Klaviyo
How much of your revenue comes from the list you already own, and whether that list is growing.
Revenue from the list you already own is the cheapest revenue you have. Nobody bid against you for it.
This page tells you how much of it there is, and whether you are spending that list faster than you are building it.
The cards
These decide whether your list is an asset you are growing or a balance you are drawing down.
CRM RevenueCRM RevenueIncome from an audience you already own. · % CRM Revenue% CRM RevenueHow much of your sales your own list drives.30% or more is healthy · % Flows Revenue% Flows RevenueSales your always-on flows earn on autopilot.18% or more is healthy · % Campaigns Revenue% Campaigns RevenueWhat your one-time sends contribute.12% or more is healthy · % Email Revenue% Email RevenueEmail's share of sales, the backbone of owned revenue.28% or more is healthy · % SMS Revenue% SMS RevenueWhat texting contributes to your sales.8% or more is healthy · Email Rev. / RecipientEmail Rev. / RecipientWhat each contact is worth per send. · SMS Rev. / RecipientSMS Rev. / RecipientThe value you get from each subscriber. · Net Email SubscribersNet Email SubscribersWhether your list is truly growing or shrinking. · Net SMS SubscribersNet SMS SubscribersReal growth of your text audience.
Read them in three moves
- How much did your own list earn? CRM Revenue, then % CRM Revenue right beside it. The first is the amount, the second is whether it matters to the business.
- Earned by machines or by you? % Flows Revenue against % Campaigns Revenue. Flows keep earning when you stop working; campaigns stop when you stop sending.
- Is there a list left to send to? Net Email Subscribers and Net SMS Subscribers. A negative number here undoes everything above it, slowly.
Three pairs worth holding together
% CRM Revenue + Net Email Subscribers. A rising share of revenue from a shrinking list is borrowed time. You are earning more per contact while running out of contacts.
% Flows Revenue + % Campaigns Revenue. If campaigns carry almost all of it, your revenue has a person's calendar attached to it. Flows are the part that survives a quiet month.
Email Rev. / Recipient + % Email Revenue. Email's share climbing while revenue per recipient stays flat means you sent to more people, not that email got better.
Each card carries a trend line under the number. Money on these cards is in the Klaviyo account currency, which is not always your Shopify currency.
The charts
Two of these say what the list earned. Two say whether there will still be a list to earn from next quarter.
Read them in that order — a good month on a shrinking list is a month you cannot repeat.
Email - Attributed Revenue
Stacked bars, one bar per date: Campaign revenue and Flow revenue on top of each other. Hovering a bar gives the day's total and each part's share of it.
- Read the total height first. That is what the list earned that day.
- Then the Flow band. It should be roughly level day to day — automations fire continuously, so a jagged Flow band means something is turning on and off.
- Then the Campaign spikes. Each one should line up with a send you remember making.
SMS - Attributed Revenue
The same chart for text. Read it the same way, with one difference in expectation.
SMS usually shows sharper Campaign spikes and a thinner Flow band, because fewer automations run on text. A wide gap between the two channels is a reason to build SMS flows, not a fault.
Email Subscriber Growth
Bars above the line are new subscribers, bars below are unsubscribes, and the line across them is net.
Growing cleanly
New people arriving and existing ones staying. The net line pulls away from zero and your future campaign reach grows with it.
Churning through people
The list is turning over rather than growing. Often a pop-up offer that attracts people who wanted the discount, not the brand.
Quiet, but stable
Nobody is leaving because nobody new is arriving. The list is ageing in place.
Shrinking
The net line is under zero. Every week you stay here, every future send reaches fewer people.
SMS Subscriber Growth
Same three series for text: SMS SubscribersSMS SubscribersHigher is better; it shows list-growth momentum. up, SMS UnsubscribesSMS UnsubscribesLower is better; a high value suggests audience fatigue or list-hygiene issues. down, net as the line.
Read the four corners above the same way. Unsubscribes matter more here — a phone number costs more to collect than an email address, so the same churn rate is a bigger loss.
The tables
This is where you find the send worth repeating, and the one that bought its revenue with subscribers you will not get back.
Every tab opens sorted by Attributed RevenueAttributed RevenueHigher is better; it means the message drove more direct sales., highest first. Clicking a row opens a preview of the actual message — the email as it was sent, or the text body.
Email - Campaign Performance
One row = one campaign send.
Columns: Campaign · Send Time · Attributed Revenue · DeliveredDeliveredHigher usually means a larger reachable audience. · Open RateOpen RateHigher is better; it signals a stronger subject line and send time. · Click RateClick RateHigher is better; it shows stronger engagement. · Unsubscribe RateUnsubscribe RateLower is better; a high rate suggests content or frequency issues. · Placed Order RatePlaced Order RateHigher is better; it is a direct measure of conversion. · Rev. / RecipientRev. / RecipientHigher is better; each recipient is worth more on average., each followed by a % △.
How to scan it
- Sort by Attributed Revenue, highest first. It opens that way.
- Look across at Rev. / Recipient.
- The row that matters: big revenue, weak Rev. / Recipient. That send earned by reaching everybody, not by being good — and you cannot repeat it without burning the list.
Then sort by Unsubscribe Rate, highest first. A send with a strong Placed Order Rate and a high Unsubscribe Rate bought today's revenue with next quarter's reach.
SMS - Campaign Performance
One row = one text campaign. Same columns without Open Rate — carriers do not report opens, so the column is absent rather than empty.
Scan it by Attributed Revenue, then check Click Rate against Unsubscribe Rate. Text is the channel where one careless send costs you subscribers permanently.
Email - Flow Performance
One row = one automation, not one send. Same columns as the email campaign tab, without Send Time — a flow has no single send moment.
Sort by Attributed Revenue and read Placed Order Rate beside it. A flow earning little at a strong order rate is a flow too few people enter, which is a trigger problem, not a copy problem.
SMS - Flow Performance
One row = one text automation. Same as above, without Open Rate.
Compare each flow's Rev. / Recipient here against the same flow on email. Where SMS wins, it usually wins on timing, and that is a case for adding a text step to the email flow.
Filters
While the import is still running, every number on this page is incomplete. Check that banner before you act on anything below it.
Import progress sits at the very top.
Account — appears only when more than one Klaviyo account is connected.
Date range — drives the cards, both revenue charts, both growth charts and all four tabs together.
Search — every tab has its own box, for finding a campaign or flow by name.
Chart view — the tabs can be switched from table to chart, but with no previous-period overlay. Klaviyo has no comparison in the chart view here. The % △ columns in the table are still there, and still measured against the previous period.
Watch out for
The currency is Klaviyo's, not Shopify's. Every money figure on this page uses the Klaviyo account currency. If the two differ, the totals here will never match your Shopify pages.
Attributed revenue overlaps everything else. Klaviyo claims an order it touched; so does Meta, so does Google. Adding the channels together counts the same order more than once.
SMS has no Open Rate anywhere on this page. That is the channel, not a broken connection.
The total row cannot be previewed. Clicking the summary line at the bottom of a table does nothing, because there is no single message behind it.
A blank % △ means no comparable window, not a value of zero.
Do this first
Read % CRM Revenue, then % Flows Revenue underneath it. If flows are the smaller share, open Email - Flow Performance and sort by Attributed Revenue — the gap between your top flow and the rest is the cheapest revenue on this page.
See yoursWhat your own audience earned this period, split by email, text, campaign and flow.
Open Klaviyo →