Answers to all klaviyo certificate assessments

This file contains all possible real exam questions with 100% correct and verified answers. Answer keys to all available Klaviyo certificates with detailed explantions. Answers to all practice tests also included. Klaviyo certificates are professional credentials offered through the Klaviyo Academy that validate a user’s proficiency in the platform’s marketing automation tools.

Free updates included.

This file contains answers to all Twitter FlightSchool certification exams, including answer to:

Klaviyo deliverability certificate assessment answers
Klaviyo developer certificate assessment answers
Klaviyo digital marketing certificate assessment answers
Klaviyo product certificate assessment answers

Answer keys to all available X ads badge assessments (former Twitter)

Klaviyo Academy Assessments Answer Keys with Explanations

Note: We conduct daily checks for updates on the exam, ensuring that the file contains the most recent questions from the actual certification program.

Questions | Answers | Explanations. FREE Updates.

Download now

Below you’ll find some selected questions from the latest real certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

Marketing messages
Transactional messages
Promotional messages

Explanation: Transactional messages are automated communications sent in direct response to a specific action a user has taken. Unlike marketing or promotional messages, which are designed to drive new sales and increase growth, transactional messages are operational and informative.

Who has the biggest influence in deciding whether your messages are delivered to recipients or placed directly in spam?

Your recipients
The ESP you use to send messages
Inbox providers

Explanation: While your recipients and your ESP both play important roles, Inbox providers (also known as Mailbox Providers or ISPs, like Gmail, Outlook, and Yahoo) have the final and most significant influence over where your message lands. The Gatekeepers: Inbox providers act as the “security guards” for the recipient’s inbox. They use complex proprietary algorithms and spam filters to scan every incoming email. The Decision Makers: They evaluate a massive range of signals to decide if an email is safe and wanted. If their filters give your email a “high spam score,” they will automatically divert it to the spam folder or block it entirely before the recipient ever sees it.

Bola’s Baked Goods’ marketing manager is looking to monitor their email engagement. What are 2 metrics they might look at? (Select 2).

Unsubscribe rate
Form submit rate
Click rate

Explanation: To monitor email engagement, Bola’s Baked Goods should focus on metrics that describe how recipients interact with the messages landing in their inbox. Click Rate: This is a “positive” engagement metric. It measures the percentage of recipients who clicked a link within your email. A high click rate indicates that your content is relevant and your calls-to-action (CTAs) are compelling enough to drive traffic back to your site. Unsubscribe Rate: This is a “negative” engagement metric, but it is equally important. It tells you how many people are opting out of your marketing after receiving an email. Monitoring this helps you understand if you are sending too many emails or if your content is no longer resonating with your audience.

What does the term “email header” mean in the context of deliverability?

A snippet of code that contains important information about the sender
A navigation bar that links back to categories on your site
Email header is another term for a subject line

Explanation: n the technical world of deliverability, an email header (also known as an internet header) is the “metadata” or “passport” that accompanies every email. While it is mostly hidden from the average reader, it is the first thing an inbox provider looks at to decide if your message is safe. Technical Blueprint: The header is a block of code at the very top of the email’s source. It records every server the email passed through on its way from your ESP (like Klaviyo) to the recipient’s inbox. Authentication Results: This is where the results of your SPF, DKIM, and DMARC checks live. If an inbox provider sees a “Pass” in the header for these authentication protocols, they are much more likely to deliver the email to the inbox. Spam Scoring: Inbox providers like Gmail and Yahoo use the header to assign a “Spam Score.” If your header contains suspicious information—like a mismatched “From” address and “Reply-To” address—this score increases, and your email is more likely to be sent to spam.

What is the most important reason for why you should set up a branded sending domain?

Branded sending domains deliver messages faster than shared domains.
All messages coming from a branded domain automatically match your company’s branding.
Major inbox providers like Gmail and Yahoo will block your messages or send them to spam if you send from a shared domain.

Explanation: Setting up a branded (or dedicated) sending domain is no longer just a “best practice”—as of 2024, it has become a mandatory requirement for anyone sending at a significant volume. This is the single most important technical step you can take to protect your ability to reach the inbox. The “Bulk Sender” Mandate: Major inbox providers like Gmail, Yahoo, and now Outlook (as of 2025/2026) require bulk senders to fully authenticate their mail. If you send from a shared domain (like klaviyomail.com), you cannot achieve DMARC alignment, which is a primary security check these providers use to fight phishing and spam. Reputation Isolation: On a shared domain, you share a reputation with thousands of other businesses. If another “neighbor” on that domain sends spam, your deliverability could suffer. A branded domain puts you in a “house of your own,” where your reputation is based solely on your own good sending habits. Identity Verification: A branded domain allows you to use your own domain for DKIM signatures. This tells inbox providers, “I am exactly who I say I am,” which builds the trust necessary to bypass aggressive spam filters.

What are the 3 key email authentication checks that your messages must pass in order to maintain good deliverability?

TXT, CNAME, and NS
SPF, DKIM, and DMARC
SPF, DKIM, and BIMI

Explanation: To ensure your emails land in the inbox rather than the spam folder, you must pass the “big three” authentication checks. Think of these as a multi-factor digital passport that proves your identity to inbox providers like Gmail and Yahoo. SPF (Sender Policy Framework): This acts as a “VIP Guest List.” It is a DNS record that lists exactly which servers (like Klaviyo’s) are authorized to send emails on behalf of your domain. When an email arrives, the inbox provider checks this list to see if the sender is “invited.” DKIM (DomainKeys Identified Mail): This acts as a “Digital Seal.” It adds a cryptographic signature to your email headers. If anyone tries to tamper with your email while it’s in transit, the seal breaks. The recipient’s server uses a public key in your DNS to verify that the seal is intact and the email is authentic. DMARC (Domain-based Message Authentication, Reporting, and Conformance): This acts as the “Security Guard’s Instructions.” It tells inbox providers what to do if an email fails SPF or DKIM. You can instruct them to do nothing (p=none), put the email in spam (p=quarantine), or block it entirely (p=reject).

What are 2 things you can do to influence your sender reputation in a positive way? (Select 2).

Use double opt-in to build your subscriber list.
Resend every campaign to people who did not open the first time.
Use an engagement-based campaign sending strategy.

Explanation: Your sender reputation is a score assigned by inbox providers (like Gmail and Yahoo) that determines whether your emails land in the “Primary” inbox or the spam folder. To keep this reputation high, you must focus on quality over quantity.

What is the name of the process through which a new subscriber must confirm their subscription before being subscribed to a given list?

Double opt-in
Single opt-in
Double subscribe

Explanation: The process you described is called double opt-in. It is a two-step verification method used to ensure that a person truly wants to join your mailing list and that the email address or phone number provided is valid and active. How the Double Opt-In Process Works: Step 1 (The Sign-Up): A visitor enters their contact information (email or phone number) into a sign-up form on your website. Step 2 (The Confirmation): An automated message is immediately sent to that address or number. This message contains a link or a button (or a keyword for SMS) that the user must click or reply to. Completion: Only after the user performs this second action are they officially added to your list as an “Active” subscriber.

What are the 3 primary objects of Klaviyo’s data model?

