Agree what “email revenue” means before the month you’re going to report on

Klaviyo’s email revenue figure is the value of orders its attribution rule credited to email, and the rule has settings. Agree them with the person you report to before the first month you report on. This is the page.

Northline Outfitters, email reporting definitions. Agreed 1 October 2026 between Maya Chen (Northline) and the email marketer. Applies from the report covering October 2026. Revision 1.

What “email revenue” means. Klaviyo Placed Order value credited to email under the account’s attribution settings as recorded on this date: last touch; email clicks within 5 days; email opens not counted; bot clicks excluded. A copy of the settings screen is attached to this revision. Klaviyo’s order value is subtotal plus shipping minus discounts, before refunds and cancellations.

What the report carries, and how each figure is dated. Email-attributed revenue from Klaviyo’s campaign performance and flow performance reports for messages sent in the calendar month, in the store’s time zone, shown separately for campaigns and flows. Store sales from Shopify’s Total sales for the same calendar month, as Shopify reports it. The two are shown side by side and not divided, because they count different orders on different dates and treat refunds, cancellations, shipping and discounts differently. Click rate and unsubscribe rate per campaign and per flow message. Open rate, noted as including Apple privacy opens. Where the report gives revenue per attributed order, it says so in those words; it is not the store’s average order value.

When figures are read. On the tenth of the following month. The report states the date and time of extraction. Figures in Klaviyo can change after extraction. If a figure has moved in Klaviyo since the report was sent, the next report notes the new figure beside the old one. If the report misread a figure, or read it under the wrong settings, the report is corrected with a dated note.

What things are compared to. The same calendar month last year, and the average of the three preceding calendar months, both shown. A month with a launch or a sale is compared to the last month that had one, and the report says which. No figure read before a change to the attribution settings is compared with a figure read after it.

Changing the definitions. Only by agreement. Before a change, the current settings and the last twelve months’ figures are saved as they stand. Then the change is previewed in Compare model, applied, and given at least 36 hours before figures are read. This page gets a new revision with the date. Reports already sent stay as sent. The first report after a change shows the previous month under the saved old figures and the recalculated new ones.

Between reports. The marketer checks flow revenue and campaign unsubscribe rates every Monday. A note goes to Maya within two working days of a Monday check that finds either: a flow’s revenue for the month so far, excluding the last five days, under half its revenue for the same days in each of the three preceding months; or a campaign’s unsubscribe rate above 0.5%.

Revisions are approved by both signatories.

The brand and the people are invented, and the thresholds are placeholders to set from the account’s history. The choices are ours. Here is why.

Clicks only, opens not counted. Open events carry an Apple Privacy Open property. When it is true, the message was opened on a device with Mail Privacy Protection on, and Klaviyo says “there’s no way to differentiate” a person’s open from the inbox’s own. Klaviyo offers two ways to keep those opens out of the revenue figure: switch opens off, or keep opens and exclude the privacy-flagged ones from attribution, which leaves them in the open rate. The example takes the first because a client can picture it and check it, a click and then an order. What it gives up: an order from someone who opened, did not click, and then bought gets no credit, and Klaviyo cannot tell which of those opens were a person’s. The second option keeps that credit and is harder to explain.

Five days. It is the account’s current setting. Changing it recalculates history: Klaviyo says a change to the attribution settings “will apply to both historical and future conversions”, takes up to 36 hours, and can be previewed in Compare model. Change the window in October and the March report you already sent may no longer match the account. So a change goes through the change clause, never quietly.

The tenth. A campaign’s revenue keeps moving after the send. Klaviyo attributes a conversion within three hours of receiving the event, updates attribution for up to five days if interaction events arrive late, and in the campaign and flow performance reports dates an order to the send it was credited to, not the day it was placed. A campaign sent on the 29th can be earning attributed revenue on the 3rd and it shows under the 29th. With a five-day click window plus five days of late updates, a send on the 31st can still move for about ten days.

Side by side, not divided. Klaviyo’s Placed Order value for a Shopify store is subtotal plus shipping minus discounts, and Klaviyo says its revenue “does not always match up” with Shopify’s, “because Shopify subtracts canceled and refunded orders from their revenue calculation, while Klaviyo does not”. Klaviyo receives no event for a partial refund; only a fully refunded order produces a Refunded Order event. Email as a share of sales is a fair thing to want and can be added once both sides are reconciled on which orders, which dates and which deductions each counts. Until then the ratio is left out.