What could be the issue here? I am using Shopify, and everything seems to be integrated correctly but fulfilled orders show up to 3x the revenue compared to placed orders and shows also different stats on flows and campaigns.
We fulfill all orders within 1-2 days after purchase, so this shouldn't vary significantly. In the worst case, Fulfilled Orders should actually be slightly less.
I resolved the issue myself but am sharing my findings here, as I see many others have encountered the same problem without receiving answers.
When customers make purchases through organic channels or advertisements without prior interaction tracked by Klaviyo, these sales might not be attributed to Klaviyo and therefore may not reflect in the “Placed Order” revenue.
After a purchase, customers receive post-purchase emails. If they open or click these emails, Klaviyo attributes the subsequent “Fulfilled Order” revenue to these interactions, due to its last-touch attribution model. This can result in “Fulfilled Orders” showing higher attributed revenue compared to “Placed Orders”.
Any revenue recognized by the platform, but not by an email (sms, or push, etc) is part of the “Total Revenue” compared to the attributed revenue. You can see this right on your dashboard:
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