A Klaviyo agency that knowswhere Klaviyo breaks.
Klaviyo is documented down to the detail, and the details are where accounts quietly fail. Klaviyo supports one integration of any type per account, so two stores on the same platform mean two accounts, and Shopify's own Abandoned Cart Recovery keeps sending until somebody turns it off by hand. Tags added to an order after it's processed never reach Klaviyo, and Klaviyo doesn't re-sync them, so segments built on those tags stay empty, and none of it shows up as an error. Our Klaviyo agency work is the judgment on top of the platform: which flows to build and on which trigger, how segments are structured before they hit the caps, what your attribution windows are set to, and why your Klaviyo revenue number won't match GA4.
- An account audit before anything gets rebuilt: integration, consent, deliverability, attribution
- Shopify's own cart recovery confirmed off before a Klaviyo cart flow goes live
- Attribution windows set deliberately, written down, reported the same way every month
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Most Klaviyo Accounts Were Set Up Once And Never Audited
Somebody connected Shopify, switched on a welcome flow and a cart flow, and moved on. The list grew. Segments got built one campaign at a time and never got deleted. Nobody has opened the deliverability settings since.
The account still sends, which is why nobody looks. Klaviyo doesn’t raise an alarm when the app embed is off and browse abandonment never fires, when a segment is built on Shopify order tags that never synced, or when two cart programs are running because Shopify’s own recovery emails were never switched off. Revenue still lands in the dashboard, so nothing looks broken.
Meanwhile a competitor with a worse product sends fewer, better-aimed messages from an account somebody actually owns. They’re not better than you. Their setup just stopped leaking first.
Klaviyo publishes its limits. Building inside them on purpose is the job.
Klaviyo's documentation is unusually complete. It publishes the caps on lists and segments, the exact attribution windows, what syncs from Shopify in real time and what never syncs at all. Almost none of it is a secret, and almost none of it gets read before an account is built.
So the platform isn't the differentiator. Every agency gets the same Klaviyo you do. The difference is whether somebody checked the limits before building, and whether anyone can still explain the setup a year later.
A concrete example. Klaviyo's list and segment limits (opens in new tab) put most accounts at up to 1,000 lists, up to 1,000 active segments and up to 100 criteria per segment, and nothing is deleted automatically. At the cap you can't save anything new until someone frees space. Inactive segments don't count against the active limit, which is the documented escape hatch most accounts have never used.
That's the work we take on. We audit the account against what Klaviyo documents, fix what's silently off before building anything new, rebuild flows around the right trigger, keep segments inside the caps, set attribution deliberately, and hand you a written map of all of it. Read the docs, fix the foundation, write it down.
What Our Klaviyo Agency Work Actually Covers
Klaviyo Flows Built On The Right Trigger
Klaviyo documents six flow trigger types: added to list, added to segment, metric, date property, price drop and low inventory. Its flow triggers and filters documentation (opens in new tab) also says performance metrics such as Opened Email and Clicked Email can't trigger a flow, and that a metric-based trigger filter is checked only when someone first enters, while profile filters are checked again before every message sends. For which flows return the most, see our ranking of the best Klaviyo flows, and the build detail in the abandoned cart recovery flow.
- Welcome, cart, browse abandonment, post-purchase and win-back flows
- Trigger filters and profile filters set separately, on purpose
- Abandoned cart on Checkout Started, filtered against placed orders
- Shopify's own cart recovery switched off before the flow launches
Klaviyo Segments That Stay Under The Caps
Lists are static and segments update in close to real time, and segments pull from every contact in the account, so membership in one never implies opt-in. Klaviyo limits a single campaign to a maximum of 15 lists or segments, deduping profiles that appear in more than one, per its campaign documentation (opens in new tab), and its segment conditions reference (opens in new tab) notes that the EU (GDPR) condition doesn't include the UK, so UK audiences need their own location rule. Klaviyo claims highly segmented campaigns return more than three times the revenue per recipient of unsegmented ones. That figure comes from Klaviyo's own analysis of US campaigns sent in Q4 2017 (opens in new tab), so we treat it as a dated vendor claim. Segmentation strategy runs deeper on our customer segmentation strategy page.