Profiles, lists, segments
Profiles, events, metrics
Profiles, events, catalogs

Explanation: Klaviyo’s data model is built around three core pillars that work together to create a 360-degree view of your customer and your business. While other elements like lists and segments are important for organization, these three are the “primitive” objects that store the actual data.

There may be times when you need to find the ID of a specific metric name. Which endpoint will help you find the Metric ID?

Get Metrics
Get Events
Get Metric

Explanation: When working with the Klaviyo API, you often need a specific Metric ID (a unique alphanumeric string) to filter data or trigger reports. To find this ID, you use the Get Metrics endpoint.

In which of the following cases would you use a client-side API?

To retrieve all of the lists that a profile is subscribed to
To log a user’s site browsing activity on their Klaviyo profile
To create a Placed Order event when a customer places an order on your site

Explanation: The choice between a client-side and server-side API in Klaviyo depends primarily on where the data is coming from and how secure that data needs to be. Front-End Interaction: Client-side APIs (like klaviyo.js) are designed to run in the user’s browser. This makes them perfect for tracking real-time onsite behavior—such as Active on Site, Viewed Product, or Clicked Banner—because the code can easily “see” what the user is doing on the page. Public Authentication: These calls use your Public API Key (or Site ID). Since this key is visible in your website’s source code, it is restricted to low-sensitivity actions. You wouldn’t want to use it for sensitive data, but it’s ideal for high-volume, behavioral tracking. Real-Time Identification: Client-side tracking allows Klaviyo to instantly associate a browser’s “anonymous” cookies with a specific profile once they identify themselves (e.g., by clicking an email link or filling out a form).

What is the main benefit of using a test Klaviyo account?

Test accounts provide you access to developer-specific support
Developer tools are only available in designated test accounts
You can make API calls without affecting production data

Explanation: The primary purpose of a test (or “sandbox”) account is to provide a safe environment for experimentation. When you are building custom integrations or writing scripts to automate data management, you are essentially working with “live” code that can have immediate consequences.

Two customers just placed orders, and Beth, a Klaviyo developer, wants to send both of these Placed Order events to Klaviyo. How can she do this?

Create 1 event server-side that will be sent to both profiles
Create 2 separate events server-side, one for each customer
Create a client-side event that will be sent to both profiles

Explanation: In Klaviyo’s data architecture, an Event is a discrete action tied to a specific Profile. Because events represent individual customer journeys, they cannot be “shared” or sent in bulk as a single multi-user event.

When building a custom integration, what key step allows you to track onsite activity?

Creating a Klaviyo test account
Installing a code snippet called klaviyo.js on your site’s front end
Creating a private API key in Klaviyo

Explanation: The correct answer is Installing a code snippet called klaviyo.js on your site’s front end. Why this is the key step While API keys are essential for moving data between servers, klaviyo.js (often referred to as the “Active on Site” tracking snippet) is what bridges the gap between a visitor’s browser and your Klaviyo account.

What are the two ways that you can hit a rate limit for an API?

Hit the steady limit or enter a malformed payload
Hit the burst limit or hit the steady limit
Hit the burst limit or use the wrong type of API key

Explanation: API rate limits are essentially “speed bumps” designed to protect a server’s health and ensure fair resource distribution among all users. Most sophisticated APIs, including Klaviyo’s, use a multi-tiered system to manage traffic flow.

Which type of API key do you need in order to use a client-side API?

Private API key
Public API key
Either one works

Explanation: In the world of web development, “client-side” refers to anything running directly in the user’s browser. Because browser code is visible to anyone who right-clicks and selects “View Source,” security protocols dictate which keys can be exposed there. The Role of the Public API Key. The Public API key (also known as a Site ID in Klaviyo) is designed to be shared openly. It is a “write-only” identifier that allows the browser to send data to a specific account without the risk of someone using it to steal data from that account.

Client-side APIs are heavily dependent on JavaScript requests in the browser. For some users, slow internet or script-blocking plugins may cause the JavaScript not to fire. What impact might this have on the data going into Klaviyo?

If the JavaScript does not fire, no data will be passed to Klaviyo.
The data will instead be sent through the server-side version of that API.
The data will sync in later and the event timestamp will be wrong.

Explanation: Because client-side tracking happens directly on the user’s device, it is entirely reliant on the browser’s ability to execute code and communicate with external servers. If that connection is severed or the code is prevented from running, the data simply never leaves the user’s computer.

The marketing funnel is important because…

It’s a template you can use to create your ideal customer persona.
It’s a tried-and-tested framework for understanding your customer journey.
It’s a method for optimizing your conversion rate.

Explanation: The marketing funnel is essential because it provides a structured blueprint for how a stranger becomes a customer. Without this framework, marketing often feels like guesswork.

Which of the following are the 5 stages of the traditional AIDAR marketing funnel listed in order?

Awareness, interest, desire, action, retention
Acquisition, interest, desire, awareness, retention
Attention, inspiration, desire, acquisition, retention

Explanation: The AIDAR model is an evolution of the classic AIDA formula (developed by Elias St. Elmo Lewis in 1898), updated for the modern subscription and relationship-based economy by adding “Retention.”

At which stage of the funnel would you expect to see an abandoned cart email? (Select the best answer.)

Action
Interest
Retention

Explanation: An abandoned cart email is a tactical tool used at the very bottom of the funnel. Here is the explanation of why it belongs in the Action stage: Why Abandoned Carts = Action Stage. The Action stage (sometimes referred to as the “Conversion” stage) is where the customer is on the literal brink of finishing their journey. Intent to Buy: By adding an item to their cart, the customer has moved past mere “Interest” or “Desire.” They have initiated the specific process of buying. The “Nudge”: An abandoned cart email serves as a final nudge to overcome “friction”—things like unexpected shipping costs, a distracting phone call, or technical glitches—that stopped them from completing the transaction. Conversion Focus: This email’s sole purpose is to recover a lost conversion, making it a classic “Bottom of the Funnel” (BOFU) tactic.

At which stage of the funnel does a customer typically start to narrow their focus to a specific product or products that you offer? (Select the best answer.)

Desire
Interest
Action

Explanation: While the transition between stages can sometimes feel fluid, the Desire stage is specifically where a consumer moves from looking at a category of solutions to wanting your specific product.

At which stage of the funnel is it most effective to capture a prospective customer’s email address? (Select the best answer.)

Retention
Action
Interest

Explanation: While you can capture an email address at almost any stage, the Interest stage is the strategic “sweet spot” for building a marketing database. Why “Interest” is the Best Stage for Capture. The goal of capturing an email is to open a direct line of communication so you can nurture the lead. Here is why the Interest stage is the most effective time to do this: The Permission Exchange: At the Interest stage, the prospect is actively looking for information. By offering a “lead magnet”—such as a free guide, a checklist, or a newsletter—you provide immediate value in exchange for their email.

In the world of marketing, what is an ‘ideal customer profile,’ or ICP for short?

Your definition of the perfect customer for your brand.
A record of all customers who purchased in the last year.
A list of features that attract every type of buyer.

Explanation: While many businesses try to sell to “everyone,” an Ideal Customer Profile (ICP) is a strategic tool used to narrow that focus to the specific type of company or person that derives the most value from your product and provides the most value back to your business.

