Klaviyo

Setting up the test

Add Klaviyo as a channel in EdgeTag following the Klaviyo integration guide. Complete OAuth authorization to enable event streaming.

Unlike Meta or Google Ads, Klaviyo testing doesn't require switching between data sources. EdgeTag streams incremental events alongside your existing Klaviyo implementation, allowing you to measure additional audience capture and revenue lift without disrupting current flows.

Validating event flow

Before building incremental flows, verify that EdgeTag events are streaming correctly to Klaviyo. To do so, go to Metrics in Klaviyo and confirm that you are receiving Blotout Events (these come with the prefix Blotout_EventName).

If events aren't appearing:

• Please make sure you have completed your DNS setup in EdgeTag

• Contact your Blotout team via Slack or contact your Account Manager

You can measure incremental audience capture in Klaviyo by creating segments for Viewed Product and Added to Cart events across your tracking stack, comparing your baseline Klaviyo-only segments or Klaviyo + existing server-side tracking, against a test Klaviyo + existing server-side + EdgeTag segment. The difference between the baseline and test segments shows incremental audience capture driven by EdgeTag's identity resolution.

Monetizing incremental audiences

Build parallel flows using EdgeTag events to reach incremental audiences without duplicating messages to users already captured by your existing tracking.

Flow configuration

We recommend all brands monetize incremental audiences by creating duplicate flows for Abandoned Browse, Abandoned Cart, and Abandoned Checkout using the following setup:

For each flow:

• Clone your existing flow

• Set the EdgeTag event as the flow trigger

• Add exclusion rules to prevent overlap with existing flows. Please make sure you are excluding events from all sources. Eg. If you have ViewedProduct from Klaviyo and an alternative Server Side tracking setup, make sure to exclude both.

• Rename flow to indicate EdgeTag source (e.g., "Abandoned Browse - Blotout")

Configure your flows as given below:

Abandoned Browse Flow

• Trigger: Blotout_ViewContent event

• Exclude:

• AND someone has done Viewed Product zero times since starting the flow

• AND someone has done Viewed Product zero times in last one hour

• AND someone has done Blotout_AddToCart zero times in last one hour

• AND someone has done Blotout_InitiateCheckout zero times in last one hour

• AND someone has done (or not done) Received Email zero times in the last N days where flow equals to { xyx }.

Abandoned Cart Flow

• Trigger: Bloutout_AddtoCart event

• Exclude:

• AND someone has done Added to Cart zero times since starting the flow

• AND someone has done Added to Cart zero times in last one hour

• AND someone has done Blotout_InitiateCheckout zero times in last one hour

• AND someone has done (or not done) Received Email zero times in the last N days where flow equals to { xyx }.

Abandoned Checkout Flow

• Trigger: Bloutout_InitiateCheckout event

• Exclude:

• AND someone has done Checkout Started zero times since starting the flow

• AND someone has done Checkout Started zero times in last one hour

• AND someone has done (or not done) Received Email zero times in the last N days where flow equals to { xyx }.

Notes: N should be set equal to the number of days your flow finishes in. { XYZ } is the name of the flow you duplicated.

Pro-tip: High LTV brands with strong retention should also build a Site Revisit flow using PageView/Active on Site events.

ℹ️ Check if your plan covers Klaviyo setup support. If yes, please invite [email protected] to your Klaviyo account.

Evaluating incremental revenue

Revenue generated by EdgeTag-triggered flows represents the incremental lift delivered by EdgeTag's identity resolution.

Track flow performance in Klaviyo's analytics dashboard to measure ongoing impact. Once you start seeing revenue in your new Blotout flows, no further changes are needed to this setup.