- A segment inventory: what's live, what's dead, what's duplicated
- Dead segments retired to inactive rather than left against the cap
- Sending rules kept separate from segment membership
- UK audiences given their own rule instead of an EU one
Klaviyo SMS Scoped Before It's Sold
Klaviyo's SMS availability documentation (opens in new tab) lists 23 supported countries, notes that the United States entry covers the 50 states only rather than Puerto Rico or other territories, and says two-way messaging isn't available for branded sender IDs, which removes conversations, opt-in keywords and opt-out keywords wherever one is used. Klaviyo doesn't track SMS open rates at all, so click rate is the metric it directs you to, and clicks only register on links sent through Klaviyo's own shortener. Message cost is rate times recipients times message segments, per its mobile messaging documentation (opens in new tab).
- SMS at 160 characters, or 70 with an emoji or special character
- Split messages carry a header, leaving 153 characters per segment
- MMS up to 1,600 characters, with an image or GIF under 600 KB
- Inbound messages, opt-in confirmations and STOP replies aren't billable
The Klaviyo Deliverability Setup, Done First
Klaviyo's deliverability best practices (opens in new tab) advise every account to set up a branded sending domain, and recommend a branded sending domain with DMARC for accounts above 5,000 profiles to avoid performance disruption from Yahoo and Gmail sender requirements. Klaviyo recommends a dedicated IP only for senders consistently above 1,000,000 emails a month, notes that not every account qualifies for one, and says shared IPs work better for smaller senders without a regular schedule. Its best-practice thresholds are unsubscribe rates under 0.3% and spam complaint rates below 0.01%. What the mailbox providers themselves require is in our guide to email deliverability in 2026.
- Branded sending domain with DMARC, verified before volume climbs
- Dedicated click tracking with SSL instead of the shared default
- A warming plan when the account qualifies for guided warming
- Unsubscribe and complaint rates watched against Klaviyo's thresholds
Klaviyo Data And Reporting, Named Correctly
Klaviyo renamed its CDP to Advanced Klaviyo Data Platform, and its billing documentation (opens in new tab) prices it on total profiles, meaning subscribers plus suppressions plus non-subscribers, which is a different denominator from the marketing plan's active profiles. Advanced KDP and Marketing Analytics are mutually exclusive: one has to be canceled before the other can be added. Predictive fields including Predicted CLV, Churn Risk Prediction and Average Time Between Orders need a documented data floor before they appear at all, per Klaviyo's predictive analytics documentation (opens in new tab), which also says the CLV model is retrained at least weekly. We've written about turning purchase history into repeat revenue.
- A read on whether Advanced KDP or Marketing Analytics is worth buying
- Predictive analytics prerequisites checked before they're promised
- Attribution windows chosen deliberately and documented
- Reporting built to mean the same thing month over month
The Klaviyo And Shopify Integration, Verified
Klaviyo supports only one integration of any type within a single account and isn't optimized for more than one ecommerce store per instance, per its integrations FAQ (opens in new tab), so two stores of the same type mean two Klaviyo accounts. Its Shopify data reference (opens in new tab) lists 15 metrics that sync, including Checkout Started, Placed Order, Viewed Product and Active on Site, and notes the last two are tracked by a Klaviyo snippet rather than natively by Shopify. On first integration Klaviyo syncs the last 90 days and then runs a full historical sync that can take from a few minutes to several days. For the wider app stack see our post on Klaviyo integrations, and Shopify automation services for the store-side work those messages depend on.
- App embed verified on, so browse and onsite events actually fire
- Multi-store setups scoped before anything gets connected
- Consent syncing from Shopify checked rather than assumed
- Collection data syncs every 12 hours, so timing-sensitive sends allow for it
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What Klaviyo Costs, And What's Billed Separately
The bill has two denominators and eight separate products. Know which ones you're on before you compare proposals.
Klaviyo’s pricing page (opens in new tab) lists a free plan at up to 250 active profiles, 500 email sends a month, $5 of mobile messages and $5 of Composer usage, with full email support for the first 60 days and the help center after that. Past 250 profiles or 500 sends, the free plan stops sending until the next cycle or an upgrade.
