Data Types

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You can harness the data you collect about your customers to power data-driven marketing choices that will grow your brand. That being said, it's important to understand the data that's being pulled into your account.

When you are creating a segment or configuring a flow filter using the Properties about someone option, you will notice a dropdown menu that appears after you choose a dimension for your condition. This dropdown menu relates to data type of the value you are inputting.


The following data types are available to select:

  • Text
  • Number
  • Date
  • Boolean
  • List


A text input is any finite sequence of characters (i.e., letters, numerals, symbols, and punctuation marks). A text input is always used to represent plain text, even when it includes numbers or is formatted like a date.

You can think of a text input as what might appear within quotation marks in a paragraph -- regardless of content in the quotation marks, whatever is inside of the quotation marks exists as a finite sequence of characters.

Text inputs could be a favorite color, someone’s shopping preferences, or email address. Below is a signup form that is gathering preference information that will be translated into text properties.



A number is a numeric value without a decimal. When you import numeric values into Klaviyo, we will automatically recognize the value as a number (vs. text).

Number inputs could reference someone’s age, the number of emails received, or how many times a customer has purchased from you. Below is a segment that’s showing customer engagement by interaction with the number of emails that have been clicked on or opened in the last month.



A date is used for any datetime value. Unlike a number, Klaviyo will only automatically recognize a date value as a date if the date is formatted in a certain way (YYYY-MM-DD HH:MM:SS).

Dates could reference someone’s birthday, when they first signed up for your newsletter, or an anniversary with a partner. Below is a signup form collecting birthday information as a date.



The Boolean data type can only represent two values: true or false. An example of boolean data is the property stored when someone has accepted marketing from you. Below is an example of a customer profile who consented to marketing.



A list is any array of values, e.g. ["Offer1", "Offer2"]. In Klaviyo, the lists are used when the goal is to collect an array of words or phrases, where every single item in the array can be identified individually.

One common use case for this is when different tags are being collected under a single property, such as the Shopify Tags property. When Klaviyo stores a property as a list, this allows you to use the property in a segment or filter and then include as many available tags as you'd like -- you have the ability to choose from any value stored as part of the list.

Another common use case is when Klaviyo captures a Placed Order metric through an integration and the data we receive along with this Placed Order metric includes an "Items" property. This single "Items" property will need to include all items purchased in the order.


To achieve this, the property is always synced and stored as an "array" (a list) in Klaviyo. This allows us to store the one property, Items, but have that property include a series of values (i.e. each item purchased in the single order), where each value in the array can be identified individually.

Additional Data Types for List Uploads

When uploading a list of profiles into Klaviyo, two additional data types appear before the import is complete. These data types are String and Consent, as shown below.



When uploading a list of contacts and properties, you will see a String option in the Data Type dropdown. String means the same thing as the Text Data Type, and you can segment based on String data using the Text Data Type.


The final option in the dropdown when uploading a list of contacts is Consent. Consent refers to whether or not the profiles you are uploading or adding properties to have actively agreed to receive marketing communications from your business. The acceptable values for this data type are the following: email, SMS, web, and push. Thus, your value must detail which channel of communication your customer has opted-in to receive.

For more information on consent, please see Consent in Profiles.

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