What is the first stage of the marketing funnel, or the process of gaining the interest and awareness of customers?

Conversion
Retention
Acquisition

Explanation: In many marketing frameworks (such as the AARRR “Pirate Metrics” model), Acquisition is the initial stage where you make first contact with a potential customer and bring them into your ecosystem.

As a Klaviyo account owner, you want to add a user to assist you with account operations, but don’t want to give the user permission to close your account. Which of the following user roles would be best to add to your team?

Manager
Admin
Coordinator

Explanation: The Admin role has broad access to manage account operations, such as creating campaigns, managing flows, and adjusting settings, but does not have permission to close the account. This makes it the best choice when you want to give someone significant control without the ability to take critical actions like account closure.

Beantown Coffee uses Meta Advertising to reach new audiences with targeted ads. What are 2 reasons why Beantown should integrate this tool in Klaviyo? (Select 2.)

They can update their Klaviyo user role through integrating
They can increase the effectiveness of their ad targeting by syncing Klaviyo segments into Meta
They can sync lead ad submissions into Klaviyo for lifecycle marketing

Explanation: Integrating Meta Advertising with Klaviyo helps improve both acquisition and lifecycle marketing efforts. By syncing Klaviyo segments into Meta, the brand can target more relevant audiences, such as high-value customers or engaged subscribers, which improves ad performance. By syncing lead ad submissions into Klaviyo, the brand can automatically add new leads to their email or SMS flows and nurture them through the customer journey.

Once you’ve integrated a tool that you use with Klaviyo, what will happen?

The integrated tool will build custom segments for you in Klaviyo
Klaviyo will begin building automations for you
Data will begin syncing from that tool into Klaviyo

Explanation: When you integrate a tool with Klaviyo, the primary outcome is that data from that tool starts syncing into your Klaviyo account. This data can include customer information, events, purchases, or leads, depending on the integration.

Which of the following settings pages allows Klaviyo account owners to add a new user?

Other
Account
Email

Explanation: User management, including adding or removing users and assigning roles, is handled in the Account settings page. This is where account owners control permissions and access levels for their team members.

Which form type is the most intrusive to a shopper’s experience on your site since it will expand to fill the entire webpage until that user either submits or closes the form?

Flyout
Popup
Full page

Explanation: A full-page form expands to cover the entire webpage, requiring the visitor to either submit the form or close it before continuing to browse. Because it interrupts the shopping experience more than other form types, it is considered the most intrusive.

Build an email template in the email template editor
Build a form from scratch in the form editor
Customize a pre-built form template from the form library

Explanation: Klaviyo provides two main ways to create sign-up forms: You can build a form from scratch using the form editor to fully customize the design, fields, and behavior. You can start with a pre-built template from the form library and modify it to match your brand and goals.

Passing exams is not a workout. Multiple attempts won’t make you stronger.

Save your time with our answer-sheets. Get certified in minutes.

Klaviyo Academy CErtificate Answer Keys with Explanations

Note: We conduct daily checks for updates on the exam, ensuring that the file contains the most recent questions from the actual certification program.

Questions | Answers | Explanations. FREE Updates.

Download now

Marketing messages
Transactional messages
Promotional messages

Who has the biggest influence in deciding whether your messages are delivered to recipients or placed directly in spam?

Your recipients
The ESP you use to send messages
Inbox providers

Bola’s Baked Goods’ marketing manager is looking to monitor their email engagement. What are 2 metrics they might look at? (Select 2).

Unsubscribe rate
Form submit rate
Click rate

What does the term “email header” mean in the context of deliverability?

A snippet of code that contains important information about the sender
A navigation bar that links back to categories on your site
Email header is another term for a subject line

What is the most important reason for why you should set up a branded sending domain?

Branded sending domains deliver messages faster than shared domains.
All messages coming from a branded domain automatically match your company’s branding.
Major inbox providers like Gmail and Yahoo will block your messages or send them to spam if you send from a shared domain.

What are the 3 key email authentication checks that your messages must pass in order to maintain good deliverability?

TXT, CNAME, and NS
SPF, DKIM, and DMARC
SPF, DKIM, and BIMI

What are 2 things you can do to influence your sender reputation in a positive way? (Select 2).

Use double opt-in to build your subscriber list.
Resend every campaign to people who did not open the first time.
Use an engagement-based campaign sending strategy.

What is the name of the process through which a new subscriber must confirm their subscription before being subscribed to a given list?

Double opt-in
Single opt-in
Double subscribe

tep 1 (The Sign-Up): A visitor enters their contact information (email or phone number) into a sign-up form on your website. Step 2 (The Confirmation): An automated message is immediately sent to that address or number. This message contains a link or a button (or a keyword for SMS) that the user must click or reply to. Completion: Only after the user performs this second action are they officially added to your list as an “Active” subscriber.

If you are new to Klaviyo, and have historical email engagement data from your previous ESP (Email Service Provider), which warming process should you use to warm your domain?

IP warming
Platform introduction process
Standard warming

Which of the following segments would be considered the most highly engaged audience?

Customers who opened or clicked a message in the last 60 days
Customers who opened or clicked a message in the last 30 days
Customers who opened or clicked a message in the last 90 days

Which flow can help you automatically tag highly unengaged profiles who should be suppressed from future marketing messages?

Transactional flow
Winback flow
Sunset flow

What Klaviyo tool can you use to build a deliverability report that houses the email metrics you specifically want to focus on and can be sent straight to your inbox?

Benchmarks
Overview dashboard
Custom reports

Why is it important to use Google Postmaster Tools to monitor your spam complaint rate for Gmail users?

Klaviyo cannot measure spam complaints for Gmail specifically because Gmail does not provide a feedback loop to ESPs
You actually can view the same information in Klaviyo for Gmail spam complaints
Klaviyo cannot measure spam complaints for any inbox provider

If you notice a poor bounce rate, what is one action you can take to try and improve your bounce rate? In other words, how can you get less emails to bounce?

Change your list to be single opt-in
Create a segment of customers who have soft bounced and exclude them from future sends
Start sending to a wider audience of contacts

What is email deliverability?

The moment your message is accepted by a service provider
The likelihood that your message will successfully reach an inbox
The act of an email being blocked from sending

Which of the factors listed below can directly influence your deliverability? (Select 2).

Spam complaints
Domain authentication
Revenue per recipient

What is email engagement?

Only positive performance indicators, like opens or clicks.
An umbrella term for how people interact with emails, including opens, clicks, spam complaints, unsubscribes, etc.
Only negative performance indicators, like unsubscribes or spam complaints.

Which metric does not impact your sender reputation?

Click rate
Form submit rate
Unsubscribe rate

Using the Benchmarks report, Bola’s Baked Goods notices that their bounce rate is extremely high compared to their peers. Of the choices below, what is the best action they can take to try and lower their bounce rate?

Check to make sure that double opt-in is enabled
Try sending to their entire subscriber list for a week
Stop sending emails for a couple of weeks

Which of the following items is a requirement that bulk senders must meet in order for Gmail and Yahoo to pass your messages to the inbox?

