RetenV's dashboard answers one core question: how much of your store revenue is Klaviyo actually driving? This guide explains how each metric is calculated and how to use the dashboard to make data-driven decisions about your email marketing.
How revenue KPIs are calculated
The four KPI cards at the top of your dashboard each represent a different slice of your revenue:
Store Total Revenue
This is the sum of all conversion event values recorded in Klaviyo for the selected date range. It represents your total store revenue as tracked by your primary conversion metric.
This value comes from Klaviyo events, not a direct Shopify connection. It reflects what Klaviyo records as order events from your store integration.
Klaviyo Attributed Revenue
This is the combined total of campaign revenue and flow revenue - the amount Klaviyo's attribution model credits to email marketing. It's pulled from Klaviyo's metric attribution reports.
Campaign Revenue
The portion of Klaviyo attributed revenue that comes specifically from your email campaigns. It is useful for measuring the direct impact of your promotional sends.
Flow Revenue
The portion of Klaviyo attributed revenue that comes from automated flows such as welcome series, abandoned cart, and post-purchase journeys.
Reading the cards
- Value - the dollar amount for the selected period.
- Change indicator - percentage change compared to the previous period of equal length.
- Ratio badge - the KPI as a percentage of Store Total Revenue.
- Unavailable state - if data cannot be calculated, the card shows an explanation instead of fabricating zeros.
Using the date range selector
Click the date range control in the dashboard header to choose a time period:
- Preset ranges - Last 7 days, Last 30 days, Last 90 days, and more.
- Custom range - pick any start and end date using the calendar.
When you change the date range, all KPI cards and tables update to reflect that period. The comparison period is automatically calculated as the same duration immediately before your selected range.
The Klaviyo share of revenue chart
This area chart shows the daily percentage of total store revenue attributed to Klaviyo over time. It helps you answer whether Klaviyo's contribution to your revenue is growing or shrinking.
Chart controls
- 3m / 6m / 12m toggle - compare short-term and long-term patterns.
- Hover tooltip - inspect the exact date and percentage at any point.
How to interpret it
- Upward trend - Klaviyo is driving a larger share of revenue.
- Flat line - attribution is stable over time.
- Downward trend - other channels are growing faster than email, or email performance is declining.
- Null points - if store revenue is zero on a given day, the share percentage cannot be calculated.
Best performing flows
This table ranks your automated flows by revenue within the selected date range. Each row shows flow name, status, trigger type, revenue, and open or click rates.
Click any flow row to open the Flow Detail page, which breaks down performance by individual messages in the flow.
Configuring your conversion metric
The primary conversion metric controls which Klaviyo events are used to calculate store revenue and attribution across the entire dashboard.
How auto-detection works
When you first connect Klaviyo, RetenV examines your metrics catalog and selects the most appropriate metric based on your business type.
Changing the metric
- Navigate to Settings from the sidebar.
- In the Conversion Metric panel, use the dropdown to select a different primary metric.
- Click Save.
When to change it
- If you have multiple store integrations and want to focus on a specific one.
- If your business model uses a non-standard conversion event.
- If auto-detection selected a metric that does not match your primary revenue source.
Tips for getting the most from your dashboard
- Check weekly - review the share chart before small changes compound.
- Compare periods - use the date picker to compare key seasonal windows.
- Investigate top flows - drill down when flow revenue dips.
- Monitor ratios - ratio badges explain channel mix at a glance.