What is Attributed revenue?
Attributed revenue is the revenue your email platform credits to an email because the customer opened or clicked it before buying within a set time window.
It is the number that decides whether email is paying for itself, so it should be the headline in reports. The window and the rules matter, so know how your platform counts.
It is not perfect: some sales would have happened anyway, and some influence is missed. Treat it as a consistent yardstick, not an exact truth.
A worked example.
A store reports email as the source of a share of monthly revenue. It notes the platform's attribution window, which may credit an email for a sale made days after a click, and tracks the figure the same way every month to see the trend.
Common mistakes.
- Comparing numbers from platforms that use different windows
- Taking credit for sales that would have happened anyway
- Ignoring flows versus campaigns split
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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