Klaviyo Product Certification flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Metric

A named event stream such as Placed Order or Viewed Product, carrying a value and properties. Flows and segments reference metrics by name, so renaming breaks existing references.

Profile timeline

A reverse-chronological record on each profile showing events, sent messages, and list or segment membership changes. It is the primary tool for debugging why a profile did or did not receive a message.

Smart Sending

A suppression setting that skips a message when the profile received another message inside a defined window, default sixteen hours. It applies across flows and campaigns to prevent over-messaging.

Predictive analytics

Klaviyo-computed properties including customer lifetime value, churn risk, and next order date. Each requires sufficient order history per profile before values populate, and they refresh periodically.

Catalog

A synced collection of product or item data used to personalize messages. Catalog items can be inserted dynamically into templates instead of hard-coded copy, keeping content current automatically.

Dedicated sending domain

A branded subdomain configured for sending so deliverability reputation is isolated. It requires DNS records and warm-up, and it separates your reputation from shared infrastructure.

A/B test winner metric

The measure used to select the winning variation, such as open rate, click rate, or revenue per recipient. The winning metric must be chosen before the test launches.

Profile merge

Combining two duplicate profiles into one record, consolidating identifiers, events, and list memberships. Merges are typically triggered by matching identifiers or performed manually.

Flow trigger

The event or condition that enrolls a profile into a flow, such as list join, segment entry, metric occurrence, price drop, or a date property.

Flow filter

A condition applied to the entire flow that re-evaluates continuously. A profile failing the filter exits immediately, even mid-delay, unlike a one-time split decision.

Conditional split

A flow block that branches profiles based on properties, event history, or predicted values. Every branch must be configured and connected or profiles stall at the split.

Back-population

A flow setting, off by default, that enrolls profiles already meeting the trigger when the flow goes live. It can send messages to historical customers unexpectedly.

Flow re-entry

A setting controlling whether a profile can re-enter a flow after completing it. Re-entry is disabled by default and, when enabled, is capped by a configurable limit.

Time delay block

A flow block that pauses a profile for a duration or until a specific weekday and hour. Smart Sending and quiet hours can further shift the actual send time.

Flow clone

A copy of an existing flow including blocks and settings but excluding analytics history. The clone starts with zero recipients and must be set live separately.

Flow status

Whether a flow is draft, live, or manually paused. Only live flows enroll new profiles; pausing stops enrollment but profiles already in the flow may continue.

Static versus dynamic

A list is a static collection populated manually or by forms; a segment is a dynamic group recalculated continuously from rules as profile data changes.

AND versus OR

Segment logic operators. AND requires every condition to match, OR allows any single condition to match. Nested groups change precedence, so read the logic tree carefully.

Segment time window

A date range applied to a segment condition, such as opened email in the last 90 days. Shortening the window shrinks the resulting audience.

Suppression list

A collection of profiles excluded from sends. Suppressed profiles still exist and can appear in segments, but they will not receive campaigns or flows.

Email subscription status

A per-channel consent field with values such as subscribed, never subscribed, and unsubscribed. It is tracked independently from SMS consent on the same profile.

SMS consent status

A separate consent field for text messaging, independent of email status. SMS flow messages and campaigns require a subscribed SMS status to deliver.

Segment recalculation

The asynchronous process that refreshes a segment's membership and count. Counts are approximate and a new segment may show zero until recalculation finishes.

Engaged segment

A segment built on recent engagement, such as opened email at least once in the last 90 days. It is commonly used to isolate active recipients and protect deliverability.

Campaign

A one-time send to a selected list or segment. Unlike a flow, it does not re-send automatically and must be duplicated for each new send.

Smart send time

A campaign option that delivers to each recipient at the hour they are most likely to open, based on historical behavior. It overrides a single fixed send time.

Throttled sending

A campaign setting that spreads delivery across a time window rather than sending all at once. It smooths traffic spikes and can protect sender reputation.

Sign-up form types

Display formats including popup, fly-in, full-page, and embedded. Each can use triggers such as time delay, scroll depth, exit intent, or URL targeting.

Double opt-in

A confirmation step where the recipient must click an email link before status becomes subscribed. Single opt-in subscribes immediately on form submission instead.

UTM parameters

Tags appended to campaign links identifying source, medium, and campaign. Missing UTMs cause attribution reports to credit revenue to direct traffic rather than the campaign.

Form submission action

What happens when a sign-up form is submitted, such as adding to a list, setting properties, triggering a flow, or recording consent. Without a list action the profile may not be captured.

Campaign send list

The list or segment selected as recipients for a campaign. Exclusions and suppression lists are applied on top, reducing the actual delivered audience.