Understanding revenue metrics for sign-up forms

You will learn

Learn how to configure and use form revenue metrics to see how your sign-up forms are associated with purchases on your website. Klaviyo uses a lookback window to link the total value of a purchase to all qualifying form submissions or completions within a defined period before the purchase.

This guide is designed to help you:

• Understand how to adjust the lookback window settings for revenue calculation linked to forms
• Access and interpret revenue metrics for your forms

To learn more about form performance with submission metrics (i.e., submits, views, and submit rate), see understanding form analytics.

How form revenue metrics work

1. Configure the lookback window to determine the time period that Klaviyo will use to link the total revenue from a purchase to form submissions that occurred within that period.
2. Decide if you want to associate revenue when a visitor clicks a submit button at any step of the form, or only when they reach the final step.
   • When a visitor clicks the submit button at any step of the form, Klaviyo logs a Form submitted by profile event on their profile.
   • If the visitor reaches the form’s success step or last reachable step, Klaviyo logs a Form completed by profile event.
3. Based on your choices, as visitors place orders, Klaviyo uses the lookback window to link any submitted or completed form events to placed orders.
   • For example, say that a brand sets a 30-minute lookback window to link revenue with a form's final step. Once an order is placed, Klaviyo will review the last 30 minutes to check for a Form completed by profile event. If a shopper completes the form and places an order within that 30-minute window, Klaviyo will link the total value of the order to the form.
4. View associated revenue for each form on the Sign-up forms tab in the Total revenue column, as well as access a more detailed breakdown of revenue metrics (e.g., total revenue, number of orders, and average order value) on the form analytics page.

Configure revenue lookback settings

You can choose how Klaviyo associates revenue with forms and set the lookback window. These settings apply to all website forms in your account, including reports for past activity, so changing them can change historical revenue totals. You need permission to edit forms to change these settings.

By default, Klaviyo associates revenue when a visitor submits on any step and uses a 2-hour lookback window. You can adjust these settings based on your brand’s needs. To adjust the lookback window and attribution settings:

1. Select the Sign-up forms tab in Klaviyo’s left-hand navigation.
2. Click the gear icon in the top right corner to open Form settings.
   

3. Under Revenue lookback for multi-step forms, decide how revenue should be associated with your form submissions. You can choose either:
   • When a visitor submits on any step
     Klaviyo will associate revenue if a shopper clicks a submit button on any step of the form.
   • When a visitor gets to the success step
     Klaviyo will only associate revenue if the shopper reaches the success step of the form, or last reachable step.
     

4. Under Revenue lookback window, determine the time period that Klaviyo will use to link revenue to form submissions. You can choose from the following options:
   • 15 minutes
   • 30 minutes
   • 60 minutes
   • 2 hours (default)
   • 24 hours
5. Click Save to apply the new lookback settings.

View form revenue metrics

In addition to existing performance metrics (i.e., submit rate, submits, and views), you can also view total revenue associated with each individual sign-up form on the Sign-up forms tab, as well as view a more detailed breakdown of revenue metrics on the form’s analytics page. The sections below detail how to find each of these pages.

Sign-up forms tab

To view the total revenue associated with each form in your Klaviyo account:

1. Navigate to the Sign-up forms tab in Klaviyo’s left-hand navigation to see a list of all live and draft forms in your account.
2. In the Total revenue column, view the revenue associated with each form for your selected conversion metric.
   

Form analytics page

On an individual form’s analytics page, you can visualize reports on form submission metrics and form revenue metrics, providing a comprehensive view of performance.

To view revenue metrics on a form’s analytics page:

1. Navigate to the Sign-up forms tab in Klaviyo’s left-hand navigation.
2. Find your form on the list, then click the 3 dots button and select Analytics. Analytics is available for forms that have been live and users with permission to view form analytics.
   

3. On the Overview tab, select your store’s Placed Order metric from the conversion metric dropdown to view purchase revenue. The selected metric determines the revenue and order metrics shown alongside submission metrics.
   

4. Optional: By default, revenue metrics will show from the last 7 days. To change the date range:
   • Click the date range dropdown.
   • Choose your desired date range. To view the revenue graph, choose a range that starts on or after June 5, 2024.
   • The revenue metrics for the selected date range will be displayed.

Visualizing revenue metrics

The following revenue metrics display on the form analytics page:

• Total revenue
  Total value of placed orders associated with this form within the lookback window, based on your selected submission or completion setting.
• Average order value
  The store revenue attributed to this form divided by the number of orders attributed to the form.
• Orders
  The number of placed orders attributed to this form.

Beneath the first submit rate graph, you can monitor these revenue metrics in a graph.

If you’re running an A/B test on your form, you can evaluate performance of different form versions by reviewing revenue metrics associated with each variation on the A/B test results tab. Revenue metrics are available for tests started on or after June 5, 2024.

Next steps

To improve the performance of your sign-up forms, consider A/B testing different elements (e.g., coupons, images, etc.) to measure the impact on performance metrics such as submit rate and revenue.

Adding a coupon to your sign-up form can offer a powerful incentive for site visitors to opt in and make a purchase.

Additional resources

• How to A/B test a sign-up form
• Understanding sign-up form analytics
• Course: Create strategic sign-up forms