% Campaigns Revenue
How much of your revenue rests on somebody remembering to press send.
What it means
% Campaigns Revenue is the share of your revenue earned by sends you schedule by hand — a launch, a sale, a restock note, the Thursday newsletter. Anything triggered by shopper behaviour is a flow and isn't counted here. Take €10,000 from broadcasts in a €120,000 month and it reads 8.3%.
Show the math
Formula and a worked example
Broadcast revenue is every order Klaviyo credits to a message you scheduled and sent yourself, email or SMS.
Total revenue is Klaviyo's own revenue figure for the period, close to Total Sales but not identical to it.
Worked example. You send 6 campaigns in May. They earn €4,000, €2,500, €1,500, €1,000, €700 and €300 on a €120,000 month. % Campaigns Revenue = 10,000 ÷ 120,000 = 8.3%.
Notice the shape of those 6 numbers. The first send takes the largest share and each extra one earns less, because it's reaching a list that has already been asked recently. Revenue per send is the number that tells you when to stop.
It answers the question
Is the next send worth building? A healthy number here means your calendar pays for itself, and that the month drops the week nobody writes one.
Why it matters
Campaigns are the only part of your owned channel whose timing you control. Slow week, too much stock of one line, a competitor undercutting you — a send is the fastest way to move revenue this afternoon.
The catch is that it stops the moment you do. A campaign is a Saturday window display: it pulls people in the day you put it up and does nothing on Monday. Every euro here has to be earned again next week by someone with a keyboard.
What good looks like
Campaigns are lumpy — one Black Friday send can push a month well above trend, so judge this over a quarter rather than a week. The sharper signal is the comparison: campaigns sitting above % Flows Revenue% Flows RevenueSales your always-on flows earn on autopilot.18% or more is healthy means your month depends on the send calendar. Klaviyo uses its own attribution and its own revenue total, so this won't tie exactly to Total Sales.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Send to the engaged segment, not the whole list | Target the people who opened or clicked in the last 90 days | Revenue per send up, complaints down | 1–2 weeks | Your reach shrinks. The dormant half of the list hears nothing and drifts further out of reach every month you exclude it. |
| Fast Resend to non-openers after 48 hours | Same campaign, new subject line, only to people who didn't open | 10–20% more revenue per campaign | 1 week | You've doubled the message count on a list already getting weekly sends. Unsubscribes climb, fastest among people who only skimmed. |
| Slow Plan the calendar a quarter ahead | One offer, one story and one product send a week, booked in advance | Steadier share, no empty weeks | 1 quarter | It creates a dependency. Someone now has to produce 3 sends a week forever, and the number falls the week they can't. |
| Slow Move your repeat winners into flows | Take the campaign that works every single time and make it evergreen | This number falls, % Flows Revenue rises | 6–8 weeks | You're deliberately shrinking the metric on this page. Judge the change on your owned revenue total holding steady, not on campaign share. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Campaign share alone says your sends work. Against the owned total, it says whether they're adding revenue or borrowing it from elsewhere in the channel.
The sends are growing the channel
Your broadcasts are adding revenue rather than moving it around. Lock in the gain by automating whichever send repeats best.
Working harder for less
More sending, smaller owned channel. Your campaigns are taking credit from flows, or the rest of the list has gone quiet underneath them.
The good kind of drop
You sent less and earned more from your list. That's automation doing the work, which is the trade you want.
The channel went quiet
Nothing owned is selling. Send once to prove the list still responds, then check whether your flows are switched on at all.
This pair is the fragility test, and neither half shows it alone. Campaigns comfortably ahead of flows means the month is built on a person and a calendar. Take a fortnight off and you'll see exactly how much of your revenue was manual.
Campaigns only reach people who already gave you an address, so they should show up as repeat orders. Campaign share climbing while Returning Orders stays flat means your sends are closing first-time buyers who were coming anyway.
Common misreads
Cadence has a ceiling and you find it late. Each extra send earns less than the one before while costing the same in unsubscribes. Track revenue per send, not the monthly total.
If you moved a winning campaign into a flow, this number is meant to fall. Look at the owned total for the same period — flat % CRM Revenue with campaigns down and flows up is a straight win.
Klaviyo credits the last message clicked inside its window. Some of those buyers were coming anyway and some were pulled forward from next week. Read it as the top of the range.
Also called
Broadcast revenue share · campaign revenue % · newsletter revenue share
See yoursEvery send you made in the period, with its Attributed Revenue and its share of the month.
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