Flow
Which automation a row belongs to — and the message you can open to read it.
What it means
Flow is the name column on the Flow Performance tables — the automated sequence a row's numbers belong to, such as Welcome Series or Abandoned Cart. It's a label rather than a measure: it says which automation Klaviyo credited, and the small eye icon on the name means you can click it to preview the message. Email and SMS have their own tabs, so a flow running on both appears once in each.
Show the math
Formula and a worked example
There's nothing to calculate — the row is the flow. A flow is a sequence that fires on its own when a shopper does something: joins the list, leaves a full cart, goes quiet for months. A campaign is a one-time send you schedule, and campaigns live on their own tabs.
Worked example. Your Abandoned Cart flow triggers for about 40 shoppers a day. Over a 30-day range that's 40 × 30 = 1,200 messages, all collapsed onto one row. A campaign you sent once to 20,000 people gets a row from a single day. Same columns, completely different time base.
That's why a flow row and a campaign row can't be ranked against each other. Compare flows to flows, and read a flow's row as a monthly total rather than a send.
It answers the question
Which automation produced these numbers, and what did it actually say? The name is the part you can go and change; the columns beside it only tell you whether to.
Why it matters
A number you can't attach to a specific message is a number you can't act on. This column is the join between the two, and the eye icon closes the loop — most arguments about whether a flow is any good end the moment someone opens it and reads what it sends.
The set of rows matters as much as any single one. Rows only exist for flows that are live, so the list itself is your inventory of what runs without you. The app's own guidance on the Attributed Revenue chart names the three worth checking for first: welcome, abandoned cart and win-back.
What good looks like
There's no value to grade — this is a label. Judge the list instead. Every automation you rely on should be a row you can find, on both the Email and SMS tabs where it runs, under a name that says what it does rather than "Flow 3 copy". A short list isn't automatically a problem, but a list missing welcome or abandoned cart means those sales are being left to a campaign someone has to remember to send.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Rename flows so the column reads | Give each one a name that states its trigger and its job, not its build history | The table becomes scannable in one pass | 1 day | Anyone holding an older export or screenshot is now looking at a name that no longer exists, and nothing in the table tells them it changed. |
| Fast Switch on the automations that aren't in the list | Start with welcome and abandoned cart — the two the app points at first | New rows carrying revenue that campaigns were closing | 2–3 weeks | More automated sends land on the same people. Watch Unsubscribe Rate on the new rows, because these fire at your highest-intent shoppers and losing them is expensive. |
| Fast Split a flow that does two jobs | Separate the sequence serving first-time buyers from the one serving repeat buyers | Two rows you can read instead of one you can't | 1–2 weeks | Each row now covers fewer sends, so both take longer to reach a size worth judging — and you maintain two sequences instead of one. |
| Slow Rebuild your best campaign as a flow | Take the send that keeps working and make it fire at intent instead of on a Friday | A steady row every period rather than a spike | 4–6 weeks | Flows rot quietly. Stale copy, dead links and last season's bestsellers keep sending for months before anyone opens the message and notices. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Scan the flow rows across two columns, not down one. The flow worth changing is rarely the one at the top.
Earning its place
It makes money and costs you almost no list. This is the row to feed, and the only lever left is how many shoppers reach it.
Paid for with subscribers
The revenue is real and the list is paying for it. Usually one message too many, or the same shopper caught by two flows at once.
Quiet and harmless
Nobody leaves and nobody buys. Low volume and a weak message look identical here, and they need opposite fixes.
Costing more than it earns
It's spending your list and returning nothing. Every day it stays on, the audience for every other flow gets smaller.
The name tells you what triggers the flow; Delivered tells you how often that trigger fires. A welcome flow with tiny Delivered isn't underperforming, it's under-triggered — the fix is list growth, not copy. Nobody can tell those apart from the revenue column alone.
Flow rows accumulate across the whole date range, so the euro columns quietly rank flows by how long they ran. Per recipient puts a small, sharply targeted flow on the same footing as one that fires all day, which is how you find the sequence worth copying.
Common misreads
A flow row covers every trigger in the range; a campaign row covers one day. They aren't comparable in the same column. Rank flows against flows, and use the per-recipient figure across the two.
Check the other tab first. Email and SMS Flow Performance are separate, and a flow that only sends SMS will never appear on the Email one.
It's what Klaviyo credits to this flow, by Klaviyo's own attribution rules. A flow that nudges someone who buys well after the credit has lapsed shows nothing here and still did its job.
Also called
Automation · triggered sequence · automated journey
See yoursEvery flow that ran in the period, on the Email and SMS Flow Performance tabs — click a name to read the message it sends.
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