Email Marketing
Connecting Klaviyo, seeing which campaigns and flows made money, and what to do when a campaign shows nothing.
Email Marketing shows what your campaigns and flows actually earned, next to what they cost you to fulfil. On the higher plans it goes as far as profit per campaign, not just revenue.
Connecting Klaviyo
Go to Settings, choose Klaviyo, and paste a private API key from your Klaviyo account.
The key needs read access to three things: Campaigns, Flows and Metrics. If any of them is missing, Aplon tells you exactly which one so you can add it, rather than sending you off to make a new key.
If we cannot reach Klaviyo at all, we say that instead. There is no point asking you to replace a working key because Klaviyo had a bad minute.
Campaigns and flows
Campaigns are the one-off sends. Flows are the automated ones: welcome series, browse abandonment, post-purchase.
Flows usually look unimpressive per send and excellent over a month. They are worth judging separately from campaigns for that reason.
How a sale is matched to an email
Sales are matched using the campaign tag on the links in your emails, followed through by the Aplon pixel to the order.
Klaviyo tags those links with the campaign's name, so the matching is done on names. Aplon is forgiving about capitals, spaces, underscores and hyphens, because these get renamed and rewritten constantly. It cannot do anything about a campaign that was renamed after it was sent, or one whose links were never tagged.
A campaign showing revenue in Klaviyo but nothing here
The usual causes, in order:
- The pixel is not installed or not collecting. Check Settings. Without it we can see the send but not the sale.
- The links were not tagged. If Klaviyo's link tracking was off for that send, there is nothing to follow.
- You are comparing different things. Klaviyo counts a sale as its own if the recipient opened or clicked within its attribution window. We count what we can trace to the order. Ours will be the more conservative number.
Profit per campaign
Where your plan includes it, each campaign shows profit as well as revenue: the sales it drove, minus the cost of the goods in those orders, the payment fees and the shipping.
This changes decisions. A discount campaign that looks like your best performer on revenue is often one of your worst on profit.
Where a product in one of those orders has no cost set, the campaign's profit is left blank rather than overstated.
Related
Still stuck? Send us a message — we reply by email, usually the same day.