What Is ReCapture? How Attribuly Recovers Revenue from Your Existing Klaviyo Subscribers

Introduction

Klaviyo tells you that your abandoned cart flow is working. It is — for the 14% of abandoners Klaviyo can identify. The question is what happens to the other 86%.

A portion of those invisible abandoners are not strangers. They are people already on your email list: past purchasers, newsletter subscribers, people who opted in through a popup six months ago. They visited your store, browsed, added to cart, and left — but Klaviyo had no idea it was them, so the flow never triggered.

ReCapture is Attribuly's answer to this specific problem. It identifies existing subscribers whose current session is invisible to Klaviyo, and routes their behavioral data back into your flows.

The Problem ReCapture Solves

Why Klaviyo loses track of known subscribers

Klaviyo identifies a visitor by matching their current browser session to a stored cookie. This works as long as the subscriber is:

• Using the same browser they originally opted in from
• Visiting within the cookie's expiry window (typically 90–180 days)
• Not using a privacy-focused browser or ad blocker that restricts third-party cookies

When any of these conditions are not met, Klaviyo sees an anonymous session. Even if the person is one of your most engaged subscribers, Klaviyo cannot connect the visit to their profile.

How common is this?

For a typical Shopify store, approximately 30–40% of active subscribers are invisible to Klaviyo's pixel on any given browsing session. The main causes:

The result: a subscriber who bought from you three months ago, stayed on your list, and just came back to browse for a new purchase — Klaviyo sees them as an anonymous visitor and your abandoned cart flow never triggers.

What this costs in revenue

If your Klaviyo abandoned cart flow converts at 5% and your AOV is $150:

• 1,000 monthly cart abandoners
• 140 identified natively (14%)
• Of the 860 unidentified, approximately 250–350 are existing subscribers Klaviyo is missing
• At 5% conversion and $150 AOV, that is $1,875–$2,625 in unrecovered revenue per month from people already on your list

What Is ReCapture?

ReCapture is Attribuly's product that identifies existing ESP subscribers whose on-site behavior is invisible to your email provider's native tracking.

When a subscriber visits your Shopify store:

1. Attribuly's tracking layer observes behavioral signals (device fingerprint, IP, behavioral patterns)
2. These signals are matched against your connected Klaviyo list using Attribuly's identity graph
3. When a match is found, the subscriber's profile is updated with their current session data (products viewed, added to cart, checkout progress)
4. The updated profile triggers your existing Klaviyo abandoned cart or browse abandonment flow — exactly as if Klaviyo had identified them directly

What ReCapture does not do

• It does not add new contacts to your Klaviyo list (that is Capture)
• It does not change your Klaviyo flows or email content
• It does not require rebuilding your setup — it works with your existing Klaviyo configuration
• It does not override Klaviyo's suppression lists or unsubscribe status

ReCapture vs Capture: The Key Difference

This is the most common question from new users. The two products solve different parts of the same problem.

Which do you need first? If you have a list of 5,000+ active subscribers and a working Klaviyo abandoned cart flow, ReCapture is typically the higher-immediate-ROI starting point — because you are recovering revenue from people who already have a relationship with your brand. Capture becomes more valuable once you have maximized identification from your existing list.

→ Deeper comparison: ReCapture vs Capture: Which Does Your Store Need First?

How ReCapture Works (Technical Overview)

The matching process

ReCapture uses a combination of signals to match anonymous sessions to existing subscriber profiles:

Signal layer 1 — Behavioral signals from the current session

• Device type and operating system
• IP address and location
• Browsing behavior patterns (page sequence, dwell time)
• Cart and checkout events

Signal layer 2 — Identity graph matching

• Signals are matched against Attribuly's identity graph, which includes cross-device identity linkages
• Matches are filtered against your Klaviyo subscriber list — only existing subscribers are surfaced
• Match confidence threshold ensures only high-confidence matches trigger flow entries

Signal layer 3 — Klaviyo profile update

• Once matched, the current session's behavioral data (product views, cart contents, checkout stage) is written to the subscriber's Klaviyo profile
• The profile update triggers Klaviyo's flow automation exactly as native tracking would

Privacy and compliance

ReCapture uses consented first-party data for matching. It respects Klaviyo suppression lists, unsubscribe status, and global unsubscribes. Subscribers who have unsubscribed will not receive emails even if ReCapture identifies their session.

What to Expect: Performance Benchmarks

Based on Attribuly customer data across Shopify stores with US-primary traffic:

Performance varies by traffic volume, US visitor share, list size, and how active your subscriber base is.

Who ReCapture Is For

ReCapture delivers the most value for stores that:

✓ Have an established Klaviyo email list (5,000+ active subscribers). The larger your list, the more existing subscribers ReCapture can re-identify.

✓ Already have a working abandoned cart flow. ReCapture feeds existing subscribers into your current flow — it amplifies what you already have rather than creating a new channel.

✓ Have primarily US traffic. ReCapture's identity graph has the highest match rates for US-based shoppers.

✓ Have seen flat or declining flow entry rates despite list growth. This is often a symptom of increasing cookie restrictions eroding native identification over time.

When ReCapture may not be the first priority

• If your Klaviyo list is small (under 2,000 active subscribers), the incremental volume from re-identification is limited. Consider list growth strategies first.
• If your abandoned cart flow has a conversion rate below 2%, address email content and timing before adding more contacts to a low-performing flow.

Getting Started with ReCapture

Step 1: Connect your Klaviyo account to Attribuly

In the Attribuly dashboard, navigate to Integrations → Klaviyo and enter your Klaviyo API key. This allows Attribuly to read your subscriber list for matching and write behavioral data back to Klaviyo profiles.

Step 2: Install the Attribuly pixel on Shopify

Install the Attribuly Shopify app and activate the tracking pixel. This collects the behavioral signals ReCapture uses for matching.

Step 3: Configure flow triggers

Confirm that your Klaviyo abandoned cart flow is set to trigger on the relevant events (Checkout Started, Added to Cart). ReCapture works with your existing trigger configuration — no changes required.

Step 4: Monitor in the Attribuly dashboard

After 48 hours, check the Attribuly dashboard's Identity Lift report to see how many additional subscribers are being identified and what your new Identification Rate is by funnel event.

→ Full setup guide: How to Set Up ReCapture with Klaviyo: Step-by-Step Guide

Start your free trial and activate ReCapture →