Klaviyo

1Role / Purpose

Klaviyo is the email/SMS CRM wired natively into Shopify. It collects customer data and e-commerce events to drive automated marketing flows.

• Automated emails (welcome, cart abandonment, post-purchase, winback)
• Marketing and transactional SMS
• Advanced behaviour-based segmentation
• Email/SMS attribution (revenue credited to campaigns)
• Native Shopify integration (no GTM needed)

Place in the stack

Essential flows

Key segments

• Engaged (opened/clicked in the last 30d)
• VIP (3+ orders or 500+ EUR)
• At Risk (no order for 60d)
• Churned (no order for 120d)
• New Subscribers (signed up in the last 7d)

Email / SMS attribution

Klaviyo credits a conversion when the recipient opened or clicked inside the attribution window.

2Architecture

Native Shopify vs sGTM

Unlike GA4, Meta CAPI and Google Ads, which travel through the DataLayer → GTM → sGTM stack, Klaviyo runs on an independent native Shopify integration.

sGTM tracking stack:
Shopify → Addingwell → DataLayer → GTM Web → sGTM
  ├── GA4 (server-side transport)
  ├── Meta CAPI (Full CAPI, server-only)
  └── Google Ads Enhanced Conversions

Klaviyo (independent):
Shopify → Native integration
  ├── Shopify API (orders, customers, products)
  ├── App Embed (onsite tracking)
  ├── Web Pixels (checkout, consent-gated)
  └── Webhooks (fulfillment, refunds)

3Native Shopify Integration

Data flow

Shopify Store
├── Shopify API (orders, customers, products)
│   └── Automatic sync to Klaviyo
│
├── Klaviyo App Embed (storefront)
│   └── Enables Identify, onsite tracking
│
├── Klaviyo Web Pixels (checkout)
│   └── Checkout events (via Shopify Privacy API)
│
└── Shopify webhooks → Klaviyo
  └── Orders, fulfillment, refunds

What Klaviyo receives from Shopify

• Product catalogue (automatic sync)
• Order history (backfilled at install time)
• Customer profiles (email, name, address)
• Real-time events (Placed Order, Started Checkout, …)
• Fulfillment and refund data

Installation steps

Klaviyo Web Pixels

Klaviyo web pixels are installed automatically by the app. They track checkout events inside the Shopify sandbox.

• Started Checkout — the purchase process begins
• Order Completed — purchase confirmed (deduplicated against the API)

Web pixels are governed by the Shopify Privacy API. The Cookiebot bridge controls whether they activate, via setTrackingConsent.

4Consent & Privacy

Consent architecture

Cookiebot (CMP in GTM)
      ↓
Bridge → Shopify Privacy API
      ↓
setTrackingConsent({ marketing: true/false })
      ↓
Klaviyo web pixels enabled / blocked

What consent controls

Consent per destination (across the stack)

5Events & Data

Klaviyo events

Native data vs enrichment

6Configuration

Prerequisites

• Active Klaviyo account
• Klaviyo app installed on Shopify
• Shopify integration connected inside Klaviyo
• App embed enabled in the theme (Online Store → Themes → Customize)

Steps

1. 1Install the Klaviyo app from the Shopify App Store
2. 2Connect the store in Klaviyo → Integrations → Shopify
3. 3Enable the app embed in the theme editor
4. 4Check the backfill of historical orders
5. 5Configure the essential flows (Welcome, Abandonment, Post-Purchase)
6. 6Check that the Cookiebot consent bridge works

7Verification

Verify the integration

1. 1Klaviyo → Integrations → Shopify → check the status reads "Connected"
2. 2Check the number of synced profiles (must match Shopify customers)
3. 3Check that historical orders were imported

Verify events

1. 1Browse the store (logged in with a known email)
2. 2Klaviyo → Analytics → Activity Feed
3. 3Check Active on Site and Viewed Product after browsing
4. 4Add a product to the cart → check Added to Cart
5. 5Complete a test purchase → check Placed Order

Verify consent

1. 1Decline consent in Cookiebot
2. 2Browse and check that the web pixels are blocked
3. 3Check that the app embed still works (Active on Site)
4. 4Accept consent → the web pixels must come back

Phase 3 checklist — Destinations (Klaviyo)

8Troubleshooting