CRM Monthly Business Review

Reporting month: April 2026  •  Audience: CEO, Head of Growth  •  Presenter: Head of CRM
Generated 2026-06-03
4-section structure

1. CRM Revenue, Cost & ROI Headline

April 2026 — US store. Revenue: Triple Whale Linear All / 28-day. Cost: platform subscriptions from internal cost sheet. % of DTC denominator: Shopify net sales.
Revenue: Triple Whale Cost: internal sheet % of DTC: Shopify net sales
LineThis monthMoMYoY13-month trend
Revenue
Email $323,614 ▼ 39.3% ▲ 3.9%
Klaviyo $322,571 ▼ 39.5% ▲ 4.0%
Campaign $247,631 ▼ 41.1% ▲ 19.0%
Flow $74,940 ▼ 33.4% ▼ 26.6%
Brevo $1,043 ▲ 77.7% ▼ 8.6%
SMS $147,879 ▼ 48.5% ▲ 88.5%
Mail $36,590 — —
PostPilot $36,590 — —
Total CRM revenue $508,083 ▼ 38.2% ▲ 30.3%
Revenue % of DTC (Shopify net sales) 16.2% ▼ 2.1pp ▼ 23.0pp
Cost
Klaviyo $12,392 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $4,834 ▼ 44.6% ▼ 20.7%
InviteJet (legacy) $250 ▲ 0.0% ▼ 50.0%
Yotpo Reviews $1,898 ▲ 0.0% —
Nifty Images $180 ▲ 0.0% —
Retention.com $1,500 ▲ 0.0% —
PostPilot $23,460 — —
Total CRM cost $44,513 ▲ 77.2% ▲ 161.8%
CRM ROI (Revenue ÷ Cost) 11.41× ▼ 65.1% ▼ 50.2%
Commentary: Total CRM revenue $508.1K (▼ 38.2% MoM). Revenue drivers: Campaign (−$172.6K, -41%); SMS (−$139.5K, -49%); Flow (−$37.6K, -33%). Total cost $44.5K (▲ 77.2% MoM). Largest moves: PostPilot (+$23.3K, +12801%); Attentive SMS (incl. Yotpo legacy) (−$3.9K, -45%). ROI 11.41× (−21.31× vs LM, ▼ 65.1% MoM). % of DTC 16.2% (−2.1pp vs LM).
Triple Whale (Linear All 28-day) is the revenue source for cross-channel attribution. Shopify net sales is the % of DTC denominator. Cost rows include all CRM platform subscriptions; revenue and cost rows share the same column layout so they read top-to-bottom.

2. CRM Customer Base Klaviyo ∩ Shopify

April 2026 — Customer-level deep dive. Klaviyo subscribers (K) vs non-subscribers (non-K), split by lifetime tenure.
Source: Klaviyo subscriptions × Shopify orders (joined on email)

2.1 Email Funnel Performance

Section Metric Values % of subscribed Stage-to-stage MoM YoY 13-mo trend
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) history estimated — first snapshot 2026-06-03 • Live snapshot: 2026-06-03 = 1,466,867 1,466,867 100.0% — ▲ 1.4% ▲ 56.6%
New subscribed 65,388 — — ▼ 39.0% ▲ 54.9%
New unsubscribed 41,589 — — ▼ 18.7% ▼ 24.7%
2. Sent ≥1 email this month 954,861 65.1% 65.10% ▼ 5.1% ▼ 24.5%
Campaign 848,873 — — ▼ 3.5% ▼ 30.6%
Flow 355,407 — — ▼ 11.9% ▲ 105.7%
3. Opened ≥1 email this month 680,016 46.4% 71.22% ▼ 9.4% ▼ 34.3%
Campaign 619,119 — 72.93% ▼ 9.9% ▼ 38.7%
Flow 219,946 — 61.89% ▼ 13.0% ▲ 78.9%
4. Clicked ≥1 email this month 81,606 5.6% 12.00% ▼ 32.8% ▲ 31.3%
Campaign 50,572 — 8.17% ▼ 38.8% ▲ 18.3%
Flow 41,133 — 18.70% ▼ 26.5% ▲ 58.9%
5. Placed an order this month 68,375 4.7% 83.79% ▼ 28.8% ▲ 50.3%
Campaign 4,147 — 8.20% ▼ 44.6% ▲ 59.1%
Flow 1,316 — 3.20% ▼ 32.2% ▼ 40.1%
6. Sent to order (overall) 7.16% — 7.16% ▼ 2.4pp ▲ 3.6pp
Campaign 0.49% — — ▼ 0.4pp ▲ 0.3pp
Flow 0.37% — — ▼ 0.1pp ▼ 0.9pp
Email Fatigue Emails sent per user 17.19 — — ▼ 7.3% ▼ 24.4%
Opt-out rate 4.36% — — ▼ 0.7pp ▼ 0.0pp
Definitions: Sent ≥1 email = unique profiles who had at least one Received Email event this month (delivery-attempt proxy; bounced-only profiles are <0.5% of volume and excluded). Open / Click / Order stage rates = unique at this stage / unique at previous stage. Stage 7 "Sent to order" = unique placed-order / unique sent (overall conversion). Emails per user = total delivery events ÷ unique recipients (mean exposure). Opt-out rate = unique unsubscribers ÷ unique recipients.
Parent vs sub-row methodology: For Sent / Opened / Clicked, parent and Campaign / Flow sub-rows are Klaviyo unique-profile counts from the same metric-aggregates feed, queried at interval=month with a single-month window per call (multi-month spans return truncated values; daily summed inflates uniques by counting the same profile across each day). Sub-rows split events by Klaviyo's $flow attribute: empty = campaign-sourced, set = flow-sourced. Campaign + Flow can exceed Total because a single subscriber may receive both a campaign and a flow message in the same month (unique within each bucket, but only once in the Total). Typical overlap is 15–25%.
Stage 5 (Placed an order): Klaviyo's Placed Order event is emitted by the Shopify integration without a $flow tag, so the parent uses Klaviyo's unique placed-order count and the Campaign / Flow split uses Triple Whale's per-campaign attribution. Parent and sub-rows therefore measure slightly different cohorts (Klaviyo unique placed-order profiles vs TW order count tagged to campaign / flow IDs).
Stage 1 trend (Total subscribed): Today's value is the live "All US / UK Subscribed" segment profile_count (Klaviyo segment API). Historical months are reconstructed by walking backwards using monthly event aggregates: end-of-month = next-month-end − new + exits, where exits is the union of Unsubscribed from Email Marketing, Marked Email as Spam, Manually Suppressed, Bounce-suppression added, and Invalid-email-suppression added (minus the corresponding "unsuppressed" events). This is the most-complete event set Klaviyo exposes, but the reconstruction still drifts vs the dashboard's "Subscriber Growth" report — likely because some list-import flows update consent without firing a "Subscribed to Email Marketing" event, or vice versa. The klaviyo_segment_snapshots.py script captures live snapshots so future YoY will be anchored to real history once enough months accumulate. Treat any month older than the earliest snapshot as estimated.

