Klaviyo Events Data Attribute Definitions

klaviyo events measures aov average order value active on site count of all events of type active on site bounced email count of all events of type bounced email bounced push count of all events of type bounced push clicked email count of all events of type clicked email clicked sms count of all events of type clicked sms email bounce to send rate total bounce count / total send count email click rate total of click email count / total delivery email count email click to open rate total of all emails clicked / total email open count email conversion to delivery rate total conversion count / total delivery count email delivery to send rate total delivery count / total send count email open to delivery rate total of open email count / total email delivery count email sent sum of bounced and received email email unique click rate total of all unique emails clicked / total emails sent email unique click through rate total of unique click email count / total delivery email count email unique click to open rate total of unique email clicks / total unique email open count email unique open rate total of unique open count / total delivery count email unsubscribe rate total unsubscribe from email count / total delivery email count failed to delivery sms count of all events of type failed to delivery sms marked email as spam count of all events of type marked email as spam opened email count of all events of type opened email opened push count of all events of type opened push ordered product count of all events of type ordered product placed order count of all events of type placed order push bounce to send rate total bounce count / total send count push sent sum of bounced and received mobile push push unique open rate total of all unique pushes clicked / total pushes sent received email count of all events of type received email received push count of all events of type received push received sms count of all events of type received sms recipients count of all unique events of type received email based on person id as last touch id refunded order count of all events of type refunded order sms failed to delivery rate total of all failed sms messages / total sms sent sms unique click rate total of all unique sms clicked / total sms sent sent sms count of all events of type relayed sms subscribed to back in stock count of all events of type subscribed to back in stock subscribed to email marketing count of all events of type subscribed to email marketing subscribed to list count of all events of type subscribed to list subscribed to sms marketing count of all events of type subscribed to sms marketing subscribed to sms transactional count of all events of type subscribed to sms transactional total cancelled order from numeric value field, the sum of all events where the event type is cancelled order total checkout started from numeric value field, the sum of all events where the event type is checkout started total ordered product from numeric value field, the sum of all events where the event type is ordered product total placed order from numeric value field, the sum of all events where the event type is placed order total refunded order from numeric value field, the sum of all events where the event type is refunded order unique active on site count of all unique events of type active on site based on person id as last touch id unique bounced push count of all unique events of type bounced push based on person id as last touch id unique clicked email count of all unique events of type clicked email based on person id as last touch id unique clicked sms count of all unique events of type clicked sms based on person id as last touch id unique count bounced email count of all unique events of type bounced email based on person id as last touch id unique failed to delivery sms count of all unique events of type failed to delivery sms based on person id as last touch id unique marked email as spam count of all unique events of type marked email as spam based on person id as last touch id unique opened email count of all unique events of type opened email based on person id as last touch id unique opened push count of all unique events of type opened push based on person id as last touch id unique ordered product count of all unique events of type ordered product based on person id as last touch id unique placed order count of all unique events of type placed order based on person id as last touch id unique received push count of all unique events of type received push based on person id as last touch id unique received sms count of all unique events of type received sms based on person id as last touch id unique refunded order count of all unique events of type refunded order based on person id as last touch id unique relayed sms count of all unique events of type relayed sms based on person id as last touch id unique subscribed to back in stock count of all unique events of type subscribed to back in stock based on person id as last touch id unique subscribed to email marketing count of all unique events of type subscribed to email marketing based on person id as last touch id unique subscribed to list count of all unique events of type subscribed to list based on person id as last touch id unique subscribed to sms marketing count of all unique events of type subscribed to sms marketing based on person id as last touch id unique subscribed to sms transactional count of all unique events of type subscribed to sms transactional based on person id as last touch id unique unsubscribed count of all unique events of type count unsubscribed based on person id as last touch id unique unsubscribed from email marketing count of all unique events of type unsubscribed from email marketing based on person id as last touch id unique unsubscribed from list count of all unique events of type unsubscribed from list based on person id as last touch id unique unsubscribed from sms marketing count of all unique events of type unsubscribed to sms marketing based on person id as last touch id unique unsubscribed from sms transactional count of all unique events of type unsubscribed to sms transactional based on person id as last touch id unique viewed product count of all unique events