If we want to know if our business is on the right track (and if the tools we use are really delivering results), the first thing to do is measure. And not just measure usage, but the real impact of the strategies we are implementing.
In digital marketing, it's key to understand which channels are generating real revenue. This allows us to make smarter decisions, optimize what works, and scale what delivers results. And as we already know, email marketing remains one of the most powerful pillars for any eCommerce.
If you're reading this, you most likely already use Klaviyo. That's why today we're going to focus on a metric you should keep in mind: Klaviyo Attributed Value (KAV).
The reason? Because it shows you with data which email and SMS campaigns are generating real revenue for your store.
What is KAV?
KAV is the metric that quantifies the revenue or conversions directly attributed to the actions you perform through Klaviyo. Whether it's an automated flow, a one-time campaign, or an SMS message, KAV helps you identify how much economic value that action has generated for your eCommerce.
How is KAV calculated?
Klaviyo's attributed value is based on a set of metrics related to user behavior:
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Open rate
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Click-through rate
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Post-click conversion
When a user interacts with a communication (e.g., clicks on an email) and makes a purchase within a certain period, Klaviyo attributes that sale to the campaign that generated the last interaction. This system is known as the last-touch attribution model.
Why is KAV important?
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Evaluates the real performance of your automated flows and campaigns.
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Allows you to identify which strategies generate revenue and which need optimization.
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It is key to making smarter business decisions based on concrete data.
With KAV, you can stop working blindly: you'll know if that welcome flow, cart recovery, or restock reminder is really impacting sales.
How to leverage KAV to scale your strategy
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Regularly review the attributed value by flow and by campaign.
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Identify patterns: What type of message converts best? At what time? With what design?
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Optimize flows with low performance or no attribution.
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Align your content strategy with what actually converts.
As you can see, Klaviyo Attributed Value (KAV) is not just another metric: it's your compass to know if your strategies are generating a real return. If you work with Klaviyo and you're not yet analyzing this metric, it's time to start.
