How to Segment for Form Results

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By creating and analyzing the right segments, you can glean information about who enters your account through Klaviyo forms. This information will show you which forms work best for your audience, and allow you to analyze customer behavior and properties over time. In this article, you will learn how to create segments to see who submits your Klaviyo forms and how they responded.

Segment for Form Identification with the $source Hidden Field

Hidden Fields are properties that you add to a Klaviyo form that customers do not see. They are attached to the submit button and typically collect information on form content or their locations on your site. How you name your hidden field property is how you identify these characteristics, and by default, all forms have the $source hidden field (which is the name of the form itself).

The most important forms to enable on your site are ones that link to and fuel your general list of customers, such as a newsletter list. To see who is currently in your newsletter list and entered via this form, create a segment with the following criteria:

  • $source equals your form (in this case, Join The Book Exchange), AND
  • If someone is not suppressed, AND
  • If someone is in your Newsletter list


Here, $source is the form: Join the Book Exchange. It takes on the name of your form to identify the avenue through which the profile entered into Klaviyo. If you have multiple forms leading to a single list (such as a popup and an embed) that you want to include in this segment, add both sources separated by an OR condition.

Segment for Form Results Using Custom Hidden Fields

Your newsletter form is not the only signup form you likely have on your ecommerce site, and you may have multiple forms spread out across your ecommerce site. To find out which form someone submitted to enter into your Klaviyo account, you can use customized hidden fields as well.

In the example below, this hidden field is named URL and showcases the page where a customer submitted the form. This allows you to see where on your site they were browsing and what they are likely interested in that caused them to subscribe.


When they subscribe, the URL property will appear on their profile within the Information section.


To find out who fills out this form, create a segment only including those who have this property attached to their profile. This segment will include Properties about someone > the URL hidden field property.


For more information on what hidden fields are and how to use them, see the designated section in our Guide to Properties.

Segment for Form Results with Profile Properties

You can likewise create segments to view form results that have several response options if, for example, you have a form that collects survey responses. To do this, segment using profile properties that are attributed to these results. Profile properties are bits of information about the profiles in your account, and are categorized in two ways:

  • Klaviyo properties
    Properties that are pre-constructed in Klaviyo (e.g., Email, Address, First Name, etc.)
  • Custom properties
    Properties that you customize yourself

For example, say you run a bakery and want to target customers with content that specifically appeals to them. You can set up a form asking customers if they like chocolate, vanilla, or both.


When someone fills out this form, these preferences will save as profile properties that you can then use to segment. If you want to target customers who prefer chocolate, then your segment would look something like this:


Use this segment to analyze your customer preferences, and then send them content that directly applies to them. This allows you to fully own your marketing and connect with your customers.

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