Get a clearer picture of your data
By default, Klaviyo uses a last-touch attribution model, meaning every customer purchase is attributed to the last Klaviyo message a customer interacted with.
With Marketing Analytics or Advanced KDP, you can choose a linear multi-touch attribution model, which spreads credit evenly across all messages a customer engages with during the attribution window.
You can also enable omnichannel attribution to include marketing touchpoints outside of Klaviyo, like paid ads or social media clicks, within the same model. This gives you a more complete view of how all your marketing efforts work together to drive a purchase.
How value is attributed
Read through the examples below to see how purchases are attributed in each approach.
Last touch
Emily clicks on an email from Beantown Coffee. Two hours later, she receives a text message with an exclusive discount and clicks on it to purchase her coffee.
With last-touch attribution, her purchase is attributed to the text message, since it was the last message she interacted with before buying.
Linear multi-touch
Emily clicks on an email from Beantown Coffee. Two hours later, she receives a text message with an exclusive discount and clicks on it to purchase her coffee
With linear multi-touch attribution, 50% of the purchase is attributed to each message. Since Emily interacted with both messages within the attribution window, each gets equal credit.
Omnichannel
Beantown recently launched an Instagram campaign to drive sales.
Helen clicks Beantown's ad on her Instagram feed and starts browing their website, then later receives a text message about her favorite product and clicks to buy.
With omnichannel attribution enabled, Klaviyo will recognize Helen’s Instagram-attributed engagement. With a combination of linear multi-touch attribution model and omnichannel attribution, Helen's purchase is attributed to both the Instagram ad and the Klaviyo text message.
This gives Beantown a more complete picture of how their external marketing efforts and Klaviyo messages worked together to drive the sale.
Note that purchases must occur within the channel's attribution window for them to be counted, regardless of the model you choose.
To summarize:
- Last-touch attribution is simple to interpret and best when you want to understand which message most directly drove a sale.
- Linear multi-touch attribution gives you a better view of how different messages work together along the customer journey, helping you identify which combinations are most effective.
Use omnichannel attribution to measure how your broader marketing strategy contributes to conversions, giving you the most complete picture of your customers’ paths to purchase.
Customize your attribution model
Want to get started using linear multi-touch or omnichannel attribution? Click the dropdowns for step-by-step instructions.
Set up linear multi-touch attribution
From Klaviyo, click on your account name in the lower left-hand corner. Click Settings, then Attribution.
From the Model dropdown, select Linear.
For a touchpoint to be considered in the linear attribution model:
- The message must be received within your attribution window.
- The interaction (e.g., Opened Email, Clicked SMS, etc.) must occur for that message within your attribution window.
Set up omnichannel attribution
In Klaviyo, select Attribution from the left side panel, under Marketing Analytics. Click Update Settings.
Here, you can enable Active on Site tracking for non-Klaviyo platforms. The attribution window for non-Klaviyo platforms is set to 24 hours as a default, but you can customize it and preview the impact of the change before saving.
After enabling, you can access your Omnichannel attribution reports from the Attribution tab under Marketing Analytics any time.