Understanding location reporting
Learn what each metric on your location detail page measures, how Klaviyo calculates it, and why the numbers may differ from your Shopify dashboard.
Before you begin
- Owner, Admin, and Manager have write access. Campaign coordinator, content manager, and social media manager have read-only access.
- Every location detail page includes Campaigns, Segments, and Live Events reporting.
- The Performance tab shows in-store data once you have a Shopify location linked. Without a linked location the tab is empty.
Where the numbers come from
Every figure on the Performance tab comes from Placed Order events on Klaviyo profiles, not from Shopify directly. A purchase appears only if Klaviyo can match it to a profile, so offline or anonymous purchases are not counted.
This is the main reason your Klaviyo numbers are lower than your Shopify dashboard. Shopify counts every transaction. Klaviyo counts the ones it can connect to a customer.
Campaigns
Recent location campaigns lists every campaign sent to the segments linked to this location, with recipients and click rate. Campaigns are matched through linked segments, so a campaign appears here only if it was sent to at least 1 segment linked to this location.
Use this view as a record of what you have already sent about a location, without searching the campaigns page.
Notify segments opens Composer with a prompt built from this location's details. Select Mark as done once you have sent it.
Segments
Aggregated data across all linked segments: total profiles, profiles added, profiles dropped, and net change, plus a growth chart and a table of each linked segment.
Total profile count includes a profile once for each segment it belongs to, so a profile in 2 linked segments is counted twice.
Profile counts take a few minutes to populate after a new segment is created. A Segment data is syncing banner appears while that is happening, and the metrics read zero until it finishes.
Segment growth is measured from when the segment was created, not when it was linked to a location. Linking an existing segment brings its full history with it, and unlinking or relinking does not reset anything.
Performance
Total purchases, gross revenue, net revenue, and refunds
- Total purchases, in-store orders at this location in the date range
- Gross revenue, total value of those orders
- Refunds, full refunds only. Partial refunds are not included
- Net revenue, gross revenue minus refunds. Because only full refunds are counted, partial refunds are not subtracted
Purchase activity
Purchases over time and Unique purchasers over time. Unique purchasers counts distinct profiles, so a customer who bought 3 times in the range counts once.
Purchase activity comes from Shopify Placed Order events with a source name of pos. These events reach Klaviyo through your Shopify integration, whether or not you have set up Locations.
In July 2026, Klaviyo began recording Location Name and Location ID as top-level fields on these events. Before that, the store arrived only as a nested value Klaviyo could not report on, so in-store reporting starts from July 24, 2026 and earlier purchases cannot be backfilled.
Campaign to purchase funnel
How many campaign recipients made an in-store purchase at this location, shown as recipients, purchasers, and conversion rate. Use the dropdown to filter to a single campaign.
The dropdown lists campaigns sent to the segments linked to this location. Klaviyo then looks at the profiles in those segments and their in-store purchases. A purchase counts when it happens within 14 days of the send. This is a simple sequence, a campaign followed by an in-store purchase, rather than recorded attribution.
Because this starts from your linked segments, it measures how your local audience responded, not total store traffic from a campaign. A customer who received the campaign through a different audience, or who walked in without being in a linked segment, is not counted.
This 14-day window applies only to Locations reporting. It does not follow your account's attribution settings and does not change them, so these numbers will not match your other attribution reports.
Purchase to subscribers funnel
For each marketing channel, the estimated number of customers who subscribed to marketing after making an in-store purchase at this location. Use it to see how your subscriber list is growing at each location, and how effectively associates are encouraging shoppers to opt in.
Shopify sends Klaviyo 2 separate pieces of information: that a customer made a purchase at a specific location, and that a customer subscribed to marketing. Shopify does not connect them, so Klaviyo uses timing to estimate where the subscription happened. When a customer subscribes within 24 hours of an in-store purchase, that subscription is credited to the location.
What gets counted
- A customer buys something at your Boston location and opts into text messages at checkout.
- A customer buys something at your Boston location on Monday, then subscribes through your website on Tuesday, within 24 hours.
The second case is why this is an estimate. It is a useful read on list growth by location, but it does not guarantee every subscription happened in person.
A customer who opts into both email and text messages is counted once in each row. Channel figures overlap and should not be added together.
Purchasers includes everyone who bought at this location, whether or not they were already subscribed, while the channel counts include first-time opt-ins only. At an established brand most in-store purchasers are already on your list, so these percentages are naturally low. Compare them across locations and over time rather than reading them as a conversion rate.
What you need
Email subscriptions are counted on all Shopify POS plans. For in-store text message subscriptions to appear here, you'll also need:
- Shopify POS Pro at that location, rather than standard Shopify POS. POS Pro is billed per location, so you may have it at some locations and not others
- A supported Klaviyo SMS region
- SMS syncing enabled in your Shopify integration settings, with a list selected
- An opt-in that isn't age-gated
Live events revenue
Revenue from in-store purchases at this location, for each live event held there. Revenue is counted during the event itself, from its exact start time to its exact end time. An event running from 2:00 PM to 6:00 PM on May 14 counts only purchases made in those 4 hours.
Locations dashboard
Select the Dashboard tab to see unique profiles across all your locations and compare growth between them.
Troubleshooting
Text message shows zero in the purchase to subscribers funnel.
Check the requirements above. Each one produces a zero on its own, even when customers are opting in at the register. POS Pro is per location, so check it is enabled at this location specifically, not just somewhere in your account. If all of them are in place, a zero means no first-time subscriptions were recorded at this location in the selected date range.
Every channel shows zero, or a funnel reads No campaign purchase data for this time range or No in-store purchase data for this time range.
Confirm Shopify Markets is enabled, and check Settings > Shopify to make sure at least 1 Shopify location is linked. Also check your date range against when your location data began syncing.
Your segments have very few profiles.
Proximity segments rely on location data on your profiles. If many of your profiles have no location or geo-IP data, they cannot be matched to a location and your segments will be small. Collecting location data through your sign-up forms helps.
Your segment metrics show zero right after setup.
Segment data takes a few minutes to populate. A Segment data is syncing banner appears while that is happening. Wait for it to clear, then refresh.
Recent activity is missing.
Purchase data appears as soon as the Placed Order event reaches Klaviyo, so there is no reporting delay to wait out. If a recent purchase is missing, check that the order came from a linked Shopify location and that your date range covers it.
Numbers don't match your Shopify dashboard.
See Where the numbers come from above.
The Performance tab has no data.
The tab fills in once you link a Shopify location. Dismissing the Link your Shopify locations banner, with either the close icon or I do not use Shopify POS, does not affect it. The banner only points you to the feature.
Best practices
- Compare locations rather than reading numbers in isolation. Subscriber and conversion figures are most useful relative to your other locations.
- Check your date range. Reporting starts when location data began syncing for your account.
Outcome
You can read each metric on your location detail page, explain where the numbers come from, and tell the difference between a reporting gap and a genuine zero.