What customer data is sent into Klaviyo?

RVL Gender – Gender of the customer: m / f / o / NULL

RVL Is Guest – Whether or not the customer is a guest customer: true/false

RVL Year of Birth – 4-digit representation of the year

RVL Date Registered – The date in which the customer’s account was created

RVL Accepts Marketing – true/false

RVL Custom Attribute {value} – one customer property will be included for each of the customer’s custom attributes
Eg: “RVL Custom Attribute Client Category”, “RVL Custom Attribute Custom Price Group” etc.

RVL Profile Last Modified At – The timestamp at which the customer profile was last updated at.

RVL RFM Group Name – The name of the RFM Group

RVL RFM Group Id – The RFM Group ID, useful for more technical scenarios, where the name use should be avoided, eg: passing as a parameter in an URL

RVL RFM Score – The RFM score for the customer, eg 523 (R=5, F=2, M=3)

RVL RFM Group Last Modified At – Timestamp for when the RFM Group last changed for the customer

RVL RFM Score Last Modified At – Timestamp for when the RFM Score last changed for the customer

RVL RFM R Raw – Number of days since last fulfilled order

RVL RFM R Score – The Recency score (first digit in the RFM score)

RVL RFM R Percentile – The top percent of customer base in which the customer is included, from a Recency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

RVL RFM F Raw – The number of orders fulfilled by the customer

RVL RFM F Score – The Frequency score (second digit in the RFM score)

RVL RFM F Percentile – The top percent of customer base in which the customer is included, from a Frequency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

RVL RFM M Raw – Total customer expenditure = sum of all fulfilled orders

RVL RFM M Score – The Monetary score (last digit in the RFM score)

RVL RFM M Percentile – The top percent of customer base in which the customer is included, from a Monetary standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

RVL NPS Last Response Score * – The last NPS Score given by the customer

RVL NPS Last Responded At * – The timestamp of the last NPS Survey response

RVL NPS Last Invited At – The timestamp of the last invitation the customer received to fill in an NPS

RVL NPS Last Invitation Responded – Whether or not the customer responded to the last invitation to fill in an NPS; NULL means still valid invitation; true if the customer responded, false if the customer didn’t respond and the invitation expired

RVL NPS Score Aggregated * – The average of NPS Scores given by the customer, lifetime

RVL NPS Response Rate – “RVL NPS Response Count” / “RVL NPS Invitation Count”, expressed in percentages, lifetime; NULL if no invitation was ever sent to fill in an NPS Survey

RVL NPS Segment * – Type of responder: promoter / passive / detractor; determined based on his “RVL NPS Score Aggregated”: promoter = 10 – 9.00, passive = 8.99 – 7.00 / detractor = 6.99 – 0

RVL NPS Invitation Count – The number of invitations received to fill in an NPS Survey, lifetime

RVL NPS Response Count * – The number of NPS Survey responses, lifetime; A Response can be composed just from the Score (no additional questions/details)

RVL NPS Promoter Count * – Number of promoter responses (Score 9-10), lifetime

RVL NPS Passive Count * – Number of passive responses (Score 7-8), lifetime

RVL NPS Detractor Count * – Number of detractor responses (Score 0-6), lifetime

RVL NPS-Pre Last Response Score

RVL NPS-Pre Last Responded At

RVL NPS-Pre Score Aggregated

RVL NPS-Pre Segment

RVL NPS-Pre Response Count

RVL NPS-Pre Promoter Count

RVL NPS-Pre Passive Count

RVL NPS-Pre Detractor Count

RVL Cohort – The month in which the customer placed the first order, in YYYY-MMM format (eg: 2020-Feb)

RVL First Delivered Order At – The timestamp when the first delivered order was completed

RVL First Delivered Order Placed At – The timestamp when the first delivered order was placed

RVL Delivered Orders Count – Number of delivered orders (same as “RVL RFM F Raw”)

RVL Delivered Orders Amount – Total customer expenditure = sum of all fulfilled orders (same as “RVL RFM M Raw”)

RVL Last Delivered Order At – The timestamp when the last delivered order was completed

RVL Last Delivered Order Placed At – The timestamp when the last delivered order was placed

RVL Customer Canceled Orders Count – Number of canceled by customer orders

RVL Customer Canceled Orders Amount – Sum of all canceled by customer orders

RVL Last Customer Canceled Order At – The timestamp when the last order canceled by customer was canceled

RVL Customer Canceled Rate – Customer canceled orders out of finalized orders, excl. Pending; expressed in percentages

RVL Last Shop Canceled Order At – The timestamp when the last order canceled by shop was canceled

RVL Shop Canceled Orders Amount – Sum of all canceled by shop orders

RVL Shop Canceled Orders Count – Number of canceled by shop orders

RVL Shop Canceled Rate – Shop canceled orders out of finalized orders, excl. Pending; expressed in percentages

RVL Last Order At – The timestamp when the last order was placed, regardless of current order status

RVL Last Returned Order At – The timestamp when the last returned order was canceled

RVL Returned Orders Amount – Sum of all returned orders

RVL Returned Orders Count – Number of returned orders

RVL Returned Rate – Returned orders out of finalized orders, excl. Pending; expressed in percentages

RVL Average Days Between Transactions – The number of days that pass in average between two transactions for customers with repeat orders (single order customers are not taken into account)

RVL Average Order Lines Per Order – Number of delivered order lines divided by number of delivered orders

RVL Average Order Value – Sum of delivered orders / Number of delivered orders

RVL Average Quantity Per Order – Sum of quantity for delivered order liness / Number of delivered orders

RVL Is Profitable – True if the customer margin is > 0, false otherwise; (!) Please note that if the acquisition prices are not set correctly for products, this metric will be inaccurate

RVL Total Margin – “RVL Total Profit” divided by “RVL Total Spending” for the customer expressed in percentages

RVL Total Profit – “RVL Total Spending” – products acquisition costs – customer acquisition cost – customer retention costs; if < 0, it means the customer is not profitable yet

RVL Total Profit Percentile – The top percent of customer base in which the customer is included, from a profit standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

RVL Total Spending – Same as “RVL Delivered Orders Amount”

RVL Predicted Lifetime – How much time after the first delivered order, the customer is expected to stop buying; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to

RVL Predicted Lifetime Value – Amount expected for the customer to spend during entire lifetime within the shop; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to.