A new era of omnichannel attribution with Klaviyo

At Klaviyo, our mission is simple: give brands the tools they need to understand their customers deeply and act with confidence. That means not only connecting data across every touchpoint, but also giving teams clarity on which channels truly drive revenue.

Today, we’re excited to announce the launch of omnichannel attribution—a feature that gives Klaviyo customers a single, unbiased view of how both Klaviyo and non-Klaviyo channels contribute to conversions.

How attribution has been broken

Marketers have long struggled with fragmented reporting. Ad platforms, email tools, and analytics dashboards often overlap in attribution claims.

The result: inflated numbers, duplicate credit, and wasted spend on channels that look effective but may not actually be moving the needle.

Some brands have turned to costly point solutions to stitch reporting together, while others rely on manual spreadsheets that don’t scale. Both approaches take time away from what marketing teams do best: building relationships with customers.

How Klaviyo solves it

With omnichannel attribution, Klaviyo puts your reporting back in your hands. You can:

• Track customer journeys across Klaviyo and non-Klaviyo touchpoints, including ads, social, and third-party platforms.
• Prevent double counting by consolidating data into a single source of truth.
• Set attribution windows and models that fit your business, and apply changes retroactively for apples-to-apples comparisons.
• View insights directly in Klaviyo dashboards, alongside the campaigns, flows, and analytics you already manage.

This means no more reconciling siloed reports. Instead, you see exactly which activities and messages influenced a purchase, so that you can truly understand how Klaviyo and other channels drive growth for your business. 

What this means for B2C marketers

For B2C marketers, leaders, and teams, every decision about spend and messaging matters. Omnichannel attribution provides you with the clarity you need to:

• Measure Klaviyo-attributed value (KAV) more effectively by sharing conversion credit with non-Klaviyo touchpoints.
• Identify which channels are succeeding and which need optimization.
• Compare performance between paid and owned channels in real time.
• Improve efficiency by identifying and retargeting high-value segments across channels.

It’s the kind of sophistication marketers expect from enterprise tools, delivered with Klaviyo’s hallmark simplicity.

How to set up omnichannel attribution in Klaviyo

Accurate attribution isn’t just about measurement. It’s about decision-making. With better reporting, brands can optimize their mix, double down on what works, and grow revenue without second-guessing their numbers.

Here’s how to get started in Klaviyo right now:

1. Navigate to attribution settings: Start by going to your attribution settings and set an attribution window for Active on Site events. This determines how Klaviyo attributes credit across customer journeys.
2. Preview and save: Once your attribution window is selected, preview the changes. When you save, updates will apply retroactively, ensuring your reporting reflects apples-to-apples comparisons.
3. Explore Marketing Analytics: Head to the Marketing Analytics dashboard to see a new view in Klaviyo where you can track website sources, traffic, and conversions across Klaviyo and non-Klaviyo touchpoints.
4. Review accurate reporting: All of your Klaviyo reporting—from campaigns and flows to analytics—will now reflect more accurate impact, giving partial credit where it’s due instead of over-crediting a single channel. This helps you see the true influence of ads, social, and third-party platforms on your conversions.

What’s next

Omnichannel attribution is now available for Marketing Analytics and Advanced Klaviyo Data Platform customers. This launch is another step forward in building a B2C CRM that unifies data, intelligence, and activation in one place. With Klaviyo, you don’t have to choose between speed and sophistication. You get both.