Getting started with Live Events
Learn how to add live events to Klaviyo so you can reach the right audience about something happening at a specific time and place.
A live event is anything time-bound: an in-store class, a pop-up shop, a collaboration, a weekend sale. It can take place at one of your locations, at several, or somewhere you have no permanent location at all, such as a holiday market or a third-party retailer. Locations and Live Events are both part of Location Hub, and each has its own place under Audience in the left navigation.
Before you begin
- Owner, Admin, and Manager have write access. Campaign coordinator, content manager, and social media manager have read-only access.
- You do not need any locations set up to create a live event.
Live events do not use a profile property. Profiles are reached through the segments you link to the event.
Create a live event
- Navigate to Audience > Live Events.
- Click Create an event.
- Complete the 2 setup steps: details and segments.
Add event details
Required fields
- Event name
- Event type: Collaboration, In-store event, Social event, or Pop-up shop. If none apply, create your own
- Start date and time, and end date and time
- An address, either from a location or entered manually
Optional fields
- Event description, up to 500 characters
- Event URL, such as a registration or ticketing page
Choosing where the event takes place
- At one of your locations. Select a primary location, then select Use primary location's address to fill in the address from that location.
- Across several of your locations. Select a primary location, then add others under Select additional locations. Klaviyo uses this to suggest segments for every location involved.
- Somewhere else. Clear Use primary location's address and enter the address yourself. Use this for pop-ups, markets, and events hosted at third-party retailers.
Event times use the time zone determined from your event address.
Link segments
Segments define who you can reach about this event. If you selected one or more locations, Klaviyo pre-selects the segments linked to those locations. You can keep them, remove them, or search for others.
If your event has no location, nothing is pre-selected. Create a new segment or link existing ones, the same way you would for a location.
View your event
Each event has its own detail page with 2 tabs: Overview and Segments. From the Overview tab, Notify audience opens Composer with a prompt built from the event's name, description, dates, address, and linked segments.
If your account is out of Composer credits, the prompt still opens but cannot be sent.
The Live Events list shows every event with its status, start date, type, locations, and address. Events are marked Live while they are running and Past once they have ended. Switch to Calendar to see events laid out by month, which is useful for sharing what is happening and when across your locations.
Understand your event reporting
Total people reached across channels
How many people you have notified about this event, broken out by text, email, push, and WhatsApp, with a total across all channels. This counts recipients of the campaigns sent to the segments linked to this event. Use it to understand how many people know the event is happening.
Campaign performance
Every campaign sent to the segments linked to this event, so you have a record of what you have already sent without searching the campaigns page. Campaigns are matched through linked segments, so a campaign appears here only if it was sent to at least 1 segment linked to this event.
Segments
Aggregated data across all segments linked to this event: total profiles, profiles added, profiles dropped, and net change, plus a growth chart.
Total profile count includes a profile once for each segment it belongs to, so a profile in 2 linked segments is counted twice.
Event revenue
Revenue from an event appears on the Performance tab of the location the event is linked to, not on the event itself. This requires Shopify POS. An event with no linked location has no revenue reporting. See Understanding location reporting.
Troubleshooting
No data on the Segments tab.
The event has no linked segments. Add them in the event's settings.
A campaign is missing from campaign performance.
Campaigns are matched through linked segments. A campaign sent to a different audience will not appear here, even if it was about this event.
No revenue for this event.
Event revenue appears on the linked location's Performance tab and requires Shopify POS. An event with no linked location has no revenue reporting.
Best practices
- Link the event to a location where you can. It pre-selects the right segments and lets the event's revenue appear in that location's reporting.
- Fill in the description. Composer uses it, along with the dates and address, when you notify your audience.
- Link segments before you send. Campaigns are matched to events through segments, so an event with no segments has no audience and no reporting.
Outcome
You can add a live event, give it an audience, and notify that audience about it. Your event detail page shows how many people you have reached, which campaigns you have sent, and how that audience is growing.