How to Use Klaviyo's New Attribution Window Tool [Updated for 2025]

Klaviyo’s Attribution Window Tool has recently had a major overhaul, giving marketers much greater control over how revenue and conversions are attributed to emails, SMS, and push notifications. This blog covers the key updates.

Spoiler Alert

Any changes to your attribution window will retroactively affect all past performance metrics. This means that historical data will be recalculated according to the new attribution settings, which can lead to fluctuations in reported revenue, conversion rates, and other key metrics.

This retrospective adjustment is designed to ensure consistency across your reports, but it also means that before making any changes, you should fully understand how this tool works. Let’s dive into the key aspects of Klaviyo’s Attribution Window Tool, how to adjust your settings and best practices for using it effectively.

Understanding Klaviyo’s Default Attribution Settings

Klaviyo’s default attribution settings vary based on when a customer joined the platform. Here are the key things you need to know about default attribution settings:

For Customers Who Joined on or After October 9, 2024:

• Email Clicks: 5 days
• Email Opens: 5 days
• SMS Clicks: 5 days
• SMS Deliveries: 12 hours
• Push Opens: 24 hours

For Customers Who Joined Before October 9, 2024:

• Email Clicks: 5 days
• Email Opens: 5 days
• SMS Clicks: 24 hours
• Push Opens: 24 hours

These settings define the time frame in which a customer interaction (such as an email click) can be credited for a conversion or purchase.

How to Adjust Your Attribution Windows in Klaviyo

If you want to customise your attribution windows to better align with your business model, you can do so in a few simple steps:

1. Access Account Settings:
   • Click on the account menu in the lower-left corner of your Klaviyo dashboard.
   • Select “Settings.”
2. Navigate to Attribution Settings:
   • Click on “Attribution.”
3. Modify Attribution Windows:
   • In the Attribution Windows section, select the interactions you want to track.
   • Adjust the time frames using the dropdown selectors.
   • Click “Save” to apply your changes.

Important Note

Remember, since changes to the attribution window affect past data, adjusting these settings can significantly impact historical metrics, potentially altering performance evaluations.

Understanding the Impact of Changing Your Attribution Window

Changing your attribution window does not just affect future data—it retroactively recalculates all historical campaign metrics. This means that:

• Past revenue attribution will be updated according to the new settings.
• Performance metrics may change significantly, especially if you extend or shorten attribution periods.
• Consistency in reporting is maintained, but you must communicate changes to stakeholders who rely on performance reports.

For example, if your previous SMS attribution window was 24 hours but you change it to 5 days, revenue from purchases made up to 5 days after an SMS click will now be attributed to that message, potentially increasing reported SMS-driven revenue.

Using Klaviyo’s Model Comparison Tool Before Making Changes

Before applying new attribution settings, Klaviyo provides a Model Comparison Tool that lets you preview how your data will be affected. This is an essential step to ensure you understand the impact of any adjustments.

How to Use the Model Comparison Tool:

1. Go to Attribution Settings:
   • Click “Settings” > “Attribution.”
2. Preview Adjustments:
   • Click “Compare Model.”
   • Adjust the attribution settings and preview how revenue and conversion data will shift.
3. Apply New Settings:
   • If the previewed changes align with your expectations, click “Apply Settings” to implement them.

This tool allows you to make informed decisions and avoid surprises when analyzing campaign performance.

Filtering Out Bot Interactions and Apple Privacy Protection Opens

To ensure your attribution data is as accurate as possible, Klaviyo offers options to exclude bot clicks and Apple Privacy Protection (APP) opens from performance reports.

How to Exclude Bot and APP Interactions:

1. Navigate to Attribution Settings
2. Locate the “Tracking and Reporting Data” Section
3. Check the Boxes to Exclude:
   • Bot clicks from emails and SMS
   • Apple Privacy Protection opens
4. Click “Save”

This prevents inflated metrics caused by non-human interactions and privacy-driven auto-opens.

Viewing Historical Attribution Changes

Klaviyo provides a historical change log so you can track adjustments made to your attribution settings over time.

How to Access Attribution Change History:

1. Go to Attribution Settings
2. Click on the “Historical Changes” Icon
3. Review Past Adjustments and Their Impact

This feature adds transparency, helping teams understand how attribution changes have influenced performance trends.

Best Practices for Using Klaviyo’s Attribution Window Tool

To make the most of Klaviyo’s attribution settings, follow these best practices:

1. Align Attribution Windows with Your Customer’s Buying Journey

• Consider the typical decision-making timeframe for your audience.
• For fast-moving eCommerce businesses, a shorter attribution window may make sense.
• For high-ticket items, a longer window may better reflect actual customer behavior.

2. Use the Model Comparison Tool Before Making Changes

• Always preview adjustments before applying them.
• Compare old vs. new data to anticipate reporting shifts.

3. Communicate Attribution Changes to Stakeholders

• Since changes impact past data, let your team know before making updates.
• Document changes in performance reports to maintain transparency.

4. Regularly Review Attribution Settings

• As customer behavior evolves, revisit attribution settings to ensure they remain relevant.
• Keep an eye on how changes affect your reporting and revenue tracking.

Our Final Thoughts

Klaviyo’s Attribution Window Tool is a powerful feature that allows you to tailor your performance metrics to your marketing strategy. However, since changes apply retroactively, it’s important to carefully consider how adjustments will impact past and future data.

By using the Model Comparison Tool, filtering out bot interactions, and reviewing historical changes, you can ensure your attribution settings align with your business needs. Properly managing these settings will help you gain accurate insights into your marketing performance and make data-driven decisions that drive growth.

Need expert guidance on Klaviyo and email marketing? Enchant Agency specialises in helping brands to get most from email marketing and other digital messaging channels. Talk to one of our experts today.