Include a manage preferences link in the footer
Messages must pass DKIM and SPF authentication
Only include 1 image file per email

Examine the structure of this sending domain: send.brand.com. Which part of this sending domain is the subdomain?

send
send.brand.com
brand.com

The Bola’s Baked Goods team has seen a dip in deliverability performance. They want to set up a flow that will help them identify unengaged subscribers who do not respond to a last-ditch effort email. Which flow should they create in Klaviyo? (Select the best answer).

Winback flow
Welcome series
Sunset flow

Which term describes when an email is not successfully delivered or is rejected by an inbox provider?

Rejected
Bounced
Spammed

Which field in an email header tells you the name of the sending domain from which the message was sent?

mailed-by
security
signed-by

Bola’s Baked Goods is new to Klaviyo and has imported historical email engagement data from their previous ESP (Email Service Provider). Which warming process should they follow?

Standard warming process
IP warming process
Platform introduction process

What should you do with unengaged profiles?

Exclude these profiles from all of your email sends without suppressing them
Suppress these profiles because they are not engaging with your messages anymore
Exclude these profiles from the majority of your email sends, but include them in key sends such as a huge holiday sale or a large business-wide announcement

What will you need access to in order to set up a branded sending domain in Klaviyo?

A physical server in your office
A secure VPN
Your DNS (Domain Name System) provider

What is a sending domain?

The web address your emails come from that helps email servers identify you as a sender
Your sender email address (also known as a from-address)
The platform through which you send emails (e.g., Klaviyo)

Which of the following statements is true? (Select 1).

You may face heavy penalties and legal consequences for failing to honor unsubscribe requests.
The CAN-SPAM Act gives recipients the right to opt-out of necessary transactional messages.
Both flows and campaigns can be marked as transactional in Klaviyo.

What does DMARC stand for?

Domain Management and Reporting Consortium
Domain-based Message Authentication, Reporting, and Conformance
Domain-based Messaging Authority Reaching Consumers

When you add a DMARC record to your DNS record set, what type of record is your DMARC policy stored as?

CNAME
TXT
NS

What Klaviyo analytics tool can you use to compare your deliverability performance to similar businesses within your industry?

Custom reports
Overview dashboard
Benchmarks

Which description best defines “spam trap”?

A service you can pay for to identify and automatically clean invalid emails from your list.
A mechanism you set up in Klaviyo to prevent spam email addresses from entering your list.
An email address that is not used by a real person, and is instead used by inbox providers to identify malicious senders.

What is the goal of a transactional message?

Deliver promotional materials triggered by an action your customer takes
Promote or market your new product
Deliver essential, non-promotional information triggered by an action your customer takes

Why is it recommended to keep “global unsubscribe” turned on in your account settings?

It forces new subscribers to confirm their subscription before being added to your list.
Global unsubscribe will remove consent from all related child accounts under a single parent account.
It guarantees that a profile will not receive any future marketing communication, regardless of the lists or segments they were part of.

Where in Klaviyo can you go to view an estimated deliverability score for the last 30 days of your email performance?

Deliverability hub
Custom reports
Benchmarks

Which tool should you use to monitor your spam complaint rate from Gmail users?

Custom reports
Deliverability hub
Google Postmaster Tools

Who measures your sender reputation to ultimately decide whether or not your messages are placed into a recipient’s inbox?

The recipients themselves
Klaviyo
Inbox providers

What does it mean to use an engagement-based sending schedule for your email campaigns?

It means that you send to specific segments on specific days of the week so that they are used to hearing from you.
It means you send to your most highly-engaged segment most frequently, and then incorporate less-engaged segments on a less-frequent basis, only sending to your full audience occasionally.
It means that you should only send campaigns to 1 segment at a time so you can compare engagement between segments.

What’s the difference between unengaged profiles and inactive profiles?

Unengaged profiles are subscribers who haven’t recently engaged with your brand’s marketing communications, while inactive profiles are subscribers who haven’t interacted with your business as a whole in an extended period of time (including browsing your site or making purchases)
Inactive profiles are subscribers who haven’t recently engaged with your brand’s marketing communications, while unengaged profiles are subscribers who haven’t interacted with your business as a whole in an extended period of time (including browsing your site or making purchases)
There is no difference between unengaged profiles and inactive profiles

What is the ultimate goal of a sunset flow?

To drive a high click rate
To identify unengaged profiles and tag them for suppression
To drive a high open rate

Opened Email events in Klaviyo include a nested property called Machine Open/Apple Privacy Open. What does this property tell us about the user who opened the email?

It means the Apple Mail app flagged your message as suspicious.
It means the message was definitely opened by a machine.
It means the recipient has Mail Privacy Protection enabled on their device.

What are the 3 primary objects of Klaviyo’s data model?

Profiles, lists, segments
Profiles, events, metrics
Profiles, events, catalogs

There may be times when you need to find the ID of a specific metric name. Which endpoint will help you find the Metric ID?

Get Metrics
Get Events
Get Metric

In which of the following cases would you use a client-side API?

To retrieve all of the lists that a profile is subscribed to
To log a user’s site browsing activity on their Klaviyo profile
To create a Placed Order event when a customer places an order on your site

What is the main benefit of using a test Klaviyo account?

Test accounts provide you access to developer-specific support
Developer tools are only available in designated test accounts
You can make API calls without affecting production data

Two customers just placed orders, and Beth, a Klaviyo developer, wants to send both of these Placed Order events to Klaviyo. How can she do this?

Create 1 event server-side that will be sent to both profiles
Create 2 separate events server-side, one for each customer
Create a client-side event that will be sent to both profiles

When building a custom integration, what key step allows you to track onsite activity?

Creating a Klaviyo test account
Installing a code snippet called klaviyo.js on your site’s front end
Creating a private API key in Klaviyo

What are the two ways that you can hit a rate limit for an API?

Hit the steady limit or enter a malformed payload
Hit the burst limit or hit the steady limit
Hit the burst limit or use the wrong type of API key

Which type of API key do you need in order to use a client-side API?

Private API key
Public API key
Either one works

Client-side APIs are heavily dependent on JavaScript requests in the browser. For some users, slow internet or script-blocking plugins may cause the JavaScript not to fire. What impact might this have on the data going into Klaviyo?

If the JavaScript does not fire, no data will be passed to Klaviyo.
The data will instead be sent through the server-side version of that API.
The data will sync in later and the event timestamp will be wrong.

Nested data within event payloads cannot be used in which of the following instances? (Select 2 answers).

Segmentation
Flow filtering logic
Reporting

Where can you find the rate limit for a specific endpoint?

In whichever SDK that you’ve chosen to utilize
Under the API Reference within the Developer Portal
All Klaviyo APIs have the same consistent rate limit

When you make a GET call to a server-side API, which format is data returned in? (Select 1 answer).

JavaScript
Protobuf
JSON

How does a values report API call differ from a series report call?

Values reports allow you to enter a specific timeframe, while series reports group data by a specific interval over all time
Values reports provide data over a specific time interval within a timeframe, while series reports provide data over an entire timeframe
Values reports provide data over an entire timeframe, while series reports provide data over a specific time interval

Which of the following statements is true about webhook flow actions? (Select 1 answer).

Any user within a Klaviyo account can set up a webhook, regardless of their user role or security permissions.
Webhooks send data two-ways. They can send data out of Klaviyo, and can also ingest data into Klaviyo.
Webhook payloads can use Django logic.

