How would you measure Klaviyo performance after changing attribution settings?

Hi ​@Jeremy122,

That drop doesn’t necessarily mean Email + SMS performance declined. By excluding Apple MPP opens and bot clicks, you changed which interactions are eligible for attribution, so the 40% historical figure and the new 26% figure aren’t directly comparable under the same measurement rules.

I’d recommend:

1. Confirm the new settings have fully applied. Klaviyo recalculates attribution historically after a settings change, and the update can take up to 36 hours.

2. Use the updated model to establish a new baseline by comparing several prior months, ideally including the same seasonal period. Look at both Email and SMS separately and together.

3. Track attributed revenue as one KPI, but pair it with total revenue, revenue per recipient, placed-order rate, click rate, and unsubscribe rate. This gives you a better view of whether channel performance is improving, rather than relying only on the share of total revenue receiving attribution.

4. Use the same attribution settings going forward and annotate the date of the change in your reporting. That will keep future month-over-month and year-over-year comparisons consistent.

You can use the Model comparison tool to preview how attribution settings affect reported performance. For background on how Klaviyo assigns credit, see Understanding Klaviyo message attribution. You may also find How to identify iOS15 Mail Privacy Protection opens helpful for understanding why open-based attribution can be overstated.

Most importantly, treat attributed revenue as a measurement and optimization signal, not as a direct measure of incremental revenue. If you want to measure whether Email or SMS is creating additional revenue, you’ll need to supplement attribution with holdout or other incrementality testing.