New Klaviyo attribution models and tracking explained

Summary

Klaviyo has recently implemented several improvements to its attribution models. In this article, we explain all these changes and what they mean for you. These updates include more flexibility in attribution settings, the ability to remove bot clicks and Apple Privacy opens, and adjustments to filters for attribution data in flows, segments, and reports.
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New Attribution Window Settings in Klaviyo

You now have the option to customize your attribution models and windows to better align with your customers' behavior. In other words, you can now choose to exclude certain models or adjust the attribution time frame.

Important to Note: Changes to your attribution window will now only be reflected in reports and will not retroactively recalculate past data.
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Email and SMS

You can now adjust the attribution window for email opens and clicks separately. This allows you to better align with how your customers interact with your messages. For example, you can set a longer click window if your customers take more time to move through the purchase funnel.
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In addition to the default option for tracking SMS click attribution, you can now also set the attribution window for message deliveries. This enables you to tailor the interaction period to match the time customers need to take action after receiving a message.

Learn more about the changes in e-mail- and SMS-attribution-settings.

Removing Machine Opens and Bot Clicks

You can now exclude machine opens from your rapportage and attribution to ensure more accurate tracking. Machine opens artificially increase interaction counts without actual engagement from recipients.

Note: If you remove bot clicks on the attribution settings page, they will be excluded from conversions from that moment forward. If you later decide to update your attribution settings and re-include bot clicks, they will be counted in conversions again from that point onward.

If you remove bot clicks, they will be excluded from your data retroactively up to January 1, 2022.
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New Options Include:

• Bot clicks for e-mail

Removes machine-email-clicks from your reports and attribution. These are clicks triggered by third parties, certain inbox providers, etc.

• Bot clicks for SMS

Removes machine-SMS-clicks from your reports and attribution. These are clicks triggered by third parties, certain mobile providers, etc.

• Apple Privacy Protection opens

Removes Apple Privacy Protection (MPP) opens from your attribution.
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Learn more about how to adjust or remove machine opens and bot clicks in reports and attribution settings.
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Updates to Attribution Data Filters in Flows, Segments, and Metrics

In addition to the new attribution settings, these changes will also affect the use of attribution data as filters within new segments and flows.

Starting August 29, 2024, the following flow filters and segment conditions will no longer be supported:

• Attributed channel (“$attributed_channel”)
  
  
• Attributed flow (“$attributed_flow”)
  
  
• Attributed message variation (“$attributed_variation”)
  
  
• Attributed experiment (“$attributed_experiment”)
  
  
• Attributed flow channel ($flow_channel)
  
  
• Attributed campaign channel ($campaign_channel)
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Note: Any existing segments using these attribution filters will continue to function.
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Updates to Segments

If you plan to use any of the above attribution data filters to create a new segment, you will need to set up your segment differently. For example, if you want to retarget customers who did not purchase after receiving a specific campaign.

Learn more about using attribution data to create segments.
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Updates to Flows

If you plan to use any of the above attribution data filters to create a new flow, you will need to adjust your setup. For example, if you want to ensure that those who haven’t made a purchase continue in a browse abandonment flow.

Learn more about using attribution data to create flows.

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Additional Resources

How to adjust email, SMS, and push notification attribution and tracking settings.

Understanding Klaviyo message attribution
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Do you still have questions about attribution data and more? Contact Polaris Growth for further advice.

View the original article here.