Because ESP attribution is never perfect, there is a healthy debate about attribution settings. Many fall on the stricter, click-only side of the debate (and for good reason). However, for in-email actions to be attributed correctly, attribution must include opens.

Why?

For most actions attributed to emails with (purchasing, leaving reviews, etc.), customers take the following steps:

Open email --> Click link --> Land on site --> Complete action

For this setup, it makes sense to limit attribution to those that click the link.

When an action takes place with Zaymo, customers take the following steps:

Open email --> Complete action --> May or may not click link after this

Click-only attribution fails to capture these actions. So, if someone adds an item to an upcoming order in the email via a Zaymo block, the item added metric from your subscription app won't be attributed to the email.

Which Klaviyo settings obfuscate attribution for in-email actions?

Deselecting "Opened email" in Klaviyo's attribution settings

By deselecting Opened email in Klaviyo's attribution settings, you default to click-only attribution, and any actions taken inside of the email will not be attributed by Klaviyo.

You can change this setting here.

Selecting "Exclude Apple Mail Privacy Protection (MPP) opens from attribution data"

Klaviyo treats nearly all Apple Mail opens as MPP opens. So, this setting essentially enforces click-only attribution for Apple Mail emails by filtering out open attributions for nearly all Apple Mail opens.

You can change this setting here.

What happens if I don't update my attribution settings?

Maybe you're a die-hard click-only attribution warrior. If you are unwilling to update your Klaviyo settings to include open attributions, you can still successfully use Zaymo. Just know that Klaviyo will struggle to attribute any lift Zaymo applies to the email. Zaymo's native analytics is built on top of Klaviyo's attribution, and it will also struggle to display accurate in-email results.

Even though third-party events (ex: Shopify or Recharge events) will fail to attribute correctly, when viewed in Zaymo's analytics page, Zaymo-specific events (ex: Zaymo add one-time or Zaymo Delay) will be successfully attributed to the correct email even if Klaviyo cannot do so. The primary issue is that the related third-party events (ex: Recharge add one-time product added or Recharge Next Charge Date Updated) will not show. If you are running an A/B test between Zaymo and a control, the Zaymo version will be attributed with fewer of these third-party events.

As a final workaround, you can use Klaviyo's segment builder to pull individual reports on emails. Say you are testing to see how many Recharge Add One-Time events happened because of a Zaymo email. You can essentially mimic open attribution by creating a segment with anyone who opened that specific email and took a specific action tracked by a third party.