In forcesince 20 Sep 2021 · Global · Klaviyo
Klaviyo counts Apple machine opens toward revenue by default
By default Klaviyo attributes a conversion if someone opens or clicks within five days, and its documentation states that an automatic Apple MPP open counts. Klaviyo also states it has no way of distinguishing a true human open from an automated one. Separately, Klaviyo does not subtract cancelled or refunded orders while Shopify does.
Who this applies to
Every Klaviyo account on default settings, which is most of them. The gap is largest for brands with a high Apple share.
What to do
- Turn on the setting that excludes MPP opens from attribution, and know that Klaviyo says this does not remove them from reporting.
- Shorten the attribution window, and set open-based attribution to zero if your reporting needs to survive a finance conversation.
- Recompute email revenue click-only and net of refunds before you put a number in front of an owner or a CFO.
- Note there is no API for attribution settings, so if an agency changes them nobody is told.
What happens if you do not
Nobody enforces this. It is a default that flatters the platform, and the practitioner consensus is that the gap runs above 20 percent, with the usual folk remedy being to halve the number by feel.
Sources
Related
History of this page
- Added the refund and cancellation difference against Shopify.
- Added.