Types of Information Exchanged Between Klaviyo and Apps

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Overview

When you integrate a third-party application with Klaviyo, the two platforms exchange information. Most data exchange with Klaviyo is one-way; data is pulled into your Klaviyo account so you can leverage a broad scope of your customers' data within Klaviyo. In this article, we'll provide a brief overview of what types of data are exchanged between Klaviyo and external apps, and where that data is found in your Klaviyo account. 

Types of Data

Klaviyo syncs several types of data with external applications:

  1. Event Data
    Events are populated along a customer's timeline each time they take a certain action. Within a Klaviyo account, each type of event is called a metric. For example, Active on Site, Placed Order, and Fulfilled Order are all event metrics that are synced to Klaviyo. There can be multiple instances of event data for one contact, as long as they take the corresponding action more than once. For instance, when a customer places several orders on your website, they will have several Placed Order metrics listed on their timeline.  
  2. Profile Data
    Profile data describes an aspect of a contact's identity. Profile data is made up of special properties and custom properties. Special properties are natively tracked within Klaviyo and include attributes such as First Active, Last Active, Source, First Name and Last Name. Custom properties are additional profile data which are often specific to your business. You have the option to create your own custom properties within Klaviyo such as gender, birthday or product preference. Custom properties can also be pulled in through a third-party app integration. For example, you can import reviews, ratings or other information not natively tracked within Klaviyo via third-party is not natively tracked within Klaviyo through a third-party app integration.
  3. Catalog Data
    Catalog data describes items found within your product catalog. This data is frequently modified on your ecommerce platform as you add or remove products from your store. Examples of catalog data include variants such as color and size. Within Klaviyo, catalog data is pulled in and used to populate product feeds, campaigns, and flow emails.

Where to View Event Data 

Event data appears in several places within Klaviyo. You can find event data associated with a customer within their profile. Since event data can be used to build targeted segments and filter flows, you'll find event metrics listed as options within the segment builder and flow builder.  

Event Timeline Within a Profile

You can view a timeline of events associated with a customer within their profile. In your Klaviyo account, navigate to the Profiles tab and select a customer profile.

By default, the events filter is set to All Metrics. You can change this metric by selecting another option from the dropdown.

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Metrics Snapshot within a Profile
Each profile has a METRICS snapshot located on the right-hand side.  You can adjust what metrics you see within this section by clicking Edit and selecting what metrics are displayed.

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You can choose to display any and all events your customer has experienced in this section.  

 This section will quantify activity from the last 30 days as well as all-time.  Each of your contacts has a Metrics Snapshot located on the right-hand side of their profile.

Dive Deeper into Event Data   

Events can be associated with additional, related data called metadata. Metadata varies according to event type. Some events are simpler and are not associated with metadata such as Received email. More complex events are often associated with metadata. For example, a Placed Order event is associated with details about the item purchased such as price, style, quantity, and whether a discount was applied.

Within a customer's event timeline, data associated with an event can be viewed in two places:

  • Event Details

    Click Details beneath the event listing. Not every event contains metadata, but when there is metadata associated with an event it can be viewed by clicking Details beneath the event listing. An event on a customer timeline is also referred to as an activity.

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    This Placed Order event includes metadata related to Item, Quantity, Discounts, etc...
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    All metadata listed in this section can be used in the segment builder and the flow builder.

  • Event Timestamp

    Click on the timestamp to the right of an event to open an Activity Details window.

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    Activity Details contains a list of all metadata associated with the event. Top-level attributes such as Collections, Discount Codes, and Items can be collapsed and expanded to display even more detailed information.

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    All data listed within Activity Details, excluding data listed in the extra section, can be used within the segment builder.

    All data listed within Activity Details, including data listed in the extra section, can be used within the flow builder. Data listed in the extra section can be used to populate flow email templates.
    For example, the extra section may contain images or prices of items. Use this data to populate your abandoned cart emails with images and prices of items your customers left behind.

Hyper-personalize your customer's experience by using the highly granular data available within your Klaviyo account. Get a taste of this granularity by logging into your Klaviyo account and viewing a sample of your customers' event data. Each event detail can be used to personalize your customer's journey through detailed segmenting and personalized flows. 

