Klaviyo Glossary

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A

Accepts Marketing: A Shopify custom property that is determined when a customer checks, or does not check, the Accepts Marketing box when starting or completing a checkout. Klaviyo syncs the Accepts Marketing value when available through the Shopify integration; this value will either be True or False if it is assigned. NOTE: The Accepts Marketing property exists independent of whether or not someone separately subscribes to receive emails through a sign-up form. This means that someone could elect not to check the marketing box upon checkout, but then decide to subscribe to your mailing list separately through a sign-up form. This person would end up on your subscriber list, but still have an Accepts Marketing property value of False. The Accepts Marketing property value is also subject to change every time a customer begins a checkout.

Active on Site: Metric tracked when a contact is active on your site; this metric is only tracked when Klaviyo Web Tracking is enabled. SEE ALSO: Web Tracking

Active Profile: A contact within your account that is emailable (for a non-emailable contact, see Suppressed). These contacts can be added to your account through a variety of methods, including integrations and manual list uploads. Since these contacts do not necessarily live on one specific list, it's unlikely that the number of Active Profiles in your account will match the number of people on your newsletter list. To see a count of the number of Active Profiles you have in your account, navigate to the Profiles tab. Learn more.

Activity Feed: A live feed of what’s happening with your customers and site visitors reflecting data coming into Klaviyo in real-time. Your Dashboard has an Activity Feed that gives you one central source of all customer data across all metrics. Each Contact Profile also has an Activity Feed specific to that customer's activity.

C

Campaign: A single, targeted email sending effort; a one-time send to a pre-established group of contacts.

Canceled Order: This event is tracked when a customer creates an order in your store but then cancels the order before fulfillment. NOTE: This metric is only available for certain integrations.

Cart Abandonment Rate: The percentage of people who place an order on your website and subsequently abandon their cart, leaving items unpurchased. It is found by calculating Placed Order Count divided by Checkout Started Count.

Checkout Started: The event triggering this metric varies depending on how data is coming to Klaviyo:

  • Shopify & Magento: This event is tracked when a customer enters their contact and shipping information on the first page of the checkout process and clicks continue.
  • BigCommerce: This event is tracked when a customer enters their contact and shipping information on the page before the payment page in the BigCommerce checkout process and clicks continue.
  • WooCommerce: This event is tracked when a customer is logged into their account, has added something to their cart, then views the checkout page; or, when a customer adds something to their cart, views the checkout page, enters billing email address.

Conversion Rate Optimization (CRO): Making Changes to a website in order to increase the rate at which visitors take the desired action (typically making a purchase).

Conversion Tracking: A conversion is defined as a recipient opening or clicking an email and then taking another action within the conversion period. By default, the conversion period is five days, however, this setting can be adjusted in your account settings. You do not need to decide in advance which metric is the conversion metric, Klaviyo automatically computes conversion analytics for all metrics. 

Customer Lifetime Value (CLV)The historic and predictive amounts that a customer may spend. Historic CLV is made up of all of the past purchases, while Predicted CLV is the amount the customer may spend and how many orders they may make in the next year. 

Custom properties: Fields that you can use to gather information about the contacts in your account. Some examples are: additional information about your contacts (such as gender, size, coupon code), preferences (such as email frequency, type of content, etc.), and responses to a questionnaire.

D

Dashboard: A key tab in your account that has several subsections:

  • Email Performance: Klaviyo's Email Performance Dashboard helps you analyze the conversion metrics that matter most to your business while visualizing how your emails are performing
  • Analytics: Metric Charts on key metrics; customizable by metric and timespan
  • Lists & Segments: Collection of all starred lists and segments
  • Activity Feed: A central source of all contact data across all metrics; sortable by metric

Deliverability: A term that refers to inbox placement once an email is successfully delivered. This term is often used interchangeably with delivery, which refers to whether a recipient's inbox accepts the message you’ve sent. Only after an email is successfully delivered does deliverability comes into play.

Delivery: From Sendgrid: "A delivery is recorded when a request to send an email results in the delivery of that email to the end recipient. Delivered means the message was accepted by the receiving server, however, this does not necessarily mean that the message reached the recipient’s inbox."

Domain Name System (DNS): DNS stands for Domain Name System. This system is essentially the "phone book of the Web". When you update your DNS records, you can consider this the equivalent of updating your address in the web's phonebook so that it's possible to verify who you are when you send an email.

E

Email Capture Rate: (also called opt-in rate) The rate at which website visitors subscribe to marketing, often through a Klaviyo Signup Form. This can be found with the following calculation: the number of new subscribers divided by the number of website visits (or number of forms shown).

Email Service Provider (ESP): A services or platform that can send commercial and transactional email on your behalf. Klaviyo is an example of an ESP!

Event: When a customer does an action, it is called an event. Events can be used to trigger flows or place a customer in a segment. 

F

Flow: An automated email series triggered by an activity or behavior. Flows are autoresponders that can contain one or more emails and can be configured to send to contacts after a range of different tracked events occur.

Fulfilled Order: This event is tracked when a customer's order is marked Fulfilled in your ecommerce store.

H

Hard Bounce: Occurs when an email cannot be delivered due to a permanent reason. This could be caused by a variety of reasons, including a misspelled email or a deliberate block by the email server. Klaviyo will automatically remove emails that hard bounce, and then exclude them from future emails. You can see these emails by navigating to the Profiles tab, clicking on Suppressed List in the upper right, and choosing Bounced Emails. SEE ALSO: Soft Bounce.

I

Integration: A means to automatically sync user and customer data to Klaviyo from another software platform or application.

IP Address: A unique string of numbers (separated by periods) that identifies a device on the Internet.

Item: A single product purchased within an ecommerce order.

