Reports and revenue attribution
Klaviyo's attribution windows differ from Shopify and GA4, so the dashboard routinely shows numbers no other system can reconcile.
What people actually say
✕Klaviyo defaults to a 5-day last-interaction window for email and 1 day for SMS, while GA4 uses a 30-day model on UTM clicks, so the two figures can differ by 20-40 percent on the same campaign.
Source: Airboxr, attributing Klaviyo sales in GA4 ↗✕Users frequently report Klaviyo logging more revenue than Shopify itself, with one community thread citing a $1,697 gap on the same period and another a 17 percent over-count versus Google Analytics.
Source: Klaviyo Community, analytics discrepancies ↗✕Klaviyo support explains the mismatch by saying GA uses pixel tracking and Klaviyo uses database joins, and recommends customers defer to Klaviyo's number rather than reconcile to the order ledger.
Source: Klaviyo Community, analytics discrepancies ↗✕Independent agencies note that 62 percent of Shopify stores never adjust Klaviyo's default attribution windows, leaving most dashboards systemically over- or under-counting email impact.
Source: Letterbox Media, Klaviyo vs Shopify attribution ↗
Attribution is computed off the Shopify order log joined to send/open/click events in your warehouse — same source of truth as your finance numbers, configurable window per channel, fully auditable. Metabase or Evidence dashboards render the same SQL the CFO would write, and last-touch, first-touch and linear models live side by side instead of one opaque default.