Profiles and properties glossary
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The glossary below defines common terms regarding profiles and properties in Klaviyo.
A
Active profiles: profiles in Klaviyo that can receive email marketing and are not suppressed for email.
Activity log: a timeline of events associated with a profile that shows their interactions with your business. The default view includes All events, and you can use the dropdown to filter activity by up to 5 metrics. The activity log appears on the right side of the profile page; on smaller screens, open the Activity log tab.
Address: the primary address of a given profile.
Address 2: the second line of a profile’s address, if applicable.
C
Channels: the channel information on the Details tab of a profile. It shows the contact’s consent status and ability to receive messages through channels such as email, SMS, and mobile push notifications. Expand a channel to see subscription and suppression details.
City: the city that a profile is located in.
Consent: whether the profile has consented to receive your marketing channels.
$consent_form_id: the ID of the form that collected a profile's consent (if applicable).
$consent_form_version: the version of the Klaviyo sign-up form that collected a profile's consent. This property is recorded for form submissions whether or not the form is running an A/B test.
$consent_method: the method through which a profile consented to receive marketing from your brand (e.g., via a form, at checkout, etc.).
Contact information: a profile’s name, email address, phone number, and location appear in the profile header when available. Organization and title appear in Information on the Details tab.
Country: the country that a profile is located in.
Coupons: a section on the Details tab of a profile that contains information about coupons and coupon codes that a customer has received. This section won’t appear if there are no coupons to display. It includes unique coupon codes sent through Klaviyo, not static codes that you create in Shopify or another ecommerce platform. Codes that expired more than 90 days ago are not shown.
Custom properties: properties that you generate yourself and are specific to your content, brand, and use case; they’re found under Custom properties on the Details tab of a profile. Properties added by integrations will also appear as custom properties.
D
Date Added: an option found in the Property column when exporting a list or segment. This reflects the date the profile was added to the list or segment being exported.
E
Email: the profile’s email address.
F
First Active: the first time that a profile engaged with your account. The date recorded represents the first time the contact was active (e.g., opened or clicked an email, visited your website, made a purchase, etc.).
First Name: the profile’s first name.
I
$id: the external ID that can be used as a primary identifier on the profile — typically used in place of an email address. Note that using the $id property for identifying profiles is often not a best practice. It should only be used if you plan to use $id instead of email to identify profiles; otherwise there's a risk of duplicate profiles existing in your account. If you choose to do this, please refer to our API documentation to learn how to use it for template sends, personal messages, and targeted exports. As of April 2022, the external id ($id) property has a limit of 64 characters.
Information: a section on the Details tab of a profile that contains profile details, the Klaviyo-assigned First active and Last active dates, how the contact found you, and the date and time the profile was created and updated. Custom property values are in the separate Custom properties card.
K
Klaviyo ID: a unique ID that you can find by navigating to a profile and looking for the 26-character ID (or 6-character ID in some cases) in the URL.
Klaviyo properties: default properties in your Klaviyo account. You will find them in various spots within a profile; when exported in a CSV file, many are identified by a dollar sign ($) prefix.
L
Last Active: the date of the most recent recorded activity that the profile has taken.
Last Click: the date of this profile’s most recent recorded click.
Last Name: the profile’s last name.
Last Open: the date of this profile’s most recent recorded open.
Latitude: the latitude associated with the profile’s location.
Lists and segments: a tab on a profile that shows all of the lists and segments someone is a member of and the date they were added. Users who can edit profiles can remove them from lists. You cannot manually remove a profile from a segment; segment membership is determined by its conditions.
$locale: the locale of the profile stored in IETF BCP 47 language tag format. Shopify's locale field syncs automatically to $locale in Klaviyo.
$locale_language: the ISO 639-1/2 language sub-tag derived from the $locale property.
$locale_country: the ISO 3166 alpha-2 country sub-tag derived from $locale property.
Longitude: the longitude associated with the profile’s location.
M
Messages: a tab on a profile where you can review sent and skipped emails. Use Activity to switch between Delivered and Skipped, and Type to choose Campaigns, Flows, or Personal. Select Send personal email to create an email for the profile if you have permission to send personal messages.
Metrics: a section on the Metrics and insights tab of a profile where you can adjust which metrics you see on the profile. This section quantifies metric activity for the last 30 days or all time.
O
Organization: the organization (i.e., place of business) where this profile works.
P
Phone Number: the profile’s phone number.
Predictive analytics: a section on the Metrics and insights tab of a profile that displays the contact's customer lifetime value (including historic, predicted, and total CLV), churn risk prediction, average time between orders, expected date of next order, and average order value when the data is available. CLV predictions require at least 500 customers who placed an order, an ecommerce integration (e.g., Shopify, BigCommerce, etc.) or use of our API to send placed orders, at least 180 days of order history, placed orders within the last 30 days, and at least some customers who have placed 3 or more orders.
Profile: a contact stored in your Klaviyo account.
Profile Created On: the date that the profile was created in your Klaviyo account.
Profile property: a characteristic associated with a contact’s profile that you can use to create robust segments, trigger flows, craft targeted messaging, and more.
S
SMS Consent Timestamp: a timestamp that appears on a profile when they subscribe to SMS marketing from your brand.
SMS promotional consent: consent for SMS marketing messages, which includes SMS campaigns and all flows. With promotional consent, you can also send transactional messages. On a profile, this appears as Text messaging marketing.
SMS transactional consent: consent for SMS transactional messages, including SMS conversations and flow messages marked as transactional, such as order updates. It does not permit SMS marketing messages. On a profile, this appears as Text messaging transactional.
Source: a custom property, stored as $source, that records how a profile was added or subscribed. Klaviyo sign-up forms set it to the form name by default through a hidden field, which you can customize. This property is not present on every profile. Find it under Custom properties on the Details tab.
State / Region: the state or region where a profile is located.
Suppressed profiles: profiles in Klaviyo that cannot receive email marketing. A person can become suppressed because they unsubscribed or marked an email as spam, an email sent to them hard bounced or soft bounced 7 consecutive times within the past 2 years, they were suppressed in a previous email service provider, or you manually suppressed them.
T
Timezone: the time zone associated with the profile’s location.
Title: the title (e.g., position) this profile holds at their company.
Z
Zip Code: the zip code (i.e., postal code) associated with the profile’s location.