Email metrics explained
What open rate, click rate, attributed revenue, campaigns revenue and flows revenue mean, and why two email revenue figures can differ.
3 min readUpdated 7 October 2026
Email figures come from Klaviyo. They show how many people opened and clicked, and how much revenue Klaviyo credits to your campaigns (one-off sends) and flows (automated sequences such as welcome or abandoned basket).
Before you start
- Klaviyo must be connected in Settings, Integrations. Klaviyo can only be connected to a brand with a connected Shopify store.
- Email & CRM pages need a role that can view email and a plan that includes it (Growth or higher). Agency staff and brands covered by their agency's plan are never locked.
- The first sync after connecting reads your history; the Email & CRM page says when it is still running.
Engagement
| Figure | How it is worked out |
|---|---|
| Emails sent | Emails delivered in the period. |
| Emails opened | Emails opened by recipients. |
| Emails clicked | Emails with at least one click. |
| Open rate | Emails opened divided by emails sent, times 100. Campaigns and flows together. |
| Click rate | Emails clicked divided by emails sent, times 100. Campaigns and flows together. |
| Campaign open rate | Opens divided by delivered emails (recipients less bounces), times 100, for campaigns sent in the period only. |
| Campaign click rate | Clicks divided by delivered emails, times 100, for campaigns sent in the period only. |
| Emails bounced | Emails that failed to deliver. |
| Unsubscribes | Recipients who unsubscribed. |
| Net new subscribers | New subscribers less unsubscribes. |
Revenue
| Figure | How it is worked out |
|---|---|
| Attributed revenue | Revenue Klaviyo credits to campaigns plus flows, on every channel (email, SMS, WhatsApp, push), by the day of the order in the store's timezone. |
| Flows revenue | Revenue Klaviyo credits to automated flows. |
| Campaigns revenue | Attributed revenue less flows revenue. |
| Revenue from campaigns sent | Everything each campaign sent in the period has earned to date, added together. |
| SMS revenue and WhatsApp revenue | Revenue Klaviyo credits to that channel. |
| Revenue per recipient | Attributed revenue divided by emails sent. |
| Email orders | Orders Klaviyo credits to a message. |
A worked example
Fellwick sends a campaign on 28 March to 10,000 people. It earns 2,000 in orders by 31 March and another 500 in early April.
- March's Campaigns revenue includes the 2,000. April's includes the 500.
- Revenue from campaigns sent for March shows 2,500, because the campaign was sent in March and has earned 2,500 to date.
Step by step: find them
- Open the brand and choose Email & CRM. The Overview shows attributed revenue split into campaigns and flows, and the engagement figures.
- Choose Campaigns for each campaign's recipients, opens, clicks and revenue. Open a campaign to see its audience and conversions.
- Choose Flows for each flow, then Messages for each message in it.
- Choose Segments to see how each list or segment performs.
Troubleshooting
- Klaviyo shows a reconnect notice. Your connection is missing a permission or was disconnected in Klaviyo. Reconnect from Settings, Integrations.
- A recent day's revenue changes. Klaviyo's figures for the last 7 days are re-read every day, because Klaviyo revises them as orders are matched.
- Open rates look higher than you expect. Some email apps open messages automatically to protect privacy, which Klaviyo counts as opens. Click rate is the steadier guide.