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

Hi there,

I only have questions unfortunately and the answers might point to different places.

1. 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?
2. Does Klaviyo’s Placed Order metric still match the store’s orders, count and value, week by week since the September site migration? 
3. Did the store’s overall conversion rate change after the new site went live, for all traffic, not just email?
4. 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.

Hi Raluca, 
Chiming in here to add to Stam’s response!

Since both email and SMS are trending down, I’d start with the shared parts of the system—not continuing to retest email deliverability or UTMs. The migration-related flow metric issues make order-event tracking and post-click site conversion the first things I’d isolate.

Recommended review: 

1. Pin down which revenue number fell. Compare Klaviyo-attributed revenue, Klaviyo’s Placed Order metric, GA4’s email/SMS revenue, and the store’s total orders and revenue. Use comparable weeks and note promotions, order count, and average order value.

2. Reconcile Placed Order against the store, day by day. Check both order count and value from the migration onward. Look for missing or duplicate orders, changed event sources, incorrect currency/value fields, or changes in order IDs. If store orders are steady but Klaviyo’s Placed Order falls, prioritize the integration or event pipeline.

3. Separate tracking from attribution. Klaviyo assigns credit based on eligible profile/message activity within configured windows; its attribution settings and windows can affect reported revenue. If order counts and values match the store but Klaviyo-attributed revenue falls, compare the attribution settings before and after the change, including email and SMS windows.

4. Check the funnel after the click. Stable opens and clicks don’t establish that the site is converting. Compare click-to-session, checkout-start, and purchase rates—especially on mobile and on the new landing and checkout paths. A decline across email and SMS points toward a shared site, offer, or conversion issue as well as any shared tracking issue.

5. Treat GA4 separately. The UTM change can alter how GA4 classifies traffic, but it does not by itself explain a drop in Klaviyo-attributed revenue. If the drop is only in GA4, check the new source/medium values and GA4 channel reporting; if it is in Klaviyo too, investigate the event pipeline, site conversion, and attribution settings.

6. Check audience mix and seasonality after those tests. Compare revenue per delivered and click-to-order rates for the 12-month audience against the prior 3–6-month segments. The larger audience could change the mix of recipients, but it’s less useful as the first explanation if store orders or Klaviyo’s Placed Order events also dropped.

Quick read of the results:

• store revenue down across channels → demand or site conversion
• store steady but Klaviyo Placed Order down → event tracking
• orders steady but Klaviyo-attributed revenue down → attribution eligibility/settings
• only GA4 down after the UTM change → GA4 tagging or reporting