2.2 Customer value — K (Klaviyo subscribers) vs non-K (everyone else)

Each cell shows the current month's value with a small MoM delta beneath vs March 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in April 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers49,768
▼ 30.7%
18,822
▼ 24.0%
—34,296
▼ 28.8%
15,242
▼ 22.8%
—15,472
▼ 34.4%
3,580
▼ 28.7%
—
Orders52,342
▼ 31.3%
19,371
▼ 24.9%
—35,651
▼ 29.4%
15,627
▼ 23.5%
—16,691
▼ 35.1%
3,744
▼ 30.0%
—
Net sales$2,350,179
▼ 31.3%
$800,172
▼ 25.2%
—$1,540,554
▼ 28.9%
$637,310
▼ 23.7%
—$809,625
▼ 35.6%
$162,862
▼ 30.6%
—
Orders / customer1.05
▼ 1.0%
1.03
▼ 1.1%
▲ 2.2%
▲ 0.2pp
1.04
▼ 0.8%
1.03
▼ 0.9%
▲ 1.4%
▲ 0.1pp
1.08
▼ 1.1%
1.05
▼ 1.8%
▲ 3.2%
▲ 0.8pp
AOV$44.90
▼ 0.0%
$41.31
▼ 0.5%
▲ 8.7%
▲ 0.5pp
$43.21
▲ 0.7%
$40.78
▼ 0.3%
▲ 6.0%
▲ 1.1pp
$48.51
▼ 0.8%
$43.50
▼ 0.9%
▲ 11.5%
▲ 0.1pp
Units / order3.57
▲ 0.2%
3.36
▲ 0.1%
▲ 6.0%
▲ 0.1pp
3.49
▲ 1.4%
3.33
▲ 0.1%
▲ 5.0%
▲ 1.4pp
3.72
▼ 1.7%
3.52
▲ 0.7%
▲ 5.9%
▼ 2.5pp
Revenue / customer$47.22
▼ 1.0%
$42.51
▼ 1.6%
▲ 11.1%
▲ 0.7pp
$44.92
▼ 0.0%
$41.81
▼ 1.2%
▲ 7.4%
▲ 1.2pp
$52.33
▼ 1.9%
$45.49
▼ 2.7%
▲ 15.0%
▲ 1.0pp
Commentary: Email funnel: Sent-to-order 7.16% (▼ 24.9% MoM). Funnel drivers: 3. Opened ≥1 email this month (−70,813, -9%); 2. Sent ≥1 email this month (−51,765, -5%). K vs non-K: Klaviyo subscribers spend $47.22 per customer vs $42.51 for non-subscribers — +11% premium.
April 2026: K cohort = customers with consent=SUBSCRIBED in Klaviyo who placed an order this month; non-K = everyone else who ordered. New = first-ever Shopify order in this month (lifetime numberOfOrders == orders this window). Revenue uses Shopify net sales (currentSubtotalPriceSet — post-discount, post-refund, pre-tax/shipping).

3. Campaigns Sent By platform

April 2026 — manual campaigns sent this month, ranked by revenue (Triple Whale Linear All 28-day).
Engagement: platform native Revenue: Triple Whale (Attentive uses native; ~0.5% gap)

3.1 Summary by platform

PlatformCampaignsRecipientsRevenueRev/rec
Klaviyo (Email) 30
▲ 11.1%
 14,606,624
▼ 10.8%
 $247,631
▼ 41.1%
 $0.0170
▼ 34.0%
Brevo (Email) 2
—
 861,329
—
 $1,043
▲ 81.3%
 $0.0012
—
Attentive (SMS) 5
▼ 50.0%
 554,537
▼ 51.4%
 $30,999
▼ 70.5%
 $0.0559
▼ 39.2%
Total $279,672
▼ 46.8%
Each cell shows the value for April 2026 with MoM delta beneath.

3.2 Klaviyo email — all 31 campaigns this month

CTOR = Click-To-Open Rate (clicks ÷ opens). OR = Open Rate, CTR = Click-Through Rate (clicks ÷ delivered). Heat banding: top quartile = green, bottom = red, applied to OR / CTR / CTOR / Orders / Revenue / Rev/rec so campaigns can be ranked across metrics."Other (unattributed)" = revenue Triple Whale tagged Klaviyo whose embedded campaign-ID didn't join to any Klaviyo campaign sent this month — typically late-attributed orders from prior-month campaigns within the 28-day window, or sends without a TW-trackable identifier.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
ZA - Coupons [19th April]
2026-04-17		 795,133 48.7% 0.48% 0.98% 442 $20,323 $0.0256
ZA - Bundle spotlight [29th April]
2026-04-28		 753,763 49.1% 0.41% 0.84% 466 $16,560 $0.0220
ZA - Icons bundle 3 [20th April]
2026-04-20		 470,229 56.2% 0.91% 1.61% 267 $12,753 $0.0271
ZA - Birthday bundles launch [28th April]
2026-04-27		 717,819 47.4% 0.36% 0.77% 307 $11,176 $0.0156
ZA - Icons bundle launch [8th April]
2026-04-08		 565,002 56.0% 0.74% 1.33% 166 $10,528 $0.0186
ZA - Back in Stock [24th April]
2026-04-22		 623,339 63.4% 0.47% 0.74% 292 $10,017 $0.0161
ZA - Which look? [23rd April]
2026-04-22		 492,314 53.5% 0.36% 0.68% 247 $8,992 $0.0183
ZA - Long lasting - eyeliner [22nd April]
2026-04-21		 491,441 52.5% 0.39% 0.73% 288 $8,234 $0.0168
ZA - Spring Wardrobe [2nd April]
2026-03-30		 482,715 51.6% 0.85% 1.66% 188 $6,677 $0.0138
ZA - Birthday bundles early access [27th April]
2026-04-27		 81,162 47.1% 1.15% 2.44% 179 $6,010 $0.0741
ZA - Long lasting [16th April]
2026-04-16		 548,902 57.0% 0.30% 0.53% 207 $5,368 $0.0098
ZA - Horoscope Shade [17th April]
2026-04-17		 754,503 50.4% 0.57% 1.13% 209 $5,267 $0.0070
ZA - Icons bundle 4 [25th April]
2026-04-26		 613,047 61.6% 0.33% 0.54% 244 $4,988 $0.0081
RV - Reviews [13th April]
2026-04-13		 507,944 53.0% 0.31% 0.59% 169 $4,026 $0.0079
ZA - Icons bundle 1 glowgetter [9th April] (clone)
2026-04-09		 400,315 53.0% 0.34% 0.63% 142 $3,926 $0.0098
RV - Shop The Look [11h April]
2026-04-10		 498,079 52.1% 0.39% 0.74% 157 $3,826 $0.0077
ZA - Icons bundle early access [7th April]
2026-04-08		 158,785 51.3% 0.46% 0.91% 64 $3,187 $0.0201
ZA - Icons bundle 2 [14th April]
2026-04-14		 249,536 49.2% 0.36% 0.74% 90 $2,593 $0.0104
ZA - Sardine Lip Oil [1st April]
2026-04-01		 358,746 52.4% 0.54% 1.02% 145 $2,518 $0.0070
RV - Word Search [April 10]
2026-04-09		 673,500 55.6% 0.33% 0.59% 168 $2,336 $0.0035
ZA - Shop The Look [18th April]
2026-04-18		 489,679 51.0% 0.30% 0.59% 126 $1,950 $0.0040
ZA - Icons bundle 1 glowgetter [9th April]
2026-04-02		 78,801 56.8% 0.30% 0.52% 22 $477 $0.0061
ZA - Abandoners birthday sale [30th April]
2026-04-30		 994 49.8% 6.37% 12.78% 17 $255 $0.2566
ZA - Birthday bundles early access (EA segment) [27th April]
2026-04-27		 484 54.3% 10.74% 19.77% 5 $200 $0.4128
ZA - mix & match 25% off 2 [4th April]
2026-04-02		 787,243 48.6% 0.26% 0.53% 269 $0 $0.0000
ZA - mix & match 25% off 3 [5th April]
2026-04-02		 693,356 55.7% 0.29% 0.51% 400 $0 $0.0000
ZA - mix & match 25% off non purchasers [6th April]
2026-04-02		 770,357 49.2% 0.27% 0.55% 276 $0 $0.0000
ZA - mix & match 25% off non openers [6th April]
2026-04-02		 2,232 10.2% 0.22% 2.20% 2 $0 $0.0000
ZA - mix & match 25% off 4 [6th April]
2026-04-02		 788,739 48.0% 0.23% 0.48% 288 $0 $0.0000
ZA - mix & match 25% off [3rd April]
2026-04-02		 758,465 49.2% 0.26% 0.53% 341 $0 $0.0000
Other (unattributed)
 — — — — — $63,505 —

