Klaviyo + Attribution Paid acquires customers.
Klaviyo builds LTV.
Attribution connects your paid acquisition cost to your Klaviyo-driven lifetime value. See what you spent to acquire each customer cohort, and how much Klaviyo generates from that cohort over time.
For most stores, the first-purchase ROAS from ad platforms understates the true return by 3-4x. The rest of that value is Klaviyo. Attribution shows you the full equation.
What you get
The full picture for your paid + email stack.
LTV by acquisition channel
Which paid channels send you customers Klaviyo retains best? Compare 6-month ROAS by first-touch channel to see where your acquisition spend actually compounds.
First-time purchaser report
See which of your paid campaigns are acquiring genuinely new customers vs spending budget to convert people already in your Klaviyo flows.
Cohort payback with look-forward
Track cumulative LTV from each acquisition cohort over time. The look-forward window keeps adding Klaviyo repeat revenue to each cohort as it comes in.
Flow-level revenue contribution
Auto-generated filters for every Klaviyo campaign and flow. See which automations drive the most repeat revenue across your acquisition cohorts.
Paid + email in one dashboard
Your paid channels and Klaviyo side-by-side. Understand the complete economics: acquisition cost on one side, email-driven LTV on the other.
Two-minute OAuth setup
Connect Klaviyo via OAuth with no developer and no API keys. Attribution auto-creates filters for all your flows and campaigns immediately.
Cohort payback report
Watch your paid acquisition cost pay back as Klaviyo drives repeat revenue.
Group customers by the month and channel that acquired them, then watch cumulative revenue build as Klaviyo flows do their work. The further right you go, the more Klaviyo is contributing.
Because Attribution's look-forward window never closes, a campaign from a year ago still gets credit when Klaviyo converts one of its customers today. Your true ROAS on paid acquisition keeps improving long after the campaign ended.
First-time purchasers report
New customers — or ones Klaviyo already had?
The first-time purchasers report splits every channel's conversions into new customers and existing customers. First-time ROAS shows you the return on spend against genuinely new buyers only — stripping out the repeat purchases that would likely have happened through Klaviyo anyway.
When a retargeting campaign shows 82% existing customers, you're not acquiring — you're paying to accelerate purchases that Klaviyo was already going to drive. That's the spend worth cutting.
The waste problem
Should you pay for customers you already acquired?
Retargeting existing customers who are already in your Klaviyo flows is one of the most common sources of wasted ad spend. The first-time purchasers report shows you the scale of the problem. Attribution's incrementality testing lets you prove it.
See where your paid budget is hitting existing customers.
The first-time purchasers report breaks every paid campaign into new customers vs existing customers. When a Meta retargeting campaign shows 70% existing customers, you're spending ad budget on people already in your Klaviyo flows — people who may well have purchased through email anyway.
Run a holdout test. Let Klaviyo work alone.
Attribution's incrementality testing lets you create a holdout group of existing customers in your Klaviyo flows, pause paid retargeting to that group, and measure whether conversion rate drops. If Klaviyo converts the holdout at the same rate — you don't need the paid spend.
Klaviyo flows active
+ paid retargeting ads
Klaviyo flows active
No paid retargeting
Requires Data Export Tool
Frequently asked questions
Klaviyo attribution is the model Klaviyo uses to assign revenue credit to its own campaigns and flows. By default, Klaviyo uses a last-click model with a 5-day attribution window for email clicks — meaning any purchase within 5 days of a Klaviyo email interaction gets fully credited to Klaviyo, regardless of what other channels the customer also touched. This is why Klaviyo's reported revenue is almost always higher than what a multi-touch attribution tool assigns to it. If a customer clicked a Meta ad and then received a Klaviyo abandoned cart email before buying, Klaviyo claims 100% of the sale — and so does Meta. Attribution deduplicates by tracking the full customer path and distributing credit across all channels that contributed.
