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Klaviyo overview dashboard

  • February 12, 2025
  • 3 replies
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I connected my Klaviyo account to BigQuery using Fivetran and am using Fivetran’s dbt model for Klaviyo. Dbt model applies a pure last-touch attribution logic.

When I compare total revenue, it matches the Klaviyo dashboard. However, when I break down revenue by flow or campaign, the numbers don’t match the Klaviyo overview dashboard.

Does Klaviyo’s overview dashboard use a pure last-touch attribution model, or is there an additional logic applied?

Best answer by Byrne C

Hi ​@dneo,

I wanted to jump in to help out, as some of the information you received above isn’t entirely correct. Klaviyo DOES use a pure last-touch attribution model, and the last message that a person opened/clicked will be the one attributed to the conversion, as long as the conversion falls within the window you set. Let’s look at an example:

You have a conversion window of 5 days. 

Day 1: Customer receives a campaign email and a flow email.

Day 2: Customer opens campaign email.

Day 3: Customer opens flow email.

Day 5: Customer makes a purchase.

This conversion will be attributed to the flow email, as that was the last email opened before the purchase was made. 

While we’re not as familiar with Fivetran’s conversion model, and how it’s different from Klaviyo, I’d recommend checking to ensure that the attribution windows you set in Klaviyo match those in Fivetran’s model. That may be where the issue is coming from.

Let me know if I can answer any additional questions. Happy to help.

-Byrne

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3 replies

MANSIR2094
Problem Solver IV
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  • Problem Solver IV
  • 218 replies
  • February 12, 2025

Hello ​@dneo ,   thanks for reaching out!

Klaviyo’s overview dashboard doesn’t use pure last-touch attribution. It applies a blended model, considering both flow and campaign interactions. This means revenue can be split across multiple touchpoints, not just the last one. That’s why your total revenue matches, but the breakdown by flow or campaign differs. You might need to adjust your dbt model to account for Klaviyo’s multi-touch logic. Let me know if you need help refining your approach!


Amos Peace
Problem Solver III
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  • Problem Solver III
  • 62 replies
  • February 12, 2025

Hello ​@dneo,

Klaviyo’s overview dashboard does not use a pure last-touch attribution model like the one in Fivetran’s dbt model. Instead, Klaviyo applies a mix of attribution rules depending on the report type.

Why the Numbers Don’t Match

  1. Klaviyo’s Attribution Rules
    • Flows → Revenue goes to the last email/SMS clicked before purchase.
    • Campaigns → Revenue is credited if the customer clicks (or sometimes opens) the email within Klaviyo’s attribution window.
  2. Attribution Window
    • Default: 5-day click, 24-hour open.
    • Your dbt model likely doesn’t apply this timing rule.

How to Fix It

✅ Check Klaviyo’s attribution settings (Settings → Analytics → Conversion Tracking).
✅ Adjust your dbt model to:

  • Separate flows vs. campaigns.
  • Apply Klaviyo’s attribution window (5-day click, 24-hour open).
    ✅ Compare your BigQuery data with Klaviyo to see where attribution differs.

Let me know if you need help tweaking your dbt model.

 

Best Regards,


Byrne C
Community Manager
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  • Community Manager
  • 82 replies
  • Answer
  • February 14, 2025

Hi ​@dneo,

I wanted to jump in to help out, as some of the information you received above isn’t entirely correct. Klaviyo DOES use a pure last-touch attribution model, and the last message that a person opened/clicked will be the one attributed to the conversion, as long as the conversion falls within the window you set. Let’s look at an example:

You have a conversion window of 5 days. 

Day 1: Customer receives a campaign email and a flow email.

Day 2: Customer opens campaign email.

Day 3: Customer opens flow email.

Day 5: Customer makes a purchase.

This conversion will be attributed to the flow email, as that was the last email opened before the purchase was made. 

While we’re not as familiar with Fivetran’s conversion model, and how it’s different from Klaviyo, I’d recommend checking to ensure that the attribution windows you set in Klaviyo match those in Fivetran’s model. That may be where the issue is coming from.

Let me know if I can answer any additional questions. Happy to help.

-Byrne