Revenue from email

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What counts as revenue from email?

Revenue by send week

Average of the weeks shown

One-off sends

Campaigns

Each figure is compared with the average of campaigns sent in the 90 days before it, and with the same campaign a year earlier.

Always on

Flows

Automated sequences, measured across the reporting period rather than a single send date.

Acquisition

Signup forms

Views and submissions for the period.

Audience

Segment growth

Largest segments first. Change is measured against the segment's size at the start of the period, so a small segment that doubles reads differently from a large one that drifts.

Always on

Live flows

Every flow in the account, whether it is running, and what starts it. A flow set to live but sending nothing is worth a look; a draft is simply switched off. Klaviyo does not report which list or metric a flow listens to, only the kind of trigger.

Acquisition

Forms in use

Where new subscribers come from.

Audience

Segments in use

Audiences available to target.

Start here

How the programme is set up

Two Klaviyo accounts, three markets

The US sits in account X9FTJP. Germany and France share account UY3ZYE. There is no separate account per market, so DE and FR are told apart by campaign name rather than by login.

Revenue is reported in each market's own currency and never added together. A combined figure across USD and EUR would not reconcile against anything in Klaviyo.

Campaigns must carry their market in the name

Reporting reads the market from the campaign name. Use US, DE or FR as a separate word, as in DE_BLOW.DRY_Launch. Germany and France are also recognised.

A campaign with no marker is left out rather than counted against the wrong market, and appears in the _unresolved tab of the sheet. If a campaign is missing here, that tab is the first place to look.

Promotional or educational is set by hand

Klaviyo has no field for this, so the split is kept in the campaign_classification tab of the sheet. Add a row per campaign with either Promotional or Educational. It can be changed at any time and the dashboard picks it up on the next refresh.

Klaviyo and Google Analytics are not the same count

Almost every figure here is Klaviyo's. The exceptions are the two columns marked Google Analytics on the campaigns table, which show how long people stayed on the site and how many were new to it.

The two systems count differently. Google Analytics only sees someone who clicked through to the site; Klaviyo also credits people who opened the email and bought later without clicking. The columns sit side by side for convenience, but they answer different questions and will never reconcile.

Where these numbers come from

An automation reads both Klaviyo accounts once a night and writes to a Google Sheet. This page is rebuilt from that sheet, so it shows the position as of the last refresh rather than live figures. The date at the top of the page is the one to trust.

If something looks wrong, check the refresh note at the foot of this page first. A failed run leaves yesterday's numbers in place rather than emptying the page.