Fulfilled order metric higher than PLaced order......

Hi @Grego, 

A couple of ideas for you to consider:

• Do you Fulfill Orders outside of your online storefront? Common scenarios are internally created invoice orders, perhaps orders for wholesalers or other B2B customers, internal gifting or sending items for influencers/ambassadors, press/media, etc.
• What’s your typical time delay between an order that’s placed, and when it’s marked as Fulfilled?  Assuming it is long, or can vary in time, then does the previous X days account for some of that difference?  For example if you only ship Monday-Friday (and hence mark order as Fulfilled on weekdays only), but orders can come in 7 days a week.  Or perhaps you had a bunch of orders that were fulfilled late due to inventory/logistics issues.
• Finally, what is your attribution window timeframe?  Klaviyo Fulfilled Order events typically follow automated Flow messages (post purchase emails? shipping notification?) with high open/click rates so they get attributed to Klaviyo.  However, Placed Order events sometimes occur outside the attribution timeframe or occur from other traffic sources (organic, paid, etc) and not from email (or sms). 

Remember, you’re looking at data that’s attributed to Klaviyo, so a good handle of how Klaviyo marks conversion and attribution might be helpful to know.  Here’s a few explanation of how Klaviyo handles that here that might be heflpul to read:

• Understanding message conversion tracking
• Understanding Klaviyo message attribution​​​​​

Of course, there may be other reasons so hopefully others can chime in!