3.3 Brevo email — all 2 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($1,043, 2 campaigns) by delivered share — this applies to both US and UK Brevo data. TW's campaign_id for Brevo is a UTM string that doesn't join to Brevo's numeric IDs, so true per-campaign TW attribution isn't available. Brevo campaigns here delivered to similar audience sizes, so each row receives ≈$521 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
ULS 40%
2026-04-25 · There are so many options…		 446,028 5.6% 0.13% 2.37% 7 $546 $0.0012
ZA - Offers
2026-04-19 · A little something for you		 406,164 5.7% 0.07% 1.29% 7 $497 $0.0012

3.4 Attentive SMS — all 5 campaigns this month

Revenue: Attentive native. Cost: Delivered × $0.007/SMS (US rate). ROI = Revenue ÷ Cost. Heat banding applied to Revenue, ROI, Rev/rec.
CampaignDeliveredCTRCVROrdersRevenueCostROIRev/rec
Birthday Bundle
2026-04-16		 143,423 4.44% 6.66% 424 $26,124 $1,004 26.02× $0.1821
Copy of Mix & match - april #2
2026-04-05		 115,449 1.79% 18.39% 381 $22,579 $808 27.94× $0.1956
Mix & match - april #1
2026-04-03		 151,267 1.45% 16.62% 365 $21,027 $1,059 19.86× $0.1390
Back in stock Demure + Early Access
2026-04-27		 143,381 3.34% 6.17% 296 $14,409 $1,004 14.36× $0.1005
Copy of Mix & match - april #3
2026-04-06		 1,017 12.98% 23.48% 31 $2,164 $7 304.01× $2.1281
Commentary: Campaign revenue $279.7K (▼ 46.8% MoM). Platform mix: Klaviyo (Email) (−$172.6K, -41%); Attentive (SMS) (−$74.0K, -70%); Brevo (Email) (+$468, +81%). Top Klaviyo campaigns: Other (unattributed) ($63.5K); ZA - Coupons [19th April] ($20.3K); ZA - Bundle spotlight [29th April] ($16.6K).
Revenue uses Triple Whale Linear All 28-day attribution joined to platform campaign_id. Heat banding: top quartile green, bottom quartile red, applied to Revenue + Rev/rec (+ ROI for Attentive).

4. Flows & Automations Automated engine

April 2026 — triggered flows / automations. Revenue: Klaviyo flows = Triple Whale; Attentive journeys = Attentive native (TW doesn't split journey vs campaign).

