Understanding profiles in Klaviyo

You will learn

Learn about profiles, including how to find them and the data available on the profile page. Profiles are used to keep track of all the information you have about your customers and prospects. 

About profiles in Klaviyo

Klaviyo maintains a complete record of contact for each person in your account. This means that we create and maintain a single profile for each and every one of your contacts. If, for example, someone is part of three different lists, they won't exist three times in your account. This person will simply have one dedicated profile where we record that they are part of these three lists.

Access a profile in Klaviyo

1. Search for specific contacts using the search bar in the upper left-hand corner of your account 

• You can use either the contact's name or email in the search bar

• The full timeline of what the profile has done (emails opened and clicked, website activity, support requests, purchases, and more)
• Relevant personal information (basic contact information, referral data, etc.)

Find a profile ID

Every profile has a unique ID that you can find by navigating to the profile and looking at the URL. Look for the 26-character ID, as illustrated in the image below.

Delete or merge profiles

Deleting a profile will remove the profile from Klaviyo completely and permanently delete all data associated with the profile. We recommend suppressing profiles rather than deleting them, as you can still access and learn from the data of suppressed profiles. Deleted profile data cannot be recovered. 

Merging will result in a single profile for the contact, with one email address. The unique ID of the most recently updated profile will be maintained.

Note that deleting and merging profiles cannot be reversed.

To merge or delete a profile:

1. Navigate to an individual's profile
2. Click the Profile actions button in the top-right corner
3. Click either Merge Profile or Delete Profile

For more information, head to our guide on how to delete, merge, and export a profile.

Review the profile page

There are three main tabs on a profile page in Klaviyo:

• Details
  The Details tab provides a general overview of the profile you are looking at, including key information such as contact information and subscription status.
• Metrics and insights
  The Metrics and insights section of a profile shows you information about a profile’s performance based on a set of key metrics you select, as well as predictive analytics data.
• Lists and segments
  The Lists and segments tab shows you all the lists and segments a profile is a member of, and allows you to add the profile to new lists.

Understand the profile page

On a contact’s profile page, you'll see the following information: 

• Contact information 
• A profile's activity log

Details tab

• Channels a profile has opted into
• Custom properties and source information
• Coupons a profile received

Metrics and insights tab 

• Metrics for the profile
• Predictive analytics for the profile
• Recently viewed products 

Lists and segments tab

• Lists and segments the profile belongs to

Contact Information

You can see the contact information and timezone for a profile in the header of the profile page. This header with contact information is visible across all the tabs on the profile page. 

To update someone's contact information, click on the Profile actions button in the top-right corner of the profile page, and select Edit contact info. 

Activity log

Each individual profile features an activity log to capture a timeline of their interactions with your business. The activity log appears on the right side of the page, across all tabs on the profile page.
The default view includes all events, but you can choose to view activity around a specific set of up to 5 metrics from the associated dropdown instead. To view more detailed information about each event, you can expand it using the dropdown.

Channels

On the Details tab, you can see whether or not a customer has consented to receive marketing communication from your business, and if so, what communication channel (i.e., email, SMS, or push) that consent pertains to.

If your customer has opted in, a green checkmark will appear next to the channel they are opted in for.

For more information, head to Understanding consent in profiles.

Custom properties and source information

Custom properties in Klaviyo allow you to store information about the contacts in your account. You can see all the properties that apply to a contact on their profile page in the Custom properties card on the Details tab.

You can have a maximum of 10 properties visible at one time, at which point pagination begins.

The additional section you'll see on the Details tab of a profile page is Source Information. This section has information that is tracked when a person first comes into contact with your brand such as: 

• Klaviyo-assigned First Active and Last Active dates
• How They Found You information that is populated by Klaviyo based on available web tracking data
• The Initial source property 

Head to our article on the information section of a profile, for more information.

Coupons

The Coupons section of a profile contains information about coupons and coupon codes that a customer has received. You can see this information at the bottom of the Details tab. This section won't appear if a customer has not received any coupons.

If you need to resend a coupon to a customer, you can use the information in this section to resend the same coupon or unique coupon code.

Metrics

At the top of the Metrics and insights tab on a profile, you will see a card titled Metrics. Here you can view highlighted metrics, which can be selected using the Edit metrics button. The Metrics and insights section will show information around your highlighted metrics activity from the last 30 days, as well as all-time metrics.

Predictive analytics

The Predictive Analytics section of a profile displays the contact's customer lifetime value (CLV). You can find predictive analytics on the Metrics and insights tab.

Specifically, this section displays:

• Historic CLV
• Predicted CLV
• Total CLV
• Churn Risk Prediction
• Expected Date of Next Order
• Average Time Between Purchases

Recently viewed products

If you have viewed product tracking installed on your website, you can see a customer’s recently viewed products on their profile page. You can see a profile’s recently viewed products at the bottom of the Metrics and insights tab. If a profile has not viewed any products or you do not have viewed product tracking installed, this section will not appear. 

Lists and segments

The Lists and segments tab that shows all the lists and segments someone belongs to.

For each list, you can manually remove the profile by clicking Remove. It is not possible to manually remove an individual from a particular segment because segments are dynamic and constrained by a set of conditions.

Review a profile's messages

If you click on the View messages button in the upper right-hand corner of a profile, you will be taken to their personal inbox in Klaviyo. Here, you can review all scheduled, sent, and skipped emails.

To design and send a personal email to a profile select Send Email.

There are three tabs within a profiles personal inbox:

• Sent: shows the status of each email, as well as whether an email has been opened or clicked.
• Scheduled: shows the Scheduled At date as well as the email's status.
• Skipped: shows all emails that were initially queued up for this person to receive, but did not send; you will see a Processed At date, as well as a status that reveals why the email was skipped.

You can easily differentiate campaign and flow messages here. Campaigns will be identified by the campaign name. For flows, you will see the format "Flow Name / Flow Email Name" where both are hyperlinked.

Additional resources

• About the information section of a profile
• Profile properties reference
• Understanding consent in profiles