Klaviyo FAQ


Getting Started

I’m new to Klaviyo, where should I start?

Welcome to Klaviyo! You can read through this article on the 9 Steps of Getting Started with Klaviyo, check out this checklist, or watch this onboarding video to get started. Happy Sending!

Our company is migrating to Klaviyo from another ESP and I keep seeing that I should “clean my list.” What does that mean? Why should I do it?

First, welcome to Klaviyo! Something to think about before sending your first email is to clean your list by suppressing unengaged customers. When first starting out with Klaviyo, you don’t want your first sendoto go to your “master list.” While that seems counterintuitive, building a strong sender reputation is important when starting out with a new ESP. Most major email clients track how recipients interact with emails from your domain (whether they open your emails, ignore them, mark them as spam, etc.) If your first few sends on a new sending IP/domain have low engagement, you’re setting yourself up for potential deliverability issues down the road, as well as damaging your sender reputation over time.

If you are moving over from an ESP that integrates with Klaviyo, use segmentation to isolate users who have recently engaged with your emails. If your old ESP doesn’t integrate with Klaviyo, upload a list of users who have recently engaged with emails sent from your old email provider. Your engaged list should include individuals that have opted-in and who have clicked or opened an email at least once in the last 30 days, give or take depending on your sending frequency. Use this engaged list to send your first email.

How do I get the most of my Klaviyo account right away?

To get the greatest ROI on your Klaviyo account, try these steps.

Set up an Abandoned Cart Flow. Between April to June 2017, Klaviyo users sent out over 9 million abandoned cart emails and made $60 million. That translates to almost $6 per email recipient! Best news of all – Klaviyo has a built-in Abandoned Cart Flow just waiting for you to add your brand and get sending!

Set up a Welcome Series Flow. When someone signs up for your newsletter, they are asking how they can get more information about how to spend their money/time/resources with your company. You want to capitalize on that moment! Make a good first impression by sending out a Welcome Flow. Per each email, that first welcome email makes $0.77 more than promotional and transactional emails, combined. And, again, Klaviyo has built-in Welcome Series Flows just waiting for your branding. (Don’t have a newsletter signup form yet? Step-by-step instructions on how to setup a Signup Form can be found here.)

Utilize Segmentation. If you just want to send email blasts out to all of your customers, you aren’t getting all that you can out of Klaviyo. Don’t believe me? In a three month period, Klaviyo analyzed 2.5 billion emails coming from US customers trying to understand the impact segmentation had on email performance. Highly segmented emails led to a 3 times greater increase in revenue per email recipient and 50% fewer unsubscribes. The message is clear – get the right message to the right person at the right time. Klaviyo has a handful of built-in segments, but you can find ideas of how to create a great segment here.

I’ve had an account in Klaviyo for a while, but this time when I logged in, I had to set up a new account that didn’t have any of my information in it. What happened? Did my account get erased?

You may have accidentally made a second account. Not to worry, if you go here to login, your information should be there. If it isn’t, please don’t hesitate to reach out.


My Shopify Integration isn’t syncing. What should I do?

Follow the step-by-step instructions here. If you still need help, don’t hesitate to reach out to our support team.

Why am I getting an error message saying that the audience is too small on our Facebook Ad?

That error message means that you have fewer than 20 people in your Facebook Ads list. Facebook requires you to sync at least 20 people per list in order to advertise. If the list contains fewer than 20 people, Facebook will not allow you to advertise to a custom audience. If an email address is not found then the customer will not sync from Klaviyo to the Facebook list.

Can I send custom event data to Klaviyo?

Absolutely, we have a very flexible API. Check out our API Documentation.

First reach out to the other platform and tell them you would like to integrate with Klaviyo. Then, Contact us and let us know!

How do I add a Shopify signup to a Klaviyo list?

Klavio's built in integration with Shopify allows you to automatically sync your default Shopify signup froms to a Klaviyo list. As well, you can install Klaviyo signup forms to complement or replace your Shopify forms, for no extra cost.

I’ve been trying to integrate with Facebook, but I keep getting an error, why?

This may be because you have not agreed to the Terms of Service from both your personal and business manager account. Once you agree to both, you should be able to integrate Facebook with Klaviyo. Find out step-by-step instructions to do this here.

How do I set up active on site and viewed product metrics for my Shopify store?