Choose the scenario where it would make the most sense to use a webhook flow action. (Select 1 answer).

You want to send direct mail from a third-party tool based on events that are natively logged in Klaviyo.
You want to send data into Klaviyo from your third-party logistics tool so you can use it to trigger flows.
You want to create a two-way sync between your third-party loyalty program tool and Klaviyo to keep a real-time record of loyalty members.

hy this is the ideal scenario. Webhooks shine in one-way, outbound automation. In this case: A customer hits a specific point in a Klaviyo Flow (e.g., “Spent over $500”). The Webhook Flow Action immediately sends a “packet” of data (like the customer’s name and address) to the direct mail provider’s API. The third-party tool receives that data and prints/mails the postcard.

What are the 2 ways that you can hit a rate limit for an API?

Hit the burst limit or hit the steady limit.
Hit the burst limit or use the wrong type of API key.
Hit the steady limit or have a payload that is structured incorrectly.

Which feature allows you to leverage webhooks to send data out of Klaviyo?

Flows
Campaigns
Integrations

Which of the following user role types can configure multi-factor authentication in a Klaviyo account? (Select 1 answer).

Content creator
Support
Admin

Where can you go in a Klaviyo account to locate your API credentials?

Settings > API keys
Integrations > API keys
Settings > Other

he process is straightforward but requires specific administrative permissions (Owner, Admin, or Manager). Click your account/organization name in the bottom-left corner of the Klaviyo dashboard. Select Settings from the dropdown menu. In the navigation menu (usually on the left or top), click the API Keys tab.

Where can you go in a Klaviyo account to generate sample data for your test account?

Metrics > Developer tools > Sample data
Settings > Developer tools > Sample data
Integrations > Developer tools > Sample data

Why are Unsubscribed from List, Bounced Email, and Clicked SMS not viable triggers for a webhook in a flow?

Webhooks cannot be triggered by events that are related to a list.
These metrics cannot trigger flows, therefore cannot be used to trigger webhooks.
They actually are all viable triggers for webhooks.

What is the benefit of using the klaviyo object during development?

It requires less manual work to implement client-side APIs.
It enables you to track activity across multiple different website domains.
It provides a short-hand way to send data to Klaviyo and interact with server-side APIs.

Which of the following is a limitation of using client-side APIs?

You may compromise your private API key.
Client-side APIs have much lower rate limits than server-side.
If the onsite JavaScript doesn’t fire, event data will not be logged.

What are the 3 primary objects of Klaviyo’s data model?

Profiles, lists, segments
Profiles, events, metrics
Profiles, events, catalogs

If you receive a 429 Rate Limit error response code, you will get a header called Retry-After which will include an int number. What does this int number represent?

The number of minutes before you can start making requests again.
The number of seconds before you can start making requests again.
The number of requests allowed per time period for that API.

Which best practice should you follow in order to handle 429 status code responses?

Treat rate limits as minimums.
Use a different API key.
Build in a retry mechanism.

Klaviyo offers several client-side APIs. What type of request method does the Create Client Event API use?

GET
PATCH
POST

ccording to standard RESTful API conventions, different methods serve distinct purposes: POST (Write): Used to create or send new data to a server. When a customer views a product or clicks a button, the Create Client Event endpoint uses a POST request to transmit that new event data.

Which API would return a list of all metrics within an account, along with their associated metric ID?

Get Metric
Get Metrics
Get Events

Where can you find the rate limit for a specific endpoint?

In whichever SDK that you’ve chosen to utilize.
Under the API Reference within the Developer Portal.
All Klaviyo APIs have the same consistent rate limit.

What key opportunities will Klaviyo offer you as a Klaviyo developer?

Business exposure and marketing, community, and support.
Development funds, community, business exposure.
Community, priority support, and revenue share.

What benefit do you get from running a query using the relationships object?

You can see all relationships between all resources in an account at once.
You can eliminate the need to perform redundant queries.
You can view all variants of products housed in a catalog.

What is the difference between a metric and an event?

Events are individual actions performed by a profile while metrics are a collection of similar events.
Events are actions tracked natively in Klaviyo while metrics are synced from a custom source.
Events and metrics are the same thing, you can use these terms interchangeably.

o understand this, think of a Metric as the “folder” or “label,” and an Event as the “document” inside that folder. Metric: This is the high-level definition of an action. For example, “Placed Order” is a metric. It defines what type of data is being tracked across the entire account. Event: This is a single, time-stamped occurrence of that metric tied to a specific person. If Jane Doe buys a shirt at 2:00 PM on Tuesday, that is an Event belonging to the “Placed Order” metric

Say you are building a custom integration with Klaviyo, and you need to send transactional order data from your site into Klaviyo. Which type of API should you use to send this data?

A server-side API
A client-side API
You could use either

ransactional data is “mission-critical.” If a customer buys a product but never receives an email confirmation because their browser blocked a script, it creates a poor user experience and increases support tickets.

Data that is nested within Event payloads cannot be used in which of the following instances? Select 2 answers.

Flow filtering logic
Predictive analytics
The segmentation engine

Complete the sentence: Best practices for building a custom integration include standardizing your naming conventions, structuring data for segmentation, and ______.

Choosing a consistent unique identifier for profiles.
Always identifying users with an external customer ID.
Only using server-side APIs for the most secure environment.

Which type of API key should you use when making a server-side API call?

A public API key
A private API key
Either type works

When you make a GET call to a server-side API, which format is data returned in?

JavaScript
Protobuf
JSON

tructure: Data is organized into a data object, which contains attributes (the specific fields like a profile’s email) and links for pagination. Interoperability: Because JSON is language-independent, you can easily handle these responses in Python, Node.js, PHP, or any other backend language. Predictability: Whether you are fetching a list of profiles or a specific metric’s performance, you can rely on the same nested key-value structure.

Which API endpoint can return monthly open rate of a particular flow?

Query Flow Series
Query Flow Values
Get Opens for Flow

The marketing funnel is important because…

It’s a template you can use to create your ideal customer persona.
It’s a tried-and-tested framework for understanding your customer journey.
It’s a method for optimizing your conversion rate.

Which of the following are the 5 stages of the traditional AIDAR marketing funnel listed in order?

Awareness, interest, desire, action, retention
Acquisition, interest, desire, awareness, retention
Attention, inspiration, desire, acquisition, retention

At which stage of the funnel would you expect to see an abandoned cart email? (Select the best answer.)

Action
Interest
Retention

At which stage of the funnel does a customer typically start to narrow their focus to a specific product or products that you offer? (Select the best answer.)

Desire
Interest
Action

At which stage of the funnel is it most effective to capture a prospective customer’s email address? (Select the best answer.)

Retention
Action
Interest

In the world of marketing, what is an ‘ideal customer profile,’ or ICP for short?

Your definition of the perfect customer for your brand.
A record of all customers who purchased in the last year.
A list of features that attract every type of buyer.

What is the first stage of the marketing funnel, or the process of gaining the interest and awareness of customers?

Conversion
Retention
Acquisition

Bola’s Baked Goods is looking for a free way to boost awareness of their brand. What is an example of an organic acquisition strategy they can try out?

