Methodology

How we measure the numbers we report.

When we say "flow revenue up 432% over four months," it means one specific thing. This page defines those terms once so every case study and stat on the site anchors here.

Flow revenue

Revenue attributed to Klaviyo automated flows — the welcome flow, abandoned browse, abandoned cart, abandoned checkout, post-purchase, win-back, replenishment, browse abandonment, and any custom automations we build. Reported directly from Klaviyo's revenue attribution, measured on Klaviyo's default 5-day click / 1-day view window.

Flow revenue is distinct from campaign revenue (one-off manual sends) and from total email revenue (flows + campaigns combined). When we compare a lift, we compare like-for-like — flow revenue against flow revenue, never flow-and-campaign combined.

Campaign revenue

Revenue attributed to individual campaigns — one-off email or SMS sends to a selected audience. Newsletters, promo blasts, product launches, seasonal sales. Same 5-day click / 1-day view attribution as flow revenue, just credited to a single send instead of an automation.

Revenue per recipient (RPR)

Attributed revenue divided by the number of recipients on a send. It's the single most honest number in email marketing — resistant to list-size games, indifferent to open-rate inflation, tied to actual dollars. When we report a welcome flow going from $6.33 to $24.17 RPR, that's a real dollar-per-subscriber increase, not a percentage of an obscured baseline.

Attribution window

Klaviyo's default: 5 days after a click, 1 day after an open (view). Some agencies use longer windows to inflate reported revenue; we don't. The default is Klaviyo's own recommendation and is what Shopify's own reports compare against.

Baseline

Every reported lift compares to a defined baseline — usually the same period in the prior year (year-over-year), or the trailing 90 days before we started. Which one we use depends on the account's seasonality and how much clean prior data exists. Each case study names its baseline explicitly.

Rounding & presentation

Percentage lifts are rounded to the nearest whole percent above 100%, and to one decimal below. Dollar figures are rounded to the nearest thousand for readability but available exact on request. Every published number has a source in a client-shared Klaviyo report or Shopify export.

Anonymisation & client approval

Some case studies name the client, some don't — that's the client's call, not ours. Every published figure has explicit written approval from the client before it goes on this site, whether the brand is named or described by category. Anonymised categories are still specific enough to be recognisable to someone in the same market, so the approval bar is identical either way.