4.1 Summary

PlatformActive flowsMessages sentRevenue
Klaviyo Flows 25
▲ 8.7%
 1,464,279
▼ 20.9%
 $74,940
▼ 33.4%
Attentive Journeys TW Attentive total × native-journey share 10
▲ 25.0%
 116,815
▼ 10.2%
 $115,575
▼ 36.3%
Total $190,515
▼ 35.2%
Each cell shows the value for April 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 26 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
Welcome Series · 4 flow(s) · $23,628 (▼ 41.0% vs LM)
Checkout + Footer Welcome Flow
Added to List		 370,974
▼ 3.4%
 50.7%
▼ 1.5pp
 1.20%
▼ 0.3pp
 657
▼ 21.7%
 $13,159
▼ 25.3%
 $0.0355
▼ 22.7%
(AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow
Added to List		 53,668
▼ 57.1%
 49.7%
▼ 2.0pp
 2.33%
▲ 0.2pp
 560
▼ 54.6%
 $7,908
▼ 57.0%
 $0.1473
▲ 0.3%
First Time Buyer Brand Introduction
Metric		 381,591
▼ 31.4%
 50.2%
▼ 0.2pp
 0.97%
▲ 0.0pp
 241
▼ 27.0%
 $2,422
▼ 39.5%
 $0.0063
▼ 11.9%
Brow Stain - Welcome Flow
Metric		 2,954
▲ 6.6%
 57.7%
▼ 0.4pp
 5.50%
▲ 1.6pp
 4
▲ 33.3%
 $139
▲ 118.5%
 $0.0469
▲ 105.0%
Driving second purchase · 2 flow(s) · $1,762 (▲ 46.3% vs LM)
Next best product cross-sell - Standard
Date Based		 32,644
▼ 23.4%
 47.5%
▼ 0.7pp
 1.17%
▼ 0.0pp
 46
▲ 4.5%
 $969
▲ 15.4%
 $0.0297
▲ 50.6%
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 31,779
▲ 40.7%
 47.7%
▼ 1.3pp
 0.79%
▼ 0.0pp
 37
▲ 0.0%
 $793
▲ 117.5%
 $0.0249
▲ 54.6%
Driving second purchase (ommniconvert) · 1 flow(s) · $542 (— vs LM)
2nd Purchase Don't Dump Us
Metric		 39,816
—
 41.6%
—
 0.31%
—
 11
—
 $542
—
 $0.0136
—
Driving CONVERSION / second purchase · 1 flow(s) · $290 (▼ 73.3% vs LM)
Back In Stock
Metric		 296
▼ 59.5%
 49.7%
▼ 5.0pp
 19.05%
▲ 3.8pp
 8
▼ 84.3%
 $290
▼ 73.3%
 $0.9782
▼ 34.2%
Driving conversion / second purchase / loyalty · 1 flow(s) · $121 (▲ 272.3% vs LM)
Membership
Metric		 97
▼ 14.2%
 81.4%
▲ 8.9pp
 26.80%
▲ 10.0pp
 8
—
 $121
▲ 272.3%
 $1.2429
▲ 333.7%
Driving second purchase / susbcription · 1 flow(s) · $0 (— vs LM)
Cleansing Balm - Refill Flow
Metric		 73
—
 42.5%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—
Abandonment Series (recovery - wonderskin owned) · 3 flow(s) · $13,100 (▼ 42.1% vs LM)
Cart Abandonment
Metric		 41,499
▼ 30.6%
 48.9%
▲ 0.3pp
 2.10%
▼ 1.0pp
 441
▼ 36.4%
 $6,585
▼ 50.4%
 $0.1587
▼ 28.5%
Checkout Abandonment
Metric		 38,350
▼ 42.0%
 47.4%
▼ 0.1pp
 4.36%
▲ 0.5pp
 723
▼ 39.9%
 $6,063
▼ 30.7%
 $0.1581
▲ 19.6%
(RV2025 Started) Lip Stain Checkout Abandonment
Metric		 2,428
▼ 49.0%
 49.6%
▼ 2.7pp
 4.42%
▲ 1.1pp
 57
▼ 51.7%
 $452
▼ 24.6%
 $0.1860
▲ 47.8%
Abandonment Series (recovery - retention owned) · 3 flow(s) · $8,753 (▼ 32.2% vs LM)
Browse Abandonment [Retention]
Metric		 67,429
▼ 8.4%
 48.8%
▲ 1.1pp
 1.99%
▼ 0.2pp
 258
▼ 31.4%
 $4,542
▼ 25.4%
 $0.0674
▼ 18.6%
Cart Abandonment (Retention)
Metric		 35,698
▼ 20.8%
 42.0%
▼ 0.6pp
 1.19%
▼ 0.1pp
 192
▼ 38.3%
 $2,235
▼ 30.9%
 $0.0626
▼ 12.8%
Checkout Abandonment (Retention)
Metric		 11,004
▼ 42.9%
 52.4%
▼ 0.0pp
 3.67%
▲ 0.3pp
 113
▼ 45.9%
 $1,976
▼ 44.9%
 $0.1796
▼ 3.5%
Abandonment Series (recovery - triple whale owned) · 2 flow(s) · $4,215 (▼ 25.1% vs LM)
Cart Abandonment [Triple Whale]
Metric		 26,287
▼ 33.6%
 46.0%
▼ 0.7pp
 1.52%
▲ 0.1pp
 208
▼ 37.3%
 $2,430
▼ 19.3%
 $0.0924
▲ 21.5%
Active on Site [Triple Whale]
Metric		 46,755
▼ 41.0%
 36.7%
▲ 4.2pp
 1.24%
▲ 0.0pp
 183
▼ 39.8%
 $1,785
▼ 31.8%
 $0.0382
▲ 15.6%
Transactional · 7 flow(s) · $11,263 (▼ 22.4% vs LM)
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 75,268
▼ 11.2%
 50.9%
▼ 0.2pp
 18.05%
▼ 0.3pp
 38
▼ 35.6%
 $7,109
▼ 19.7%
 $0.0945
▼ 9.5%
Malomo Post Purchase: 4. Delivered
Metric		 74,339
▼ 7.1%
 46.9%
▼ 0.2pp
 6.44%
▼ 0.6pp
 99
▼ 17.5%
 $2,477
▼ 28.0%
 $0.0333
▼ 22.6%
Fullfilled order
Metric		 69,866
▼ 29.0%
 64.4%
▲ 0.4pp
 14.73%
▲ 0.5pp
 38
▼ 45.7%
 $1,151
▼ 34.4%
 $0.0165
▼ 7.7%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 18,727
—
 47.6%
▼ 4.4pp
 4.92%
▼ 4.3pp
 10
—
 $520
▲ 37.0%
 $0.0277
▼ 88.9%
Malomo Post Purchase: 5. Available for Pickup
Metric		 212
▼ 57.0%
 46.2%
▼ 2.0pp
 8.49%
▼ 11.8pp
 0
—
 $7
▼ 85.7%
 $0.0313
▼ 66.7%
Omniconvert - Post Delivery NPS - Aug 30, 2024
Metric		 42,455
▼ 34.1%
 47.6%
▼ 1.2pp
 1.81%
▲ 0.1pp
 22
▼ 40.5%
 $0
—
 $0.0000
—
Malomo Post Purchase: 6. Return to Sender
Metric		 70
▼ 28.6%
 70.0%
▲ 2.7pp
 34.29%
▲ 1.6pp
 4
▲ 33.3%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%
Uncategorised · 1 flow(s) · $8,427 (— vs LM)
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $8,427
—
 —
—

4.3 Attentive journeys — all 8 active this month

Revenue: Attentive native. Cost: Delivered × $0.007/SMS (US). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 33,758
▼ 43.3%
 29.07%
▼ 0.2pp
 11.06%
▼ 0.4pp
 3,734
▼ 45.5%
 $228,290
▼ 45.2%
 $236
▼ 43.3%
 966.08×
▼ 3.4%
 $6.7626
▼ 3.4%
Cart Abandonment
Added to cart		 7,875
▼ 25.0%
 15.48%
▲ 0.5pp
 6.97%
▲ 0.5pp
 549
▼ 18.5%
 $38,666
▼ 17.9%
 $55
▼ 25.0%
 701.42×
▲ 9.5%
 $4.9100
▲ 9.5%
Browse Abandonment
Viewed a product		 27,810
▲ 8.0%
 10.19%
▲ 1.6pp
 1.87%
▼ 0.0pp
 519
▲ 7.2%
 $30,794
▲ 6.6%
 $195
▲ 8.0%
 158.19×
▼ 1.3%
 $1.1073
▼ 1.3%
Price Drop
Price drop		 17,088
—
 6.75%
▲ 6.8pp
 1.34%
▲ 1.3pp
 229
—
 $12,534
—
 $120
—
 104.79×
—
 $0.7335
—
Post Purchase
Made a purchase		 22,090
▼ 7.5%
 8.68%
▲ 1.7pp
 0.43%
▲ 0.1pp
 94
▲ 8.0%
 $4,522
▼ 8.8%
 $155
▼ 7.5%
 29.25×
▼ 1.4%
 $0.2047
▼ 1.4%
Shopify - Checkout Abandonment
Checkout started		 744
▼ 23.5%
 18.95%
▲ 8.3pp
 8.47%
▲ 1.2pp
 63
▼ 11.3%
 $3,900
▼ 12.1%
 $5
▼ 23.5%
 748.91×
▲ 14.9%
 $5.2423
▲ 14.9%
Joined a Segment
Joined a Segment		 7,448
▼ 21.9%
 3.89%
▼ 1.2pp
 0.63%
▼ 0.9pp
 47
▼ 68.5%
 $3,061
▼ 63.0%
 $52
▼ 21.9%
 58.72×
▼ 52.6%
 $0.4110
▼ 52.6%
[LIMITED EDITION SILVER LIP STAIN] Welcome New Subscribers
Signed up for texts		 2
—
 100.00%
▲ 100.0pp
 0.00%
▲ 0.0pp
 0
—
 $0
—
 $0
—
 0.00×
—
 $0.0000
—
Commentary: Flow / journey revenue $190.5K (▼ 35.2% MoM). By role: Welcome Series (−$16.4K, -41%); Abandonment Series (recovery - wonderskin owned) (−$9.5K, -42%). Top flow swings: (AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow (−$10.5K, -57%); Cart Abandonment (−$6.7K, -50%); Checkout + Footer Welcome Flow (−$4.5K, -25%).
Klaviyo flow revenue from TW Linear All 28-day, joined to flow_id. Attentive journeys use Attentive-native revenue (TW exposes Attentive at channel level only). Engagement metrics are platform-native.

