Klaviyo Attribution Differences: Dashboard vs Reports vs StoreHero

Overview

Customers may notice that Klaviyo-attributed revenue shown in StoreHero does not always match the numbers shown in Klaviyo’s Dashboard. This is expected behaviour and is due to different attribution timing logic, not missing or incorrect data.

This article explains why these differences occur, what StoreHero aligns to, and how to communicate this clearly to customers.

The Core Reason for the Difference

The discrepancy comes from how and when revenue is attributed.

Klaviyo uses two different attribution approaches depending on where you look:

• Klaviyo Dashboard

• Klaviyo Reports (and API)

StoreHero uses Klaviyo’s Reports / API logic, not the Dashboard logic.

How Klaviyo Dashboard Calculates Revenue

Attribution logic:

• Revenue is grouped by the send date of the campaign or flow

• It does not matter when the purchase actually happened

Example:

• Email sent on March 31

• Customer purchases on April 2

• Klaviyo Dashboard attributes the revenue to March

This can cause certain months to appear overstated or understated, especially around month-end.

How Klaviyo Reports (and StoreHero) Calculate Revenue

Attribution logic:

• Revenue is grouped by the purchase date

• Revenue is shown in the month when the order actually occurred

Example:

• Email sent on March 31

• Customer purchases on April 2

• Klaviyo Reports and StoreHero attribute the revenue to April

This provides a clearer view of when revenue was actually generated.

Why StoreHero Uses This Approach

StoreHero intentionally aligns with:

• Klaviyo Reports

• Klaviyo API / Analytics data

This approach:

• Matches real purchase behaviour

• Aligns with finance and month-end reporting

• Avoids artificial spikes caused by campaign send dates

• Compare StoreHero with Klaviyo Reports instead