Intern
What you actually do
The audit spreadsheet is the job. Pass/fail on events. You are not 'making Klaviyo pretty'.
Library / Wire / Shopify is not Klaviyo until Placed Order is true
Klaviyo cannot save a brand whose Shopify integration lies. Identity, Placed Order, and the profile properties that flows need must be true before you argue about subject lines. This is the store-to-Klaviyo write-in: what must exist, what to test, and what to stop guessing.
Klaviyo cannot save a brand whose Shopify integration lies. Identity, Placed Order, and the profile properties that flows need must be true before you argue about subject lines. This is the store-to-Klaviyo write-in: what must exist, what to test, and what to stop guessing.
Open a real order and a Klaviyo profile side by side. If Placed Order is missing, duplicated, or missing items, you do not have lifecycle. You have a campaign tool on a lie.
Buyers are not automatically email subscribers in every setup. Consent is a field. Flows that require consent will silently skip — or you will mail people you should not.
Identity: the same human with two emails (checkout vs account) is two profiles. Reduce it at checkout; do not 'dedupe later' as a lifestyle.
Discount codes on the event matter if you will suppress bargain-hunters or measure contribution. If the event drops the code, you will never know.
Do not pause the integration 'during a theme launch'. That is how you lose a week of events and then distrust Klaviyo forever.
Intern
The audit spreadsheet is the job. Pass/fail on events. You are not 'making Klaviyo pretty'.
Operator
Protect event truth through theme releases. Flows before campaigns. Consent is not a vibe.
CEO
If Placed Order is dirty, LTV dashboards are theatre. Event match is the gate before more paid traffic.
Shopify customer, order, email/phone, Klaviyo profile, Placed Order event, order value, items, discount codes, consent, source, flow vs campaign jobs.
Shopify checkout/account email → Klaviyo profile identity; phone if SMS is in play
Paid order → Placed Order with line items and value you would defend in finance
Marketing consent from checkout → Klaviyo consent; do not assume a buyer is a subscriber
Refund/cancel → events that suppress post-purchase and review-asks that would look insane
Pick a one-item order, a discounted order, and a refunded order. Compare Shopify to Klaviyo event properties.
Why: One happy-path test hides the refund and discount lies.
Done when: A written pass/fail for value, items, discounts, refunds.
Checkout as a new buyer. See profile created, consent state matching checkout, phone if you collect it. Second checkout same email updates one profile.
Why: Duplicate profiles split revenue per recipient and break flow exclusions.
Done when: Two checkouts, one profile. Consent matches the checkout box.
List: first order date, AOV pieces, product tags/collections, subscription flag if any. If a flow filters on a property you do not send, the flow is decoration.
Why: Building a 'replenishment' flow without a product interval property is fiction.
Done when: Each core flow has properties that exist on a test profile.
Refund a test order. Confirm review-ask and replenishment would not fire as if they still have the product. Cancelled checkout is not Placed Order.
Why: Asking for a review on a refund is how you earn replies you cannot handle.
Done when: Refunded test is excluded from post-purchase review timing.
Welcome, cart, post-purchase, win-back: are they on, filtered on real events, not colliding. Fix events before subject lines.
Why: Creative on a dirty event teaches the wrong lesson and wastes the only attention you have.
Done when: A one-page score: event truth, then flow on/off, then copy.
Three orders: normal, discounted, refunded. Spreadsheet: Shopify vs Klaviyo. Consent check. Duplicate-email check. Do not open the campaign editor. If Placed Order fails, that is the only ticket.
A creative retainer, a new Klaviyo app, or a Black Friday calendar until Placed Order matches finance on a sample of orders. Campaigns on a dirty event buy unsubscribes.
Klaviyo connected years ago. Theme rebuilt. Events drifted. Welcome is a coupon. Cart is three panics. Refunds still get review asks. Shopify Email also sending. Revenue per recipient is a number nobody would defend. That is a logo in the footer, not a system.
Three-order audit passes. Consent true. One profile per email. Refund excluded from review. Core flows filtered on properties that exist. Shopify Email not also blasting.
If Placed Order and consent are wrong, the coupon is guessing. Event truth first. Discount-first welcome is a separate (usually bad) choice.
Two senders split the profile and the suppression story. Pick Klaviyo as lifecycle, or admit you do not have lifecycle yet. Do not run both as a habit.
Then you have an engineering ticket, not a copy ticket. Headless/custom checkouts are the usual silent event killers. Test after every release.
This week
This week: three-order event audit, consent, identity, refund exclusion. No new campaign. Shopify Email off if Klaviyo is the sender.
A full calendar and an empty pipeline is two databases.
Read ↗A high score in a CSV is not a qualified opportunity.
Read ↗If the thank-you does not change the contact, the page was a brochure.
Read ↗If paid lives in Stripe and the opportunity is still open, reporting is theatre.
Read ↗Working notes
Score your Klaviyo and lifecycle system the way an operator would. Request the file. It arrives by email — not a public dump, not a drip of slogans.
Email and WhatsApp stay open. A call is for installing the system — not for a tour of tools.