Events Listed on the Metrics Tab

The Metrics tab contains a list of all events being tracked within your Klaviyo account. Metrics include events tracked by Klaviyo, as well as events that are synced through third-party apps. Each metric has an associated icon that indicates where the metric is coming from. For example, Klaviyo-originated metrics are associated with a Klaivyo icon, API-originated metrics are associated with a gear icon, and Shopify-originated metrics are associated with a Shopify icon.

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Sometimes events have additional data associated with it. These additional details are sometimes referred to as metadata, attributes or variables.

Event Options within Targeted Segments

Event data can be used to define a segment. After you've created a segment, you can choose a definition based on a metric that describes what a customer has or has not done. You can then choose one metric from a list of all metrics available in your Klaviyo account.

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In this example, available metrics include Klaviyo metrics, API metrics, Typeform metrics, and Shopify metrics. For a complete list of metrics available, head over to the Metrics section within your Klaviyo account.

Event Options within a Flow Filter

Flows can be filtered based on an event. When you setup a flow filter, you can choose an event metric as part of the filter definition. For example, customers who enter an abandoned cart flow can be filtered out of the flow when they place an order.

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In this abandoned cart flow, the Placed Order metric is chosen from all available metrics. Note that the Placed Order event is a Shopify metric, which was synced into Klaviyo when the customer placed an order in the Shopify store.

Event metrics can also be referenced in a flow email by inserting template tags. Template tags pull event data into an email. For example, you can include an image and price of an item in an abandoned cart email. Learn more about using template tags and variable syntax.

Where to View Profile Data

Profile data and custom profile data can be viewed within your contacts' profile pages. You can also build segments and flows based on profile attributes.

Profile Data Listed on a Contact Record

The CONTACTS section and the INFORMATION section both contain profile data. From your Klaviyo account, navigate to the Profiles tab and click on a contact.

The INFORMATION section contains special properties and custom data.

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We call each piece of data listed within the INFORMATION section a 'special property.' We call each piece of data listed within the Custom Properties subsection a 'custom property.'

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You can add custom properties to a contact's profile. Head to our article on Adding Customer Properties to a Contact Profile to learn more.

Hyper-personalize your customer's experience by using the highly granular data available within your Klaviyo account. Get a taste of this granularity by logging into your Klaviyo account and viewing a sample of your customer data. Each profile attribute can be used to personalize each customer's journey through detailed segmenting and personalized flows.

 

Profile Data within Segment Definitions

You can use profile attributes to build targeted segments. For example, region and gender are types of profile data that can be used to define a segment of your customers. If you are running a promo event in La Jolla, California in the spring, you can build a segment of contacts who are female and living within a 25-mile radius of the zip code 92037.

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Notice that the conditions "Properties about someone" and "Someone's proximity to a location" both point to a selection of profile data fields.

Profile Data in Flow Filters

You can pull profile data into flow filters to determine which customers should remain in a flow.
Flows can also be triggered by a date property. For example, Klaviyo's pre-built birthday flow references a date field that occurs every year.

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Head to our article on date property triggered flow for more information.

Where to View Catalog Data

Catalog data includes information related to your product catalog such as photos, descriptions and stock information. You can insert catalog data into your campaign and flow emails by embedding a product block in your email templates. There are several ways to insert catalog items into your product block. Static catalog items can be inserted into a product block, or a dynamic product feed can be embedded in a product block. Dynamic product feeds pull catalog items based on an algorithm, so you can choose to display trending items, best selling items, or a collection of items based on a customer's behavior.

You can learn how to insert a product block or review this guide to product feeds and recommendations.

Catalog Data in Campaign Emails

Products can be featured prominently in your campaign emails. For example, you can feature product images, product names and product prices pulled from your product catalog in your new product launch campaign.

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The images featured in this campaign email were inserted as part of a product block and selected manually from a product catalog.

Product Feeds in Flow Emails

Product feeds pull catalog data so they can be displayed dynamically in a customer email. For example, you may want to include a product feed of recommended items in a customer winback flow.

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This is the second email within a customer winback where a product feed has been set up to display trending items.

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