How would you measure Klaviyo performance after changing attribution settings?
For context, before I started managing the account, Klaviyo was consistently showing around 40%+ of total revenue attributed to Email + SMS each month.
The attribution settings were set to 5-day email open attribution and 1-day click attribution, and the options to exclude Apple MPP opens and bot clicks were not enabled.
This month, I decided to tighten the attribution by excluding MPP opens and bot clicks. After doing that, Email + SMS attributed revenue dropped to around 26%
My main question is: how would you establish a new baseline and measure improvement from here?
Historically, we used the ~40% attributed revenue share as one of the main indicators that Email + SMS were performing well.
