CRM Revenue Across Channels (Flows, Emails, SMS) Dropped

Question

Hello everyone.

I am looking for support and clarity as I struggle on one of my Klaviyo clients and I am out of ideas as I tried everything.

To give you a bit of context, it's a luxury skincare brand that we took over in July, they were with another agency. In September they changed their website, email templates, and then in October the UTM tracking. Plus due to their website migration we have faced a lot of technical issues with the metrics behind their flows dropping and being fixed in October.

Until August, they were using smaller audiences, 3 or 6 months active, sometimes 9 or 12 plus domain-split segmentation. In August we switched to the 12 months active audience and we saw an increase of the Revenue level. However, slowly starting with September we started to see a decline in their Revenue, even though Open Rate and Click Rate are strong and stable.

The biggest drop happened after Prime Day in October and after we changed the UTM parameters. The client switched to GA4.

We investigated everything from Deliverability, Account Set-Up, cookie placement, Full Buyer Audit (logged-in versus Guest), UTM testing (to determine if params stay and they stay). I see drops at the SMS campaigns and flows level too.

We are stuck as I cannot rule out what exactly is happening, where should I look and what should I address. I appreciate any help.

stam_marko · Answer

Hi there,I only have questions unfortunately and the answers might point to different places.Which revenue dropped: Klaviyo’s attributed revenue on the dashboard, email revenue in GA4, or the store’s total revenue? If the total fell too, did Klaviyo’s share of it fall, or only the total?Does Klaviyo’s Placed Order metric still match the store’s orders, count and value, week by week since the September site migration?Did the store’s overall conversion rate change after the new site went live, for all traffic, not just email?Does the brand sell on Amazon, and did any October emails link there?My 50 cents:the UTM change can only affect GA4. Klaviyo doesn’t use UTMs to attribute revenue, it matches orders to profiles that opened or clicked inside the window. So if the drop is on Klaviyo’s dashboard, the UTMs aren’t it.

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