How Instant Audiences Attributes Revenue

Audiences pulls data directly from your email platform, ensuring your attribution is both accurate and transparent.

Accurate attribution is crucial for understanding marketing performance and making informed investment decisions. That's why Instant Audiences relies entirely on your email service provider—like Klaviyo—for attributed revenue reporting.

Instead of applying our own attribution model, we pull data directly from your email platform. This ensures the numbers in our dashboard align with what you see in Klaviyo, maintaining consistency, transparency, and reliability in attribution.

Klaviyo Attribution: A Reliable Standard

By default, our flows follow Klaviyo’s multi-channel last-click attribution model, where each email and SMS has a customisable tracking window.

In this model, when a customer event occurs (i.e., placing an order), Klaviyo checks your attribution window for each channel and credits the conversion to the most recent message within an open window.

The default attribution windows are:

Email: 5-day open or click.
- If a customer makes a purchase within 5 days of opening or clicking an email, and that email was the last marketing message they interacted with, the sale will be credited to that email in Klaviyo.
SMS: 24-hour click.
- If a customer buys within 24 hours of clicking a text message, and it was the last marketing touchpoint they clicked, the purchase will be attributed to that SMS in Klaviyo.

By setting distinct attribution windows for email and SMS, each conversion is credited to a single message, preventing double-counting.

This approach enables you to accurately measure the impact of your campaigns and make informed decisions regarding your marketing budget.

Note: Every business is unique, so Klaviyo’s default attribution windows should be aligned with your customer behavior. For details on how to modify your attribution setting, click here.

How Audiences Works With Klaviyo

Audiences Flows

Instant Audiences is designed to enhance your Klaviyo setup by identifying and engaging visitors that Klaviyo may miss—without disrupting your existing flows. We only trigger messages when Klaviyo is unable to trigger the existing flows, ensuring that those Klaviyo native flows always take priority.

To achieve this, we clone your existing abandonment flows and apply time delays and filters to prevent overlap, ensuring that customers never receive duplicate messages.

The cloned flows include:

Viewed Product – Targets visitors who view a product but leave without purchasing.
Cart Viewed / Checkout Started – Engages shoppers who visit their cart or begin checkout but don’t complete the transaction.
Add to Cart – Reaches users who add items to their cart but don’t finalize the purchase.

Note: Some businesses will have more or fewer abandonment flows, which flows you choose to clone is up to you. But best practice is that all three flows are cloned and activated for best Instant Audience performance.

Example

When Klaviyo identifies a visitor on your website, and that visitor then abandons the website and triggers a flow, Instant Audiences remains inactive. If the visitor is not identifiable by Klaviyo, Instant Audiences steps in and sends the corresponding message from your cloned flow.

For example:

Day 1: A user visits your ecommerce site, adds a product to their cart, and leaves without completing the purchase.
Later: They return to your site. Klaviyo no longer recognizes them, either because they switched browser, device, or their cookies have expired, our Instant Pixel is still able to track them.

Result: We trigger an email based on your cloned Klaviyo flow, recovering a conversion that would have otherwise been missed.

Attributing this conversion

Conversions attributed to Instant come from visitors who have received, opened, and/or clicked on Instant abandonment emails, following your business’s email marketing attribution rules.

In the example above, the visitor would have received an Instant cart abandonment email, because only Instant was able to identify and track their session. That conversion would then be attributed to Instant only if the visitor opened and/or clicked on an email in the flow within the last 5 days (or opened and/or clicked on the SMS in that flow within the last 24 hours).

Tracking your performance

Once your flows are set up, you’ll have access to a personalised merchant dashboard tailored to your specific needs.

Your Analytics page provides a clear view of the revenue uplift driven by Instant Audiences, based on data from your connected Klaviyo account.

Here, you can:

View attributed revenue
Monitor key performance metrics such as ROI, projected revenue, and Instant Flow statistics
See how your audiences are performing—and even watch shoppers convert in real time

To learn more about analytics and tracking your progress with Instant Audiences, click here.

If you have any further questions about attribution, please feel free to email help@instant.one.