Revenue Trend, Klaviyo

Revenue Trend for the selected period. The day-by-day shape of all Klaviyo-attributed revenue. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Email Marketing

The day-by-day shape of every pound Klaviyo claims credit for, campaigns and flows combined. A flat baseline with campaign spikes on top is what healthy looks like.

At a glance

Revenue Trend plots total Klaviyo-attributed placed-order revenue as a time-series across the selected window. It combines campaign sends and flow sends into one daily line, so the steady “carpet” of flow revenue and the sharp peaks of campaign sends both show up. Klaviyo applies its default 5-day click and 1-day view attribution, and the figure is GROSS of refunds, so a refunded order keeps adding to this line. Read the shape, not just the total: a healthy programme shows a non-zero baseline (flows) with campaign spikes layered on top. This is the trended companion to the single-number Email-Attributed Revenue hero.

What it counts	Total Klaviyo-attributed revenue per day, campaigns and flows combined. Each day’s value is the revenue statistic summed across all sources whose attribution window credited an order on that day.
API endpoint + statistics field	Campaign side via POST /api/campaign-values-reports, flow side via POST /api/flow-values-reports, both reading the revenue statistic. The two are summed per day to build the line.
Attribution model	Klaviyo default: 5-day click-through plus 1-day view-through on the Placed Order event. Revenue is credited to the day the order was placed, not the day the email was sent, so a campaign sent on Monday can keep feeding this line through Saturday.
Email vs SMS aggregation	Combined. Klaviyo’s revenue statistics blend email and SMS unless you filter by channel in Klaviyo itself. This line is the all-channel total.
Refunds / cancellations	NOT deducted. Klaviyo records revenue at order time and never subtracts a later refund. Pair with Refunds Trend to see the gross-to-net gap.
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 the daily baseline versus the prior comparable period. The detection layer watches the trend, not a single spike day.
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 homewares brand on Shopify, running Klaviyo for email and SMS. The 30-day window covers 14 Mar 26 to 12 Apr 26. The numbers below are illustrative, chosen to show the shape rather than any real account.

Week (illustrative)	Flow revenue (baseline)	Campaign revenue (spikes)	Daily total range
14 Mar to 20 Mar	£6,300	£0 (no sends)	~£900/day flat
21 Mar to 27 Mar	£6,800	£11,200 (one Friday send)	£950 baseline, £8,400 spike day
28 Mar to 3 Apr	£6,500	£0 (no sends)	~£930/day flat
4 Apr to 12 Apr	£9,400	£19,600 (two sends)	£1,000 baseline, two spikes
Window total	£29,000	£30,800	£59,800

Window total = flow revenue + campaign revenue
             = £29,000 + £30,800
             = £59,800 (gross of refunds)

What’s interesting:

1. The baseline never hits zero. Even on no-send days the line sits around £900 to £1,000 because always-on flows (welcome, abandoned cart, post-purchase) keep firing on customer behaviour. A baseline that drops to zero is a red flag that a flow has been paused or has broken.
2. Campaign days are spikes, not steps. Each broadcast creates a 1 to 5 day bump as its attribution window plays out, then the line settles back to the flow baseline. This is expected, not a problem.
3. The 4 to 12 Apr baseline rose to ~£1,000. Flow revenue climbed because the campaigns earlier in the month grew the engaged audience that flows then convert. Campaigns and flows compound.
4. This line is gross. If £4,100 of these orders were later refunded, this trend would NOT show it. The Refunds Trend card carries that deduction separately, so net Klaviyo revenue for the window would be nearer £55,700.
5. Read shape before total. Two brands can both post £59,800, but one with a strong flow baseline and modest spikes is far healthier than one that is entirely campaign spikes with a near-zero baseline.

Sibling cards merchants should reference together

Read these alongside Revenue Trend to separate the steady flow baseline from campaign spikes and to move from gross to net.

Card	Why pair it with Revenue Trend
Email-Attributed Revenue	The single-number hero this trend expands. Use the hero for the headline, the trend for the shape.
Email Share of Total Store Revenue	Puts the trend in context: is Klaviyo’s contribution growing because email improved or because other channels weakened?
Revenue per Recipient	The efficiency view. A rising trend driven by more sends versus better sends shows up here.
Flow vs Campaign Revenue Mix	Decomposes the line into its baseline (flows) and spike (campaign) components.
Orders Trend	The order-count companion. Revenue Trend divided by Orders Trend gives the daily average order value attributed to Klaviyo.

Reconciling against Klaviyo

Where to look in Klaviyo:

Open Analytics → Performance and set the same date range. Klaviyo’s Performance dashboard plots attributed revenue over time and lets you toggle Campaigns and Flows; this card sums both. The daily shape should track Klaviyo’s own chart closely.

For the source detail, Analytics → Campaigns and Flows → individual flow → Analytics show the per-source revenue that rolls up into each day of this line.

Why our number may legitimately differ:

Reason	Direction of divergence
Time zone. Klaviyo aggregates days in the account time zone; Vortex IQ defaults to UTC. A late-evening order can land on a different calendar day.	A spike can appear shifted by one day at the boundary
Page caps. Reports paginate at 50 sources per call. Accounts running more than 50 active campaigns or flows in the window may see slightly truncated daily totals.	Vortex IQ marginally lower for very high-cadence senders
Attribution-window changes. If the account’s conversion-tracking window was changed mid-period, historical days may re-attribute differently between Klaviyo snapshots and a live read.	Small drift on changed-window accounts
Currency base. Klaviyo normalises all revenue to the account base currency with no live FX. Multi-currency stores see one consistent line.	None; consistent
Refunds gross. Both Klaviyo and this card carry revenue gross of refunds, so refunds are not a source of divergence here. They are surfaced separately.	None

Known limitations / merchant FAQs

Why does the line never drop to zero even on days I sent nothing? Because flows are always on. Welcome, abandoned cart, browse abandonment and post-purchase flows fire on customer behaviour every day, so they produce a steady baseline independent of your campaign calendar. A baseline that does hit zero usually means a flow was paused or has broken.

A campaign I sent yesterday barely moved the line. Did it fail? Not necessarily. Klaviyo’s 5-day click window means a send keeps accruing revenue for up to 5 days. The spike fills in over the days after the send, not just on send day. Wait for the window to close before judging a campaign.

Does this include SMS revenue? Yes. Klaviyo’s revenue statistics blend email and SMS unless you filter by channel inside Klaviyo. This line is the all-channel total.

Why is this higher than my net Klaviyo revenue? Because Klaviyo records revenue gross of refunds and never subtracts a later refund. This trend shows gross. To estimate net, subtract the Refunds Trend for the same window.

The trend disagrees with my Shopify revenue chart. Which is right? They measure different things. Shopify’s chart is total store revenue across all channels; this line is only the subset Klaviyo’s attribution claims. Klaviyo will always be a fraction of the store total. Use Email Share of Total Store Revenue to see that fraction.

Why did a past day’s value change after the fact? The 5-day click window means recent days keep filling in as orders land. A day that looked low when first synced can rise over the following days. Only days older than the attribution window are fully settled.

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Tracked live in Vortex IQ Nerve Centre

Revenue 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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