Klaviyo

Klaviyo is the email and SMS platform most DTC brands run retention on — flows, campaigns, segmentation and the revenue attribution that comes with them.

Klaviyo can only message a profile it knows about. Every anonymous session is an abandonment flow that never fires, which is why the size of your identified audience sets the ceiling on flow revenue.

Klaviyo is built around the profile. Every event it receives is attached to a profile keyed on email or phone; if neither is present and no existing profile matches, there is nothing to attach the event to. Flows are triggered by metrics — Started Checkout, Viewed Product, Placed Order — and branch on profile properties and event data. Campaigns target segments built from those same properties. Revenue attribution works by tying a Placed Order event back to the message that preceded it. The chain only holds if the profile existed at the moment the behaviour happened.

Klaviyo’s ceiling is the size of the audience it can identify, not the quality of your flows. Upstack resolves anonymous sessions against a 750M+ device graph before events reach Klaviyo, so browse and abandonment flows fire for visitors Klaviyo never had a profile for. The flows do not change; the number of people they can reach does. The same resolved order also powers Klaviyo’s revenue attribution and the conversions sent to your ad platforms, so the two reports stop disagreeing about the same month.