L

List: A collection of email addresses in Klaviyo, maintained in the Lists & Segments tab, that are added through a sign-up form, subscribe page, third-party integration, the Klaviyo API, or manually through upload or copy/paste.

O

Ordered Product: This event is tracked when a customer places an order. NOTE: One Ordered Product event is tracked for each item purchased. If someone purchases three items in a single purchase event, there will be one Placed Order event and three corresponding Ordered Product events recorded.

Owned Marketing: An approach to marketing where a company focuses strategically on channels that they control (including their website, email, and app if applicable), utilizing the data they have in order to create and strengthen customer relationships. The experiences that are created with this data are critical to the overall success. A contrasting strategy might involve relying heavily on selling through Amazon, driving purchases through Google or Facebook ads, and/or utilizing third-party data to facilitate those marketing actions.

Owned Media: Published content that a company has created on channels that it controls, including their own website, app, and social media channels.

Owned Revenue: The revenue attributed to emails sent through Klaviyo. If someone engages with an email and makes a purchase within the attribution window (a set number of days after), that purchase is attributed to the email. Klaviyo users can adjust the attribution window for their account. 

P

Placed Order: This event is tracked when a customer completes the checkout process and creates an order in your ecommerce store. To view the event data Klaviyo tracks for each order, navigate to your Dashboard, click on Activity Feed, and sort by Placed Order. Click on the timestamp of any order and an Event Details window will pop up featuring all event data variables. NOTE: One Placed Order event is tracked for each purchase event.

Product Feed: Blocks that automatically generate product recommendations by pulling product information from ecommerce integrations. Product Feeds can be used in flow/campaign emails via the drag and drop "Product Feed" block. NOTE: Product feeds are available only these integrations: BigCommerce, Magento, Shopify, Spree, WooCommerce. 

Profile: A Klaviyo Profile is a comprehensive record maintained for every contact in your Klaviyo account. This record contains a live feed of all tracked activity, as well as all available information pertaining to a given person. You can find the profile for any contact by searching for this person using the search bar at the top of your account.

R

Refunded Order: This event is tracked when a customer completes the checkout process in your store and a payment is made, but the customer requests the payment to be returned. NOTE: This metric is only available for certain integrations.

Return on Investment (ROI): The ratio of how much a customer spends on Klaviyo compared to how much Owned Revenue (see above) they generate. For example, if they pay $1,000 a month and generate $35,000 in KAV, their ROI is 35x. 

Revenue per Recipient (RPR): A calculation that measures the success of a campaign or flow. The calculation is the revenue from a campaign or flow divided by the number of recipients in that campaign or flow.

S

Segment: A collection of email addresses in Klaviyo, maintained in the Lists & Segments tab, that is defined by a set of conditions, e.g, everyone who's ever purchased, everyone who was on the website last week, everyone who opened a specific email, etc. Rather than a fixed list of people, a segment will grow as new people meet the conditions and shrink as people no longer meet the conditions.

Shopify Tags: Any custom tags assigned to a customer in Shopify (e.g., wholesale or VIP) that are passed through to Klaviyo through our Shopify integration.

Smart Sending: If Smart Sending is enabled, Klaviyo will automatically check to see if a recipient has already received an email from you within a specified period. If this person has received another email from you too recently, the current email to him/her will get skipped. This is a good way to prevent contacts from receiving too many emails when you have numerous active email marketing efforts. You can enable or disable Smart Sending for emails sent by both campaigns and flows.

Social Links: A block in Klaviyo's email Drag-and-Drop editor that allows you to provide the links to your social sites in your emails. You can add a maximum of four links, e.g., Facebook, Twitter, Instagram, YouTube. In Klaviyo's Setup Wizard, you can set these four links and have them automatically appear in the footer of all email templates.

Soft Bounce: A soft bounce is always caused by a temporary reason, such as a full inbox or the recipient email server being down momentarily. For soft bounces, Klaviyo will try sending emails for up to 48 hours. After the 48 hour period, attempts to send will cease but the recipient will not automatically get suppressed in your account. The next time you try to send to this person again, we will try for another 48 hours. SEE ALSO: Hard Bounce.

Subscribed to List: A Subscribed to List event is recorded when a contact subscribes to a Klaviyo list directly via a Klaviyo form. If someone gets added to a subscriber list in any other way, such as clicking Accepts Marketing when checking out or getting added manually, no Subscribed to List event will be recorded.

Suppressed: The status of a contact once they unsubscribe from an email, an email to him/her hard bounces, or they are manually added to the Suppression List. Once someone is suppressed, they are considered Inactive in your account. Klaviyo will automatically remove all Suppressed users from any flow or campaign send. View your account's Suppression List.

T

Transactional Email: An email sent as a function of the purchasing process; for example, an order confirmation email or a shipping notification.

U

Unique visitors: Also called "unique website visitors" or "uniques," these are the number of different people who did something. For example, a company may have 10,000 total website visits in a week, but 3,500 unique visitors during that time because many went back more than once.

UTM Parameters: Identifying text added to a URL that aids in attribution later on. When creating a campaign or a flow, you can have Klaviyo automatically add UTM tracking parameters to links so you can see the results in Google Analytics. (The name UTM comes from Urchin Tracking Model; Urchin was acquired by Google in 2005 and became Google Analytics).

W

Web Tracking: By adding specific code to your site, you can automatically track visitors and their activity; this is called Web Tracking. You can enable Web Tracking through Klaviyo's Setup Wizard, or you can set it up anytime through the Getting Started tab. There are two key types of tracking: homepage tracking (with the Active on Site metric) and product page tracking (with the Viewed Product metric). NOTE: Instructions to set up Web Tracking will be specific to your specific website/store. Product page tracking is not currently available for all ecommerce platforms.

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