Orders Trend, Klaviyo

Orders Trend for the selected period. The day-by-day count of placed orders Klaviyo claims credit for. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Email Marketing

The order-count twin of Revenue Trend. When revenue moves but orders do not, basket size moved; when orders move too, demand moved.

At a glance

Orders Trend plots the COUNT of placed orders Klaviyo attributes to email and SMS, day by day, rather than the pounds those orders carried. It is the volume signal that sits underneath Revenue Trend: revenue equals orders multiplied by average order value, so reading the two lines together separates a demand change from a basket-size change. The count uses Klaviyo’s conversions statistic under the default 5-day click and 1-day view attribution, combining campaigns and flows. Orders are counted gross, so a later refund does not remove an order from this line.

What it counts	The number of attributed placed orders per day, campaigns and flows combined. This is a count, not a currency value.
API endpoint + statistics field	POST /api/campaign-values-reports and POST /api/flow-values-reports reading the conversions statistic, summed per day.
Attribution model	Klaviyo default: 5-day click-through plus 1-day view-through on the Placed Order event. An order is credited to its placement date.
Email vs SMS aggregation	Combined. Conversions blend email and SMS unless filtered by channel in Klaviyo.
Refunds / cancellations	NOT removed. A refunded or cancelled order still counts as a conversion on the day it was placed.
Chart type	Line (time-series, one point per day).
Time window	Selected period (default 30 days), one data point per day.
Alert trigger	Sustained drop in daily order count versus the prior comparable period, especially when revenue holds (a basket-size masking effect).
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 pet supplies brand on Shopify using Klaviyo. The 30-day window covers 14 Mar 26 to 12 Apr 26. Figures are illustrative and shown next to the revenue line for context.

Week (illustrative)	Attributed orders	Attributed revenue	Implied AOV
14 Mar to 20 Mar	420	£16,800	£40.00
21 Mar to 27 Mar	510	£20,400	£40.00
28 Mar to 3 Apr	405	£20,250	£50.00
4 Apr to 12 Apr	690	£27,600	£40.00
Window total	2,025	£85,050	£42.00

Implied AOV (week) = attributed revenue / attributed orders
Week of 28 Mar     = £20,250 / 405 = £50.00 (basket up, order count down)

What’s interesting:

1. The week of 28 Mar is the tell. Orders fell from 510 to 405 but revenue barely moved, because average order value jumped to £50. Revenue Trend alone would have looked stable; Orders Trend reveals fewer customers spending more. That is a different business story.
2. The 4 to 12 Apr surge is real demand. Both orders (690) and revenue (£27,600) rose together at a flat £40 AOV, so this was more buyers, not bigger baskets. That is the healthier kind of growth.
3. Orders are gross. If 60 of these 2,025 orders were refunded, this line still shows 2,025. The order count is never reduced by refunds; see Refunds Trend for the deduction.
4. Counts settle over several days. Because of the 5-day click window, the most recent days keep gaining orders after first sync. Judge only days older than the window as final.
5. Pair, never read alone. Orders Trend and Revenue Trend are only fully meaningful together. The ratio between them is your attributed AOV, and watching that ratio move is often more diagnostic than either line by itself.

Sibling cards merchants should reference together

Read these alongside Orders Trend to separate volume from value and to understand what is driving the count.

Card	Why pair it with Orders Trend
Placed Orders	The single-number total this trend expands across the window.
Revenue Trend	The value twin. Revenue divided by orders is your attributed average order value.
Conversion Rate	Explains whether order count moved because of reach or because of how well sends convert.
Email-Attributed Revenue	The revenue hero these orders ultimately produce.
Revenue per Recipient	The efficiency view that ties orders back to how many people you sent to.

Reconciling against Klaviyo

Where to look in Klaviyo:

Open Analytics → Performance and switch the metric to a conversions or placed-orders view rather than revenue. Klaviyo plots attributed order counts over the same window, toggleable between Campaigns and Flows. The Analytics → Metrics → Placed Order view also shows order-event volume, though that is total store orders rather than the attributed subset this card tracks.

Why our number may legitimately differ:

Reason	Direction of divergence
Time zone. Klaviyo counts orders by the account time zone; Vortex IQ defaults to UTC. An order near midnight can fall on a different day.	A daily count can shift by one day at the boundary
Page caps. Reports paginate at 50 sources per call. Accounts with more than 50 active campaigns or flows may see truncated counts.	Vortex IQ marginally lower for very high-cadence senders
Attribution-window changes. Changing the conversion-tracking window mid-period re-attributes orders between snapshots and a live read.	Small drift on changed-window accounts
Attributed subset vs all orders. The Placed Order metric view counts every store order; this card counts only the attributed subset. They will not match.	This card always lower than total store orders
Refunds gross. Both Klaviyo and this card count orders gross of refunds.	None

Known limitations / merchant FAQs

Why does this not match my Shopify order count? Because this is only the orders Klaviyo’s attribution claims, not every order your store took. Most store orders come from channels Klaviyo never sees (direct, paid, organic). Klaviyo’s attributed order count is always a fraction of total store orders.

My revenue is flat but orders dropped. What happened? Average order value rose. Fewer customers placed orders but each spent more. Divide Revenue Trend by Orders Trend to see the AOV move. This is common during promotions that push bundles or higher-priced lines.

Does a refund remove an order from this line? No. Klaviyo counts the order as a conversion at placement and never removes it for a later refund. The count stays. Refund value is tracked separately in Refunds Trend.

Does this include SMS-driven orders? Yes. Conversions blend email and SMS unless you filter by channel in Klaviyo.

Why did yesterday’s count rise overnight? The 5-day click window means recent days keep gaining orders as customers click and convert over the following days. Only days older than the window are final.

Can one customer count as multiple orders in a day? Yes, if they placed multiple separate orders, each attributed order is counted. The metric counts orders, not customers. To look at unique buyers and repeat behaviour, use Repeat Purchasers.

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Tracked live in Vortex IQ Nerve Centre

Orders 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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