Attributed Revenue
The euros credited to a single message — one campaign, one flow.
What it means
Attributed Revenue is the value of orders Klaviyo credits to one message — a single campaign or a single flow — inside its attribution window. Credit goes to the last message the buyer clicked before ordering, so an order lands on one row only. Add the whole column up and you've got CRM RevenueCRM RevenueIncome from an audience you already own..
Show the math
Formula and a worked example
Attributed Revenue = the value of orders Klaviyo credits to that one message. Credit goes to the last message the buyer clicked before ordering, inside the attribution window your Klaviyo account is set to.
Worked example. A Friday campaign goes to 20,000 people. Klaviyo ties 180 orders back to it, worth €14,400. That's the Attributed Revenue for the row. Divide by recipients and you get €0.72 of Rev. / RecipientRev. / RecipientHigher is better; each recipient is worth more on average..
Your abandoned checkout flow shows €31,000 in the same period. It didn't outperform the campaign — it ran every day for 30 days, one shopper at a time, while the campaign had a single Friday.
It answers the question
Did this send make money, or only get opened? A big number means the message closed orders; a small one means it earned attention and spent it.
Why it matters
Ranked down the column, it tells you which sends to repeat and which to retire. It's where money gets attached to one specific thing you did.
Treat it as a claim rather than a receipt. It's the shop assistant saying the sale was theirs because they pointed at the shelf — often fair, but a shopper who was already going to buy and happened to click your email that morning lands here at full value.
What good looks like
There's no number to hit — this is a euro figure on a single row, so it scales with how many people the message reached. Compare like with like: this month's campaign against last month's to a similar segment, this flow against itself over time. When audience sizes differ, switch to Rev. / RecipientRev. / RecipientHigher is better; each recipient is worth more on average., which puts a 2,000-person segment and a 50,000-person broadcast on the same scale.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Send it again to the people who didn't open | Rerun the same campaign 48 hours later with a different subject line | 10–20% on top of the original row | Same week | The resend collects most of the unsubscribes and complaints, and deliverability damage is paid on later sends. |
| Fast Send to fewer, better people | Restrict the campaign to profiles that opened or clicked in the last 90 days | Revenue holds on a fraction of the volume | 1–2 sends | You give up the occasional dormant buyer who'd have woken up, and the row's total can fall even as the send gets better. |
| Slow Turn your best campaign into a flow | Rebuild the message that keeps winning as an evergreen trigger, so it fires at intent instead of on a Friday | A steady row every period instead of a spike | 4–6 weeks | Flows rot quietly. Stale copy, dead links and last season's bestsellers keep sending for months before anyone notices. |
| Slow Fix where the message lands | Point clicks at a page built for that offer rather than the home page | Same clicks, more orders | 1 quarter | Landing page work competes with the rest of the site roadmap, and a page built for one campaign ages out of the catalogue fast. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
The euro figure says how big the send was. The per-head figure says how good it was.
A genuinely better message
More money in total and more money per person reached. The offer, the timing or the copy did the work — not the size of the send.
Bought with reach
You earned more by mailing more people, and each one was worth less. Fine once for a launch, expensive as a habit — the list pays for it.
Small and sharp
A tight audience converted beautifully and didn't move much money. There's usually room to grow the send before quality drops.
Missed
Fewer euros, and less from everyone reached. Retire the send rather than tuning it — subject-line edits don't rescue an offer nobody wants.
Together they tell you whether a big row was a good message or a big list. A €14,000 campaign at €0.20 per recipient and a €4,000 campaign at €1.60 rank in opposite orders depending on which of the two columns you read — the second is the one worth rebuilding.
Revenue from a send next to what that send cost you in list. A campaign that earns €9,000 while the period's net subscribers go negative was funded by people leaving, and the bill arrives on the sends that follow. Neither number shows that trade on its own.
Common misreads
Some of those shoppers were already on their way and clicked an email en route. Credited revenue and extra revenue aren't the same figure, and the gap is widest on discount sends to loyal buyers.
The attribution window is limited. A browse abandonment message that nudges someone who buys after that window closes shows a zero here and still did its job. Judge low-intent flows over months, not weeks.
A flow accumulates across the whole period; a campaign gets one day. They're not comparable in this column. Compare flows to flows, campaigns to campaigns, and use the per-recipient figure across the two.
Also called
Revenue attributed · message revenue · Klaviyo revenue
See yoursEvery campaign and flow for the period, ranked by the revenue Klaviyo credits to each one.
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