Understanding Magento 1 data in flows

Understanding Magento 1 data in flows

Estimated 7 minute read

Updated Oct 21, 2026, 12:00 AM EST

Table of contents

You will learn
Flow timing
Abandoned cart flow
Browse abandonment flow
Cross-sell and product review flow
Customer winback flow
Are you using Amazon Buy with Prime?
Additional resources

Klaviyo's Magento 1 integration is no longer accepting new installations and will reach full end-of-support in late 2027. Klaviyo Support is no longer able to assist with Magento 1–related requests.

You will learn

Learn what data your existing Magento 1 integration syncs to Klaviyo and how to use it in flows. Use historical purchase data and new checkout, browsing, and order events to trigger flows and personalize your customers' experience.

For a deep dive into your Magento 1 data: Review and Understand your Magento 1 Data.

Magento 1 data can be used to trigger flows and populate flow emails.

Flow timing

Choose flow delays that account for how often Magento 1 data syncs to Klaviyo. In particular, allow time for purchase events to sync before sending abandonment emails.

Magento 1 order data syncs to Klaviyo every 30 minutes by default. Checkout Started and Viewed Product use separate tracking methods, as described below.

For example, a 15-minute delay after Checkout Started may allow an abandoned cart email to send before a customer’s Placed Order event has synced. Use a first delay of at least 45 minutes to allow for the 30-minute order sync, and add the purchase-exclusion profile filter described below.

Abandoned cart flow

Abandoned cart flows remind customers about items they left in their cart. Klaviyo provides a pre-built abandoned cart flow which appears in your Flows Library when you integrate with Magento 1.

Integration requirements: Magento 1 plugin installs website tracking

Data you'll use: Checkout Started (Magento 1 metric), dynamic product data

Notice that the Checkout Started metric is associated with metadata describing the products added to the cart. You can choose to display or collapse metadata on the event timeline.

What the metric means: Checkout Started in Magento 1 records a cart that the Magento 1 plugin can associate with a customer's email address.

How the metric is triggered: When the checkout email field changes, the Magento 1 plugin saves a valid email address to the cart. Its scheduled Magento task (cron job) sends Checkout Started events to Klaviyo for website carts with items and a saved email address. The task is scheduled every 15 minutes and checks carts created at least 15 minutes ago and updated within the last 60 minutes. Magento cron must be running for these events to sync.

Flow name: Abandoned Cart

Flow trigger: Metric-based; this flow is triggered by the Checkout Started metric

Profile filter: Placed Order (Magento 1) 0 times since starting this flow

Add this condition under Profile filters and click Save. It excludes customers once their purchase syncs to Klaviyo.

This is an Abandoned Cart flow for a Magento 1 store:

You can create personalized flow emails that feature items left in a customer’s cart by pulling Magento 1 product data using dynamic template variables into an email text block.

Learn more: How to create an abandoned cart flow

Browse abandonment flow

A browse abandonment flow follows up with customers who view specific products on your website without starting checkout or placing an order.

A “known browser” is a browser Klaviyo can associate with a profile. To use its browsing activity in a browse abandonment email flow, that profile needs an email address. Visiting your site alone does not identify a browser. Common ways to identify a site visitor include:

If someone clicks a tracked link in a Klaviyo email to your website.
If someone submits their email address through a Klaviyo form.
If someone logs in to their customer account on your Magento 1 store.

Klaviyo provides a pre-built Browse Abandonment flow in your Flows section, but you can easily create your own.

Integration requirement: an active Magento 1 integration with website tracking enabled. The Magento 1 plugin automatically adds Viewed Product tracking to product pages. Follow the steps to test Viewed Product tracking.

Data you'll use: Viewed Product (Klaviyo metric), dynamic product data

What the metric means: Viewed Product is tracked when a customer views a product.

Flow name: Browse Abandonment

Flow trigger: Metric-based; this flow is triggered by the Viewed Product metric

Profile filters: use both conditions to exclude customers who move on to checkout or complete a purchase:

Checkout Started (Magento 1) 0 times since starting this flow AND
Placed Order (Magento 1) 0 times since starting this flow

Add these conditions under Profile filters and click Save. If you use Buy with Prime, add the conditions in the Buy with Prime section below as well.

This is a Browse Abandonment flow for a Magento 1 store:

Learn more: Guide to Creating a Browse Abandonment flow

Cross-sell and product review flow

Cross-sell flows allow you to target a group of people that have all purchased a particular item, but have not also purchased one or more related items. For example, if someone purchases a video game console, you might consider sending them an email about the most popular video games for that console that they haven't yet purchased.