You can use one of Klaviyo’s help docs for step-by-step for the Active on Site and the Viewed Product Tracking. Happy Sending!

If someone is suppressed in my Klaviyo list, will this person still sync to my Facebook Custom Audience?

Yes. If a person is suppressed in a Klaviyo list or segment and you sync this list or segment to a custom audience, the person will still sync to your Facebook audience. If someone is synced to a custom audience through Klaviyo, and then becomes suppressed in Klaviyo, this person will not be removed from your audience. While individuals may opt-out from email communications, you can still strategically reach these customers or subscribers through Facebook advertising.

The number of people in my Facebook custom audience does not match the number of people in my Klaviyo list. Why is that?

When you sync a Klaviyo list or segment to a Facebook Custom Audience, a percentage of the email addresses you attempt to sync may not match with an existing Facebook account. Because of this, your Facebook Custom Audience size may be smaller than the linked list or segment in Klaviyo. Facebook will not return an error, but won’t add any contacts who have email addresses that don’t match to an existing Facebook account.

I just installed my custom integration, but I’m not sure if it’s working. The metrics I expected to see aren’t there. How can I troubleshoot?

Placed order and checkout started metrics won’t come in until someone has placed an order or started a checkout. Try creating a test check out and a test order and see if you can see the data in Klaviyo. Also, make sure to check that the API key you are using is the same API key as in your Klaviyo account. For JavaScript track calls, make sure people are being identified before you make the track call. Klaviyo doesn’t track anonymous activity because you can’t take action or send emails to people who haven’t been identified. If all else fails, contact the support team for assistance.

If I add someone to a list in Klaviyo, are they added to a list in MailChimp? What about if I add someone to a list in MailChimp, are they added to a list in Klaviyo?

No, if you add someone to a list in Klaviyo they will not be added to MailChimp. However, if you add someone in MailChimp, they will be added in Klaviyo after 30 minutes if the address has status “subscribed” or "unsubscribed.” If the email address in MailChimp is in status “pending” (added with double-opt in, but has not yet confirmed their subscription) or “cleaned” (the address bounced and was removed from the list), they will not be synced to Klaviyo. When an address confirms their subscription, they will move from “pending” to “subscribed” in MailChimp and will be synced to Klaviyo in the next periodic sync.

Can I integrate more than one store with one Klaviyo account?

Klaviyo currently supports only one integration of any type within a single Klaviyo account. If you have more than one ecommerce store of the same type, you will need to create a Klaviyo account for each store. If you have more than one store, and each is supported by a different platform, it is technically possible to integrate all stores with the same Klaviyo account. We highly recommend against this option in order to streamline data analysis, and prevent confusion amongst metrics with flows and segments. We don’t provide a way to separate stores within a single Klaviyo account.

If you are using Magento, it is possible to integrate a Magento server that has multiple stores on it. When you do this, we will sync all profiles and order data from each store into your account. Additionally, we will sync “Magento Store Name” and “Magento Website ID” properties for each profile created so you can identify the store where a profile belongs. Then, you can configure our extension on a site-by-site level to pick which list to add subscribers to, and you can filter flows and segments, using the Magento store name to separate flows between stores.

If I unsubscribe someone in MailChimp, are they unsubscribed in Klaviyo?

Yes, after 30 minutes if the address has status “subscribed” or "unsubscribed.” If the email address in MailChimp is in status “pending” (added with double-opt in, but has not yet confirmed their subscription) or “cleaned” (the address bounced and was removed from the list), they will not be synced to Klaviyo. When an address confirms their subscription, they will move from “pending” to “subscribed” in MailChimp and will be synced to Klaviyo in the next periodic sync.

If I delete people in MailChimp, are they deleted in Klaviyo?

No, they are not deleted in Klaviyo.

I just switched from MailChimp and I want to pull in all of my customer email data into Klaviyo. Is that possible?

Welcome to Klaviyo! Yes, it is possible. Head here for step-by-step instructions. If you switch over from a different ESP than MailChimp, head here.

How often do integrations sync?

For a handy chart on how often integrations sync, head here.

Instead of filtering based on $value, filter the segment based on Revenue.

Where can I find a list of all possible integrations?

