Fulfilled Order Value VS Revenue – The meaning behind Shopify metrics in Klaviyo segmentation

Hi there! Thanks for you question. The difference between Fulfilled Order Value and Revenue in Klaviyo’s Shopify integration is important for segmentation.

Differences Between the Metrics

1. Revenue:

• This metric represents the total value of an order at the time of purchase.
• It includes taxes, discounts, and shipping costs (depending on Shopify settings).
• Useful for analyzing total sales performance.

2. Fulfilled Order Value (FOV):

• This represents the total value of only fulfilled items within an order.
• If an order contains multiple items but only some have been fulfilled, the FOV will reflect only those fulfilled products.
• It is helpful for understanding actual revenue from shipped goods rather than just ordered items.

Which One to Use?

• If you want to track how much a customer has actually paid, use Revenue.
• If you want to segment based on what has actually been shipped and fulfilled, use Fulfilled Order Value.

For RFM segmentation, Revenue is usually more reliable because it reflects the total amount a customer has spent, regardless of fulfillment status. However, if you need to track only fulfilled orders for logistics-related segmentation, then FOV makes more sense.