Email & Retention
Klaviyo attribution explained for Shopify stores
Klaviyo attribution connects an order to a recent email or SMS interaction according to the attribution rules configured in the account. That makes it useful for comparing campaigns and flows. It does not make it a perfect causal model of what created the purchase.
Think of the customer journey
A customer receives an abandoned-cart email and clicks it. Two days later they return directly and buy. Klaviyo may attribute the order to the email because the interaction remains within the eligible window.
That may be a reasonable interpretation. But if the customer was already going to buy, the incremental effect could be smaller than the attributed revenue suggests.
Click and view attribution differ
A click is a stronger observable interaction than simply receiving/opening a message. Review Klaviyo's current attribution settings and privacy-related open measurement carefully.
Attribution windows change the number
Longer windows generally give email more opportunities to receive credit. Shorter windows are stricter but can miss longer consideration journeys.
There is no universally correct window. Use consistent settings and understand what the number means.
Make sense of email alongside paid media
If you use Klaviyo alongside Meta and Google and want a less confusing view of cross-channel revenue, contact us.