Create Google search ads to appear high up in search results.
Run a lead ad on TikTok for viewers to sign up for their emails.
Share user-generated content to their Instagram story.

As you begin to create branded content, what are the 3 key steps to create a strong brand voice, as recommended by Klaviyo Partner, Peyton Fox? (Select 3.)

Identify your ideal customer
Make cohesive visuals
Build a different style for each digital channel
Conduct competitive research
Use the same copy across all channels

hile “voice” often refers to writing, a brand is a sensory experience. If your written voice is playful and light, but your visuals are dark and corporate, you create cognitive dissonance. Cohesive visuals—consistent fonts, color palettes, and imagery—act as the “body language” of your brand, reinforcing the message you are sending with your words.

What acquisition strategy involves improving your website content and design so that it appears higher up in search engine results, like Google?

Search engine optimization (SEO)
Organic social media
Paid search ads

Let’s say you’d like to ensure that your product details and images appear as high up as possible in search engine results. Which ad should you invest in?

YouTube video ads
Google display ads
Google shopping ads

nlike traditional text-based ads, Google Shopping ads are highly visual and data-rich. They are designed specifically for e-commerce for several reasons: Visual Intent: When a user searches for a specific product (e.g., “waterproof hiking boots”), Shopping ads display a photo of the product at the very top of the page. This satisfies the user’s desire to see the item before clicking. High-Intent Information: These ads automatically pull data from your “Product Feed,” displaying the price, brand name, and star ratings. This means the traffic you get is more qualified—if they click, they already know the price and like the look of the item. Prime Real Estate: Shopping ads often appear above traditional organic search results and even above standard text ads, giving your products the highest possible visibility on the page.

SWAK Cosmetics is looking to create an ad on Meta that will offer free consultations in exchange for someone signing up for email communications from their brand. What type of ad should they create?

Conversion ad
Lookalike audience
Lead ad

or a business offering something like a free consultation, a Lead ad is the most efficient path for two main reasons: Reduced Friction: When a user clicks a Lead ad, a form pops up that is pre-filled with their contact information (like name and email) from their Meta profile. This makes it incredibly easy for them to sign up, leading to much higher conversion rates compared to sending them to a separate website. Direct Information Exchange: It is built specifically for “The Handshake”—the moment where a user gives you their data in exchange for a specific value (the free consultation). It effectively turns an ad into a direct registration tool.

Flyout form
Embedded form
Full page form

Send a welcome automation
Show them an embedded form on-site
Target them with a social media lead ad

What is the process of increasing the percentage of website visitors who complete a desired action, such as making a purchase? (Select the best answer.)

Marketing funnel optimization
Repeat purchase strategy
Conversion rate optimization

In order to maximize your return on investment, who should you target your campaign content to?

Specific segments that have shown interest in your content.
Anyone that you have a form of contact information for.
Your full marketing list of subscribers across channels.

Welcome series flow
Abandoned cart flow
Browse abandonment flow

What flow should you set up to send a message to someone who recently viewed a specific product page but never added that item to their online shopping cart?

Abandoned cart flow
Browse abandonment flow
Welcome series flow

When it comes to A/B testing, how many elements of your marketing content should you change at a time?

As many as you’d like
5
1

Product pages
Consent at checkout
Sign-up forms

his is often the most high-value point of capture. As a customer is already entering their information to make a purchase, providing a pre-selected or optional checkbox to “Keep me updated on news and exclusive offers” allows you to turn a one-time buyer into a long-term marketing contact. Why it’s crucial: Customers at checkout have the highest level of trust and intent. Legal Compliance: It ensures you have “Express Consent” to market to them, which is required by privacy laws like GDPR and TCPA.

What does it mean when we say “retention marketing”?

Marketing that engages customers before their first purchase to raise awareness.
Marketing that engages customers after their first purchase to build loyalty.
Marketing that engages customers during their first purchase to finalize a conversion.

In the world of digital marketing, what do you call a tool that outlines what campaigns you plan to send, via which channels, when they’ll be sent, and to whom?

Loyalty program
Automation
Content calendar

What are 3 automations that specifically focus on retaining customers? (Select 3.)

Browse abandonment
Winback
Replenishment
Abandoned cart
Post-purchase

SWAK Cosmetics is a growing makeup brand that is looking to retain its top shoppers, specifically by awarding points each time someone shops. What tooling should they begin to invest in? (Select the best answer.)

Reviews program
Loyalty program
Referral program

What are 2 best practices for collecting and promoting customer reviews? (Select 2.)

Post only your most positive reviews, showing off top feedback and hiding negativity.
Consider reviews a feedback engine, helping improve your products and services.
Use reviews as marketing, adding testimonials and images in your content.

As you assess your full funnel strategy, you realize that your list growth is lower than desired. What stage of the marketing funnel should you focus on improving? (Select the best answer.)

Bottom of funnel (retention)
Top of funnel (awareness and interest)
Middle of funnel (desire and action)

What does the marketing funnel represent in digital marketing? (Select the correct answer.)

The sequence of tasks for developing a website.
Stages that guide a prospect from awareness to retention.
The timeline for social media content publishing.

Which of the following correctly lists the stages of AIDAR? (Select the correct answer.)

Awareness, Interest, Desire, Action, Response
Attention, Interest, Desire, Action, Retention
Attention, Interest, Desire, Analytics, Retention

Beantown Coffee is reviewing its top-of-funnel strategy and notices that after people become interested in the brand, they tend to drop off around the desire stage of the funnel. What is 1 strategy Beantown can employ within messages to reduce this churn and get someone interested in a product? (Select the best answer.)

Request customer feedback on completed purchases.
Send daily discount offers to boost urgency.
Emphasize product benefits and positive reviews.

Which metric best indicates the “Action” stage in your digital funnel? (Select the best answer.)

Open rate
Website visits
Conversion rate

How does defining an ideal customer persona improve your funnel performance? (Select the best answer.)

Aligns your brand messaging to real customer needs.
Reduces your brand’s ad spend by about 50%.
Ensures a broader audience reach for your brand.

Which action shows a prospect is in the “Interest” stage instead of the “Awareness” stage? (Select the best answer.)

Visiting a product page after clicking a search ad.
Noticing the brand name in a social media post.
Seeing a brand’s display ad on a website.

Why should your brand voice be distinctive? (Select the best answer.)

To closely mimic other successful brands in your industry.
To more accurately track your customer behavior and shopping patterns.
To ensure that your brand message stands out in a crowded market.

Which statement defines search engine optimization? (Select the correct answer.)

Increasing social media followers as quickly as possible.
Improving a website’s visibility in search engine results.
Paying for ads to appear within search engine results.

Use unrelated keywords to cast a wider net across the internet.
Include target keywords in the page title and meta description.
Increase their social media ad spend.

What best defines paid search? (Select the correct answer.)

Bidding on keywords to display ads in search results.
Optimizing website content to rank higher organically.
Paying for ad space on social media platforms.

What are 2 best practices to follow as you build a paid search campaign? (Select the 2 correct answers.)

Write action-oriented ad copy.
Conduct keyword research.
Ignore negative keywords.

Let’s say the cost per click for an ad campaign is $2 and your goal is to drive 100 clicks. What budget would you set for this example? (Select the correct answer.)

