Own your Klaviyo experience
Managing and customizing your settings in Klaviyo is crucial to your long-term mastery of the tool. Think of your Klaviyo settings as your fuse box. Inside a fuse box, there are switches that help you control the power in every room of your home. Similarly, your Klaviyo settings allow you to customize and control many aspects of your owned marketing.
To view your settings, log in to Klaviyo and click on your organization name in the bottom left-hand corner. Then, click Settings.
You may be familiar with some of the tabs on this page, but don’t worry if you’re overwhelmed by the multitude of options. This lesson will cover key strategic settings you should focus on first, and how they can help you accomplish your goals in Klaviyo.
Explore key settings
Click through the gallery tabs below to explore 5 different settings you can configure in Klaviyo, and learn where you can find them on the settings page.
Sender information
Sender information is the name and email address that recipients see when your messages hit their inbox. It’s also what inbox providers see when they verify your legitimacy. If you use Klaviyo for text message marketing, you also activate a sender ID, which is the number that your text messages are sent from.
Find and customize your sender name and email by clicking on the Account tab at the top, and then choosing Organization from the left-hand menu. Input your sender information by completing the fields under Contact Information. To activate your sender IDs, head to the Text message tab at the top, and click the Sender information tab on the left.
Billing
The Billing tab encompasses a few helpful pages, including Account usage and Preferences. To access both subpages, click on the Billing tab, and select the Account usage and Preferences tabs from the left-hand menu.
Account usage breaks down your utilization of your Klaviyo plan. You can see information such as the number of active profiles in your account, how many emails you’ve sent, and how many text message credits you’ve used. If you have a paid Klaviyo account, you can also view your plan history, which is helpful if you’ve made changes to your plan since registering. Do note that if you’re on a free plan, this view will be empty.
Preferences is where you can view specific plan information and prices, as well as make changes to your plan. Learn more about pricing.
Attribution
Attribution is what helps you understand which message, channel, or strategy led to a customer conversion. In Klaviyo, you can customize your attribution windows so they align best with your business’s customer journey. You can also choose to exclude machine opens and bot clicks from your reporting data.
You can find your attribution settings by clicking on the Attribution tab at the top, and configuring the fields in the Attribution Windows and Tracking and reporting data sections.
UTM Tracking
UTM tracking involves adding a snippet of code to a URL to help you identify where users are coming from. In Klaviyo, you can add and customize these UTM parameters, and additionally choose to automatically include them in all links in your messages.
You can find these settings by clicking on the Other tab at the top, and then clicking UTM tracking from the left-hand menu. To automatically turn UTM tracking on for all links, use the toggle at the bottom of your screen.
Additionally, you can choose to enable or disable UTM tracking on a campaign-by-campaign basis within the campaign editor flow.
Smart sending
Smart sending manages the number of messages a certain recipient receives from you in a set period of time. In Klaviyo, you can adjust the smart sending window for any channel you use (i.e., email, text messages, or push notifications).
To find and customize your smart sending windows, click on your channel type at the top (Email, Text message, or Push notifications), then click the Sender preferences tab on the left. Klaviyo provides default smart sending windows for each channel, which you can adjust as needed.
Customize your settings for your business goals
Now that you’ve learned some important account settings in Klaviyo, let’s explore how you can manage and customize them to align with crucial business goals and to maximize your use of Klaviyo.
Maintain strong deliverability
In order to drive engagement and sales from your marketing promotions, first ensure you’re setting yourself up for sending success. Your sender information and your smart sending windows are key to helping you achieve this.
When inputting your sender information, make sure that you accurately fill out all fields on this form to align with your business. Avoid using personal emails with a public domain (e.g., gmail.com or yahoo.com), as this increases the likelihood that inbox providers will think your message is spam. Instead, use your work email address for this field that aligns with your sending domain (yourname@yourbusiness.com). This will help inbox providers verify that you’re a legitimate sender so your messages successfully deliver to the inbox.
Additionally, when you enable smart sending, you ensure that your customers don’t receive multiple messages from you in a short time period. Over-messaging customers can overwhelm them, and may even cause some to unsubscribe from your marketing completely. A high unsubscribe rate sends a warning sign to inbox providers, making them more likely to send your messages to spam, or even block them completely. Smart sending helps you maintain an appropriate messaging frequency, protecting your deliverability. The default smart sending windows for each channel are listed below, but you can customize them to better align with your marketing goals.
- Email: 16 hours
- Text messages: 24 hours
- Push notifications: 24 hours
Gain more strategic insights from your data
Attribution
Before you jump right in to sending messages to your subscribers, ensure you’re tracking the appropriate information in Klaviyo to accurately measure performance and make data-driven decisions. Your attribution settings are really important because they identify which marketing efforts led to customer conversions. Attribution windows are the amount of time that a recipient has to convert after receiving your message in order for Klaviyo to attribute that revenue to your message. Klaviyo has default attribution windows for each channel:
- Email clicks: 5 days
- Email opens: 5 days
- Text message clicks: 24 hours
- Push opens: 24 hours
Customizing these windows allows you to align with your unique customers’ typical behaviors when interacting with your messages. This provides a more accurate picture of which messages prompted customer action.
You can also choose to exclude bot clicks and apple privacy opens from your data. Enabling this feature gives you more accurate insights into your data, so your numbers aren’t conflated with machine clicks and opens. However, note that if you’re switching to Klaviyo from a previous provider and choose to enable this setting, you may notice a decrease in your numbers. This is expected because you likely weren’t excluding machine clicks and opens before migrating to Klaviyo.
UTM tracking
Enabling UTM tracking in Klaviyo helps traffic tracking tools better identify what brings visitors to your site. With this information, you can better analyze the performance of your Klaviyo marketing channels and deduce how your messages contribute to your website traffic compared to other sources.
These insights empower you to make more informed decisions on your overall marketing strategy, so it’s recommended to enable UTM tracking for all message links in Klaviyo.
Optimize your spend with Klaviyo
Marketing spend is just a portion of your total business expenses, so it’s important that you know how to make the most of your investments. In Klaviyo settings, the Accounts usage tab gives you a detailed breakdown of your product usage, so you can better visualize the activity you’re investing in. Use this page to quickly identify opportunities to adjust or modify your plan to better suit your needs.
Explore each product card on this tab and filter data by date range (e.g., last 3, 6, or 12 month cycles) to see how activity fluctuates month over month. If you’ve changed your Klaviyo plan since signing up, you can also see a history of your plan changes.
To download all data from this page, click Download in the top right corner to export it into a CSV file.
For more information about how to understand your data on the Accounts usage tab, see our guide on Understanding your account usage.
After analyzing your usage, you may determine you need to adjust your billing plan. You can select from a number of flexible billing options to find a plan that best fits your profile and sending needs. These options include:
- Flexible sending for email and text messages
- Auto-downgrades on profiles
- Auto-upgrades for sends
For more information about these billing options, see our guide on Understanding how Klaviyo billing works.