Understanding Klaviyo message attribution

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You will learn

You will learn more about Klaviyo's message attribution and when it applies to different reporting tools. Within Klaviyo, there are various analytics tools that focus specifically on how campaign and flow messages perform. In these reports, we group customer events based on message attribution, focusing on the date that the message was sent that led to any opens, clicks, bounces, etc. This allows us to create meaningful data and rates that you can use as insights to grow your business. 

Klaviyo message attribution

When reporting on campaign and flow data, any Klaviyo message events (e.g., opens, clicks, etc.) are determined by the attribution window, and in some cases, send dates of that specific message. More specifically, events are bundled based on when the email or SMS message was sent, and not when the event itself occurred.

However, note that conversion metrics, like Placed Order, will only use the attribution window that you set in your individual Klaviyo account.

We group message attribution per day. As a result, whatever day a message is sent will be the day all attributed rates and events will be counted. For example, if you send an email to all recipients on a Friday and those subscribers open your email on both Friday and Saturday, the resulting open events (as well as clicks, unsubscribes, and so on) will be attributed to Friday only. This helps to group data by message and achieve accurate rate information in specific reports, such as the Campaign Performance Report in the Custom Report Builder.

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

To see if your opens are affected, we suggest creating a custom report that includes an MPP property. You can also identify these opens in your individual subscriber segments.

For complete information on MPP opens, visit our iOS 15: How to prepare for Apple’s changes guide.

When Klaviyo message attribution is used

Klaviyo analytics tools that focus on campaign and flow reporting will use this message attribution model. More specifically, the analytics tools that use Klaviyo message attribution to sort their data and rates by attribution window and send date are:

That said, not every report in Klaviyo focuses on message attribution. For those that do not, any event data, such as opens and clicks, will be grouped based on the date those specific events happen. They will not be based on the day an attributed message is sent.

The following analytics tools do not sort data and rates by attributed message send date:

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