1. CRM Revenue, Cost & ROI Headline

April 2026 — US store. Revenue: Triple Whale Linear All / 28-day. Cost: platform subscriptions from internal cost sheet. % of DTC denominator: Shopify net sales.
Revenue: Triple Whale Cost: internal sheet % of DTC: Shopify net sales
LineThis monthMoMYoY13-month trend
Revenue
Email $120,680 ▼ 38.7% —
Klaviyo $119,686 ▼ 39.0% —
Campaign $84,946 ▼ 41.6% —
Flow $34,740 ▼ 31.6% —
Brevo $994 ▲ 33.8% —
SMS $29,844 ▼ 37.0% —
Total CRM revenue $150,524 ▼ 38.4% —
Revenue % of DTC (Shopify net sales) 13.2% ▼ 4.7pp ▲ 13.2pp
Cost
Klaviyo $4,131 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $10,938 ▼ 5.0% ▼ 5.3%
InviteJet (legacy) $250 ▲ 0.0% —
Yotpo Reviews $1,265 ▲ 0.0% —
Nifty Images $180 ▲ 0.0% —
Total CRM cost $16,764 ▼ 3.3% ▲ 11.6%
CRM ROI (Revenue ÷ Cost) 8.98× ▼ 36.2% —
Commentary: Total CRM revenue $150.5K (▼ 38.4% MoM). Revenue drivers: Campaign (−$60.4K, -42%); SMS (−$17.5K, -37%); Flow (−$16.0K, -32%). Total cost $16.8K (▼ 3.3% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (−$581, -5%); Klaviyo (+$0, +0%). ROI 8.98× (−5.10× vs LM, ▼ 36.2% MoM). % of DTC 13.2% (−4.7pp vs LM).
Triple Whale (Linear All 28-day) is the revenue source for cross-channel attribution. Shopify net sales is the % of DTC denominator. Cost rows include all CRM platform subscriptions; revenue and cost rows share the same column layout so they read top-to-bottom.

2. CRM Customer Base Klaviyo ∩ Shopify

April 2026 — Customer-level deep dive. Klaviyo subscribers (K) vs non-subscribers (non-K), split by lifetime tenure.
Source: Klaviyo subscriptions × Shopify orders (joined on email)

2.1 Email Funnel Performance

Section Metric Values % of subscribed Stage-to-stage MoM YoY 13-mo trend
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) history estimated — first snapshot 2026-06-03 • Live snapshot: 2026-06-03 = 480,829 480,829 100.0% — ▼ 0.6% ▲ 150.0%
New subscribed 16,838 — — ▼ 47.8% —
New unsubscribed 18,187 — — ▲ 0.1% —
2. Sent ≥1 email this month 543,634 113.1% 113.06% ▲ 42.0% —
Campaign 488,085 — — ▲ 50.6% —
Flow 115,938 — — ▼ 8.7% —
3. Opened ≥1 email this month 323,295 67.2% 59.47% ▲ 2.1% —
Campaign 285,500 — 58.49% ▲ 2.1% —
Flow 76,861 — 66.29% ▼ 17.4% —
4. Clicked ≥1 email this month 39,771 8.3% 12.30% ▼ 21.0% —
Campaign 27,616 — 9.67% ▼ 21.9% —
Flow 15,282 — 19.88% ▼ 23.2% —
5. Placed an order this month 28,090 5.8% 70.63% ▼ 20.5% —
Campaign 1,173 — 4.25% ▼ 18.7% —
Flow 852 — 5.58% ▼ 57.7% —
6. Sent to order (overall) 5.17% — 5.17% ▼ 4.1pp ▼ 14.5pp
Campaign 0.24% — — ▼ 0.2pp —
Flow 0.74% — — ▼ 0.9pp ▲ 0.7pp
Email Fatigue Emails sent per user 11.01 — — ▼ 39.4% —
Opt-out rate 3.35% — — ▼ 1.4pp ▲ 0.3pp
Definitions: Sent ≥1 email = unique profiles who had at least one Received Email event this month (delivery-attempt proxy; bounced-only profiles are <0.5% of volume and excluded). Open / Click / Order stage rates = unique at this stage / unique at previous stage. Stage 7 "Sent to order" = unique placed-order / unique sent (overall conversion). Emails per user = total delivery events ÷ unique recipients (mean exposure). Opt-out rate = unique unsubscribers ÷ unique recipients.
Parent vs sub-row methodology: For Sent / Opened / Clicked, parent and Campaign / Flow sub-rows are Klaviyo unique-profile counts from the same metric-aggregates feed, queried at interval=month with a single-month window per call (multi-month spans return truncated values; daily summed inflates uniques by counting the same profile across each day). Sub-rows split events by Klaviyo's $flow attribute: empty = campaign-sourced, set = flow-sourced. Campaign + Flow can exceed Total because a single subscriber may receive both a campaign and a flow message in the same month (unique within each bucket, but only once in the Total). Typical overlap is 15–25%.
Stage 5 (Placed an order): Klaviyo's Placed Order event is emitted by the Shopify integration without a $flow tag, so the parent uses Klaviyo's unique placed-order count and the Campaign / Flow split uses Triple Whale's per-campaign attribution. Parent and sub-rows therefore measure slightly different cohorts (Klaviyo unique placed-order profiles vs TW order count tagged to campaign / flow IDs).
Stage 1 trend (Total subscribed): Today's value is the live "All US / UK Subscribed" segment profile_count (Klaviyo segment API). Historical months are reconstructed by walking backwards using monthly event aggregates: end-of-month = next-month-end − new + exits, where exits is the union of Unsubscribed from Email Marketing, Marked Email as Spam, Manually Suppressed, Bounce-suppression added, and Invalid-email-suppression added (minus the corresponding "unsuppressed" events). This is the most-complete event set Klaviyo exposes, but the reconstruction still drifts vs the dashboard's "Subscriber Growth" report — likely because some list-import flows update consent without firing a "Subscribed to Email Marketing" event, or vice versa. The klaviyo_segment_snapshots.py script captures live snapshots so future YoY will be anchored to real history once enough months accumulate. Treat any month older than the earliest snapshot as estimated.

