$6,000 in Klaviyo. $600 in Google Analytics. Same campaign. Same week. Real numbers from a real account my team took over.
If you've ever stared at two reports that should say the same thing and thought - is someone lying to me? - this episode is for you. Nobody is lying. But what's actually happening is something every ecommerce brand sending marketing emails needs to understand.
Those two tools aren't giving you different answers because one of them is wrong. They're giving you different answers because they're asking completely different questions. Klaviyo is asking how much did the people who engaged with this email go on to buy. Google Analytics is asking how much was purchased in the single visit that started from clicking the email. Same campaign, different questions, different numbers.
Once you understand that, the gap stops being scary - and starts being expected.
But there's more to it than just the attribution philosophy. There are specific settings inside Klaviyo that most brands have never looked at, and those settings have a massive impact on the revenue numbers you're seeing every month. If you've never checked your attribution window or thought about whether open-based attribution makes sense for your account, this episode is going to be eye-opening.
In this episode, I walk through exactly why these numbers differ, what to check first when you see a shocking gap, and how to actually reconcile your data so you can make real decisions instead of nervous ones.
✨ In this episode, you'll learn:
Why Klaviyo and Google Analytics report completely different revenue for the same campaign - and why neither one is lying
The first thing to check when you see a big discrepancy (it tells you immediately whether something is broken or not)
How Google Analytics decides which channel gets credit for a sale - and why it's the most conservative number you'll see
What Klaviyo's open-based attribution actually means and why it inflates revenue compared to other tools
Why Apple Mail Privacy Protection may be affecting your open counts - and what to do about it
The pros and cons of switching to click-only attribution in Klaviyo
Why your Shopify store is the only real source of truth - and how to think about every other tool's numbers
Why understanding this protects you in conversations with agencies, employees, and anyone else reporting on email performance
When you can explain the gap, it stops being something that makes you feel like someone's pulling one over on you — and starts being something you can actually use.
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