchimp: Reports → Revenue. Dotdigital: Reports → Email Revenue. **Why our share may differ from a manual ratio:** | Reason | Direction | | ----------------------------------------------------------------------------------------------------------------------------- | --------------------------------- | | **Time-zone**. UTC vs ESP-account timezone vs WP-site timezone. Three timezones, all need alignment. | Boundary effects | | **Self-hosted server uptime**. Webhook delays from ESP to Woo can mis-attribute orders for a few minutes after a host outage. | Self-resolves | | **Plugin-version compatibility**. Klaviyo vs Mailchimp vs Dotdigital plugins each set attribution differently. | Investigate per-merchant | | **Refund-object aggregation**. Both numerator and denominator are gross of refunds; consistent. | Should match | | **Currency plugin behaviour**. Multi-currency: ensure same-currency filtering. | Material for international stores | | **Attribution window**. Klaviyo defaults to 5-day click; some merchants extend to 7 or 14. The card uses ESP-defined window. | Can shift the share by 2-5 ppt | **Cross-connector reconciliation:** | Card | Expected relationship | | -------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------- | | [`klaviyo.klv_revenue`](/nerve-centre/klaviyo/klv_revenue) | Should equal the numerator of this card. | | [`google_analytics.ga_email_revenue`](/nerve-centre/google_analytics/ga_email_revenue) | GA4 attributes by `utm_source=email`; ESPs attribute by their own click cookie. The two views can differ by 10-30%; both are valid. | ***
Same-metric documentation cross-reference * [`shopify.email_health`](/nerve-centre/kpi-cards/shopify/email-health) * [`bigcommerce.bc_channel_revenue_mix`](/nerve-centre/kpi-cards/bigcommerce/revenue-mix-by-channel)
## Known limitations / merchant FAQs **Self-hosted vs managed-Woo, why does it affect attribution?** Webhook delays on self-hosted Woo can briefly mis-time the email-attributed order so it falls outside the ESP click window. Managed-Woo with reliable webhooks rarely shows this. **Status-filter selection, why use `completed + processing` for the denominator?** This is the canonical Woo "real revenue" definition. Including `pending` or `on-hold` would dilute the email-share with not-yet-paid revenue. **Refund-object accounting, does it affect the share?** Both numerator and denominator are gross of refunds. The ratio is consistent. To see the post-refund share, use net revenue on both sides. **Plugin-induced data shape variance, what plugins matter?** * Klaviyo for WooCommerce: real-time webhook, 5-day default attribution. * Mailchimp for WooCommerce: hourly sync, 7-day default attribution. * Dotdigital for WooCommerce: hourly sync, 14-day default attribution. * Sendinblue / Brevo: real-time webhook, configurable attribution window. **Multi-currency configuration, how do I ensure accuracy?** Both ESP and Woo must report in the same currency for the ratio to be meaningful. Most ESPs report in store base currency; if your store sells in mixed currencies, filter both views to a single currency. **Why does Woo and Klaviyo disagree on email revenue?** Different attribution windows, different click vs open vs view definitions, and Woo refunds occasionally update post-attribution. A 5-15% disagreement is normal. ESPs are the source of truth for email-attributed revenue; Woo is the source for total revenue. **Why does email share drop on heavy POS weeks?** POS orders rarely have ESP attribution (no email-sourced click). They inflate the denominator without inflating the numerator, dropping the share. Use a web-only filter for the cleaner view. **Today is jumpy, why?** Email attribution windows can take 5-14 days to fully resolve. Today's email share is incomplete; use 30D rolling. **Sync-lag from self-hosted server slowness?** Webhook delays produce minor mis-timing. Self-resolves at next ESP webhook retry. **My ESP shows different numbers, debug:** 1. Match the date window exactly. 2. Match the attribution window setting (5-day vs 7-day vs 14-day). 3. Confirm currency alignment. 4. Acknowledge that ESP attribution and Woo revenue have different update cadences. *** ### Tracked live in Vortex IQ Nerve Centre *Email Share of Total Store Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across WooCommerce 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.