$1,000
$200
$150

Builds brand awareness and community engagement.
Drives immediate sales through paid advertisements.
Reduces your dependency on text and email lists.

Focus on organic community building.
Invest heavily in paid ad campaigns.
Hire influencers for a paid partnership.

hen you focus on organic growth, you are investing in the long-term health of your brand: Lower Cost of Acquisition: Instead of paying for every click or impression, you earn them through high-quality content and interaction. This allows you to keep your “burn rate” low while still reaching new prospects. Higher Trust and Loyalty: People are more likely to trust a brand that engages with them personally. Replying to comments, joining relevant groups, and sharing user-generated content (UGC) creates an emotional bond that a paid ad simply cannot replicate. The “Algorithm” Advantage: Most social platforms prioritize content that generates “meaningful interactions.” By building a community that likes, shares, and comments, your organic reach naturally increases without you having to increase your budget.

Post organic content every day during the week leading up to their sale.
Send an email newsletter to subscribers, encouraging them to check out deals on social media.
Run paid social ads targeted to engaged lookalike audiences.

Lead ad
Search ad
Lookalike ad

Track real-time user behavior across the pages of your website to retain them long-term.
Collect new visitor contact information and consent for ongoing engagement.
Process payments efficiently and securely to convert new customers.

Ensure they have 1 clear call-to-action button for their form.
Increase the form width so it takes up more of the screen.
Reduce the number of fields on the form.

A/B test
Product review survey
Sign-up form

Beantown should target them with a paid ad across social media that welcomes them to the Beantown brand community.
Beantown should send an automated message within its welcome series flow.
Beantown should send the new subscriber a manually sent campaign to thank them for signing up.

Why should marketers focus on the conversion stage? (Select the best answer.)

To increase social media shares, and thus, expand brand awareness.
To reduce ad spend and save their team excess costs.
To turn website visitors into paying customers, earning more revenue.

Which of the following best defines conversion rate optimization? (Select the best answer.)

Increasing the average time that a user spends on your website.
Getting a higher percentage of website visitors to convert.
Driving a higher number of website visitors to a particular page.

Detailed, technical paragraphs about the new product.
A set of links to blog posts that reference the product.
A bulleted list of their product’s top benefits.

Customer reviews
Sign-up forms
Links to recent blog posts

You’ve noticed that your site’s conversion rate is stagnant. Which techniques could you try out to increase your website’s conversion rate? (Select the 2 best answers).

Increase your pop-up frequency.
Add clear calls to action.
Optimize your page speed.

How does coordinating a unified messaging strategy across channels contribute to a holistic marketing program? (Select the best answer.)

It simplifies your reporting by isolating each channel’s core performance metrics.
It ensures a consistent brand experience and accurate insights across touch points.
It reduces your team’s workload by using only 1 marketing channel for all campaigns.

You’re sending an email to a segment of website visitors who viewed a particular product, but have not made a purchase. What is the most likely outcome of sending to this audience? (Select the best answer.)

You increase conversions for first-time shoppers.
You reduce churn for repeat customers.
You increase the number of VIP shoppers.

You’ve been tasked with building a messaging strategy that drives conversions. What are 2 kinds of automations that can help you accomplish this goal? (Select the 2 correct answers.)

Browse abandonment
Post-purchase thank you
Abandoned cart

bandoned cart automations reach users who showed strong purchase intent by adding items to their cart but didn’t check out, making them one of the highest-converting automation types.

Beantown Coffee has noticed an uptick in people adding their coffee selections to their cart, but never actually placing an order. Which automation should they set up to recover those otherwise lost sales? (Select the correct answer.)

Post-purchase thank you
Browse abandonment
Abandoned cart

Why should you only A/B test 1 element at a time? (Select the correct answer.)

To attribute results to a specific change.
To speed up the testing process.
To reduce the amount of traffic required.

esting multiple elements at once makes results ambiguous—you won’t know which change drove the outcome. Speed and traffic efficiency aren’t the main reasons; clarity and accuracy are.

Which statement defines retention? (Select the correct answer.)

Tracking first-time buyers’ purchase dates.
Attracting new customers through promotions.
Keeping customers engaged and buying over time.

Beantown Coffee needs to spend less time and money acquiring new customers. Instead, which strategy would help them retain customers while still driving more revenue? (Select the best answer.)

Create a sign-up form with more robust input fields to learn about this customer, like their favorite color and birthday.
Set up a post-purchase flow that cross-sells related items the shopper might want to buy next.
Invest more heavily in paid social media to cast a wider net online, and capture the attention of lookalike audiences.

You plan to send an email campaign to re-engage shoppers who may be interested in this season’s products, but who haven’t shopped recently. Which of the following segments best aligns with that goal? (Select the best answer.)

Customers who returned a purchase in the last week.
Customers who shopped this year, but not in the last month.
Customers who have not yet purchased this year.

You’ve been tasked with improving your email and text messages to encourage repeat purchases. Analyze the strategies below to determine which will most effectively spur a second purchase. (Select the best answer.)

Emphasize the need to buy, plugging your most commonly used CTA in a generic promotional campaign.
Increase your message frequency, sending these shoppers a higher volume of content in the next week.
Add personalized content, like dynamic product recommendations tailored to the shopper’s previous purchases.

Post-purchase, replenishment, and winback automations are high-impact solutions for which stage of the marketing funnel? (Select the correct answer.)

Interest
Retention
Action

How do brands benefit from having a loyalty program? (Select the best answer.)

Increases customer lifetime value.
Simplifies inventory management.
Reduces product return rates.

Your team has decided to invest in a loyalty program, but is not sure where to start. What are the initial steps you should take to launch the program? (Select the 2 best answers.)

Invest in a loyalty platform to power your program.
Develop your VIP-specific branding.
Invite all shoppers and prospects to join.

How do reviews benefit both the brand and potential buyers? (Select the 2 best answers.)

Builds social proof that influences other shoppers.
Increases the shipping speed for orders on your website.
Provides your team with actionable product feedback.

Which of the following scenarios describes how reviews can help fill your marketing funnel with new leads? (Select the best answer.)

Increase organic traffic by improving SEO with fresh content.
Lower refund rates by revealing product flaws early.
Increase repeat purchase rate with cross-sell recommendations.

A customer leaves a positive review for Beantown Coffee’s seasonal blend. What should Beantown Coffee do after receiving this positive customer review? (Select the best answer.)

Increase the product price immediately.
Send an automated thank-you message to the reviewer.
Delete other reviews with lower ratings.

What actions can you take to maintain engagement in your brand community? (Select the 2 best answers.)

Avoid participating in Community conversations if Community members are active in a thread.
Empower natural leaders in your Community by giving them a sense of ownership.
Provide exclusive content to Community members who are passionate about your brand.

A brand has many Community members but low participation. Which issue likely causes low engagement? (Select the best answer.)

Poor email segmentation.
Too many promotions.
No member recognition.

You’ve been tasked with analyzing your full funnel strategy, and you find that you are falling short of industry benchmarks for customer lifetime value. Which bucket of the marketing funnel should you focus on improving? (Select the best answer.)

