Getting started with custom objects

Estimated 5 minute read

Updated Mar 27, 2025, 3:15 PM EST

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Learn about custom objects, including how to set up an object and how you can use objects across Klaviyo.

Custom objects are a type of data structure in Klaviyo that enable you to map diverse, multi-relational data concepts into Klaviyo that can’t be stored using profile properties. For example, say you want to store data about customers’ pets in Klaviyo. Each pet has a number of attributes about it (e.g., name, age, breed. etc.) making it challenging to store this information with profile properties when a profile has multiple pets.

You can then use this object data in flows, templates, and segments across Klaviyo to better personalize your marketing.

Example use cases

Below are some examples that demonstrate how custom objects are flexible in the data you can store in Klaviyo.

Appointment

If you are a business where customers can schedule appointments, you can use an Appointment object to store appointment data for profiles.

Within each object record for the Appointment object, some examples of data you may want to include are:

Appointment ID
Appointment date
Appointment person (e.g., specific doctor, instructor, etc.)
Appointment location
Appointment type

Profiles can have multiple object records if they have multiple appointments, and you can use this object data to create segments and send personalized messages and flows.

Subscription

If you are a business where customers can sign up for a subscription, you can use a Subscription object to store subscription data for profiles.

Within each object record for the Subscription object, some examples of data you may want include are:

Subscription ID
Subscription product
Subscription price
Subscription status
Next billing date

Profiles can have multiple object records if they have multiple subscriptions, and you can use this object data to create segments and send personalized messages and flows.

Reservation

If you are a business where customers can book reservations, you can use a Reservation object to store reservation data for profiles.

Within each object record for the Reservation object, some examples of data you may want include are:

Reservation ID
Reservation date
Reservation location
Reservation occasion
Reservation guest count

Profiles can have multiple object records if they have multiple reservations, and you can use this object data to create segments and send personalized messages and flows.

Pet

If you are a business that serves pet owners, you can use a Pet object to store data about profiles’ pets.

Within each object record for the Pet object, some examples of data you may want include are:

Pet microchip ID
Pet name
Pet type (e.g., dog or cat)
Pet breed
Pet birthday

Profiles can have multiple object records if they have multiple pets, and you can use this object data to create segments and send personalized messages and flows.

Account limits

Custom objects have 3 sets of account limits:

Object limit
Total number of objects that an account can have.
Object property limits
The number of properties an account can have per object.
Object record limits
The number of object records allowed for an account.

The object limits for your account depend on your account's profile limits and whether you have an Advanced KDP plan.

If you are on an Advanced KDP plan, the object record multiplier will be based on the total number of profiles on your account. If you just have an email plan, this multiplier will be based on the active profile limit for your account.

Profiles	Advanced KDP plan	Number of objects	Number of object properties	Object record multiplier
Free plan	none	0	0	10x
Free plan	paid	5	30	10x
250 - 400,000	none	1	15	10x
250 - 400,000	paid	5	30	10x
Over 400,000	none			10x
Over 400,000	paid			10x

Additionally, all accounts have the following limits:

Maximum of 500 records per profile per object.
Object properties cannot be larger than 8kb.

Create an object

To create an object in Klaviyo, reach out to your customer success manager for assistance after sending the data source to Klaviyo through the objects API.

Objects on profile pages

Relevant objects will also appear on a profile page so you can view the object records that pertain to a profile. To view the object records, navigate to the Objects tab on a profile page. You can switch between objects using the dropdown menu above the object cards.