Calculate Klaviyo ROI With Honest Attribution

Klaviyo's default attribution overstates email's contribution by a meaningful margin. This calculator applies a more conservative incremental factor (40-70% of attributed revenue is typically incremental) so the ROI number reflects actual causal contribution.

Inputs

Klaviyo-attributed revenue (annual)

Found in Klaviyo dashboard, annual total. Klaviyo platform cost (annual)

Agency / management cost (annual)

Use 0 if managed in-house. Use FTE compensation if internal lead. Incremental factor What % of Klaviyo-attributed revenue would NOT have happened without email. Real number is testable via holdout testing.

ROI breakdown

Incremental revenue

Revenue email actually caused

Total cost

Klaviyo + agency / management

Net contribution

ROI multiple

0×

Payback period

0 months

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Note: Real incremental factor is best measured through holdout testing (split your list 80/20, hold 20% from receiving email for 30-60 days, compare purchase rate). Most ecommerce brands fall in the 50-70% range when they actually run the test.

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