Data Overview
Direction | Data Type | Purpose |
From Klaviyo | Campaigns, Flows, Metrics | Analytics & reporting |
From Klaviyo | Profile data, Events | Personalization |
From Klaviyo | Webhook events | Real-time behavioral tracking |
To Klaviyo | Lifecycle segments | Audience segmentation |
To Klaviyo | Universal Content blocks | InMail Shop™ product recommendations |
To Klaviyo | Tracking settings | UTM parameter configuration |
Data Read from Klaviyo
Account Information
Account name – Displayed in the Email Pulse dashboard
Account ID – Used for internal tracking
Campaigns
Field | Description |
Campaign ID | Unique identifier |
Campaign name | Display name |
Status | Sent, Draft, Scheduled |
Send time/Scheduled time | Timing information |
Template content | Email template details |
Used for: Campaign performance analytics, identifying InMail Shop usage
Flows
Field | Description |
Flow ID | Unique identifier |
Flow name | Display name |
Status | Active, Archived |
Flow actions | Individual messages in the flow |
Template content | Email template details |
Used for: Flow performance analytics, identifying InMail Shop usage
Metrics & Reports
Metric | Description |
Opened Email | Email open events |
Clicked Email | Link click events |
Placed Order | Purchase conversion events |
Received Email | Delivery events |
Revenue | Order value attribution |
Used for: Performance dashboards, campaign/flow ROI analysis
Profiles
Field | Description |
Profile identifier | |
First name, Last name | Personalization |
Predictive analytics | CLV, churn risk (when available) |
Custom properties | Additional profile data |
Used for: Profile browser, personalization, segment building
Events (via API)
Field | Description |
Event type | Metric name (e.g., "Placed Order") |
Timestamp | When the event occurred |
Event properties | Order details, product info, etc. |
Used for: Profile timeline, behavioral analysis
Data Written to Klaviyo
Lifecycle Segments
Email Pulse creates behavioral segments to power targeted email strategies:
Segment Name Pattern | Description |
| Never purchased, opened email recently |
| Never purchased, clicked email recently |
| Has purchased, high engagement |
| Has purchased, declining engagement |
Segment conditions include:
Placed Order (zero times / at least once)
Opened Email (frequency over time periods)
Clicked Email (frequency over time periods)
Added to Cart (behavioral signals)
Checkout Started (purchase intent)
Universal Content Blocks (InMail Shop™)
Email Pulse creates Universal Content blocks that display personalized products:
Field | Description |
Block name | User-defined (e.g., "InMail Shop") |
HTML content | Personalized product grid |
Block ID | Unique identifier for reference |
Content updates: Blocks sync when you click "Sync to Klaviyo" and can be refreshed to update product layout grids and design.
Tracking Settings
Email Pulse configures UTM tracking parameters for attribution:
Setting | Value |
Auto-add UTM parameters | Enabled |
utm_campaign |
|
utm_id |
|
utm_source |
|
utm_medium |
|
Purpose: Enables accurate and consistent campaign and flow attribution in Email Pulse analytics.
Webhooks
Email Pulse creates a webhook to receive real-time behavioral events:
Topic Category | Events |
Shopify | Placed Order, Ordered Product, Checkout Started, Added to Cart |
Klaviyo | Opened Email, Subscribed to Back in Stock |
API/Web | Viewed Product, Active on Site |
Webhook endpoint: Configured automatically during installation Purpose: Powers real-time personalization in InMail Shop blocks
Data Storage & Retention
Data Type | Storage Location | Retention |
Analytics data | Email Pulse (MongoDB) | Account lifetime |
Profile cache | Email Pulse | Refreshed on access |
Product catalog | Email Pulse | Synced from your store |
OAuth tokens | Email Pulse (encrypted) | Until disconnection |
Using This Data in Klaviyo
Segments
The lifecycle segments created by Email Pulse can be used for:
Flow triggers (e.g., "Entered EP - NonBuyers - Acquisition")
Campaign targeting
Exclusion lists
Universal Content
InMail Shop blocks appear in Klaviyo's Universal Content library and can be:
Dragged into any email template
Used in both campaigns and flows
Personalized per recipient automatically
Need Help?
Help Center: docs.emailpulse.ai
Email Support: [email protected]
Live Chat: Available in the Email Pulse dashboard