One of the most common questions we've been asked recently is why revenue looks different depending on where you check it. You might see $3,000 attributed to a campaign in Klaviyo, then log into Google Analytics and find only $1,000 recorded. It's enough to make anyone question their reporting.
One campaign, two very different numbers. The culprit is almost always attribution.
The simple explanation? Different platforms, different attribution rules. Each platform follows its own logic when assigning credit to a sale. Once you understand how these attribution models work, the discrepancies become far less confusing. Let's break it down with one customer journey:
Same sale, three different owners. Here's the logic behind each.
How Klaviyo attributes revenue
Anyone who opens or interacts with your campaign or flow and then purchases within 5 days is counted as a sale by Klaviyo's standards. The logic: your email was enough to pique interest, even if it didn't land an immediate sale.
How Google attributes revenue
A customer clicks your email and browses, but doesn't buy. Later that day they see a Facebook ad, click it, and order. Even though your email began the journey, Google credits Facebook as the last non-direct interaction before purchase.
How Shopify attributes revenue
Similar to Google, Shopify attributes revenue based on where a customer was right before they came to your site to purchase.
Other factors that skew the numbers
Attribution is the usual reason your revenue won't add up channel to channel, but it isn't the only one:
Cross-device journeys
A customer opens an email on their computer but buys on their phone. Certain platforms can miss that hand-off.
Privacy tools and plugins
Tracking blockers affect all platforms, but typically impact Shopify and Google Analytics more than Klaviyo.
Different tracking windows
Klaviyo uses 5 days, but other tools use shorter or longer windows, so the same sale can fall in or out of range.
The revenue didn't change. Only the rules each platform uses to decide who earned the credit.
Let's make your reporting make sense.
Need help understanding how revenue is tracked? The Email By Design team can help you read your Klaviyo analytics and reporting dashboards, so you can make informed decisions for your business.
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