2.2 Customer value — K (Klaviyo subscribers) vs non-K (everyone else)

Each cell shows the current month's value with a small MoM delta beneath vs March 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in April 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers9,058
▼ 33.2%
19,194
▼ 12.2%
—5,188
▼ 36.7%
16,583
▼ 11.0%
—3,870
▼ 27.9%
2,611
▼ 19.0%
—
Orders9,483
▼ 34.5%
19,634
▼ 12.6%
—5,396
▼ 37.7%
16,901
▼ 11.4%
—4,087
▼ 29.7%
2,733
▼ 19.3%
—
Net sales$494,630
▼ 30.7%
$880,617
▼ 7.5%
—$279,524
▼ 33.1%
$756,575
▼ 6.6%
—$215,106
▼ 27.2%
$124,042
▼ 12.8%
—
Orders / customer1.05
▼ 1.9%
1.02
▼ 0.4%
▲ 2.3%
▼ 1.5pp
1.04
▼ 1.6%
1.02
▼ 0.4%
▲ 2.1%
▼ 1.2pp
1.06
▼ 2.5%
1.05
▼ 0.3%
▲ 0.9%
▼ 2.3pp
AOV$52.16
▲ 5.8%
$44.85
▲ 5.8%
▲ 16.3%
▼ 0.0pp
$51.80
▲ 7.2%
$44.77
▲ 5.4%
▲ 15.7%
▲ 2.0pp
$52.63
▲ 3.6%
$45.39
▲ 8.1%
▲ 16.0%
▼ 5.1pp
Units / order3.53
▲ 1.7%
3.07
▲ 6.4%
▲ 15.1%
▼ 5.3pp
3.52
▲ 3.6%
3.05
▲ 7.4%
▲ 15.5%
▼ 4.2pp
3.54
▼ 1.0%
3.20
▲ 1.8%
▲ 10.9%
▼ 3.1pp
Revenue / customer$54.61
▲ 3.7%
$45.88
▲ 5.3%
▲ 19.0%
▼ 1.8pp
$53.88
▲ 5.6%
$45.62
▲ 5.0%
▲ 18.1%
▲ 0.7pp
$55.58
▲ 0.9%
$47.51
▲ 7.7%
▲ 17.0%
▼ 7.9pp
Commentary: Email funnel: Sent-to-order 5.17% (▼ 44.0% MoM). Funnel drivers: 2. Sent ≥1 email this month (+160,849, +42%); 4. Clicked ≥1 email this month (−10,546, -21%). K vs non-K: Klaviyo subscribers spend $54.61 per customer vs $45.88 for non-subscribers — +19% premium.
April 2026: K cohort = customers with consent=SUBSCRIBED in Klaviyo who placed an order this month; non-K = everyone else who ordered. New = first-ever Shopify order in this month (lifetime numberOfOrders == orders this window). Revenue uses Shopify net sales (currentSubtotalPriceSet — post-discount, post-refund, pre-tax/shipping).

3. Campaigns Sent By platform

April 2026 — manual campaigns sent this month, ranked by revenue (Triple Whale Linear All 28-day).
Engagement: platform native Revenue: Triple Whale (Attentive uses native; ~0.5% gap)

3.1 Summary by platform

PlatformCampaignsRecipientsRevenueRev/rec
Klaviyo (Email) 28
▲ 7.7%
 5,596,243
▼ 13.2%
 $84,946
▼ 41.6%
 $0.0152
▼ 32.6%
Brevo (Email) 2
—
 68,827
—
 $994
▲ 33.8%
 $0.0144
—
Attentive (SMS) 4
▼ 20.0%
 213,665
▼ 2.5%
 $5,880
▼ 46.3%
 $0.0275
▼ 44.9%
Total $91,820
▼ 41.5%
Each cell shows the value for April 2026 with MoM delta beneath.

3.2 Klaviyo email — all 29 campaigns this month

CTOR = Click-To-Open Rate (clicks ÷ opens). OR = Open Rate, CTR = Click-Through Rate (clicks ÷ delivered). Heat banding: top quartile = green, bottom = red, applied to OR / CTR / CTOR / Orders / Revenue / Rev/rec so campaigns can be ranked across metrics."Other (unattributed)" = revenue Triple Whale tagged Klaviyo whose embedded campaign-ID didn't join to any Klaviyo campaign sent this month — typically late-attributed orders from prior-month campaigns within the 28-day window, or sends without a TW-trackable identifier.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
ZA - Birthday bundles launch [28th April]
2026-04-27		 452,261 40.0% 0.74% 1.86% 223 $7,087 $0.0157
ZA - Coupons [19th April]
2026-04-18		 302,577 58.1% 0.59% 1.02% 198 $6,932 $0.0229
ZA - Bundle spotlight [29th April]
2026-04-28		 285,562 60.2% 0.70% 1.16% 303 $5,743 $0.0201
ZA - Icons bundle launch [8th April] (clone)
2026-04-08		 249,247 63.5% 0.89% 1.40% 95 $4,463 $0.0179
ZA - Which look? [23rd April]
2026-04-22		 191,008 62.1% 0.62% 1.00% 139 $3,745 $0.0196
ZA - Back in Stock [24th April]
2026-04-22		 200,760 60.0% 0.65% 1.08% 129 $3,000 $0.0149
ZA - Icons bundle 4 [25th April]
2026-04-26		 251,988 67.0% 0.44% 0.66% 166 $2,674 $0.0106
ZA - Birthday bundles early access [27th April]
2026-04-27		 24,301 55.9% 1.67% 2.99% 100 $2,527 $0.1040
ZA - Icons bundle 2 [14th April]
2026-04-14		 202,429 63.1% 0.57% 0.91% 105 $2,055 $0.0102
ZA - Icons bundle 1 glowgetter [9th April] (clone)
2026-04-08		 175,455 61.6% 0.43% 0.70% 81 $1,818 $0.0104
ZA - Long lasting - eyeliner [21st April]
2026-04-21		 180,740 60.9% 0.41% 0.68% 82 $1,795 $0.0099
ZA - Spring Wardrobe [2nd April]
2026-03-31		 188,221 58.6% 1.13% 1.92% 86 $1,732 $0.0092
ZA - Icons bundle 3 [20th April]
2026-04-20		 178,309 53.6% 0.54% 1.01% 79 $1,633 $0.0092
ZA - Long lasting [16th April]
2026-04-16		 203,858 62.2% 0.40% 0.65% 85 $1,475 $0.0072
ZA - Horoscope Shade [17th April]
2026-04-17		 275,148 54.8% 0.60% 1.10% 69 $1,084 $0.0039
RV - Shop The Look [11h April]
2026-04-13		 199,364 56.4% 0.53% 0.94% 79 $999 $0.0050
ZA - Sardine Lip Oil [1st April]
2026-04-01		 177,948 54.5% 0.43% 0.80% 46 $933 $0.0052
RV - Word Search [April 10]
2026-04-09		 268,594 64.5% 0.45% 0.69% 127 $732 $0.0027
ZA - Icons bundle early access [7th April] (clone)
2026-04-08		 30,282 50.3% 0.85% 1.68% 27 $607 $0.0201
ZA - Shop The Look [18th April]
2026-04-18		 215,637 51.7% 0.33% 0.63% 35 $474 $0.0022
ZA - Abandoners birthday sale [30th April]
2026-04-30		 210 49.3% 3.83% 7.77% 3 $73 $0.3456
ZA - mix & match 25% off non purchasers [6th April]
2026-04-03		 296,364 58.9% 0.44% 0.75% 158 $0 $0.0000
ZA - mix & match 25% off non openers [6th April]
2026-04-03		 321 20.6% 0.31% 1.52% 0 $0 $0.0000
ZA - mix & match 25% off 4 [6th April]
2026-04-03		 303,005 56.7% 0.36% 0.64% 142 $0 $0.0000
ZA - mix & match 25% off 3 [5th April]
2026-04-03		 218,000 59.6% 0.55% 0.93% 155 $0 $0.0000
ZA - mix & match 25% off 2 [4th April]
2026-04-03		 237,977 54.1% 0.47% 0.87% 123 $0 $0.0000
ZA - mix & match 25% off [3rd April]
2026-04-02		 284,765 59.7% 0.38% 0.64% 116 $0 $0.0000
CS - [14th April] Free Gift Update CS Communication
2026-04-14		 1,912 63.9% 9.85% 15.42% 3 $0 $0.0000
Other (unattributed)
 — — — — — $23,712 —

