Magento 2 data reference

Learn what data Klaviyo imports from your Magento 2 store when you integrate the two platforms. Klaviyo's integration with Magento 2 pulls in all of the historical data in your Magento 2 store with the initial historic sync. Once enabled the integration will also begin to sync order and customer data every 30 minutes. Examples of this data include the information associated with past placed orders, fulfilled orders, etc.

In Klaviyo, you can navigate to your account's Analytics tab in the left sidebar to view all of the metrics in your account; the metrics with a Magento 2 icon are the order events synced from your Magento 2 integration. You will also see Klaviyo onsite tracking events with a gear icon; these are also tracked through the integration.

How Klaviyo determines Magento 2 metrics

Order metrics

Magento 2 order metrics are determined by the Status field in an order in your Magento 2 store.

Each time an order is created, or its status is updated, it will be evaluated against the matrix below to determine which events should be triggered.

If you have custom order statuses that should not trigger a Placed Order metric, or do not align with the table above, please let us know and we can adjust the order status mapping accordingly in your integration.

Orders with a status of “pending_payment” will be ignored.

Started Checkout metric

With a standard Magento checkout, this event is triggered when a customer enters their contact and shipping information on the first page of the Magento checkout process and clicks Continue. 

The Started Checkout event relies on a “Quote” being created and having an email address associated with it. This happens after the customer has entered their email address at the “Shipping Information” stage of checkout. If a customer does not complete the checkout, this quote is synced to Klaviyo as a Started Checkout event.

If the customer proceeds to complete the order, this quote is converted to an “invoice” in Magento’s database. As a result a Started Checkout event is not sent to Klaviyo. Instead, a Placed Order event is sent. Note that it may take up to 1 hour for Started Checkout events to sync to Klaviyo.

Fulfilled Shipment metric

This metric is triggered when a new Shipment is created in your Magento 2 store.

Magento 2 metrics

This section covers each of the Magento 2 metrics and the data that is available for filtering when creating segments and flows.

Cancelled Order

This event is triggered when an order status is changed to cancelled or canceled in your Magento 2 store.

• ProductCategories
  The categories of the products in the cancelled order.
• Value
  The value of the cancelled order.
• Discounted
  (True or False) The discount state of the cancelled order.
• OrderedProducts
  The names of the products in the cancelled order.
• OrderedProductCount
  The number of products in the cancelled order.
• OrderCurrencyCode
  The currency code used with the cancelled order.
• CartPriceRuleIDs
  An array of Cart Price Rule IDs (numeric id strings) which include automatically applied rules and the rule for an applied coupon.

Fulfilled Order

This event is tracked when you set an order status to complete in your Magento 2 store.

• ProductCategories
  The categories of the products in the order.
• Value
  The value of the order.
• Discounted
  Whether the order is discounted or not.
• OrderedProducts
  The names of the products in the order.
• OrderedProductCount
  The number of products in the order.
• OrderCurrencyCode
  The currency code used with the order.

Fulfilled Shipment

This event is tracked when a new Shipment is created in your Magento 2 store.

• StoreName
  The name of the store where the order was placed.
• StoreID
  The ID of the store where the order was placed.
• BillingAddress
  The billing address for the order.
• Tracks
  Information on shipment tracking.

Ordered Product

This event is tracked once for every product a user orders when they place an order.

• SKU
  The SKU of the product.
• OrderCurrencyCode
  The currency code of the product.
• Price
  The value of the product.
• Categories
  The category of the product.
• Discounted
  Any discounts applied to the product.
• Quantity
  The number of products.
• Value
  The value of the product.
• ProductID
  The ID of the product.
• RootProductID
  The ID of the parent product.

Placed Order

This event is tracked when a user places an order.

• ProductCategories
  The categories of the products in the order.
• Value
  The value of the order.
• Discounted
  Whether the order is discounted or not.
• OrderedProducts
  The names of the products in the order.
• OrderedProductCount
  The number of products in the order.
• OrderCurrencyCode
  The currency code used with the order.
• CartPriceRuleIDs
  An array of Cart Price Rule IDs (numeric id strings) which include automatically applied rules and the rule for an applied coupon.

Refunded Order

This event is triggered when a customer refunds an order. 