Product review flows also allow you to target a group of people who purchase a particular item. You may want to filter your cross-sell/product review flow by category or collection so you can provide more relevant recommendations in the content of your emails.

Klaviyo offers a pre-built Product Review/Cross-Sell flow which can be found in your Klaviyo Flow Library.

Integration requirement: an active Magento 1 integration

Data you'll use: either the Fulfilled Order metric or the Ordered Product metric (both Magento 1 metrics)

What the metrics mean:

Fulfilled Order (Magento 1 metric) tracks when an order reaches the complete status in your Magento store.
Ordered Product (Magento 1 metric) tracks when a customer places their order. 1 Ordered Product event is tracked for each item someone purchases.

Flow name: Product Review/Cross Sell

Flow trigger: Metric-based; use Fulfilled Order for a flow that starts after fulfillment, or Ordered Product for a flow based on a specific purchased item.

For review requests, add a time delay that gives customers time to receive and use their purchase. A Fulfilled Order event does not confirm delivery to the customer.

This is a Product Review/Cross-Sell flow for a Magento 1 store:

You can personalize your cross-sell emails with catalog or product feeds. For more information, learn how to use product feeds and recommendations.

Learn more: Create a product review flow or create an upsell or cross sell flow

Customer winback flow

Winback flows are used to re-engage inactive customers before they completely disengage with your brand. After setting the messages you want included to Manual or Live, consider adding past profiles to include eligible customers who purchased before you created the flow.

For a winback flow triggered by Placed Order, past profiles are placed according to the time of their original purchase. For example, if your first email has a 180-day delay (about 6 months), a customer who purchased 170 days ago waits the remaining 10 days, provided they qualify for the flow’s filters.

Customers whose purchase falls outside the flow’s total timeline are not added. Adding past profiles does not automatically send the series immediately to everyone who purchased 6 months ago or earlier.

Klaviyo provides a pre-built Customer Winback flow in your Flows section, but you can also easily build your own.

Integration requirement: an active Magento 1 integration

Data you'll use: Placed Order (Magento 1 metric)

What the metric means: Placed Order is tracked when a customer completes the checkout process and creates an order in your Magento 1 store.

Flow name: Customer Winback Flow

Flow trigger: Metric-based; this flow is triggered by the Placed Order metric

Profile filter: Placed Order (Magento 1) 0 times since starting this flow

Add this condition under Profile filters and click Save to exclude customers who purchase again after entering the flow, once their order syncs.

This is a Customer Winback flow for a Magento 1 store:

You can personalize your winback emails with catalog or product feeds. For more information review product feeds and recommendations.

Learn more: Create a winback flow

Are you using Amazon Buy with Prime?

If you're using Buy with Prime to power payment and fulfillment for any of the products on your store, you'll need to make some additions to your flows, and create some new flows. First:

Integrate Buy with Prime with Klaviyo to bring Buy with Prime data into your Klaviyo account.

For your abandoned cart flow:

Create 2 separate abandoned cart flows: 1 triggered by Magento's checkout event (as described above), and 1 triggered by Buy with Prime's checkout event. For your Buy with Prime flow, read How to create an abandoned cart flow for Amazon Buy with Prime.
For your Magento abandoned cart flow, add the following additional profile filter to exclude customers who made purchases via Buy with Prime from receiving incorrect messaging:
Placed Order (Buy with Prime) zero times since starting this flow.

For your browse abandonment flow:

When you create your browse abandonment flow (you only need to create 1 flow, since it's triggered by the Viewed Product event) add the following conditions to the Magento 1 profile filters above to incorporate Buy with Prime data into your flow:
Checkout Started (Buy with Prime) zero times since starting this flow AND
Placed Order (Buy with Prime) zero times since starting this flow.

For your customer winback flow:

Create 2 separate winback flows: 1 triggered by Magento's Placed Order event (as detailed above) and 1 triggered by Buy with Prime's Placed Order event to account for customers who placed their original order with Buy with Prime. For your Buy with Prime winback flow, read How to create a winback flow for Amazon Buy with Prime.
When you create your Magento winback flow, add the following additional profile filter to exclude customers who made purchases via Buy with Prime from receiving incorrect messaging:
Placed Order (Buy with Prime) zero times since starting this flow.

Click Save after updating each flow’s profile filters.

Additional resources

Magento 1 data reference

Learn what Magento 1 data is imported into Klaviyo when you integrate the two platforms. Klaviyo's integration with Magento pulls in all of the historical data in your Magento store at the time of your initial historic sync. Once enabled, the integration will begin to sync metrics and customer data in near real-time. Examples of this data include the information associated with past placed orders, fulfilled orders, etc.

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