Navigate to your account’s Integrations tab and click on All Integrations. Here, you will find a list of all built-in integrations supported by Klaviyo. For more information about integrating with a specific platform, check out our help center for step-by-step instructions.

We’re switching to a new Shopify Theme, will this affect our Klaviyo integration?

No, changing themes in Shopify will not interrupt the built-integration. Order and customer data will continue to sync to Klaviyo. However, you’ll need to re-add the Web Tracking snippet and Viewed Product snippet. The HTML edits are not transitioned with the new theme, so you’ll need to add these again to track site activity in Klaviyo.

Additionally, any signup form that is built into the theme will need to be redirected to Klaviyo or swapped out for a Klaviyo form.


I keep seeing the term flow. What’s a flow?

Flows are a series of automated emails that can be targeted to a particular audience based on customer behavior. For instance, if a customer signs up for your newsletter or abandons a cart, you can set up a flow in Klaviyo that will send emails at given intervals to introduce your brand or remind someone to purchase the items in their cart. New to Klaviyo? Try customizing a pre-built flow and get started with a Welcome Flow or an Abandoned Cart Flow.

Can I trigger a flow around a holiday?

No. In order to trigger emails around a specific set date, like a holiday, you would also need to choose your target audience for these emails. To achieve this, you must schedule a campaign to a target list/segment on the date of your choosing. To schedule a series of emails leading up to a single date, you can use scheduled campaigns to ensure that each email is prepared in advance to send at the right time.

A lot of my emails are being skipped on my flow. Is there a reason why?

If you navigate to one of the emails on the flow and click View All Analytics > Recipient Activity > Skipped, you can see the reason why people were skipped. If it’s due to smart sending, that means that you have sent them an additional email within the last 16 hours. We enable this so that you don’t accidentally bombard your customers with emails, but it can be disabled. If you would like more information about Smart Sending you can look here. Head to our article on troubleshooting flow sending for more answers.

I have a Shopify store and I want to make a flow that has the same coupon in all the emails of the flow. Is this possible?

It is possible to use the same coupon in a multi-email flow. As long as you use the same coupon code within the coupon tag, the same coupon will be the same in all of the flow emails. Klaviyo will store every coupon code until it expires (up to 1 year). This means if you have a multi-email automated flow series, and you send someone a coupon code in Email #1, you can use the same coupon placeholder in Email #3 and we’ll give your customer the same exact code (unless the code has already expired).

What’s the difference between a transactional and marketing email in my flow?

A marketing email may welcome a customer to your brand after they sign up for your newsletter or remind them to purchase items they abandoned in their cart. The message is clear – promoting your brand and/or items you sell.

The purpose of a transactional message is to convey required or requested information, not to attempt to generate website traffic or sales. Transactional messages have to be evaluated by a specialized Klaviyo team member and if the message appears to be focused on marketing or selling, and not on conveying essential information, we will not approve it. If we detect that you have altered a transactional email to include marketing content after we approve it, this may result in account suspension.

In general, standard header/footer content is fine to include in a transactional message (i.e. footer links to your social media accounts or a header link to the sale section of your website). However, information about specific social media posts or highlighting current on-sale items, on the other hand, is not acceptable.

Why aren't my flows sending?

The most common reason your flows are not sending is if the status of your flow messages is not set to "live". For each flow message, there are three possible statues.

  • Live (green)
    Customers that meet all of your flow conditions will be sent live flow email.
  • Manual (orange)
    Customers that meet all of your flow conditions will be added to a special category, "Needs Review", but they will not receive any manual flow messages. Instead, they will wait in this category until you manually. Manual flow messages are a great way test if your flow is working, but not worry about accidentally sending any messages.
  • Draft (gray)
    Draft messages won't send to any customers. They are simply placeholders on the visual flow builder.

We've got a complete guide on troubleshooting flows that appear to not be sending, including other specific resources to get your flows up and running correctly. Check it out here.

How do I change my flow trigger?

Once you've created a flow you can't change that flow's trigger, but you can clone the flow and select a new trigger while cloning the flow.

For more details, check out our complete guide to changing a flow's trigger.


What’s the best time of day to send a campaign?

There isn’t a universal answer to this because it depends on the business and marketing strategy of your company. The best way to find out what works best for your company through A/B Testing your campaigns. When you A/B test a campaign you can alter the subject line, content, or send time to see if your customers tend to respond better to one email versus another.

