Conversion Rate Trend, Klaviyo

Conversion Rate Trend for the selected period. The time-series of placed-order conversion rate from email sends, on Klaviyo’s 5-day click, 1-day view attribution. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Email Marketing

Placed-order conversion rate from email over time. This is the bottom-of-funnel line that ties engagement to revenue, read on Klaviyo’s default 5-day click, 1-day view attribution.

At a glance

The time-series of conversion rate across the selected period, computed as conversions ÷ delivered, where a conversion is a placed order attributed to a send under Klaviyo’s default window of 5-day click plus 1-day view. This is the metric that connects the engagement funnel to actual revenue: opens and clicks matter only insofar as they lead here. A conversion-rate move is more decision-relevant than an open or click move, because it reflects real purchases, but it lags and it depends on the attribution window, so a window change or a slow purchase cycle can shift the line without any real change in performance.

What it counts	Conversion rate per period bucket, conversions ÷ delivered × 100, where conversions are attributed placed orders, plotted as a line over the selected window.
API endpoint + statistics field	POST /api/campaign-values-reports and POST /api/flow-values-reports, returning the conversion_rate statistic, derived from conversions over delivered.
Attribution model	Klaviyo default: 5-day click plus 1-day view PLACED_ORDER, single-touch (last-touch). An order counts if a Klaviyo email touch fell inside that window and was the qualifying touch.
Email vs SMS aggregation	Email only by default. SMS conversions are tracked under the SMS channel and not blended here.
Refunds / cancellations	Not deducted. Conversions are counted at order placement, so a later refund or cancellation does not remove the conversion from this rate.
Chart type	Line.
Time window	30D vsP
Alert trigger	A sustained downward step in the conversion line against the recent baseline, which signals a real drop in email-driven purchasing.
Roles	owner, marketing

Calculation

Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

An illustrative beauty brand on Klaviyo, running campaigns plus a welcome and abandoned-cart flow. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the conversion-rate line by week looks like this (illustrative figures):

Week	Delivered	Attributed orders	Conversion rate
14-20 Mar 26	42,000	504	1.20%
21-27 Mar 26	43,500	522	1.20%
28 Mar-3 Apr 26	41,800	376	0.90%
4-12 Apr 26	44,000	528	1.20%

Week 3 conversion rate = 376 ÷ 41,800 × 100 = 0.90%
Drop vs the 1.20% baseline = 0.30 percentage points, a 25% relative fall

Five observations:

1. The baseline sits at a steady 1.20%, then week 3 dips to 0.90%. Because conversion is a real-purchase metric, this dip is worth more attention than an equivalent wobble in opens. A 0.30-point fall is a quarter of the program’s purchasing power for that week.
2. Localise before reacting: did clicks fall, or did clicks fail to convert? If Click Rate Trend also dipped in week 3, the problem is upstream (fewer people clicked through). If clicks held but conversions fell, the problem is downstream of the email: a landing-page issue, an out-of-stock product, a checkout friction, or a weaker offer.
3. Remember the attribution window introduces lag. A send late in week 3 can still book a conversion into early week 4 because the click window runs five days. So a fresh dip at the right edge of the chart may partly fill in as more orders attribute back. Give the most recent bucket a few days before treating it as final.
4. An attribution-window change would move this line without any real performance change. If someone shortened or lengthened the Klaviyo conversion window mid-period, the rate shifts mechanically. Always rule out a configuration change before diagnosing a content or deliverability cause.
5. Refunds do not show here. A week with strong conversion but high subsequent refunds will still look strong on this line, because conversions are booked at order placement. For a net-revenue view, pair with Revenue per Recipient and your store’s refund reporting rather than reading conversion rate alone.

Sibling cards merchants should reference together

Conversion Rate Trend is the bottom-of-funnel anchor. Pair it with these to find the cause of any move:

Card	Why pair it with Conversion Rate Trend
Conversion Rate	The single-period headline behind this line. The trend gives the shape; the headline gives the latest reading.
Placed Orders	The volume of attributed orders. A conversion-rate dip with steady orders means the denominator grew; with falling orders means real purchasing dropped.
Revenue per Recipient	The value view. Conversion rate counts orders; revenue per recipient weights them by basket size, so the two together separate frequency from value.
Click-to-Open Rate	A mid-funnel quality check. Strong CTOR with weak conversion points to a problem after the click, not in the email.
Email Click Rate	The step before conversion. If clicks fell, the conversion dip is upstream; if clicks held, it is downstream of the email.

Reconciling against Klaviyo

Where to look in Klaviyo:

• Klaviyo → Analytics → Performance, then the conversion-rate metric over time, for the program-level trend.
• Klaviyo → Campaigns and Klaviyo → Flows, then a specific send’s analytics, where attributed orders and conversion rate are shown per send.
• Klaviyo → Account → Settings, then the conversion-tracking and attribution settings, to confirm the active attribution window.

Why our number may legitimately differ:

Reason	Direction of divergence
Attribution window. Klaviyo’s default is 5-day click plus 1-day view. If the account window was changed mid-period, our historical figures may not match a live view recomputed on the new window.	Drift on changed-window accounts.
Attribution lag. A late-window send books conversions into a later bucket. Snapshots taken at different times see different totals for the most recent bucket.	The latest bucket reads low until orders finish attributing.
Time zone. Vortex IQ buckets by UTC day; Klaviyo uses your account time zone. Orders near midnight can fall into a different bucket.	Either direction, usually marginal.
Refunds. Conversions are booked at order placement and not reversed on refund, on both sides. A net-of-refund view will read lower than either.	None between systems; both read gross.
Campaign vs flow scope. A campaign-only Klaviyo view will not match our blended campaign-plus-flow conversion rate.	Either direction.

Known limitations / merchant FAQs

What counts as a conversion here? A placed order attributed to a Klaviyo email under the account’s attribution window, by default 5-day click plus 1-day view. If a recipient clicked your email and placed an order within five days (or saw it and ordered within one day), Klaviyo books the conversion. It is single-touch last-touch, so each order counts once.

Why is my conversion rate so much lower than my click rate? Because conversion measures purchases, not interest. Many people who click are browsing, comparing, or not ready to buy. A click rate of 3% with a conversion rate of 1% is entirely normal; the click-to-conversion gap is just the natural funnel narrowing between interest and purchase.

The line dropped, how do I tell why? Localise it. If Click Rate Trend fell too, the problem is upstream (fewer people clicked). If clicks held but conversions fell, the problem is downstream of the email: a landing page, an out-of-stock item, checkout friction, or a weaker offer. Also rule out an attribution-window change, which moves the line mechanically.

Does a refund remove a conversion? No. Conversions are counted at order placement and are not reversed when an order is later refunded or cancelled. So a week can show strong conversion despite high subsequent refunds. For a net view, read this alongside revenue and your store’s refund reporting.

Why does the most recent week look weak? Attribution lag. The click window runs five days, so a send late in the period can still book orders after the bucket closes. The newest bucket often fills in over the following days. Give it time before concluding the rate dropped.

Does this include SMS conversions? No, the card is email-only by default. SMS-attributed conversions are tracked under the SMS channel and reported separately.

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Tracked live in Vortex IQ Nerve Centre

Conversion Rate Trend is one of hundreds of KPI pulses Vortex IQ tracks across Klaviyo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

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