• Value
  The value of the order.
• Discounted
  Whether the order is discounted or not. 
• OrderedProducts
  The names of all the products in the order.
• OrderedProductCount
  The number of products in the order. 
• OrderCurrencyCode
  The currency code used with the order. 
• ProductCategories
  The categories of the products in the order. 
• CartPriceRuleIDs
  An array of Cart Price Rule IDs (numeric id strings) which include automatically applied rules and the rule for an applied coupon.

Started Checkout

This event is triggered when a customer with a known email address begins a checkout. On a standard checkout page this event is triggered when a customer enters their contact and shipping information on the first page of the Magento checkout process and clicks Continue. A Started Checkout event is not sent to Klaviyo if the user completes checkout. Instead, a Placed Order event is logged.

• Value
  The value of the order during the checkout.
• ItemCount
  The number of items in the order. 
• Items
  The items in the order. 
• ProductCategories
  The categories of the products in the order. 
• ProductNames
  The names of the products in the order. 
• StoreName
  The name of the store where the order was started.
• StoreID
  The ID of the store where the order was started.

Added to Cart

Please note that this metric is only tracked if you are using Klaviyo extension version 4.0.0 and above. This metric is tracked when a customer who has been cookied by Klaviyo adds an item to their cart.

It includes detailed information about the item that was added. This is useful when creating segments based on what products users have added to cart, or when building an abandoned cart flow. You can filter and target Added to Cart metrics based on the following criteria:

• MaskedQuoteId
  MaskedQuoteId or Unique identifier for logged in customers.
• AddedItemCategories
  The categories to which the item belongs.
• AddedItemProductName
  The name of the product in your store (e.g., Red T-shirt).
• AddedItemDescription
  The description of the item.
• AddedItemImageURLKey
  The URL of the image of the item.
• AddedItemPrice
  The price of the item.
• AddedItemProductID
  The custom ID in your Magento 2 store of the product, e.g., 1234.
• AddedItemSKU
  The SKU of the item in your store (e.g., REDMEDIUMTSHIRT).
• AddedItemURL
  The URL of the item.

Klaviyo generates a key, the cart rebuild key, that allows you to create a link that rebuilds the customer's cart in case they return to their cart via an email triggered by this event on another device. This key can be found within the ‘extra’ property array. You can create this link using the following URL:

{{ organization.url|trim_slash }}reclaim/checkout/cart?quote_id={{ event.MaskedQuoteId }}

Viewed Product

This metric is tracked when a customer views a product on your site. You can filter and target Viewed Product metrics based on the following criteria:

• ProductID
  The ID of the product.
• Name
  The name of the product.
• SKU
  The SKU for the product.
• URL
  The URL for the product.
• Price
  The price of the product.
• FinalPrice
  The final price after any discounts.
• Categories
  An array containing the categories the product belongs to.
• ImageURL
  The URL for the product's image.

Active on Site

This metric is tracked when a customer is active on your site. You can filter and target Active on Site metrics based on the following criteria:

• utm_medium
  The medium for the utm tracking parameter (e.g., campaign).
• kx_present
  (True or False) Whether the kx parameter is present.
• os
  The operating system of the user's device.
• initial_page_path
  The URL path of the initial page the user landed on.
• browser
  The user's browser type.
• page
  The URL of the page the user was active on.
• utm_campaign
  The UTM tracking parameter for the campaign.
• utm_source
  The UTM source (e.g., Klaviyo).

Synced customer data

Klaviyo creates a contact from the creation of an existing order, an existing customer record, or when a checkout is started. Klaviyo will create a new Klaviyo Profile for every synced contact, and will populate this profile with the following information:

• Email
• First and Last Name
• City, State/Region, Zip Code, Country
• Phone Number
• Magento Account Created (e.g., YYY-mm-dd hh:mm:ss; 2015-05-21 13:04:00)
• Magento Customer Group (e.g., Wholesale)
• Magento Store (e.g., US Store)
• Date of Birth (e.g., YYYY-mm-dd; 1990-03-25)
• Gender

If you update the customer group in Magento 2, even after the original profile has been created in Klaviyo, the customer group will update in Klaviyo.

Revenue value

You may see that the Revenue value on your Klaviyo dashboard does not always match up with the revenue value you see in Magento; this is because Klaviyo does not subtract cancelled and refunded orders from our revenue calculation.

Additional resources

• How to integrate with Magento 2.x (CE and EE)
• Troubleshooting your Magento 2 integration