What are good open and click rates for campaigns?

For a campaign of around 50,000 people, good unique opens are anywhere between 15 and 25% and good unique clicks between 1.5 and 4%. If you need assistance finding your campaign data, head over to our help document on campaign analytics for reference.

What does it mean to determine recipients based on selected list at send time instead of right now?

When your campaign is ready to send, you have the option to send it right at that moment or to schedule it for later. If you decide to schedule it for later, you have an option to send it to your target list as it looks the moment that you schedule the campaign, or to have Klaviyo send it to your list at the time the campaign is supposed to go out. For instance, if you have a campaign going out to your newsletter that you plan on sending in a week, you can plan to send it to the customers in your newsletter now or, by waiting to determine recipients at send time, you can include the customers who subscribed to the newsletter in the week between when the campaign was scheduled and when it was sent.

Signup Forms

My sign up form looks like it is working, but no one is being added to the list. Why is that?

If your list has double opt-in enabled, new subscribers will receive an email after opting in that prompts them to confirm their email address. Only after a new subscriber confirms their email address will they be added to your list. If you’re testing out a new form with a fake or invalid test email addresses and you have double opt-in enabled, you will not see these email addresses added to your list.

Why isn’t my sign up form showing on my site?

If your form is published in Klaviyo but not displaying:

  • Verify that you have the signup form code snippet installed on your site.
  • If you’re using an embedded form, verify that you have the embed code installed on your site.
  • Verify that your site is live.
  • Check the Behaviors tab in the Signup Form Builder to ensure that the form is configured to display on the URL that you are viewing.
  • Make sure you’re not using Internet Explorer. New signup forms won’t appear on Internet Explorer.
  • Re-run the test in incognito/private browsing mode in a new window. It may be that you have already closed the popup, which is why it isn’t displaying again. We cookie browsers for one year, so once someone closes a popup, they won’t see the same popup again for another year (unless they clear their cookies).

My signup form isn’t submitting. What’s wrong?

If your form is not submitting when you click the Submit button:

  • Verify that the list that the form is connected to has not been deleted.
  • Verify that the button is a Submit button, not a Close button.
  • Check your inbox for a confirmation email. If your list is set to double opt-in, you will not be added to it until you confirm your subscription.

Lists and Segments

Where are my subscribers coming from?

All lists have a growth report that outline how much the list has grown monthly/weekly. Customers can be added through Klaviyo embed forms ($embed, $modal, $flyout, custom source), through the User Interface (Quick Add, Import), through a native integration (MailChimp, Shopify, etc), or API (Klaviyo list API, 3rd Party platform integrations). To access the List growth tool, click into the subjected list. In the top right-hand corner, select the Reports dropdown, and review the list Growth Report.

I have a segment that is made from people being on my Newsletter list and list from an event. The number of people in the segment is smaller than the combination of the two lists. Are people getting skipped?

If a person belongs in both lists, they will be added to the segment once instead of twice. Find the total number of people who are in both lists (you can use segmentation to do this), and see if that accounts for the missing numbers in the segment. More information about segment conditions can be found here.

Why is my segment taking so long to load?

Segments are created in a processing queue that can occasionally get backed up. If you would like someone to review the status of your segment, please don’t hesitate to reach out.

How many lists can I have in my account?

You can have up to 1000 lists and segments. After that, you will need to delete either a list or segment to add more.

How many conditions can I have in a segment?

Currently, you can have up to 26 conditions for a particular segment.

I’m trying to import a list and it keeps failing. How do I fix this?

Some questions to ask:

  • Is the file in a different format besides a CSV file?
  • Is the file bigger than 50 MB?
  • Do you have any empty cells in the email address column?
  • Is there an email address in the wrong format? (correct format: klaviyo@example.com)
  • Are the timestamps formatted as something besides YYYY-mm-dd HH:MM:SS?
  • Are there duplicate column headers?

If you answered yes to any of these questions, try uploading the list again after the issues are fixed. For more list troubleshooting, head here. If you’re still having problems, don’t hesitate to reach out to us.

What’s a cross-sell segment and how do they work?

Cross-sell segments are intended to target people to sell products that are only relevant if the customer already owns another item. For example, creating a segment of people who have purchased a video game console and targeting them with a campaign about new video game arrivals to your store. This type of segment can be extremely effective. To find more information about cross-sell segments here.

