Overview
The rebuilt Email & SMS Analytics page makes it easier to see where metrics come from and which dates they cover. It separates Klaviyo-reported results from Triple Whale attribution and clarifies how campaign lifetime performance differs from activity during your selected dates.
Watch this walkthrough to explore the rebuilt report and understand its metrics and reporting dates.
To open the page:
Open Retention in the navigation.
Select Email & SMS Attribution.
The page heading is Email & SMS Analytics. Use the Overview, Campaigns, and Flows tabs to explore performance.
Identify where each metric comes from
Source icons distinguish Klaviyo data from Triple Whale data.
Source | What it represents | Examples |
Klaviyo | Delivery, engagement, and conversion results reported by Klaviyo | Open Events, Click Events, Attributed Revenue, Attributed Conversions |
Triple Whale | Purchases and revenue attributed by Triple Whale | Channel Revenue, Purchases, New Customer Purchases, Repeat Purchases |
Both sources | A calculation that combines Klaviyo delivery or engagement data with Triple Whale attribution | TW Purchase Rate, TW Click-to-Purchase Rate, TW Rev / Recipient |
Klaviyo Attributed Revenue and Triple Whale Channel Revenue use different measurement methods. They are not expected to match simply because they appear on the same page.
Changing the Triple Whale attribution model changes Triple Whale-attributed results. It does not change Klaviyo-reported values.
Understand which dates each section covers
The selected date range does not mean the same thing in every section.
Report area | What the selected dates control | How to read the results |
Overview activity cards and Channel Performance Comparison | Activity within the selected period | Review results recorded during those dates |
Flows | Activity within the selected period | Compare flow performance during those dates |
Campaigns | Which campaigns were sent during the selected period | Review cumulative results for those campaigns |
Campaign Lifetime Performance on Overview | Which campaigns were sent during the selected period | Review cumulative results from each campaign’s send date through the latest available data |
Selected-period activity
Use activity-based sections to answer questions such as:
How many open and click events occurred during these dates?
How much revenue did Triple Whale attribute during this period?
How did flows perform during the selected period?
A campaign sent before the selected period can still generate activity within it.
Campaign lifetime performance
Use campaign lifetime reporting to assess campaigns sent during your selected dates.
These results continue through the latest available data. They can include engagement and purchases after the selected period ends.
For example, a campaign sent on October 15 can appear when you select October 1 to 15. Its lifetime results can include activity after October 15.
This is why campaign lifetime totals can differ from activity totals for the same selected dates.
Explore the Overview tab
Summary cards
The Overview includes Klaviyo-reported engagement and conversion metrics alongside Triple Whale-attributed revenue and purchases.
Check the source icon before comparing values. For example, Attributed Conversions comes from Klaviyo, while Purchases comes from Triple Whale.
Channel Performance Comparison
The Channel Performance Comparison table separates campaign and flow activity.
Available columns include:
Delivered Events
Open Events
Click Events
Unique Visitors
Triple Whale Revenue
% of Total Rev
Use Select Columns to choose which available metrics appear.
Campaign Lifetime Performance
This section shows the latest cumulative results for campaigns sent within the selected period.
Its funnel follows:
Received → Unique Opens → Unique Clicks → TW Purchases
The metric cards use these formulas:
Metric | Calculation or source |
Recipients | Klaviyo cumulative report |
Open Rate | Unique Opens ÷ Received |
Click Rate | Unique Clicks ÷ Received |
TW Purchase Rate | TW Purchases ÷ Received |
TW Click-to-Purchase Rate | TW Purchases ÷ Unique Clicks |
TW Rev / Recipient | TW Revenue ÷ Recipients |
Metrics marked with both source logos combine Klaviyo delivery or engagement data with Triple Whale attribution.
Why funnel percentages and rate cards can differ
Funnel percentages describe progression between stages. Rate cards use the denominator shown in their formulas.
For example, the funnel’s click-stage percentage compares Unique Clicks with Unique Opens. The Click Rate card compares Unique Clicks with Received.
Both describe campaign performance, but they answer different questions.
Top Campaigns and Top Flows
The Top Campaigns and Top Flows sections highlight results by revenue. Use these summaries to identify campaigns or flows for further review.
Explore campaigns and flows
Campaigns
Use Campaigns to review campaigns sent within your selected dates and compare their lifetime results.
Campaign details provide daily, weekly, and monthly views to help you understand how results develop after a send.
Flows
Use Flows to compare flow activity within your selected dates.
The Flow Performance view supports comparisons using Klaviyo-reported and Triple Whale-attributed results. Check the source before interpreting rankings or differences.
Understand overall rates
Overall rates use the relevant total counts. They are not calculated by adding or taking a simple average of individual campaign or flow percentages.
For example, an overall open rate must account for differences in audience size. A small campaign and a large campaign should not contribute equally simply because each has an open-rate percentage.
Use the displayed formula when checking a rate, and keep its reporting period and population consistent.
Compare Klaviyo and Triple Whale results
First, decide which comparison you want to make:
To check imported Klaviyo reporting, compare Klaviyo-sourced metrics in Triple Whale with the corresponding Klaviyo report.
To compare attribution methods, compare Triple Whale-attributed metrics with Klaviyo-attributed results and expect possible differences.
For a like-for-like Klaviyo comparison:
Confirm that both reports use the same Klaviyo account.
Set the same date range.
Check the timezone used by each report.
Select the same conversion metric in Klaviyo.
Match the report type: Overview, Campaigns, or Flows.
Confirm whether each value covers selected-period activity or campaign lifetime results.
Review the relevant attribution settings.
When comparing Triple Whale-attributed results, also check the selected Triple Whale attribution model and window.
Matching the date picker alone does not make two reports comparable.
Troubleshoot “(not set)” rows
A (not set) row can appear when Triple Whale identifies Klaviyo as the source but cannot match the activity to a campaign or flow.
Missing tracking details can cause this, but correctly configured tracking does not rule out a mapping issue.
Review your setup using the Klaviyo Integration guide. If the setup is correct, contact Support with an example.
Why results may differ from the previous report
The rebuilt page clarifies metric sources, reporting periods, and rate calculations.
When comparing it with an older report, check whether you are comparing:
Klaviyo-reported or Triple Whale-attributed values.
Selected-period activity or campaign lifetime results.
Rates calculated from total counts or percentages combined across rows.
The same campaigns, flows, attribution settings, and dates.
A difference does not automatically mean that data is missing.
Get help with a discrepancy
If a comparison still looks incorrect, send Support:
The Triple Whale report link.
A Klaviyo screenshot that includes the full report URL, selected dates, and conversion metric.
The report view: Overview, Campaigns, or Flows.
The metric name and both values you are comparing.
The timezone and attribution settings used in each report.
These details help Support check the same report scope and identify where the difference starts.