Contact Profiles in Klaviyo

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Klaviyo maintains a unified contact record for each person that you have in your Klaviyo 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 3 different lists, they won't exist 3 times in your Klaviyo account. This person will simply have one dedicated profile where we record that they are part of these 3 different lists.

A Complete Customer View

To view key metrics and activity for a specific contact, just search for him/her using the search bar at the top of your account -- you can search by name or by email. Once you find the person you're looking for, you will be taken to his/her unique Klaviyo Profile.


For each person in your account, Klaviyo creates both a full timeline of what they’ve done (emails opened and clicked, website activity, support requests, purchases, and more) as well as relevant personal information (basic contact information, referral data, and any other details). You can view and analyze this information in different ways as you explore an individual Klaviyo Profile.


There are three main areas of a Klaviyo profile, which are denoted by the icons in the upper right:

  1. Activity Feed
    Explore a live feed of all contact activity, filterable by metric
  2. Campaigns
    View all sent, scheduled, and skipped emails in a contact's personal inbox
  3. Charts
    Visualize a contact's engagement by exploring dynamic charts and graphs

Find a Profile ID

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

Live Activity Feed & Metrics Snapshot

When you integrate Klaviyo with all of your day-to-day business tools, we are able to generate a live feed of what’s happening with your customers, subscribers, and site visitors.

Each account has an all-encompassing Activity Feed that can be found on the dashboard. Each contact's Klaviyo profile features a similar Activity Feed that captures a timeline of all a contact's interactions with your business. While the default view is All Metrics, you can choose to only view activity around a certain metric and filter these events however you'd like.

At the top of a profile, you will see a Metrics Snapshot section. Here, you can also adjust which metrics you see. This section will quantify activity from the last 30 days as well as all-time.


Predictive Analytics

Please note that you will only see this section if:

  • At least 500 customers have placed an order. This does not refer to Active Profiles, but rather the number of people who have actually made a purchase with your business. If this section is on a profile but is blank, this means we don't have enough data on that individual to make a prediction.
  • You have an ecommerce integration (e.g. Shopify, BigCommerce, Magento) or use our API to send placed orders.
  • You have at least 180 days of order history and have orders within the last 90 days.
  • You have at least some customers who have placed 3 or more orders.

The Predictive Analytics section of a profile displays the contact's customer lifetime value (CLV). Specifically, this section displays the following:

  • Historic CLV
  • Predicted CLV
  • Total CLV
  • Churn Risk Prediction
  • Average Time Between Purchases
  • Order Timeline


Read more about the Predictive Analytics section including definitions of specific fields and information on how they are calculated in our Guide to Klaviyo's Predictive Analytics.

Lists & Segments

Below the Predictive Analytics section, you will see a Lists & Segments section that shows all the lists and segments someone is a member of. For each list someone is on, you can manually unsubscribe him/her by clicking the Remove link. It is not possible to manually remove an individual from a particular segment because segments are dynamic and constrained by a set of conditions.

If you hover over any list or segment in this section, a small tooltip will appear that displays the "added on" date.



This section reflects if a customer has consented to receive marketing communication or not. Additionally, it will show if the customer has opted into receiving push notifications. If your customer has opted in a green check mark will appear in the top right corner of this section with details as to which lists they are subscribed, when they subscribed, and where they subscribed.


If a customer unsubscribes from one list, they will have a green check and a greyed out circle. 


If a customer has been globally suppressed, there will be a red x and circle indicating as such.


Additionally, the valid tokens for push notifications will be below the content information on the profile. 


Contact Data & Information

The additional sections you'll see when checking out someone's profile are Contact and Information.

The Contact section is automatically populated by Klaviyo. If you click Edit, you can update someone's general contact and social information. You won't be able to edit someone's location or timezone information, however. To learn more about how Klaviyo populates this location information and keeps it up-to-date, click here.

The data found in Information is also automatically populated. Here, you will find the following:

  • Klaviyo-assigned First Active and Last Active dates
  • Any custom properties that have been added to the profile
  • How They Found You information that is populated by Klaviyo based on available web tracking data

Learn more about this Information section here.


The coupons section contains information about coupons and coupon codes a customer has received. 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.

The Personal Inbox

If you click on the paper plane icon in the upper right-hand corner, you will be taken to the profile's personal inbox.

Here, you can review all scheduled, sent, and skipped emails. You will also see a Send Email button -- from someone's inbox, you can also design and send a personal email to him/her.


  • In the Sent tab, you will see the status of each email, as well as whether an email has been opened or clicked
  • In the Scheduled tab, you will see the "scheduled at" date as well as the email's status
  • In the Skipped tab, you will see 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 the reason why the email was skipped

You can easily differentiate campaign and flow emails here because campaign emails will be identified by the campaign name (see, "Test nice reply from phone 3" in the above example). For flow emails, however, you will see the format Flow Name / Flow Email Name where both are hyperlinked.

The Chart View

If you click on the chart icon in the upper right-hand corner, you will be taken to a section where you can more deeply analyze a contact's engagement around available metrics. This chart view has the following features:

  • Metric adjuster
    You can filter your view to see data around any metric you choose
  • Timeframe selector
    You can select your own timeframe for analysis by picking a start and end date
  • Scale view
    You can adjust your chart to show daily, weekly, or monthly data
  • Advanced Filters
    Explore the Advanced Filters option here to refine the data you see around your selected metric


Delete or Merge Profile 

Below the Information section are links to delete someone's profile entirely from Klaviyo or merge the current profile with another profile.


You would only want to merge two profiles if you realize the same contact in your Klaviyo account has two different profiles with two different email addresses; merging will result in only one profile, with one email address, for the contact. The unique ID of the most recently updated profile will be maintained.

Deleting a profile will remove the profile from Klaviyo completely and permanently delete all data associated with the profile. Neither deleting nor merging profiles can be reversed.

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