Why aren’t certain products appearing in the segment dropdown?

If you’re trying to filter based on a particular item or collection within your store and it’s not appearing in the dropdown, there’s a chance that no one has purchased that product. You can copy and paste the product name in the value field and save it – so long as the product name you copy is identical to the product name in your store, the segment will recognize the value and map it to the right product as soon as it is purchased for the first time.

Why can’t I Quick Add/Import/Create sign up form for a segment?

Because segments are dynamic and built on fitting certain preset conditions, contacts will only be added to a segment when they fit the conditions of the segment. You cannot quick add, import a list, or make a sign-up form to add subscribers to a segment, but you can do that for a list.

When do segments update?

Dynamic segments update automatically and immediately. Once you create a segment, it will pull customers that meet the definitions you have established – this is why it’s important to confine a segment to a specific list if you are using it for a campaign email. Otherwise, you risk emailing people who have not opted in to receive marketing emails from you.

While segments are usually updated automatically, there are two notable exceptions.

  • Segments that rely on relative time conditions, which are only true after a certain period of time (i.e. purchased an email at least 5 days ago) these types of segments update every 48 hours instead of real-time.
  • Segments that rely on all “negative” conditions (i.e. everyone that is not in several specified lists) – these types of segments may update with a slight delay.

There is a customer who isn’t in my segment but should be. What do I do?

Check to make sure that the contact fits the conditions in the segment. If you’ve double checked, reach out to us for support!

Where can I find my master list of customers?

You can find all of the customers who have engaged with your site in the Profiles tab on your Klaviyo account.

Have you tried sending to a segment of engaged customers? In a three month period, Klaviyo looked at 2.5 billion emails (that’s billion, with a B) and found segmented emails led to 3 times greater increase in revenue per email recipient and 50% fewer unsubscribes. Want to give it a try? Klaviyo has a handful of built-in segments, but you can find ideas for great segments here.

How are segments different from lists?

A list is a static collection of people’s email addresses grouped under an identifiable label. You can add people to a list manually, or people can join a list themselves by subscribing through a form. Segments are defined by a set of conditions rather than a fixed list of people. A segment will grow as new people meet the conditions and shrink as people no longer meet them.

You would use a segment to send targeted emails, trigger email flows, or for your own analysis. If you need ideas for the types of segments to make, check out this article on creating customer engagement tiers.

So what does it mean to have a clean list?

A clean list is one that does not have customers who are not engaged with your content. To create a segment of unengaged customers, follow the guides on our List Cleaning page. Hesitant to let those people go? Try sending a win-back campaign to engage those customers.


The double opt-in has been disabled on a list, however, a customer still received a confirmation email. How do I turn off those emails?

Even if you have clicked the box asking to require subscribers to confirm their subscription, if a person is added through an API request (i.e. 3rd party platform integrations), they will still receive the email, regardless of the value in the box.

Why is there a difference in values between Google Analytics and Klaviyo?

Google Analytics uses pixel tracking and Klaviyo uses data directly from your database. Because of that, it’s likely the analytics between both services won’t align. In general, Klaviyo is much more accurate than Google Analytics.

For instance, if a subscriber receives an email, reads it, does not click on a link, but goes to your store directly and makes a purchase, Google Analytics doesn’t know that sale came from the received email, but Klaviyo does. Or say a subscriber receives an email, reads it, clicks on a link from their phone, but waits until later to complete their purchase, but they complete it on their laptop instead of their phone. In this case, Google Analytics does not record a conversion because they read and click the email on their phone, but not on their laptop. Klaviyo does see the conversion by stitching together the customer’s activity and noticing which email they read before making their purchase.

Because of this fundamental difference, we recommend deferring to Klaviyo’s conversion analytics.

What’s the difference between ‘Ordered Product’ and ‘Placed Order’?

Every time someone buys an item from your store, a single Placed Order event is tracked for the purchase, while Ordered Product event data will be added for each item purchased. For example, if someone buys a hat, watch, and socks, there will be one Placed Order event that contains information about tax, refunds, whole prices if there is a sale, etc. There would be three Ordered Product events – one for the hat, one for the watch, and one for the socks.


How do I use coupons in a flow for my Shopify store?

