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 - 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.

Different Platforms, Different Attribution Rules in Klaviyo 

To attribute revenue, Klaviyo uses what is known as the 5-day attribution window. This means that anyone who opens or interacts with your campaign or flow and purchases within 5 days is considered a sale by Klaviyo’s standards. 

The logic is that your email was enough to pique your customers’ interests, but may not have landed in an immediate sale. They could have been at work or hanging around for their next paycheck, for example, after seeing what you had to offer. It means that customers who require time to think about your products or services are not left out of Klaviyo’s reporting. 

How Google Attributes Revenue 

When reviewing Google Analytics, the numbers can appear inconsistent. That’s because Google typically uses a last non-direct click model.

Here’s what that means in practice. A customer clicks your email and browses your store but doesn’t purchase. Later that day, they see a Facebook ad, click it, and complete their order. Even though your email began the journey, Google attributes the sale to Facebook because it was the last non-direct interaction before purchase.

This is a clear example of Different Platforms, Different Attribution Rules at work. Google prioritises the final action that led to conversion, not necessarily the first touchpoint.

The same principle applies if the customer returns through search, Google Ads, or another referral source. The final channel often receives the credit.

Different Platforms, Different Attribution Rules in Shopify

To make matters more confusing, Shopify has its own method of attributing revenue. Their method is known as ‘last session.’ Similar to Google, it attributes revenue based on where a customer was before they proceeded to your website to purchase. Here's another example. If a customer needs time to think about buying after opening your email, and later Googles your store, Shopify will attribute that revenue to direct search instead of Klaviyo.

Other impacting factors

While attribution is likely the consequence of your revenue not adding up from channel to channel, there are other factors to consider. 

For example: 

• If a customer opens an email on their computer but proceeds to purchase on their phone, certain platforms can miss this. 

• Privacy tools and plugins can block tracking, which can impact all platforms. Typically, these impact Shopify and Google Analytics more than Klaviyo. 

• We mentioned that Klaviyo has a 5-day attribution window; it’s important to note that other tracking tools may use shorter or longer windows.

Need help understanding how revenue is tracked? 

The Email By Design team can help you understand your Klaviyo analytics and reporting dashboards, so you can make informed decisions for your business. Book a free 15-minute consultation with our team to get started.