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

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Purchased at Retailer

Sent for each historical purchase and for any newly detected purchases.
KeyTypeDescription
purchase_idstringIdentifier for the purchase
retailerstringIdentifier for the retailer where the purchase was made
datestringThe date of the purchase (ISO 8601)
item_countstringThe number of items in the purchase
subtotalnumberThe subtotal of the purchase
taxnumberThe sales tax that was paid
totalnumberThe grand total paid by the customer
brandsstringThe brands associated with each item in the purchase
upcsstringThe UPCs associated with each item in the purchase
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"]
}

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Connected an Account

Sent when a customer connects a retailer account.
KeyTypeDescription
connection_idstringIdentifier for the connection
retailerstringIdentifier for the retailer
Example 
{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart"
}

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Disconnected an Account

Sent when a customer disconnects a retailer account.
KeyTypeDescription
connection_idstringIdentifier for the connection
retailerstringIdentifier for the retailer
link_urlstringThe 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"
}

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Reauthenticated Connection

Sent when an unauthenticated connection becomes reauthenticated.
KeyTypeDescription
connection_idstringIdentifier for the connection
retailerstringIdentifier for the retailer
Example 
{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "retailer": "walmart"
}

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Unauthenticated Connection

Sent when an active connection becomes unauthenticated and requires the customer to reauthenticate (e.g. after a retailer password change).
KeyTypeDescription
connection_idstringUnique identifier for the connection
retailerstringIdentifier for the retailer
link_urlstringThe 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"
}

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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.
KeyTypeDescription
connection_idstringIdentifier for the connection
first_namestringCustomer’s first name (null if unavailable)
last_namestringCustomer’s last name (null if unavailable)
emailstringCustomer’s email address (null if unavailable)
mobilestringCustomer’s mobile phone number (null if unavailable)
postal_codestringCustomer’s postal code (null if unavailable)
account_created_datestringWhen the customer’s retailer account was created (ISO 8601; null if unknown)
total_purchasesnumberAll-time number of purchases on the connected account
last_purchase_datestringDate of the most recent purchase (ISO 8601; null if none)
brand_purchasesnumberNumber of those purchases matching your brands
last_brand_purchase_datestringDate of the most recent brand purchase (ISO 8601; null if none)
brand_purchase_ratenumberbrand_purchases ÷ total_purchases, from 0.0 to 1.0
Example 
{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "first_name": "Jessica",
  "last_name": "Smith",
  "email": "jessica@acme.com",
  "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
}

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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.
KeyTypeDescription
connection_idstringIdentifier for the connection
first_namestringCustomer’s first name (null if unavailable)
last_namestringCustomer’s last name (null if unavailable)
emailstringCustomer’s email address (null if unavailable)
mobilestringCustomer’s mobile phone number (null if unavailable)
postal_codestringCustomer’s postal code (null if unavailable)
account_created_datestringWhen the customer’s retailer account was created (ISO 8601; null if unknown)
total_purchasesnumberAll-time number of purchases on the connected account
last_purchase_datestringDate of the most recent purchase (ISO 8601; null if none)
brand_purchasesnumberNumber of those purchases matching your brands
last_brand_purchase_datestringDate of the most recent brand purchase (ISO 8601; null if none)
brand_purchase_ratenumberbrand_purchases ÷ total_purchases, from 0.0 to 1.0
Example 
{
  "connection_id": "01KFRSK9J11G807TAY0GCYSW67",
  "first_name": "Jessica",
  "last_name": "Smith",
  "email": "jessica.smith@acme.com",
  "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
}