The most accurate way to measure Klaviyo ROI in context is to use a cohort-based look-forward approach: group customers by the paid channel that originally acquired them, then track all revenue that cohort generates over time — including every Klaviyo-driven repeat purchase. Attribution's cohort payback report does this automatically. It shows the cumulative ROAS on your original paid acquisition cost, growing each month as Klaviyo post-purchase flows, replenishment sequences, and campaigns generate repeat revenue. Because Attribution's look-forward window never closes, Klaviyo's contribution to each acquisition cohort keeps accumulating as long as those customers remain active.
Connecting Klaviyo to Attribution takes under 5 minutes with no developer required. First, enable utm_id tracking in Klaviyo under Settings > Other > UTM Tracking — this is how Attribution matches Klaviyo email and SMS clicks to visitor-level data on your site. Then in Attribution, go to Settings > Integrations and click Connect Klaviyo. Authenticate via OAuth and Attribution automatically creates filters for every Klaviyo campaign and flow and begins pulling impressions and clicks.
Attribution creates a separate filter for each Klaviyo campaign and flow, so you can see attributed revenue from each individually — welcome series, abandoned cart, post-purchase sequence, replenishment reminders, winback campaigns, and promotional sends. For most brands, post-purchase and replenishment flows drive the highest cumulative LTV because they fire at peak intent and repeat reliably. The cohort payback report lets you go further and compare flow contribution across acquisition cohorts — for example, whether your replenishment flow generates more cumulative revenue from Meta-acquired customers than TikTok-acquired ones.
The first-time purchasers report splits every paid channel's conversions into genuinely new customers and existing customers making a repeat purchase. It also shows first-time ROAS — return on ad spend against new buyers only. For stores running Klaviyo, this answers a critical question: are your retargeting campaigns acquiring new customers, or spending budget on people already in your Klaviyo flows who would have purchased through email anyway? When a retargeting campaign shows 80% existing customers, the first-time ROAS reveals the true cost of the new acquisition buried inside it.
Attribution's incrementality testing lets you run a holdout experiment to answer this directly. Create a holdout group of existing customers who are active in your Klaviyo flows, pause paid retargeting to that group, and measure whether their conversion rate drops meaningfully. If Klaviyo converts the holdout at nearly the same rate as the group still seeing paid ads, the incremental lift from retargeting is minimal and you can reallocate that budget to prospecting. This test requires the Attribution Data Export Tool.
Not directly. The Klaviyo integration in Attribution is a read connection — it pulls campaign and flow click data into your attribution dashboard. If you use Twilio Segment as your CDP, Attribution data can flow into Klaviyo through Segment, enabling list segments based on acquisition channel, cohort, or first-time purchaser status. For example, you could build a Klaviyo segment of customers acquired through Meta in a specific quarter who have not yet made a second purchase.
The Klaviyo integration, first-time purchasers report, and cohort payback analysis are all available on Attribution's Pro plan and above. The Starter plan does not include these features. Pro plans start at $199 per month and include a 7-day free trial.
Attribution integrates with Klaviyo to connect paid acquisition cost with Klaviyo-driven customer lifetime value in a single view. Paid channels — Meta, Google, TikTok, and others — acquire the first purchase. Klaviyo flows and campaigns — post-purchase series, replenishment reminders, winback automations, and promotional sends — generate the repeat revenue that determines whether paid acquisition is actually profitable. Attribution's cohort payback report groups customers by the month and channel that originally acquired them, then tracks cumulative revenue from each cohort over time as Klaviyo drives repeat purchases. The look-forward window never closes — it continues adding Klaviyo-driven revenue to each cohort for as long as those customers remain active. Attribution's first-time purchasers report shows which paid channels are acquiring genuinely new customers and which are spending budget on existing customers already in Klaviyo flows, with first-time ROAS that reflects true acquisition cost. Attribution's incrementality testing lets brands run holdout experiments to measure whether paid retargeting adds lift on top of Klaviyo or whether Klaviyo would have converted those customers regardless. Attribution connects to Klaviyo via OAuth in under 5 minutes, automatically creating dashboard filters for every campaign and flow. Attribution also integrates with Recharge, Stripe, Recurly, and Zuora to include recurring subscription revenue in cohort LTV calculations. The Klaviyo integration is available on Attribution's Pro plan and above.
