Klaviyo - FAQ

Last updated: May 28, 2026

1. How Klaviyo Tracks and Merges User Profiles

Klaviyo automatically builds customer profiles from all touchpoints — even before a user logs in or provides their email.

Anonymous Tracking (Pre-Signup or Login)

  • When someone installs your app and starts using it (e.g., browsing products, adding to cart), Klaviyo creates an anonymous profile.

  • This profile is identified using device data or a unique app ID.

  • No personal information (like email or phone) is tied to it yet.

Profile Merging on Identification

When the user later signs up or places an order:

  • Klaviyo recognizes the email or phone number.

  • It merges the anonymous app activity with the now-known profile.

  • Result: You see all prior anonymous events (e.g., app browsing) linked to the customer’s email profile.

Cross-Platform Syncing

If the user:

  • Signs up on your website, and

  • Later logs into your mobile app with the same email,

Klaviyo will sync and merge all activity across web and app into one unified profile.

Why This Matters

  • You get a complete customer journey — from anonymous app usage to post-purchase behavior.

  • Enables smarter segmentation, retargeting, and personalized campaigns.

  • Reduces duplicate profiles and improves attribution accuracy.

2. Why is there a difference in push notification subscriber counts between Appbrew and Klaviyo?

If you've recently integrated Klaviyo with your Appbrew-powered mobile app, you may notice a discrepancy in the number of push notification subscribers reported by Appbrew and Klaviyo. This article explains why this difference occurs and how it will resolve over time.

Reasons for the Discrepancy

  1. Integration Timing: Klaviyo begins tracking push subscriptions from the moment the integration is set up. This means it only counts subscribers from that point forward.

  2. Historical Data: Appbrew shows the total number of subscribers from the beginning of your app's existence, including those who subscribed before the Klaviyo integration.

  3. User Activity: Klaviyo only registers existing subscribers when they open the app after the integration is set up.

How the Discrepancy Resolves

Over time, the difference between Appbrew and Klaviyo subscriber counts will decrease as more users open the app. When users who subscribed before the Klaviyo integration open the app, they will be added to Klaviyo's count.

Which Count is Correct?

Both counts are correct in their own context:

  • Appbrew shows the total historical number of push notification subscribers.

  • Klaviyo shows the number of subscribers it has registered since the integration was set up.

What to Expect

As your users continue to engage with your app, you'll see the Klaviyo subscriber count increase, eventually aligning more closely with the Appbrew count. However, there may always be a small difference due to inactive users who haven't opened the app since the Klaviyo integration.

3. How does Push flow help in app growth?

Here is how Flows specifically help your app growth:

1. Revenue Recovery (Abandoned Cart/Checkout)

This is the highest-impact flow. If a user adds a product to their cart in the app but doesn't complete the purchase:

  • How it helps: It automatically sends a push notification (e.g., 30 minutes later) reminding them to finish.

  • Result: Brands often see these flows recover 15-20% of lost sales without any manual effort.

2. Instant Engagement (Welcome Series)

Triggered immediately when a user creates an account or identifies themselves for the first time in the app.

  • How it helps: It greets the user when their interest is highest, often including an "App-only" discount code to drive the first purchase.

  • Result: It sets the tone for the brand and builds immediate loyalty.

3. Increased Retention (Win-back & Re-engagement)

Triggered when a user has been inactive for a certain period (e.g., 30 days since last app open).

  • How it helps: It brings "silent" users back into the app with personalized content based on their past browsing history.

  • Result: Lowers "Churn Rate" and keeps the app installed on the user's phone

4. Multi-Channel Coordination

Klaviyo flows allow you to "Smart Pause" messages.

  • How it helps: If a user already clicked an app push, the flow can automatically skip sending them an email or SMS for the same offer.

  • Result: Saves on SMS/Email costs and prevents annoying your customers with repetitive notifications.

In summary: Flows turn your app into an autonomous sales engine. Once set up, they ensure you never miss an opportunity to convert a high-intent user.