Which Klaviyo events matter for your flows
Klaviyo flows start from events on a profile. The ones e-commerce stores lean on most are a handful of standard metrics, and each one drives a different flow.
- Viewed Product: browse abandonment flows.
- Added to Cart: cart abandonment flows.
- Started Checkout: the abandoned checkout flow, usually the flow that earns the most.
- Placed Order and Ordered Product: post-purchase, cross-sell, winback and your revenue reporting in Klaviyo.
Why browser-side Klaviyo events go missing
Shopping steps like Viewed Product and Added to Cart are typically sent by a script running in the visitor's browser. Ad blockers, privacy browsers and in-app browsers can stop that script, and then the event never reaches Klaviyo. The flow simply doesn't start, and nothing tells you it didn't.
Orders are less of a problem, because a store platform knows about every order on its own server. The gap is in the steps before the order, which are exactly the ones your abandonment flows depend on.
What Settl sends to Klaviyo
Settl uses Klaviyo's Events API with a private API key you create in Klaviyo. Each event also creates or updates the profile it belongs to, found by e-mail or phone number, so there's no separate profile sync to set up.
- Placed Order, with order id, value, currency and the items, plus one Ordered Product event per line. Klaviyo gets the revenue, not your profit.
- Viewed Product, Added to Cart and Started Checkout from your shop, for visitors who accepted marketing cookies and whose e-mail or phone we know.
- If you also use the Settl checkout: Started Checkout as soon as the buyer types their e-mail, with the items and a link back to their own checkout.
- Every event has a unique id per order or checkout, so a retry is counted once.
Klaviyo with a custom checkout
If buyers pay on a checkout outside Shopify's own, Klaviyo's Shopify integration typically won't see that checkout start. That can mean no Started Checkout event and no abandoned checkout e-mail for people who typed their e-mail and then left.
The Settl checkout sends Started Checkout itself, with a link that brings the buyer back to the checkout they left. Klaviyo's standard abandoned checkout flow can use it as is. Orders paid on the Settl checkout reach Klaviyo as Placed Order like any other.
Klaviyo's own integration or Settl: do you need both?
Klaviyo's own Shopify integration is good and free, and it syncs things Settl doesn't, like your product catalog, past orders and list subscriptions. Most stores should keep it.
Settl adds server-side shopping events and, on the Settl checkout, the Started Checkout event with a working checkout link. If you send orders from both, check in Klaviyo's activity feed for a test profile that each order shows once. If you see doubles, switch one source off for orders.
Consent and privacy
Klaviyo needs a real e-mail address or phone number to file an event on a profile; it can't use a hashed e-mail like the ad platforms do. Settl only sends shop events to Klaviyo for visitors who accepted marketing cookies, so your cookie banner still decides who gets tracked.