Past the free plan Klaviyo publishes no tier-by-tier price table: the pricing page quotes paid plans through an interactive plan builder, so the number moves with the profile count and the channels you select. The structured data behind that page still carries retired credit-based figures, so price a plan in the builder or in your account rather than from a screenshot.
Two things drive a marketing plan’s bill: active profiles and emails sent. Klaviyo’s billing documentation (opens in new tab) defines an active profile as any profile that can be emailed through Klaviyo regardless of consent status, which includes someone who handed over an email at checkout and never opted in. Exceeding the profile limit on a paid plan doesn’t stop your sends: Klaviyo notifies you and moves you up a tier next cycle. After suppressing or deleting profiles the count can take up to 72 hours to refresh, and double opt-in confirmation emails don’t count toward send usage at all.
Mobile messaging is bought upfront as a monthly spend that resets each month and doesn’t roll over. As of July 13, 2026, Klaviyo replaced mobile messaging credits with per-message dollar rates (opens in new tab), added more than 70 new plan tiers, and split US and Canada SMS pricing between toll-free and short code numbers, with carrier fees still bundled into the rate rather than billed as a line item.
Exact rates aren’t published anywhere public: Klaviyo’s mobile messaging documentation routes rate lookup into your account, under Settings, Billing, Account Usage. So there’s no public US per-message rate to quote, and a proposal that quotes one is quoting the worked example from the docs.
Eight things are billed separately from email and SMS: Reviews, Advanced Klaviyo Data Platform, Marketing Analytics, Customer Hub, Helpdesk, Customer Agent, Social Marketing and Composer, whose AI credits expire at the end of each billing period with no rollover. Klaviyo Reviews (opens in new tab) also requires Shopify or WooCommerce and isn’t included with an email or SMS plan. We scope the products you need and say plainly which ones you don’t.
- +Free plan: 250 active profiles, 500 email sends, $5 of mobile messages
- +Active profiles include people who never opted in
- +Mobile messaging: dollar rates since July 13, 2026, visible in-account
- +Reviews, Advanced KDP, Marketing Analytics and Composer: billed separately
Where Klaviyo Implementations Break
Migration Day, Without A Double Opt-In Blast
Klaviyo's Shopify setup guide (opens in new tab) warns that failing to disconnect a previous email platform from Shopify before integrating can send double opt-in emails to your existing subscriber list. The same guide documents that SMS consent only syncs from Shopify when someone subscribes there for the first time, so historical Shopify SMS subscribers need a separate process. Guided warming has its own prerequisites, and an account has to meet all four: a recently created account, at least 5,000 active profiles, at least 100 email clicks or opens in the last 30 days, and at least one campaign sent to 1,000 or more recipients in the last 30 days, per Klaviyo's guided warming documentation (opens in new tab).
- The prior platform disconnected from Shopify before Klaviyo connects
- Historical SMS consent handled as its own migration task
- Re-warming skipped only where Klaviyo's domain rule says it can be
- Onsite tracking checked against EU, UK and Swiss consent settings
The Events That Silently Never Fire
Viewed Product and Active on Site only start tracking once the Klaviyo app embed is on in your theme, so browse abandonment and onsite personalization can sit dead while every other number looks normal. Checkout Started fires after the customer fills in their email, and Klaviyo notes that on customized checkouts customers may need to progress further before it fires at all. Based on Shopify's customer privacy settings, Klaviyo may not track onsite events for visitors in the EU, EEA, UK and Switzerland without consent.
- App embed status confirmed, not assumed
- Browse abandonment tested with a real session before it ships
- Checkout behavior checked where the checkout is customized
- Consent-gated tracking accounted for in European segments
The Caps You Hit Years After Setup
Klaviyo caps most accounts at 1,000 active segments and 100 conditions per segment, and nothing is removed automatically, so the first symptom is usually that nobody can save a new segment. On the profile side, Multi-Email Profiles (opens in new tab) holds up to five email addresses on one profile, and adding a sixth adds the new address and removes the least recently updated one; each address keeps its own consent and suppression status, and Klaviyo picks the primary by consent, then engagement, then recency. Custom properties syncing back to Shopify are bound by Shopify's limit of 250 metafield definitions per object, per Klaviyo's sync documentation (opens in new tab).