3.3 Brevo email — all 2 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($994, 2 campaigns) by delivered share — this applies to both US and UK Brevo data. TW's campaign_id for Brevo is a UTM string that doesn't join to Brevo's numeric IDs, so true per-campaign TW attribution isn't available. Brevo campaigns here delivered to similar audience sizes, so each row receives ≈$497 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
ZA - Offers
2026-04-19 · A little something for you		 34,189 6.1% 0.07% 1.10% 6 $529 $0.0155
ULS 50% off
2026-04-27 · There are so many options...		 30,048 3.8% 0.09% 2.29% 5 $465 $0.0155

3.4 Attentive SMS — all 4 campaigns this month

Revenue: Attentive native. Cost: Delivered × $0.050/SMS (EU rate). ROI = Revenue ÷ Cost. Heat banding applied to Revenue, ROI, Rev/rec.
CampaignDeliveredCTRCVROrdersRevenueCostROIRev/rec
Birthday bundle
2026-04-16		 68,458 2.47% 7.68% 130 $11,027 $3,423 3.22× $0.1611
mix & match april #1
2026-04-03		 70,101 1.06% 17.69% 132 $9,903 $3,505 2.83× $0.1413
Demure Back in Stock
2026-04-27		 74,347 1.15% 11.15% 95 $6,521 $3,717 1.75× $0.0877
mix & match april #2
2026-04-06		 759 4.87% 24.32% 9 $749 $38 19.74× $0.9869
Commentary: Campaign revenue $91.8K (▼ 41.5% MoM). Platform mix: Klaviyo (Email) (−$60.4K, -42%); Attentive (SMS) (−$5.1K, -46%). Top Klaviyo campaigns: Other (unattributed) ($23.7K); ZA - Birthday bundles launch [28th April] ($7.1K); ZA - Coupons [19th April] ($6.9K).
Revenue uses Triple Whale Linear All 28-day attribution joined to platform campaign_id. Heat banding: top quartile green, bottom quartile red, applied to Revenue + Rev/rec (+ ROI for Attentive).

4. Flows & Automations Automated engine

April 2026 — triggered flows / automations. Revenue: Klaviyo flows = Triple Whale; Attentive journeys = Attentive native (TW doesn't split journey vs campaign).

