Email delivery events
Received Email events describe messages delivered into the source event stream. Use this as the denominator for an event-based engagement discussion, rather than treating it as a count of unique subscribers.
Klaviyo + Monthwrap
Commerce & email reporting
Explain email activity without blurring the store’s revenue.
Bring Klaviyo email events and recorded order data into Monthwrap, with clear distinctions between engagement, order value and attribution.
AvailablePrivate API key
Inside the monthly reportSample data
Fern & Field · fictional example
Email activity through the month
Delivered events24,000Received Email events
Open events9,600Event counts, not unique people
Click events1,200Across the four sample periods
From the inboxCampaign activity, in context
October 1–7240 clicks
October 8–14280 clicks
October 15–21320 clicks
October 22–31360 clicks
The source counts email events. A person may generate more than one event; order value is not automatically email-attributed revenue.
Klaviyo, at a glance.
- Connect with
- Private API keyUse a key with account and metric read access. Recorded order value is not necessarily email-attributed revenue.
- Updates
- Daily sync, with a manual refresh in Sources. Platform reporting delays still apply.
- Earlier months
- Request an earlier month in Sources. Coverage follows the platform’s available history and your account access.
- In your report
- Email events, recorded orders and order value.
Built around your client’s questions
Retention reporting needs careful labels as well as good charts.
For retention and ecommerce agencies reporting email activity alongside store performance.
An email agency needs to explain what was sent, how people engaged and how the store performed around that activity. Those are related questions, but they are not the same measure. Klaviyo’s event data gives Monthwrap a useful engagement view while recorded order events provide additional commercial context.
The connection reads delivered, opened and clicked email events, plus the orders and order values recorded in Klaviyo. Use those figures alongside your campaign and flow work, and keep the source definitions visible. A Placed Order event can come from a store integration; it does not automatically mean that an email caused the order.
Choose the numbers that matter
What Klaviyo
brings to the report.
Email events, recorded orders and order value. Choose the relevant figures, add comparisons where the data supports them, and explain what changed.
Open and click events
The connector counts events over time. Repeated activity can contribute more than once, so the figures are different from the unique-per-campaign opens and clicks used by some other email sources.
Orders recorded in Klaviyo
Placed Order events provide an order count from the connected account’s event data. Where an account has more than one store integration, relevant order metrics can contribute to the total.
Recorded order value
Order event values and average order value add context to the report. Keep the label attached to Klaviyo’s recorded orders; it is not a claim of email-attributed revenue or incremental sales.
For your next client report
Review an email and flow retainer
Describe the campaigns, flows and creative work your team delivered, then discuss the observed delivery and engagement events. The report can explain what deserves further investigation without turning every open into a person.
Arrange the report in your own layoutRead it from the client’s side
See the complete
ecommerce report.
A full fictional agency report, with the work delivered, the numbers behind it and the plan for next month. Use its structure to plan your own mix of sources and client results.
Open the sample reportMake the connection
From Klaviyo
to the right client.
Use a key with account and metric read access. Recorded order value is not necessarily email-attributed revenue.
Connection methodPrivate API keyAvailabilityAvailableYour connected account’s API permissions and plan apply.
- 01
Prepare a private API key
Use a Klaviyo private API key with the account and metric read permissions required by the connection. The key should belong to the client account whose email events you intend to report.
- 02
Confirm the account and event sources
Connect the key and verify the returned account. Check which store integrations and event metrics exist so that the scope of recorded orders is understood before the first monthly report.
- 03
Review one known period
Compare delivered, open and click events, plus any recorded order values, with the source for the selected period. Choose precise labels and add a note where event counts differ from unique-recipient reporting.
Know what each
number means.
Recorded orders are not email attribution
This connector aggregates supported order events. It does not reproduce Klaviyo’s attributed campaign or flow revenue model, and it should not be presented as measuring incremental email revenue.
Event counts are not unique recipients
An individual can generate multiple events. Do not compare these counts directly with another provider’s unique opens or unique clicks without explaining the different definitions.
Before you connect
A few useful
answers.
Does the revenue figure mean email-generated sales?
No. It is the value on supported Placed Order events recorded in Klaviyo. Attribution requires a separate model and should not be inferred from the existence of an order event.
Are opens and clicks unique people?
No. The connector reads event counts. Repeat activity can contribute multiple events, so the report should use event-based labels rather than unique-subscriber claims.
Should I add Klaviyo order value to Shopify sales?
No. A Shopify purchase can also generate a Klaviyo order event. Show the source measures separately and use a clearly defined store total for overall sales.
Start with your next client report
The data has a source.
The story has your name.
Bring your sources together, choose your layout and add the context your client needs.
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