Hi - can someone please explain why when a customer received a campaign email on 29/10/25, opened it on 30/10/25 then went on to purchase a product on 31/10/25, this order does not count as revenue generated by the campaign email sent on 29/10/25?
I have the attribution window set to 5 days as default.
If someone could please explain why this is the case, it would be much appreciated. Many thanks.
Hi
Based on what you’re describing, the revenue should be attributed to that campaign you sent on 29/10/25. That being said, I have a couple questions that might help me figure out why you’re not seeing this purchase as attributed revenue.
Where are you viewing the revenue for this campaign? Are you looking directly at the data in the campaigns tab? Did you generate a custom report, or pull the campaigns revenue via API? Additionally, you mention that the recipient opened the email. Do you have “Opened Email” as an attribution source, or just “Clicked Email?” If they only opened an email, and did not click a link on it, and you don’t have Opened Email as an attribution source, you wouldn’t see this as attributed revenue. Finally, do you have “Placed Order” set as the conversion metric? On occasion, I’ll see this issue when people accidentally choose a different conversion metric, like “Active on Site.”
Once we have this information, we can take a deeper look into why you’re not seeing this purchase as attributed revenue. Looking forward to your response!
Hi
Based on what you’re describing, the revenue should be attributed to that campaign you sent on 29/10/25. That being said, I have a couple questions that might help me figure out why you’re not seeing this purchase as attributed revenue.
Where are you viewing the revenue for this campaign? Are you looking directly at the data in the campaigns tab? Did you generate a custom report, or pull the campaigns revenue via API? Additionally, you mention that the recipient opened the email. Do you have “Opened Email” as an attribution source, or just “Clicked Email?” If they only opened an email, and did not click a link on it, and you don’t have Opened Email as an attribution source, you wouldn’t see this as attributed revenue. Finally, do you have “Placed Order” set as the conversion metric? On occasion, I’ll see this issue when people accidentally choose a different conversion metric, like “Active on Site.”
Once we have this information, we can take a deeper look into why you’re not seeing this purchase as attributed revenue. Looking forward to your response!
Hi Byrne, thanks for getting back to me.
I was viewing the revenue from the Campaigns tab - I clicked on the campaign in question and it said it had not generated any revenue, so I looked at the Placed Order metrics to investigate.
I have Opened Email - 5 days and Clicked Email - 5 days as attribution sources. And yes, Placed Order was the conversion metric I was looking at.
If you could let me know anything I can do to ensure this doesn't happen in future, that would be great.
Thanks again!
Hey
Gotcha, thanks for confirming that you checked on the above! The only other explanation for this that’s coming to mind is if the customer opened/clicked another email or SMS after they opened your campaign, but before they purchased. Since Klaviyo uses last-touch attribution, the final message they interact with before a purchase will have the revenue attributed to it. Did the profile interact with another message before their purchase?
If that’s not the case, I’d recommend reaching out to our support team at Klaviyo.com/support, and we can look into this more. It’s hard to say exactly why this happened without seeing the specifics of your campaign and the profile, so our support team would have more visibility into this.
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