# Shopify + Klaviyo integration and analysis

Connect Shopify and Klaviyo to Hendrik. Check whether Klaviyo lifecycle activity changes the interpretation of Shopify orders and refunds before an acquisition decision.

## The question this stack can answer

Shopify revenue changed. Did Klaviyo change the mix?

## What Hendrik reads from each source

- **Shopify:** Orders, refunds, payment status, product cost coverage, and location inventory show what happened in the store.
- **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 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.
- Message attribution is observational and does not show that exposure caused a store, payment, or subscription outcome.

## Illustrative example

### Shopify + 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.

*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
- 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

### What Hendrik checks

- **Order and refund cohorts:** Compare Shopify net order value with refunds by original order cohort. Keep paid status and the store currency visible.
- **Message and audience definition:** Check Klaviyo attribution setting, send volume, audience, exclusions, flow changes, and message window before interpreting attributed value.
- **Explain the divergence:** Shopify: net order value (USD, 28 days) changed from 110,000 USD to 106,000 USD. Klaviyo: flow-attributed orders (count, 28 days) changed from 310 to 420. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Klaviyo reports more orders from flows, while Shopify net order value fell and refunds rose. The stronger flow report is not reflected in the overall store result.

### What to do next

Review the lifecycle send or flow change before attributing a store movement to acquisition; reassess with stable message and order definitions.

**Limit:** Klaviyo attributed value and Shopify order value must not be summed or deduplicated without identity data.

## Provider documentation

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

## Start with this stack

[Create a workspace and connect Shopify + 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-klaviyo&combination=shopify-klaviyo)