Klaviyo attributing wrong order to a campaign

  • 19 May 2022
  • 2 replies

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When viewing a series of events/transactions in a customers profile, if an order is showing as fulfilled comes after receiving a campaign email, but the order was started before the campaign email was received, Klaviyo is attributing that order amount to the campaign. Example of timeline below:

Fulfilled order xxxxOil Spray 237ml for £xxxx.    Tuesday 10.45

Opened email ‘test campaign’.    Tuesday 9.45

Received email ‘test campaign’.    Tuesday 9.30
Ordered xxxxOil Spray 237ml for £xxxx.    Monday 11.06

Started checkout xxxxOil Spray 237ml for £xxxx.    Monday 10.30

The Oil Spray order (which was started before the ‘Test Campaign’ email was opened, but fulfilled after the ‘Test Campaign’ is being attributed as a sale that has come from the ‘Test Campaign’, but it wasn’t from this campaign. This is happening on all campaign stats.


Best answer by Taylor Tarpley 20 May 2022, 00:27

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Userlevel 7
Badge +60

Hi @suncare


Welcome to the Community! Glad to have you hear!


Klaviyo tracks conversions when a recipient opens your message and then takes another action such as placing an order) within the conversion period. Conversion tracking uses a last-touch attribution model and will only credit a conversion if the campaign email was last email someone opened or clicked before purchasing a product. Additionally, conversions are only tracked if someone opens or clicks an email; conversions are not tracked if someone receives an email but doesn't engage with it.


Do you mind investigating what metric your conversion analytics are set to in your account? For instance, if your conversion metric is ‘Fulfilled order’ vs ‘Placed order’, it would make sense that previous orders would receive attribution to that email. If you do find that  it is set to ‘Fulfilled Order’, I’d recommend changing it to ‘Placed Order and you will see  attributions  more accurately represented in your campaign numbers moving forward! You can find your metric in the screenshot below.


Thanks for participating in the Community! 


Badge +2

Thanks Taylor! That’s solved it. Really helpful.