Email & SMS
Give your owned channels their due
MerchantFlow brings attributed Klaviyo email and SMS revenue into your profit view, so flows and campaigns are measured next to paid media.
Email and SMS are usually the most profitable revenue you have, because the audience is already yours and the marginal cost of reaching them is close to nothing. They are also the channels most often left out of the profit conversation, sitting in a separate tool with their own attributed revenue number that never meets the P&L.
MerchantFlow brings Klaviyo attributed revenue from campaigns and flows into the same profit view as your paid media, so owned channels are weighed against paid ones instead of being reported in isolation.
What it syncs
Attributed revenue from email campaigns
Attributed revenue from SMS
Flow versus campaign performance
Channel-level engagement signals
Revenue by individual flow, such as welcome, abandoned cart, and post-purchase
What you get
Owned revenue, in context
Klaviyo revenue reported next to paid channels rather than in a separate tool with its own scoreboard.
Flow and campaign contribution
See which flows and campaigns are actually carrying the channel.
A fuller profit picture
Owned revenue included in the same P&L as everything else, so totals reconcile.
Margin on email-driven orders
Attributed revenue is only half the story. See what those orders were worth after product cost and fees.
What this unlocks
Owned versus paid revenue split
How much of your revenue you are renting from ad platforms and how much you genuinely own.
Profit on flow-driven orders
What abandoned cart and post-purchase flows leave behind after every cost, not just what they attract.
Cohort LTV by acquisition channel
Whether customers acquired through paid media go on to convert through owned channels later.
Blended MER in proper context
Marketing efficiency read with owned revenue visible, so paid spend is not credited with revenue email produced.
How it connects
Connect with OAuth
Authorize MerchantFlow to read your Klaviyo account.
Confirm your account
Select the Klaviyo account tied to your store.
Revenue syncs
Attributed revenue keeps syncing automatically.
How teams use it
The recurring question is how much of the business is genuinely owned. If a large share of revenue only appears when paid spend is running, the business is more fragile than the top line suggests.
- Look at the owned versus paid revenue split over time rather than in a single month.
- Check whether flow revenue holds steady in periods when ad spend is reduced.
- Compare margin on email-driven orders against paid-driven orders, since discounting patterns often differ.
- Watch for attribution overlap where Klaviyo and an ad platform both claim the same order.
Good to know
Attributed revenue is not incremental revenue
Klaviyo attributes an order to an email when the customer clicked through within its attribution window. Some of those customers would have bought anyway. Treat attributed revenue as a contribution signal rather than proof of causation.
Owned and paid channels overlap
The same order can be claimed by both Klaviyo and an ad platform. Reported figures across tools will therefore add up to more than your actual revenue, which is exactly why the blended view matters.
Common questions
Frequently asked questions
What revenue does it show?
MerchantFlow surfaces the revenue Klaviyo attributes to your email and SMS campaigns and flows, so you can weigh owned channels against paid.
Is it read-only?
Yes. MerchantFlow reads Klaviyo reporting data only and cannot send messages or change flows.
Do I need a specific Klaviyo plan?
Any Klaviyo account with attributed revenue reporting will work. You connect it with a secure authorization flow.
Does it separate flows from campaigns?
Yes. Flow revenue and campaign revenue are reported separately, so you can see how much is coming from always-on automation versus individual sends.
Does it include SMS as well as email?
Yes. Both email and SMS attributed revenue are brought in, so the full owned-channel contribution is visible in one place.
Can I see profit on email-driven orders, not just revenue?
Yes. Because MerchantFlow already holds your order and cost data, attributed revenue can be read against product cost, payment fees, and shipping to show what those orders actually left behind.
Why does the revenue differ from the Klaviyo dashboard?
Klaviyo reports revenue attributed within its own window. MerchantFlow reads that alongside your real orders, so differences usually reflect attribution windows and overlap with other channels rather than missing data.
