How to integrate Unify with Klaviyo
To integrate Unify with Klaviyo, configure a Unify Play Webhook action to call the documented API with POST, the required credentials, and the destination-specific JSON body. Use this connection to update Klaviyo profile context for audience segmentation.[1][2][3]
- Connection
- Via API
- Customer engagement
- Tool
- Klaviyo
- Klaviyo
- Data flow
- Unify → Klaviyo
- JSON payload
At a glance
- Via API: Klaviyo receives the handoff
- POST request with an explicit JSON contract and destination authentication
- Test scenario: Protect missing values
When this workflow makes sense
Start with the decision your team needs to make, then choose the connection that supports it.
A profile property should answer a segmentation question. For instance, company context may help a marketer distinguish account types, but it is not evidence of engagement. Name the property so the receiving team knows exactly what was observed and where it came from.
A good fit when
Teams that want to update Klaviyo profile context for audience segmentation and have an owner for the receiving process. The destination account must permit the documented request and the chosen downstream action.
Reconsider the plan when
The receiving team has not agreed how this Klaviyo operation should behave when the same record arrives again. Resolve the matching rule before enabling retries.
Design the handoff
Use this framework to agree on the input, the next action, and who owns the result.
Suggested workflow design, based on the documented capabilities below.
| Stage | Decision to make |
|---|---|
| Business decision | Update Klaviyo profile context for audience segmentation |
| Receiving contract | Agree which of the 4 example data fields the receiving process actually needs. Set missing-value and identity rules in the field mapping below. |
| Execution boundary | Give one owner access to inspect the Klaviyo request and its resulting action. |
| Completion | Decide who can confirm the Klaviyo outcome and recover a failed or repeated handoff. Use the completion check below as the acceptance criterion. |
Explore the scenarios
Choose the situation that fits your team and work through the proposed plan.
Open a scenario to explore its plan. Checklists track your selections in this page only.
Update Klaviyo profile context for audience segmentation
Start with one controlled record and one intended Klaviyo outcome. Keep the test destination separate from live operations.
The receiving owner must distinguish accepted input from completed work. Agree on the evidence required before treating this handoff as successful.
- Prepare the destination using the Klaviyo setup checklist
- Resolve the sample fields for one known record and inspect the request before sending it
- Trace that handoff through the receiving operation and compare the actual destination values with the source
Protect missing values
Protect missing values: omit an unavailable company field in a test update and compare it with an explicit null in a sandbox. Use the result to define the mapping policy.
Decide whether this case should be held for review, corrected, or retried. Make that decision before running Klaviyo against live records.
- Isolate the test in a controlled destination and record the starting state
- Run the edge case described above and capture the actual response and destination state
- Recover the record once, then check that recovery did not create unintended additional work
Illustrative workflow, not a preconfigured automation. Complete these checks in your own account.
Define success before launch
Inspect the data and the intended outcome separately. Connection status is only the first check.
Expected, not tested
Update Klaviyo profile context for audience segmentation
Inspect the resulting profile and its custom properties. Check that the intended identifier matched and existing values were preserved.
Documentation-based reference. This workflow has not been tested end to end. Use a record or event you control before enabling live activity.
Questions answered
Common decisions when connecting Unify and Klaviyo.
What is the difference between an omitted property and null?
Klaviyo documents that omitted fields remain unchanged and fields explicitly set to null are cleared.[3]
Limits & decisions
Check these boundaries before designing a live workflow around the connection.
What the connection supports
Understand the connection, the data involved, and the behavior that matters for a Unify + Klaviyo workflow.
POST / JSON
| Decision | What to know |
|---|---|
| Unify action | Outbound HTTP request with configurable method, authentication, headers, and body[1] |
| Receiving operation | Create a server-side key with profiles:write and select an API revision. Choose the profile identifier that already represents the person.[3] |
| Response handling | Webhook response bodies are not available as inputs to later Unify Play actions[2] |
Technical setup reference
References and requirements for the Klaviyo connection.
