Instant may send multiple metrics for a single profile due to user interactions and behavior on the site.
This is expected behavior and is designed to ensure accurate tracking of a customer's journey.
This means that the volume of events reflects user activity, not website sessions. This may result in the number of events fired by Instant exceeding the number of site sessions, which is normal behaviour.For example, if a customer refreshes the checkout numerous times, then multiple checkout started events will be fired for the same customer.
💡 For more in-depth information about what metrics Instant Audiences sends to Klaviyo, and when those metrics are fired, please refer to this article.
Why is the same Instant metric triggered numerous times for a single profile?
1. Checkout progression
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- If a customer navigates through multiple stages of the checkout process or refreshes the checkout page, multiple events may be fired within a single session.
- For example:
- Refreshing the checkout page multiple times will trigger multiple Checkout Started events.
- Progressing through various stages of the checkout process will re-trigger Checkout Started events.
- For example, filling out personal information, or filling out address information.
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- Each Checkout Started event will also trigger a Page Viewed event.
- Every time a Checkout Started event is fired, a Cart Viewed / Checkout Started event will also be fired.
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- Customers navigating the site frequently or interacting with multiple pages will naturally generate a larger number of events, such as:
- Product Viewed events when they visit product pages.
- If a shopper visits the checkout numerous times, that shopper's Klaviyo profile will result in numerous Checkout Started and Cart Viewed / Checkout Started events.
- Page Viewed events alongside other actions like Item Added to Cart events.
- Customers navigating the site frequently or interacting with multiple pages will naturally generate a larger number of events, such as:
3. Item Added to Cart events with multiple items
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- When a customer adds multiple items to their cart, each item generates a separate Item Added to Cart event for each item.
Why does Instant send metrics like this?
Instant’s behavior is designed to align with the needs of platforms like Klaviyo, which use these events to drive flows and automate customer engagement.
Here’s why this approach works:
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Flow cooldowns prevent duplicate emails
- Events are meant to trigger frequently, but flow cooldowns ensure that customers aren’t enrolled multiple times in short periods.
- Flow cooldowns should be on all flows. To add a flow cooldown, add the following Profile filter to the flow filters.
- With this flow cooldown setup, Klaviyo ensures flows (e.g., an abandoned cart email sequence) only enroll customers once every 7 days, regardless of how many events are fired.
- Configure this 7 day cooldown to be longer if you wish, but 7 days is recommended as a minimum to ensure sufficient cooldown between enrollments.
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Simplified flows
- We send the Cart Viewed / Checkout Started event every time a Cart Viewed or Checkout Started event is triggered.
- This enables brands to create a single flow for both Cart Viewed and Checkout Started, instead of creating separate flows for each of the events.
- This makes flow management easier.
How do I prevent duplicate emails?
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Ensure sufficient flow cooldowns, minimum of 7 days
- Ensure adequate cooldown periods for flows to prevent customers from being re-enrolled too frequently.
- For example, a 1-hour cooldown will cause duplicate emails if a customer refreshes the checkout multiple times throughout a given day. Increasing the cooldown prevents this issue.
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Understand event frequency
- Recognize that the volume of events reflects user activity, not website sessions. For example:
- A customer viewing multiple products will generate multiple Product Viewed events.
- Refreshing the checkout results in repeated Page Viewed and Checkout Started events. Progressing through a checkout will result in further Checkout Started events to fire.
- Recognize that the volume of events reflects user activity, not website sessions. For example:
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Review flows and triggers
- Ensure your Klaviyo flows are set up to handle events intelligently.
- Long enough flow cooldowns ensure that customers receive relevant emails without over-communication.