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Why doesn't the Klaviyo data in our platform match what I see in the Klaviyo UI?​

This is a common question, and there are several technical reasons for these discrepancies. This FAQ aims to explain why these differences occur and what you can do about them.

Key Reasons for Data Discrepancies​

API Rate Limiting and Quotas​

Klaviyo imposes rate limits on their API:

  • Daily Quota Restrictions: Klaviyo servers limit how much data we can pull depending on their server usage rate.
  • Quota Reset Cycle: After we run out of quota, it typically takes about 20-24 hours for the quota to reset.
  • Impact: This can result in incomplete data for certain time periods in our platform.

Different Data Sources​

The data structures between Klaviyo's API and UI are fundamentally different:

  • API Data: The data we access via Klaviyo's API comes from a static database that doesn't automatically adjust to settings changes.
  • UI Data: The data displayed in Klaviyo's UI is dynamic and adjusts based on your settings changes and configurations.

Metrics Calculation Differences​

  • Email Attribution: The custom reports in Klaviyo's UI are often based on when emails were sent, rather than when the associated orders were made.
  • Our Platform's Approach: We typically organize data based on when the order or conversion occurred.

Backfilling Challenges​

  • Historical Data: Retrieving complete historical data can be challenging due to API limitations.
  • Prioritization: Recent data is often prioritized over older data when dealing with API constraints.

Common Questions​

Why are my daily metrics different from what I see in Klaviyo?​

Daily-level analysis is most affected by these discrepancies. The differences are usually due to:

  • Different attribution models (sent time vs. order time)
  • API data lag
  • Rate limiting affecting complete data collection

Are monthly totals more reliable?​

Yes. Month-to-date and month-over-month metrics tend to be more consistent and reliable for client reporting purposes, even with these discrepancies.

Can these discrepancies be fixed?​

While we continuously work to improve data synchronization, some discrepancies are inherent to how Klaviyo structures their data systems. These are not errors but rather differences in how data is processed and served.