Understanding Who Is in Your Account

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There are two main ways that profiles are added to your Klaviyo account:

  • They opt-in via one or more signup forms or subscribe pages on your website
  • They engage with your content via one or more integrations connected to your account (i.e. making a purchase on your ecommerce store, abandoning a cart, etc.)

In this article, you will learn more about how profiles are added to your account in both scenarios.

People Added by Opting In

If you have signup forms or subscribe pages on your website, you have likely configured them so that new subscribers are automatically added to a list in Klaviyo.

When someone subscribes directly via a Klaviyo form, two things will happen:

  • They will be added to the specified list in Klaviyo
  • A Subscribed to List event will be recorded on the person's timeline


When someone subscribes via a third-party form, the subscriber will be synced into Klaviyo and added to the specified list, but depending on the integration you use, the Subscribed to List event will not always be recorded. Consult your integration vendor’s documentation to confirm how they sync data into Klaviyo. You can also check the sync behavior by navigating into a profile added via this integration and seeing if Subscribed to List appears under Metrics.

For more information on the Subscribed to List metric and what integrations will and will not trigger this event, head to our article Using the Subscribed to List Metric.

Every signup form must be connected to a specific list ID to ensure that new subscribers are automatically added to the correct list in Klaviyo. This means that all contacts flowing into your account via a signup form or subscribe page will be accounted for in one of your lists.

People Added by General Engagement

If you have enabled one or more of Klaviyo's built-in integrations, contacts will flow into your account through these integrations. These individuals may not have opted in via a signup form, but they may have purchased a product from you, opened a support ticket with your team, registered for one of your Eventbrite events, etc. They will be considered active profiles, but not list subscribers.

For all of our built-in integrations, you can learn more about how contacts sync into Klaviyo by reviewing the relevant integration-specific guide.

For ecommerce integrations, we sync customer activity in real-time. If a customer engages with your site, we will create a new profile if one doesn't exist already. These individuals will have contact profiles in your account, but they may not be on any list. This allows Klaviyo to track this individual's activity as new data is received, creating a comprehensive, unified contact record for each person who interacts with your business. This means, however, that not all contacts flowing into your Klaviyo account will be accounted for in one of your lists.

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