- Dead segments retired to inactive, which the active cap doesn't count
- Segment logic simplified well before it reaches 100 conditions
- Custom properties kept under Shopify's metafield definition limit
- Duplicate profiles reconciled against a real identifier
Two Programs Sending To The Same Person
Klaviyo's abandoned cart flow triggers on Checkout Started while Shopify's own Abandoned Cart Recovery keeps running until it's turned off manually in Shopify under Settings, Checkout. Klaviyo's documentation is explicit that this is a manual step it won't do for you, which is how brands end up with two cart programs live at once. Smart Sending (opens in new tab) defaults to a 16-hour window for email and 24 hours for SMS and push, the windows are independent of each other, a change to one isn't retroactive, and skipped messages are never rescheduled automatically. Smart Sending applies only to marketing messages, never transactional ones.
- Shopify's recovery emails switched off before the Klaviyo flow launches
- Smart Sending windows set against the actual campaign calendar
- Flow and campaign overlap mapped week by week
- Skipped sends accounted for instead of assumed delivered
SMS And RCS Turned On Without A Plan
Klaviyo says you should always use double opt-in for SMS lists and that carriers often require it, particularly for abandoned cart messages, per its double opt-in documentation (opens in new tab), which also notes branded sender IDs can't receive texts so the confirmation message is skipped automatically where they're used. Once an RCS agent is active, Klaviyo's RCS documentation (opens in new tab) says RCS becomes the default format for every text message in the countries where the agent is active, existing SMS copy is copied into each flow's RCS version but images aren't until you edit that flow, and plain text URLs aren't clickable in rich cards. Registration is reviewed by Google and carriers and can take over 30 days, with country-specific authorization steps documented for six countries. Separately, US rules effective April 11, 2025 (opens in new tab) require that a request to revoke consent be honored within a reasonable time not to exceed ten business days from receipt, codified at 47 CFR 64.1200(a)(10) (opens in new tab).
- Country availability confirmed before an SMS program is scoped
- Keywords and conversations checked against branded sender ID limits
- Every flow's RCS version reviewed before an agent goes live
- Opt-outs verified across SMS and RCS together, since they carry over
Add-Ons Billed On A Different Denominator
Advanced Klaviyo Data Platform is priced on total profiles, which counts suppressions and non-subscribers, so it bills on a base your marketing plan never charged you for. Marketing Analytics can't coexist with it. Predictive analytics needs all of the following before any field appears: at least 500 customers with a non-canceled, non-refunded, non-zero order, an ecommerce integration or orders via API, at least 180 days of order history with orders in the last 30 days, and some customers with three or more orders. Klaviyo also states its predictions work best averaged over many customers and aren't expected to be exact for any one person.
- The add-on question answered in writing before anything is bought
- Total profiles counted before Advanced KDP is quoted
- Predictive fields promised only when the data floor is met
- Reviews scoped as its own product, not an assumed inclusion
How A Klaviyo Agency Engagement Runs
It starts with a free Growth Audit. We go through the integration, the app embed, consent and suppression status, deliverability configuration, the list and segment inventory, every flow's trigger and filters, and your attribution windows. You get a written record of what's live, what's broken and what's redundant. No assumptions, and no selling you work you don't need.
The app embed, Shopify's own Abandoned Cart Recovery, consent syncing, a branded sending domain with DMARC, dedicated click tracking with SSL. Klaviyo recommends the branded domain with DMARC for every account above 5,000 profiles, and it's the cheapest thing on this list to get right. New flows on a broken foundation only send the problem faster.
Every flow gets a named trigger, with its trigger filters and profile filters written down separately, because Klaviyo evaluates them at different moments: a metric trigger filter is checked only on entry, profile filters run again before each message sends. Abandoned cart runs on Checkout Started with a profile filter excluding anyone who placed the order. The full build is in our post on the abandoned cart recovery flow, and the priority order in the best Klaviyo flows.
