# Shopify + Google Ads + Klaviyo integration and analysis

Connect Shopify, Google Ads and Klaviyo to Hendrik. Distinguish email performance from ad performance and store revenue.

## The question this stack can answer

Google Ads and Klaviyo look stronger. Why are Shopify sales down?

## What Hendrik reads from each source

- **Shopify:** Orders, refunds, payment status, product cost coverage, and location inventory show what happened in the store.
- **Google Ads:** Spend, delivery, and Google reported conversions show the Google Ads side of the question.
- **Klaviyo:** Flows, campaigns, and lifecycle activity show messages, audience changes, and repeat purchase context.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Shopify order, refund, and inventory data for the same store and comparison window.
- Connected Google Ads account with spend and conversion reporting for the stated window.
- Connected Klaviyo account with the relevant message, flow, and attribution definitions.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Declared UTM text is not a verified ad-platform campaign identity; cost coverage and provenance control any margin claim.
- Google-reported conversion value is platform attribution, not incremental revenue or a deduplicated business total.
- Message attribution is observational and does not show that exposure caused a store, payment, or subscription outcome.

## Illustrative example

### Shopify + Google Ads + Klaviyo review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. Net order value fell from $110,000 to $106,000 while refunds rose from $6,800 to $9,200. Google Ads: spend rose from $21,000 to $26,000 while platform conversion value rose from $88,000 to $105,000. Klaviyo flow-attributed orders rose from 310 to 420.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- net order value (USD, 28 days) (Shopify): 110,000 USD → 106,000 USD
- reported conversion value (USD, 28 days) (Google Ads): 88,000 USD → 105,000 USD
- flow-attributed orders (count, 28 days) (Klaviyo): 310 → 420
- refund value (USD, orders from the prior 28-day cohort) (Shopify): 6,800 USD → 9,200 USD
- Google Ads spend (USD, consecutive 28-day periods) (Google Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Read Shopify revenue and refunds:** Establish the completed store outcome after refunds.
- **Review Google Ads delivery:** Inspect spend, delivery, conversion definition, and campaign changes within Google Ads.
- **Review Klaviyo flows:** The third integration adds flow sends, deliveries, clicks, and flow-attributed orders. Its rise can coexist with weaker store net revenue and does not credit a paid channel.
- **Check lifecycle changes:** Review audience, suppression, discount, and attribution-setting changes before interpreting the flow result.

### What Hendrik sees

Shopify net order value fell and refund value rose. Google Ads reported higher conversion value as spend rose. Klaviyo flow-attributed orders rose.

### What to do next

Inspect the Klaviyo flow configuration and Shopify refund pattern before changing Google Ads spend. If a lifecycle change is confirmed, correct or hold that change and reassess flow orders alongside completed store orders in the next comparable period.

**Limit:** Klaviyo attribution and Google Ads conversion reporting use different rules. Do not sum them or use either as a causal explanation for store revenue.

## Provider documentation

- [Shopify documentation](https://help.shopify.com/en/manual/reports-and-analytics)
- [Google Ads documentation](https://support.google.com/google-ads/)
- [Klaviyo documentation](https://help.klaviyo.com/hc/en-us)

## Start with this stack

[Create a workspace and connect Shopify + Google Ads + Klaviyo](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-shopify-google-ads-klaviyo&combination=shopify-google-ads-klaviyo)