of type viewed product based on person id as last touch id unsubscribed count of all events of type count unsubscribed unsubscribed from email marketing count of all events of type unsubscribed from email marketing unsubscribed from list count of all events of type unsubscribed to list unsubscribed from sms marketing count of all events of type unsubscribed to sms marketing unsubscribed from sms transactional count of all events of type unsubscribed to sms transactional viewed product count of all events of type viewed product dimensions created at timestamp of when the campaign or flow was created flow status current status of the flow either 'manual', 'live', or 'draft' read more here is archived (yes / no) boolean of whether the campaign has been archived or not last touch campaign brand the brand of the campaign set in the hub amplification last touch campaign category campaign category is the highest level of the hierarchy for example fruit > berries > strawberries, the campaign category is fruit and covers all campaigns that are fruit last touch campaign channel the attribution channel of the campaign set in the hub amplification ex email, sms last touch campaign class campaign class is the third level of the hierarchy for example fruit > berries > strawberries, the campaign class is strawberries and includes only berries that are strawberries there can be more than one campaign within the class last touch campaign has tracking params (yes / no) indicates if the campaigns is configured to store tracking params in the url last touch campaign name refined a refined, 'friendlier' name of the campaign set in the hub amplification last touch campaign objective objective of the campaign set in the hub amplification ex engagement, retention, acquisition last touch campaign option other attributes of the campaign not captured in the defined attribute fields these should be comma seperated and set in the hub amplification last touch campaign platform the ad source of the campaign set in the hub amplification ex google ads, tiktok ads last touch campaign region the region of the campaign set in the hub amplification ex us, ca, eu last touch campaign subcategory campaign subcategory is the middle level of the hierarchy for example fruit > berries > strawberries, the campaign subcategory is berries and includes only fruits that are berries last touch campaign subchannel subchannel of the campaign set in the hub amplification last touch campaign temporality the temporality of the campaign set in the hub amplificationex september sale, october evg, 20230504, etc last touch campaign type the type of the campaign set in the hub amplification ex transactional, batch, automated last touch flow brand the brand of the campaign set in the hub amplification last touch flow category campaign category is the highest level of the hierarchy for example fruit > berries > strawberries, the campaign category is fruit and covers all campaigns that are fruit last touch flow channel the attribution channel of the campaign set in the hub amplification ex email, sms last touch flow class campaign class is the third level of the hierarchy for example fruit > berries > strawberries, the campaign class is strawberries and includes only berries that are strawberries there can be more than one campaign within the class last touch flow name refined a refined, 'friendlier' name of the campaign set in the hub amplification last touch flow objective objective of the campaign set in the hub amplification ex engagement, retention, acquisition last touch flow option other attributes of the campaign not captured in the defined attribute fields these should be comma seperated and set in the hub amplification last touch flow platform the ad source of the campaign set in the hub amplification ex google ads, tiktok ads last touch flow region the region of the campaign set in the hub amplification ex us, ca, eu last touch flow subcategory campaign subcategory is the middle level of the hierarchy for example fruit > berries > strawberries, the campaign subcategory is berries and includes only fruits that are berries last touch flow subchannel subchannel of the campaign set in the hub amplification last touch flow temporality the temporality of the campaign set in the hub amplificationex september sale, october evg, 20230504, etc last touch flow type the type of the campaign set in the hub amplification ex transactional, batch, automated name a name for this campaign if not specified, this will default to the subject of the campaign occcured at date the event ocurred session date the date of the session this event is associated to status current status of the campaign either 'draft', 'scheduled', 'sent', or 'cancelled' touch type what kind of touch the event was attributed to 'campaign', 'flow', or null trigger type corresponds to the object which triggered the flow utm campaign when the campaign or flow is configured with tracking params, this is the utm campaign configured utm content when the campaign or flow is configured with tracking params, this is the utm content configured utm medium when the campaign or flow is configured with tracking params, this is the utm medium configured utm source when the campaign or flow is configured with tracking params, this is the utm source configured utm term when the campaign or flow is configured with tracking params, this is the utm term configured klaviyo lists measures average total subscribers the total number of profiles (subscribers) in the klaviyo list at the time the data was loaded this column is used to track the growth or decline of the list over time total subscribers shows the total number of subscribers for completed periods, this is the value at the end of the period for the current, in progress period, this is the value as of the last complete day dimensions list created at the timestamp indicating when the list was originally created in klaviyo list id the unique identifier for a list within klaviyo this is the primary key for a list as provided by the klaviyo api list name the user defined name of the klaviyo list list opt in process specifies the opt in process for the list, such as single opt in or double opt in subscribers date the specific date for the list's historical data