We audited 500+ Klaviyo accounts, this is how I audit Klaviyo flows

What to look for when auditing flows and the simple fixes that recover lost revenue.

Author

Yiqi Wu (Aimerce.ai)
July 11, 2025

Because of my job, I have access to 500+ Klaviyo accounts, and we help every customer set up flows. For the longest time, I was the one auditing each account, checking filters, flow logic, and making sure everything worked as intended.

Each audit took me between 30 minutes and 2 hours, depending on the setup.

Over time, I’ve seen the same mistakes again and again - careless setups that cost brands 20% to 50% of the revenue Klaviyo could be driving.

The worst part? These mistakes often go unnoticed for months, even years, even though many of them could be fixed with just two clicks.

Here’s how I audit Klaviyo flows to make sure we’re not missing a single opportunity:

Profile Filters.

Profile filters prevent customers from joining too many flows at once, or the wrong flows. If you don’t filter correctly, customers complain, deliverability drops, and conversion rates take a hit.

To avoid overlap, I also check whether any top-of-funnel flows need to be suppressed by lower-funnel triggers.

Example: Browse Abandonment should filter out anyone who Added to Cart, Started Checkout, or Placed Order.

Dynamic Product Config in Flow Emails

Checkout Abandonment, Cart Abandonment, and Browse Abandonment each use different product blocks - but a lot of brands don’t know this and just copy/paste from one flow to another. That often leads to empty emails.

Do it properly:

  • Use the exact codes from the events under the preview tab.

  • Always click both the product image and name to make sure they link correctly.

For Checkout Abandonment:

  • Use {{event.extra.checkout_url}} or Link to the product detailed page: {{organization.url|trim_slash}}/products/{{event.Handle } .

For Cart Abandonment and Browse Abandonment

  • You can link to the product page by using {{event.URL}}

Links are so important. I see it all the time: brands sending traffic to the homepage instead of the product, and then wondering why conversions are low.

UTM Setup

If you use GA4, TripleWhale, or Northbeam, UTMs are essential. Without them, attribution breaks and your reporting is off.

I always check:

  • Account Settings → Other → UTM Tracking

  • Is UTM tracking enabled?

Then in each flow email, make sure “Enable UTM Tracking” is checked.

Even if it’s on now, double-check 2–3 older flows. Klaviyo won’t apply UTMs retroactively, only on future sends.

Are Triggers Active?

Few things are more frustrating than setting up a flow, then realizing a month later it didn’t send anything.

This often happens when people confuse API triggers with Shopify’s built-in ones.

Here’s the fix:

Check every trigger and see if the metric has received any data in the last 7 days. If it’s a list or segment trigger, is there any growth?

You’d be surprised how many flows are just sitting there with no data, and nobody notices until it’s too late.

Any Missing Foundational Flows?

A lot of businesses think they have an Abandoned Cart flow, but it’s actually triggered by “Checkout Started,” which makes it a Checkout Abandonment flow.

That’s a big miss. Set up your Abandoned Cart flow trigged by Add to Cart.

Browse and Cart Abandonment can drive just as much, if not more, revenue. And yet many brands skip them.

Same goes for Winback Flows - especially if your product has any kind of repeat purchase potential. It’s one of the highest-ROI flows and still gets forgotten.

Even though my manual audits were effective, they weren’t sustainable. After hundreds of audits, I realized I couldn’t keep doing this myself, but I also didn’t want to hire someone just to repeat the same checklist over and over.

Why? Because boring work is easy to mess up.

So I wondered: Could I automate what I do…directly in the browser?

That’s how the first version of Aimerce Agents was born - as a Chrome extension.

We built it as an internal tool. What used to take my team hours now takes just a few minutes. And even though we’re still early, the feedback’s been amazing.

Want to try it? Any existing Aimerce customers get it for free already. For others, reply to this email and we’ll send you a free trial code.

→ Want us to check your setup?

🎉 Say hi to Beverly, your new agent for cutting Klaviyo costs!

Beverly just joined the Aimerce Agents lineup, and her specialty?

Finding and clearing out the ghost profiles draining your Klaviyo bill.

We built Billing Protection to stop brands from paying to email people who haven’t opened in months. Beverly handles the full audit inside our Chrome extension. No fluff, no guesswork, just cleaner data and smaller bills.

She’ll:

✅ Find profiles that aren’t engaging

✅ Show you how much they’re costing you

✅ Help you re-engage or clean them out

📚 Other helpful resources from the Aimerce team:

We found the patterns, mistakes, and hidden gems most brands miss.

Unlock accurate ad performance measurement amid privacy changes.

We audited 200+ Shopify accounts. These are the top reasons your ROAS is misleading and what to do about it.

Run through this quick checklist to catch attribution issues before they ruin your campaigns. No dev work required.