In this episode, Jordan Gordon sits down to untangle one of the most misunderstood aspects of email marketing: what counts as a click, an open, and an order—and why none of your platforms agree.
Jordan brings a tactical teardown of the technical side of email engagement and attribution.
If you’ve ever wondered why Klaviyo, Shopify, and GA4 show different numbers—or how much of your reported open rate is real—this episode is essential listening.
You’ll Learn:
The technical difference between a click, session, and visit—and why each system treats them differently
How bot clicks and Apple privacy opens distort your engagement metrics
What’s actually happening when an email is opened and a pixel is fired
How to think about attribution across Klaviyo, Shopify, GA4, and Triple Whale
Why unique clicks are cleaner than click rates, and when to use each
The truth about platform revenue attribution—and why it’s always inflated
[00:00] – Introduction
[01:45] – What a click technically is
[06:00] – Difference between clicks, sessions, and visits
[08:50] – Role of UTM parameters
[13:20] – Bot clicks and why unique clicks matter more
[15:40] – Attribution models explained
[22:50] – How email opens actually work
[30:00] – How the internet works (engaging and educational)
[40:25] – The truth about email deliverability vs inboxing
[50:00] – Platform revenue vs net revenue vs attributed revenue
#EmailMarketing #AttributionModeling #Klaviyo #DTCMarketing #RetentionMarketing #CustomerRetention #LifecycleMarketing #EcommerceAnalytics #MarketingAttribution #DigitalMarketing #EcommerceStrategy #PerformanceMarketing #EmailStrategy #DTCGrowth #MarketingData
TWBERP:
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