How to Integrate with Segment

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This article will walk you through integrating Segment with Klaviyo. Once you integrate, you'll be able to trigger and filter flows, and define segments using events synced to Klaviyo from your Segment project. We will be able to sync any track and identify calls you make from Segment to Klaviyo.

Make sure to also explore Segment's comprehensive guide to integrating with Klaviyo.

Segment no longer supports the ability to send information from Klaviyo into another service via Segment.

Connect Segment and Klaviyo

First Time Setup

If you’re setting up a brand new account with Segment and you want to connect your Klaviyo account, Segment will help you add Klaviyo as a destination.

After you’ve set up and verified your Segment account, you’ll be entered into the setup wizard. Once you select your market and add your source in the setup wizard, you’ll reach the destination setup page. Select Others and enter Klaviyo into the search bar. Select the Klaviyo tile and click Next Step.


You will then be led through the rest of the onboarding setup process, in which you will enable the Klaviyo destination as the last step.

Once you have enabled Klaviyo as a destination, move to the Enforce Email as Primary Identification section to complete your integration setup.

Add Klaviyo to a Current Segment Account

To set up the integration between an existing Segment account and Klaviyo, you’ll first set up the Klaviyo destination, then walk through the wizard, and finally toggle the setting to enable email as the primary identifier.

From your Segment project page, click Connections in the left hand navigation bar, then click Add Destination on the right side of the page.


Search for Klaviyo in the Segment catalog. Once it appears, click on the Klaviyo tile, and then click Configure Klaviyo on the next page.


Select and confirm a source from your Segment project. On the next page, enter all of the following:

Treat private API keys like passwords kept in a safe place and never exposed to the public.

Adding this information will replace the need to use Klaviyo's JavaScript tracking API.


Once you have enabled Klaviyo as a destination, move to the Enforce Email as Primary Identification section to complete your integration setup.

Enforce Email as Primary Identifier

Under Other Settings, click on Enforce Email as Primary Identifier. On the next page, toggle the setting to On.



It is very important to enable this setting. If you don't, Segment will pass customers into Klaviyo with a Unique ID, which will result in duplicate profiles in your Klaviyo account. This can cause customers to receive duplicate emails, and removing the duplicate profiles is a manual process.

To return to the settings page, click Back to Destination.

This completes the Segment integration. For more information on enabling a destination, see Segment’s simple installation documentation.

Events to Track

We recommend syncing the most important events to Klaviyo, such as:

  • When a customer signs up
  • When a customer starts to checkout or expresses interest in paying
  • What a customer buys (including pictures of items and descriptions of items)

For each event you send through Segment, a customer is identified by their email address. For detailed information on how to format these events, see the Segment Klaviyo Integration guide.

For transactional web businesses and ecommerce platforms, we recommend following our Integrating a custom ecommerce cart or platform guide for detailed information on the events that should be sent to Klaviyo through Segment.

Monitoring the Klaviyo Sync

Once you activate the Klaviyo integration inside of Segment, your identify and track calls will begin sending data to Klaviyo within 5-10 minutes. To verify Segment is sending data to Klaviyo, navigate to the Analytics tab in Klaviyo and click into Metrics.

As events are triggered in Segment, they will send data to Klaviyo, where the event name from the Segment track call is used to create the metric name. Klaviyo treats Segment metrics as third-party API metrics, so each metric will have a gear icon next to its name in Klaviyo. To view the data as it flows into Klaviyo, navigate to the Activity Feed for each metric.


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