Connection requirements and setup checklist
Before connecting
- A Unify Play with a Webhook action and a controlled record for testing
- Access to the intended Klaviyo environment and the permissions required by the cited API or trigger
- The destination identifiers, credentials, and schema used by the request below
- An agreed record identity, duplicate policy, and owner for failed handoffs
Prepare the Klaviyo destination
Create a server-side key with profiles:write and select an API revision. Choose the profile identifier that already represents the person.[3]
Configure the destination action
POST the profile-import envelope. Put custom business attributes in attributes.properties and leave subscription operations separate.[3]
Configure the Unify request
Use POST, the endpoint and authentication below, and JSON body format in the Webhook action. Replace setup placeholders, then inspect Expand preview with a controlled record. The receiver must respond within 8 seconds; webhook response bodies are not exposed to later Play steps.[1][2]
Validate the complete handoff
Run the success and edge-case scenarios in Explore the scenarios with a controlled record. Save the request identity and destination evidence, then apply the completion check before enabling live traffic.[3]
Request configuration
- Method
POST- URL pattern
https://a.klaviyo.com/api/profile-import- Headers
Content-Type: application/jsonAuthorization: Klaviyo-API-Key YOUR_PRIVATE_API_KEYrevision: 2026-07-15- Authentication
- Use a private API key with profiles:write and the Klaviyo-API-Key authorization scheme. Pin a supported revision header.
Choose JSON as the body format. Unify sets Content-Type automatically. The receiver must respond within Unify’s 8-second timeout; request responses are not passed to later Play steps.[2]
Replace URL placeholders with the actual receiver URL from your account or deployed application. These example URLs are not working endpoints.
Example handoff payload
Start with a fictional prospect. Validate the resolved values before using a real record.
Inspect the sample payload and field mapping
{
"data": {
"type": "profile",
"attributes": {
"email": "alex@example.com",
"first_name": "Alex",
"last_name": "Morgan",
"properties": {
"company_name": "Example Company"
}
}
}
}Fictional data. Replace sample values before using a real Play.
Illustrative JSON for the documented receiving operation. All prospect values are fictional. Replace credentials, identifiers, schema-specific fields, and fixed example values before a controlled test. Use the field mapping to distinguish record data from fixed settings. Select available fields in your Play and inspect Expand preview; do not replace configuration values with prospect data.[1][2][3]
| Payload field | Value to send |
|---|---|
data.type | Keep the literal "profile" required by this example request; change it only when deliberately changing the receiving contract. If missing: Keep this configured value in the request; do not replace it with a blank prospect field. |
data.attributes.email | Select the available email field for the controlled person or company record in Unify. Keep the receiving field a string. If missing: Skip or hold the handoff if this value is required by the destination; omit it only when the destination contract permits omission. Do not send a guessed value. |
data.attributes.first_name | Select the available first name field for the controlled person or company record in Unify. Keep the receiving field a string. If missing: Skip or hold the handoff if this value is required by the destination; omit it only when the destination contract permits omission. Do not send a guessed value. |
data.attributes.last_name | Select the available last name field for the controlled person or company record in Unify. Keep the receiving field a string. If missing: Skip or hold the handoff if this value is required by the destination; omit it only when the destination contract permits omission. Do not send a guessed value. |
data.attributes.properties.company_name | Select the available company name field for the controlled person or company record in Unify. Keep the receiving field a string. If missing: Skip or hold the handoff if this value is required by the destination; omit it only when the destination contract permits omission. Do not send a guessed value. |
Use the data/type/attributes envelope. Omitting a field keeps its existing value, while null clears it; do not convert missing prospect data into null unintentionally.
Troubleshooting
Start with the stage where the expected data or action stops appearing.
The request is rejected
Use a private API key with profiles:write and the Klaviyo-API-Key authorization scheme. Pin a supported revision header. Check the receiving account, permissions, endpoint, and required fields against the cited documentation.[3]
The values or destination are wrong
Compare the resolved JSON with the field-by-field contract in Example handoff payload. Check identifiers against the selected Klaviyo environment, and distinguish an absent source value from an intentional static value. Fix the mapping before repeating the write.[3]
Receipt does not match the expected result
Find the request in the receiving logs, then inspect the actual Klaviyo resource or execution. If the request was accepted but no result exists, investigate the destination failure before retrying. Keep the same logical handoff identity when recovering a repeat.[3]
Sources & review
Official documentation reviewed on September 15, 2026.
Technical claims link to primary documentation from Unify and the destination tool. Scenarios, field choices, and recovery plans are editorial implementation examples. Documentation review is separate from execution testing.
Documentation reviewed; end-to-end execution not tested. No named technical reviewer has signed off on these articles yet.
Content updated: . Report a correction to Unify with the tool name, source URL, and behavior you observed.
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