You will want to make sure that you’re integrated with Shopify and can see the Coupon tab in your Klaviyo dashboard. If you haven’t given Klaviyo proper permissions to create Shopify coupons, go to the Integrations tab and update your integration - wait for the page to reload before moving back to the coupons tab. Create your coupon in Klaviyo - Name, Prefix, Discount Type, Minimum Order Subtotal, Activation date, Expiration, etc.

To use your coupon in a flow email, navigate to the flow template that you would like to include it in, and place the dynamic placeholder variable in a text block that includes your coupon name, for example: {% coupon_code ‘CODE_FOR_YOUR_COUPON’ %}.

If I use the same coupon placeholder variable in multiple locations within a single email, will Klaviyo populate the same coupon code in all locations within this email?

Yes. Klaviyo will store every coupon code until it expires (up to 1 year). This means if you use the same placeholder variable multiple times in the same email, the same code will populate in all locations. This also means if you have a multi-email automated flow series, and you send someone a coupon code in Email #1, you can use the same coupon placeholder in Email #3 and we’ll give your customer the same exact code (unless the code has already expired).

Does Klaviyo store generated coupon codes anywhere I can access them?

Yes, you can view coupons that have been sent by heading to a customer’s profile and viewing the Coupons section within Klaviyo. If you need to email a customer their coupon, you can send them a personal email with the code.

One of my customers deleted the email where I sent them a coupon. How do I find their coupon code and send it to them?

You can do that by heading to a customer’s profile and viewing the Coupons section and sending them a personal email with the code.

Email Templates

Why does my email look awful in Outlook?

Outlook is known for rendering emails differently than most email providers, as well as differently depending on the specific version of Outlook used. For more specific details, check out our guide on why emails look different when viewed in Outlook.

As well, it's always a good idea to get a clear picture of how many of your customers are actually using Outlook to open and view your emails. Review your campaign analytics, and your flow analytics, and click into the advanced reports. From this screen you can get a good idea of how many of your customers are using Outlook.

From the sample report above, I can see that not a large number of customers are using Outlook. If the numbers were higher, I could take more proactive action to optimize my templates for Outlook.

Product Catalogs and Data Feeds

Old products are appearing in my feeds, can I refresh my Shopify catalog?

First, make sure the items that you don’t want to show up are marked as unpublished or deleted from your Shopify store. Next, head to your Integrations tab and make sure that your Shopify integration looks as if it is working correctly. After that, head to your Catalog in Klaviyo and make sure that the items that shouldn’t be showing up are marked as unpublished. If you haven’t been able to resolve this issue, ask the support team.

How do I create a Product Feed on new products/catalog?

To create a product feed, click into the Data Feeds tab in Klaviyo. By default, Klaviyo will provide a product feed containing all product categories. Dependent on the ecommerce integration, you’ll see the prefix for the feed in the title, SHOP for Shopify, MAG for Magento, etc.

To add a product feed, click add product feed in the top right and name your feed something specific, so you know what is populating in the feed. Define the weighting by popular products or trending/recently popular products. Popularity is calculated by dividing the number of times a specific product was bought by the total number of products sold over the period of last 90 days, while weighting by trending products gives more weight to products that are bought frequently and recently over the last 90 days. It’s possible that if you have two products that are equally popular, but because the purchases for product A surges earlier than product B over the last 90 days, product B will be shown as trending higher. Finally, define the categories that will be featured for the feed, and exclude any you wouldn’t want to appear.

For more information about product feeds, head here.

How do product feeds work?

Product feeds work by pulling certain products into a template dynamically, based on the way that you’ve set up the feed. There are a number of options you can configure when creating a product feed, such as the collections or categories of products you’d like to include or exclude, how the feed will be weighted, and how it will look.

There are two components when it comes to how we sort and present product recommendations: a personal recommendation engine and a weighting system.

Any products that do not have images associated with them will get filtered out automatically. Additionally, for each email recipient, we will automatically filter out products the recipient has purchased in the past. If products are out of stock, Klaviyo will consider them "unpublished" in your catalog and not show these products in your feeds.

Popularity is calculated by dividing the number of times a specific product was purchased by the total number of products sold over the period of the last 90 days. This means a new surge in a single product may not impact a product feed immediately.

If you have more questions, more information can be found here. You can also reach out to a member of our support team.

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