4.1 Summary

PlatformActive flowsMessages sentRevenue
Klaviyo Flows 23
▲ 4.5%
 392,973
▼ 29.5%
 $34,740
▼ 31.6%
Attentive Journeys TW Attentive total × native-journey share 10
▲ 0.0%
 40,011
▼ 18.7%
 $23,244
▼ 34.1%
Total $57,983
▼ 32.6%
Each cell shows the value for April 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 24 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
Welcome Series · 3 flow(s) · $11,492 (▼ 49.7% vs LM)
(AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow
Added to List		 50,120
▼ 50.3%
 50.8%
▼ 4.8pp
 2.98%
▼ 0.3pp
 532
▼ 47.6%
 $8,570
▼ 50.7%
 $0.1710
▼ 0.7%
Checkout + Footer Welcome Flow
Added to List		 19,265
▼ 55.5%
 53.8%
▼ 2.2pp
 3.32%
▲ 0.4pp
 153
▼ 32.0%
 $2,690
▼ 48.7%
 $0.1396
▲ 15.1%
Brow Stain - Welcome Flow
Metric		 2,353
▲ 16.4%
 58.8%
▲ 3.5pp
 4.05%
▼ 0.4pp
 10
▲ 150.0%
 $232
▲ 4.0%
 $0.0988
▼ 10.6%
Driving second purchase · 1 flow(s) · $769 (▲ 209.9% vs LM)
Next best product cross-sell - Standard
Date Based		 16,607
▼ 3.9%
 56.0%
▲ 2.5pp
 2.69%
▲ 0.0pp
 32
▲ 10.3%
 $769
▲ 209.9%
 $0.0463
▲ 222.3%
Driving CONVERSION / second purchase · 1 flow(s) · $188 (— vs LM)
Back In Stock
Metric		 130
▲ 3.2%
 52.7%
▼ 0.9pp
 17.83%
▲ 0.2pp
 16
▲ 45.5%
 $188
—
 $1.4478
—
Driving second purchase / susbcription · 1 flow(s) · $0 (— vs LM)
Cleansing Balm - Refill Flow
Metric		 22
—
 54.5%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—
Abandonment Series (recovery - wonderskin owned) · 2 flow(s) · $4,523 (▼ 32.4% vs LM)
Checkout Abandonment
Metric		 16,693
▼ 40.7%
 45.3%
▼ 3.3pp
 4.06%
▼ 0.0pp
 389
▼ 34.1%
 $2,732
▼ 40.8%
 $0.1636
▼ 0.0%
Cart Abandonment
Metric		 12,226
▼ 22.4%
 51.7%
▼ 3.3pp
 2.22%
▼ 0.3pp
 162
▼ 11.0%
 $1,791
▼ 13.9%
 $0.1465
▲ 11.0%
Uncategorised · 16 flow(s) · $17,760 (▼ 14.3% vs LM)
Viewed Product
Metric		 73,402
▼ 24.5%
 48.3%
▼ 1.4pp
 2.29%
▼ 0.2pp
 313
▼ 37.5%
 $6,393
▼ 10.9%
 $0.0871
▲ 18.0%
Winback
Metric		 58,363
▲ 28.8%
 46.8%
▲ 0.3pp
 2.78%
▲ 0.3pp
 93
▲ 57.6%
 $4,362
▲ 33.3%
 $0.0747
▲ 3.6%
Quiz UK Lip Stain - UK PDP Long v3
Metric		 6,604
▼ 31.4%
 50.3%
▼ 7.0pp
 5.10%
▲ 0.2pp
 196
▼ 30.0%
 $2,200
▼ 36.9%
 $0.3331
▼ 8.0%
Fulfilled order
Metric		 29,263
▼ 21.3%
 69.2%
▼ 0.3pp
 18.37%
▲ 0.1pp
 104
▲ 1.0%
 $1,646
▼ 8.5%
 $0.0562
▲ 16.2%
Quiz UK Lip Stain - UK Main Long v3
Metric		 2,744
▼ 67.2%
 55.0%
▲ 0.3pp
 4.80%
▲ 0.7pp
 37
▼ 69.2%
 $697
▼ 67.3%
 $0.2539
▼ 0.4%
Retention flow to recapture lapsed customers UK
Added to List		 2,090
▼ 47.9%
 37.5%
▲ 1.7pp
 1.20%
▲ 0.2pp
 4
▲ 33.3%
 $469
—
 $0.2242
—
One Time Buyer Brand Introduction
Metric		 60,584
▼ 38.5%
 50.3%
▼ 1.6pp
 1.08%
▼ 0.2pp
 69
▼ 48.5%
 $417
▼ 54.4%
 $0.0069
▼ 25.9%
Checkout Abandonment Lip Stain
Metric		 2,013
▼ 13.5%
 44.1%
▼ 6.7pp
 3.75%
▼ 0.6pp
 67
▲ 21.8%
 $364
▼ 33.6%
 $0.1809
▼ 23.3%
Order confirmation
Metric		 29,052
▼ 21.2%
 71.3%
▼ 0.8pp
 15.65%
▲ 2.8pp
 77
▼ 19.8%
 $346
▼ 22.7%
 $0.0119
▼ 1.9%
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $238
—
 —
—
Quiz UK Lip Stain - UK Google Long v3
Metric		 1,623
▼ 26.8%
 36.0%
▼ 2.9pp
 4.05%
▼ 0.5pp
 7
▼ 68.2%
 $221
▼ 54.4%
 $0.1359
▼ 37.7%
Sunset Unengaged Subscribers - Customer vs. Non-Customer
Added to List		 4,380
▲ 12.1%
 5.6%
▼ 3.0pp
 0.90%
▼ 0.3pp
 2
—
 $192
▲ 216.9%
 $0.0439
▲ 182.7%
Membership UK
Metric		 248
▼ 30.3%
 70.4%
▼ 5.9pp
 16.19%
▼ 2.1pp
 3
▼ 50.0%
 $147
▼ 12.2%
 $0.5910
▲ 26.0%
Quiz UK ULS- UK Ultimate Lip Set V1
Metric		 771
▼ 21.8%
 27.9%
▼ 5.0pp
 3.97%
▼ 0.9pp
 3
▼ 40.0%
 $48
▼ 63.8%
 $0.0623
▼ 53.7%
Inactive Prevent Churn
Added to List		 4,412
▲ 40.9%
 38.4%
▲ 2.1pp
 0.71%
▲ 0.1pp
 1
▼ 50.0%
 $21
▼ 40.9%
 $0.0048
▼ 58.1%
[OLD] 1440 Eyeliner Quiz - RV
Metric		 8
▼ 83.7%
 37.5%
▼ 5.4pp
 0.00%
▼ 2.0pp
 1
—
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 8 active this month

Revenue: Attentive native. Cost: Delivered × $0.050/SMS (EU). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 7,999
▼ 50.8%
 25.37%
▲ 1.9pp
 12.90%
▲ 1.5pp
 1,032
▼ 44.5%
 $79,730
▼ 40.1%
 $400
▼ 50.8%
 199.35×
▲ 21.8%
 $9.9675
▲ 21.8%
Cart Abandonment
Added to cart		 2,481
▼ 32.4%
 6.77%
▼ 1.1pp
 5.72%
▼ 0.8pp
 142
▼ 40.3%
 $12,248
▼ 37.7%
 $124
▼ 32.4%
 98.73×
▼ 7.9%
 $4.9366
▼ 7.9%
Browse Abandonment
Viewed a product		 6,966
▼ 0.6%
 4.54%
▼ 1.8pp
 1.13%
▼ 1.0pp
 79
▼ 46.3%
 $5,684
▼ 43.5%
 $348
▼ 0.6%
 16.32×
▼ 43.2%
 $0.8160
▼ 43.2%
Session Abandonment
Visited your website		 5,782
▼ 21.0%
 4.00%
▼ 1.3pp
 1.23%
▼ 0.2pp
 71
▼ 33.6%
 $4,878
▼ 42.2%
 $289
▼ 21.0%
 16.87×
▼ 26.7%
 $0.8436
▼ 26.7%
Price Drop
Price drop		 6,025
—
 4.96%
—
 0.83%
—
 50
—
 $3,532
—
 $301
—
 11.73×
—
 $0.5863
—
Joined a Segment
Joined a Segment		 3,358
▼ 42.8%
 2.50%
▼ 1.1pp
 0.92%
▼ 0.4pp
 31
▼ 59.7%
 $2,504
▼ 56.1%
 $168
▼ 42.8%
 14.92×
▼ 23.2%
 $0.7458
▼ 23.2%
Shopify - Checkout Abandonment
Checkout started		 333
▼ 40.6%
 9.31%
▲ 3.8pp
 6.31%
▼ 1.0pp
 21
▼ 48.8%
 $1,588
▼ 46.3%
 $17
▼ 40.6%
 95.36×
▼ 9.6%
 $4.7679
▼ 9.6%
Post Purchase
Made a purchase		 7,067
▼ 17.1%
 2.75%
▼ 0.3pp
 0.35%
▲ 0.1pp
 25
▲ 8.7%
 $1,318
▼ 16.4%
 $353
▼ 17.1%
 3.73×
▲ 0.8%
 $0.1865
▲ 0.8%
Commentary: Flow / journey revenue $58.0K (▼ 32.6% MoM). By role: Welcome Series (−$11.3K, -50%); Abandonment Series (recovery - wonderskin owned) (−$2.2K, -32%). Top flow swings: (AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow (−$8.8K, -51%); Checkout + Footer Welcome Flow (−$2.6K, -49%); Checkout Abandonment (−$1.9K, -41%).
Klaviyo flow revenue from TW Linear All 28-day, joined to flow_id. Attentive journeys use Attentive-native revenue (TW exposes Attentive at channel level only). Engagement metrics are platform-native.