Duplicates consolidated, dead segments moved to inactive where the active cap doesn't count them, conditions kept well under the 100-criteria limit, and a plain-language note on each surviving segment saying what it's for. Campaigns go to at most 15 lists or segments, so audience design happens before the calendar does. Strategy work continues on our customer segmentation strategy page.
Windows chosen on purpose rather than inherited, documented in writing, and reported the same way every month. We explain the gap against GA4 once, in terms your finance team can check, so it stops being a monthly argument. Changing the settings later recalculates history and can take up to 36 hours to show, so we change them rarely and tell you when we do.
The integration and what it syncs, every flow with its trigger and filters, the segment inventory, sending domain and deliverability configuration, attribution settings, and which separately billed products you're actually on. It's the map for your next hire, your next audit and your next migration.
Bring Us The Klaviyo Account You Inherited
If you took over an account somebody else built and nobody can explain what's running, bring it to a free Growth Audit. We'll tell you what's live, what's silently off, and what to fix first. No obligation.
What Changes When Your Klaviyo Account Has An Owner
Klaviyo Agency Questions, Before You Ask
Mostly, read what Klaviyo publishes and act on it before it costs you money. Klaviyo documents the caps, the sync behavior and the attribution defaults that decide whether a flow works at all, and most accounts were set up once and never audited against any of it. We audit the account, fix what's silently off, rebuild flows around the right trigger, keep segments inside the caps, and hand you a written map. Your team keeps running the calendar.
No. Klaviyo supports only one integration of any type within a single account and says it isn't optimized to support more than one ecommerce store per instance, so two stores of the same type mean two Klaviyo accounts. Magento is the documented exception: one Magento server with multiple stores syncs together, with store name and website ID properties on each profile to separate flows and segments. We scope that before anything gets connected, because unwinding it afterward is a migration.
Klaviyo's free plan covers up to 250 active profiles, 500 email sends a month and $5 of mobile messages. Paid marketing plans bill on both active profiles and emails sent, and an active profile is anyone you can email regardless of consent status, including checkout emails that never opted in. Mobile messaging is bought as a monthly spend and has been billed at per-message dollar rates since July 13, 2026, with exact rates visible in your account rather than published. Reviews, Advanced Klaviyo Data Platform, Marketing Analytics and Composer are billed separately, and pricing changes, so confirm current numbers in-app.
Different models over different windows. Klaviyo defaults to last touch with its own configurable window per channel, including 5 days for email clicks and 12 hours for text message deliveries, and it reports against the day the message was sent in your account's timezone. A conversion also requires an open or a click before the purchase, so simply receiving a message isn't one. Changing the settings recalculates history and can take up to 36 hours to appear, so we set the windows deliberately, document them, and report the same way every month.
Only where Klaviyo supports it and your consent is clean. Klaviyo's SMS is available in 23 countries, the United States entry covers the 50 states only, and two-way messaging isn't available where a branded sender ID is used, which removes keywords and conversations entirely. Klaviyo advises double opt-in on SMS lists and says carriers often require it. RCS is a bigger decision than a toggle: once an agent is active it becomes the default format for text messages in that country, images aren't copied into your existing flows until you edit each one, and if someone opts out of RCS you can't fall back to SMS for them.
We can fix what's in your control and tell you plainly what isn't. Klaviyo advises every account to set up a branded sending domain and recommends a branded domain with DMARC above 5,000 profiles. It recommends a dedicated IP only for senders consistently above a million emails a month, and notes not every account qualifies, so most accounts do better on shared IPs. Beyond configuration, deliverability comes down to who you send to and how often, which is a list and segmentation problem before it's a technical one.
Shopify is where most of this work lands, and it's the integration Klaviyo documents most thoroughly, including the 15 metrics that sync and the ones that never do. We work on other ecommerce platforms too. Klaviyo Reviews is the one product with a hard requirement: Klaviyo's documentation limits it to Shopify and WooCommerce.
Nothing, and there's no obligation attached. It's a clear look at why your Klaviyo account isn't producing what it should: what's configured, what's silently off, which segments and flows are dead, and what to fix in what order. Not a sales call. Not a quote request.