Event types

Each event can be used to create segments or trigger flows in Klaviyo.

Purchased at Retailer

Sent for each historical purchase and for any newly detected purchases.

Key	Type	Description
`purchase_id`	string	Identifier for the purchase
`retailer`	string	Identifier for the retailer where the purchase was made
`date`	string	The date of the purchase (ISO 8601)
`item_count`	string	The number of items in the purchase
`subtotal`	number	The subtotal of the purchase
`tax`	number	The sales tax that was paid
`total`	number	The grand total paid by the customer
`brands`	string	The brands associated with each item in the purchase
`upcs`	string	The UPCs associated with each item in the purchase

Purchase events also set Klaviyo’s monetary event value: the value of the items in the event — under brand-scoped access, your brand’s items rather than the receipt total. This is Klaviyo’s own value field, not a property in the table above; Klaviyo reads it for value-based segment conditions and revenue reporting.

Example

{
  "purchase_id": "01KEVN1ZPM9H19JSHGN5NF0M69",
  "retailer": "walmart",
  "date": "2025-05-31T14:48:23Z",
  "item_count": 15,
  "subtotal": 43.04,
  "tax": 1.6,
  "total": 44.64,
  "brands": ["frenchs", "heinz", "spam", "jif", "yogi-tea", "cheerios", "m&ms", "goya", "coca-cola"],
  "upcs": ["040000476528", "016000124790", "041331027878", "041331027878", "041331027878", "041331027878", "013000001243", "049000031171", "049000040869", "049000040869", "076950450363", "037600138727", "049000067231", "041500007007", "051500255162"]
}

Connected an Account

Sent when a customer connects a retailer account.

Key	Type	Description
`connection_id`	string	Identifier for the connection
`retailer`	string	Identifier for the retailer

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart"
}

Disconnected an Account

Sent when a customer disconnects a retailer account.

Key	Type	Description
`connection_id`	string	Identifier for the connection
`retailer`	string	Identifier for the retailer
`link_url`	string	The Link URL that can be used to reconnect the account

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart",
  "link_url": "https://link.subtotal.com/zSG5nWHy?connection_id=01KFRSK9J11G807TAY0GCYSW67"
}

Reauthenticated Connection

Sent when an unauthenticated connection becomes reauthenticated.

Key	Type	Description
`connection_id`	string	Identifier for the connection
`retailer`	string	Identifier for the retailer

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart"
}

Unauthenticated Connection

Sent when an active connection becomes unauthenticated and requires the customer to reauthenticate (e.g. after a retailer password change).

Key	Type	Description
`connection_id`	string	Unique identifier for the connection
`retailer`	string	Identifier for the retailer
`link_url`	string	The Link URL that can be used to reconnect the account

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart",
  "link_url": "https://link.subtotal.com/zSG5nWHy?connection_id=01KFRSK9J11G807TAY0GCYSW67"
}

Profile Created

Sent the first time Subtotal captures a customer’s profile for a connection — their identity details and purchase metrics scoped to your brands. Use it to enrich Klaviyo profiles with first-party retail identity.

Key	Type	Description
`connection_id`	string	Identifier for the connection
`first_name`	string	Customer’s first name (`null` if unavailable)
`last_name`	string	Customer’s last name (`null` if unavailable)
`email`	string	Customer’s email address (`null` if unavailable)
`mobile`	string	Customer’s mobile phone number (`null` if unavailable)
`postal_code`	string	Customer’s postal code (`null` if unavailable)
`account_created_date`	string	When the customer’s retailer account was created (ISO 8601; `null` if unknown)
`total_purchases`	number	All-time number of purchases on the connected account
`last_purchase_date`	string	Date of the most recent purchase (ISO 8601; `null` if none)
`brand_purchases`	number	Number of those purchases matching your brands
`last_brand_purchase_date`	string	Date of the most recent brand purchase (ISO 8601; `null` if none)
`brand_purchase_rate`	number	`brand_purchases` ÷ `total_purchases`, from `0.0` to `1.0`

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "first_name": "Jessica",
  "last_name": "Smith",
  "email": "[email protected]",
  "mobile": "+123456789",
  "postal_code": "84101",
  "account_created_date": "2024-03-12T00:00:00Z",
  "total_purchases": 42,
  "last_purchase_date": "2026-01-15T14:30:00Z",
  "brand_purchases": 7,
  "last_brand_purchase_date": "2026-01-14T09:45:00Z",
  "brand_purchase_rate": 0.17
}

Profile Updated

Sent when a previously captured profile changes — for example an updated email or postal code, or when new purchases shift the brand-purchase metrics. Carries the same properties as Profile Created.

Key	Type	Description
`connection_id`	string	Identifier for the connection
`first_name`	string	Customer’s first name (`null` if unavailable)
`last_name`	string	Customer’s last name (`null` if unavailable)
`email`	string	Customer’s email address (`null` if unavailable)
`mobile`	string	Customer’s mobile phone number (`null` if unavailable)
`postal_code`	string	Customer’s postal code (`null` if unavailable)
`account_created_date`	string	When the customer’s retailer account was created (ISO 8601; `null` if unknown)
`total_purchases`	number	All-time number of purchases on the connected account
`last_purchase_date`	string	Date of the most recent purchase (ISO 8601; `null` if none)
`brand_purchases`	number	Number of those purchases matching your brands
`last_brand_purchase_date`	string	Date of the most recent brand purchase (ISO 8601; `null` if none)
`brand_purchase_rate`	number	`brand_purchases` ÷ `total_purchases`, from `0.0` to `1.0`

Example

{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "first_name": "Jessica",
  "last_name": "Smith",
  "email": "[email protected]",
  "mobile": "+123456789",
  "postal_code": "84101",
  "account_created_date": "2024-03-12T00:00:00Z",
  "total_purchases": 43,
  "last_purchase_date": "2026-02-02T18:05:00Z",
  "brand_purchases": 8,
  "last_brand_purchase_date": "2026-02-02T18:05:00Z",
  "brand_purchase_rate": 0.19
}

Documentation

Platform

Integrations

Guides

Purchased at Retailer

Connected an Account

Disconnected an Account

Reauthenticated Connection

Unauthenticated Connection

Profile Created

Profile Updated

​Purchased at Retailer

​Connected an Account

​Disconnected an Account

​Reauthenticated Connection

​Unauthenticated Connection

​Profile Created

​Profile Updated

Purchased at Retailer

Connected an Account

Disconnected an Account

Reauthenticated Connection

Unauthenticated Connection

Profile Created

Profile Updated