Flow Revenue
What your automations earned on a given day, with nobody sending anything.
What it means
Flow Revenue is the money Klaviyo attributes to automated Flow messages in one date bucket, for one channel. It's the automated half of the Attributed Revenue chart, stacked against Campaign Revenue on the same bar, and Email and SMS have separate charts. Anything you scheduled and sent by hand is campaign revenue and isn't counted here.
Show the math
Formula and a worked example
Flow Revenue = the value of orders Klaviyo credits to triggered messages on that date. Triggered means the message fired on its own — someone joined the list, left a full cart, or went quiet long enough for a win-back to reach them.
Worked example. On a Tuesday in March the Email chart shows €1,900 of Campaign Revenue and €1,100 of Flow Revenue. Email earned €3,000 that day and 37% of it was automated (1,100 ÷ 3,000). On the Wednesday you send nothing, and the bar is €1,000 — all of it Flow Revenue.
That Wednesday is the number worth watching. Across 30 days the flow bars add up whether or not anyone was at a desk, which is what makes this the floor under the month rather than a result of it.
It answers the question
What did the shop earn today from messages nobody sent today? Every euro in this half of the bar arrived without anyone touching Klaviyo.
Why it matters
You write a flow once and it keeps selling for months. Read across the dates and the shape of the chart tells you how much of your email and SMS revenue depends on somebody remembering to send — a run of bars that collapse on quiet days is a programme carried by the calendar.
It's a euro figure, so it also survives comparisons that percentages don't. A heavy sending week pushes the automated share down while flow euros hold perfectly steady, and only one of those two readings means anything changed.
What good looks like
There's no universal figure — this is a euro amount for one day on one channel, so it scales with your list, your traffic and your date bucket. Judge it two ways against itself: the trend of the flow bars over the range, and the height of the bar on days you sent no campaign. For a size-independent version with a graded band, read % Flows Revenue% Flows RevenueSales your always-on flows earn on autopilot.18% or more is healthy, which turns the same idea into a share of revenue for the whole period.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Add the later cart reminders | One message at 4 hours, one at 24, one at 72, rather than stopping after the first | Flow bars rise on every day of the range | 2 weeks | These are your highest-intent shoppers. Over-message them and you lose the people most likely to have bought again anyway. |
| Fast Run your best flow on the other channel | Build the SMS version of the email flow that already earns, so the second chart has bars at all | A new revenue line on the quieter chart | 2–3 weeks | The same trigger now reaches one person twice. Unsubscribe Rate on the new channel is where that shows up first, and an SMS opt-out is harder to win back than an email one. |
| Slow Rebuild a repeat campaign as an evergreen flow | Take the send you keep re-running and make it fire at intent instead of on a date | Steady daily bars instead of one spike | 4–6 weeks | Flows rot quietly. Stale copy and discontinued products keep sending for months, and nobody notices because the bars look healthy. |
| Slow Send more qualified traffic to the site | Flows trigger off behaviour, so more browsing and more carts means more triggered messages | Flow bars grow without touching an email | 1 quarter | If the traffic is paid, you bought this line with ad spend. Read it beside your acquisition cost or it looks like free money. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Each bar has two halves, and the split is the read. One says the programme runs itself; the other says it depends on you.
Both halves working
Automations earn every day and the calendar adds on top. Nothing here needs fixing — the constraint has moved to how many people you can reach.
Carried by the send
Broadcasts are doing the work. The revenue is real and it stops the week someone is ill, on holiday, or busy.
Runs itself, capped
Safe but limited. Flows only fire when someone acts, so nothing here reaches the subscribers who aren't browsing this month.
A flat day
Neither half moved. Before blaming the season, confirm the flows still appear on the Flow Performance tabs with messages going out.
The chart says how much the automations earned; the Flow Performance table says which one earned it. A flat month of flow bars can hide a welcome sequence collapsing while abandoned cart grows to cover it, and the chart on its own will never show you that.
Euros against share. When you send a heavy week of campaigns the share falls while the euros hold, which looks like an automation problem and isn't one. Reading both is how you tell a real decline from a busy calendar.
Common misreads
Check your send calendar for the same days. Campaign and flow revenue are two halves of one attributed total, so a heavy campaign day can take credit for sales the flows would otherwise have carried — and the flow bar shrinks without anything changing inside it.
Open the SMS Flow Performance tab and count the rows. A near-empty chart usually means the flows were never built on that channel, not that the channel failed.
It's revenue Klaviyo credits to them inside its window. A shopper already on the way to buying who opens a flow message that morning lands here at full value, and no chart can separate that from a sale the message won.
Also called
Automation revenue · triggered message revenue · flow-attributed revenue
See yoursYour Email and SMS Attributed Revenue charts, with the automated half of every day's bar stacked against the campaigns.
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