How accurate is Klaviyo's revenue attribution?

Klaviyo uses a default 5-day last-touch attribution window, which means any purchase within 5 days of opening or clicking an email gets attributed to Klaviyo — even if the customer was already going to buy. Industry patterns suggest 30-60% of Klaviyo-attributed revenue may have happened anyway.

What is email incrementality?

Email incrementality measures the revenue that email marketing truly generates — purchases that would NOT have happened without the email. It's different from attributed revenue, which includes purchases that would have occurred regardless.

How does the Email Incrementality Analyzer work?

You enter your Klaviyo-attributed revenue, total store revenue, and optionally per-flow revenue breakdowns. Our AI estimates incrementality based on industry patterns, your data inputs, and tracking sophistication. All outputs are estimates — true incrementality requires holdout testing.

Which email flows have the lowest incrementality?

Browse Abandonment flows typically have the lowest estimated incrementality (20-35%) — most of these customers were casually browsing. Post-Purchase flows are also low (15-25%). Cart Abandonment tends to be higher (30-45%) because customers showed clear purchase intent.

What should I do if my email incrementality is low?

Low incrementality doesn't mean email is useless — it means you may be over-crediting it. Run holdout tests to validate, shorten attribution windows, and focus email efforts on flows with higher incrementality like Winback and Welcome flows.

How do I run a proper email holdout test?

A holdout test randomly excludes 10-20% of your audience from receiving a specific email flow for 30-60 days, then compares purchase rates between groups. The difference reveals true incrementality.

Email incrementality analyzer

Estimate how much of your Klaviyo revenue is truly incremental vs. stolen from other channels.

Klaviyo-Attributed Revenue (Monthly) *

What Klaviyo reports as email-attributed revenue

Total Store Revenue (Monthly) *

From Shopify/your store platform

Industry

How do you track email conversions?

This adjusts our estimate — better tracking usually means less over-attribution.

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