Top-of-funnel
Middle-of-funnel
Bottom-of-funnel

The Beantown Coffee marketing team wants to improve its full funnel strategy but isn’t sure where to start. What are 2 key steps they should take to begin analyzing their digital marketing performance? (Select the 2 correct answers.)

Increase ad spend uniformly across all stages of their funnel.
Look at industry benchmarks to determine the health of key performance metrics.
Identify customer drop-off points across their funnel stages.

When building out their content calendar, Beantown Coffee’s first step was to design a set of new email templates and designs. Was that the best course of action? (Select the best answer.).

No, instead they should build a set of 15 unique test segments; then, they can brainstorm what content to design.
No, instead they should begin by mapping content to each stage of the customer journey and align on what key holidays and dates they should develop content for.
Yes, design comes first. After that, they can plan what content aligns with the customer journey and when to send each message throughout the year.

As a Klaviyo account owner, you want to add a user to assist you with account operations, but don’t want to give the user permission to close your account. Which of the following user roles would be best to add to your team?

Manager
Admin
Coordinator

Beantown Coffee uses Meta Advertising to reach new audiences with targeted ads. What are 2 reasons why Beantown should integrate this tool in Klaviyo? (Select 2.)

They can update their Klaviyo user role through integrating
They can increase the effectiveness of their ad targeting by syncing Klaviyo segments into Meta
They can sync lead ad submissions into Klaviyo for lifecycle marketing

Once you’ve integrated a tool that you use with Klaviyo, what will happen?

The integrated tool will build custom segments for you in Klaviyo
Klaviyo will begin building automations for you
Data will begin syncing from that tool into Klaviyo

Which of the following settings pages allows Klaviyo account owners to add a new user?

Other
Account
Email

Which form type is the most intrusive to a shopper’s experience on your site since it will expand to fill the entire webpage until that user either submits or closes the form?

Flyout
Popup
Full page

Build an email template in the email template editor
Build a form from scratch in the form editor
Customize a pre-built form template from the form library

Within the Targeting and behavior section of your form editor, what setting gives you control over when to trigger and display your form on your site?

Display timing
Form ‍dismissal
Display frequency

Form template
Double opt-in
Form teaser

What is a multi-step form?

A form that collects more customer data in a single-step form
A form that collects more customer data through a sequence of steps
A form that collects more customer data using multiple text fields

What are 2 best practices to follow when A/B testing your forms? (Select 2.)

Create 2 to 4 variations
Test 4 emails at a time
Test 1 element at a time

reating 2 to 4 variations keeps the test manageable and ensures you can gather meaningful results. Testing 1 element at a time (such as the headline, offer, or button color) makes it easier to understand exactly what caused any change in performance.

In the Overview tab, which metric should you look to monitor and improve?

Form submit rate
Form deliverability rate
Form publish rate

Which of the following is a best practice for managing healthy list growth and maintenance? (Select the best answer.)

Create multiple lists for each of your marketing goals
Avoid creating lists; only have one main segment per channel
Manage one main list for each marketing channel

Under what 2 circumstances does Klaviyo automatically suppress a profile? (Select 2.)

When a customer subscribes
When an email soft bounces 7 times
When an email hard bounces

What is the difference between lists and segments in Klaviyo?

Lists only grow and shrink as people subscribe or unsubscribe, while segments grow and shrink as people meet a certain criteria
Segments only grow and shrink as people subscribe or unsubscribe, while lists grow and shrink as people meet a certain criteria
Segments are manually created by the Klaviyo user, while lists are automatically created by Klaviyo in your account

Which of the following is an example of a custom property that you may decide to collect from subscribers?

Phone number
Birthday
Email

Which of the following ensures a new subscriber confirms their subscription before joining a list?

Consent opt-in
Single opt-in
Double opt-in

Which 2 reports can help you analyze audience growth and engagement within the Lists & segments tab of your account? (Select 2.)

List growth report
Campaign performance report
Engagement report

Beantown wants to group all of their 90-day customers who either spend more than $500 or place more than 5 orders. Which of the following segments should they build? (Select the best answer.)

Include customers who have made a purchase in the last 90 days AND have spent more than $500 OR have placed more than 5 orders
Include subscribers who have made a purchase in the last 90 days AND spend more than $500 AND made more than 5 orders
Include customers who have made a purchase in the last 90 days OR have spent more than $500 AND made more than 5 orders

What are the 2 list cleaning actions that can enhance the performance of your brand’s list? (Select 2.)

Delete all active lists
Exclude soft bounces from sends
Suppress unengaged profiles

Why is it important to choose a fallback font for each custom font that you upload?

Many email inbox clients don’t render custom fonts.
Your custom font may accidentally get deleted.
Screen readers cannot read certain custom fonts.

Which product feed criteria would help you convert visitors who were recently active on your site, but have never added anything to their cart and never purchased?

Show a generic list of best-sellers.
Show the user’s recently viewed items.
Show items the user added to cart.

What is the primary benefit of using personalized product feeds in emails?

To avoid having to choose which products to include in every email campaign.
To increase conversions by providing more relevant product recommendations.
To remind users of items that they recently purchased so they can leave a review.

What are the 3 main content pillars that you should incorporate into your email campaign sending strategy?

Newsletter, abandoned cart flow, and transactional flows
Newsletter, promotion/sale, and new/featured offering
Newsletter, new/featured offering, and welcome series flow

Let’s say you drag a saved universal content block into a template, but you want to edit it slightly to be specific to that singular message. What should you do? (Select the best answer)

Klaviyo does not have the ability to edit just one block instance
Click the block and choose Unlink and Edit Independently
Duplicate the block, then save it as a new saved block

You want to apply a background image to only one section of your email, and you want to place text and buttons on top of it. What is the best way to achieve this layout?

Change the background of the entire email to an image, and then change the background color of specific blocks to a different color.
Drag a section layout block into the template and set a background image just for that section, then drag text and button blocks into the section.
Add an image block to the template, and use a third-party photo editing tool to create an image that looks like it has text and clickable buttons on it.

You want to include the static discount code ‘WELCOME10’ in the first email of your welcome series. This discount code will be exactly the same for all users. How would you add this discount code to the email?

Set up the code in your ecommerce platform, then type WELCOME10 into the email where you want to display the code.
Create a new static discount code within Klaviyo, then use a template tag to add the code to the email.
Upload WELCOME10 to Klaviyo as an Uploaded Coupon, then use a template tag to add the code to the email.

You want to design an email that has 3 columns that are all the same width and that allows you to drag-and-drop buttons into each column. How would you achieve this desired outcome?

Add a dynamic table block to the email and specify 3 columns.
Use the column layout block to split the section into 3 columns.
Use a split block to split the block into 3 columns.

Which of the following statements about show/hide logic in templates is true?

By default, all blocks in a template are hidden unless you mark them to show.
You cannot apply device-specific and property-specific logic to the same block.
Show/hide logic is case-sensitive regarding how you type profile property names.

What does the calendar view for campaigns allow you to do? (Select 2.)

Access a list of previous and published forms
Find opportunities or gaps for customer engagement
View scheduled campaigns by day, week, or month

When creating an email campaign, how can you capture your subscribers’ attention right away? (Select the best answer.)

Include relevant offers in the copy
Create enticing subject lines
Use a clear CTA in the email

Which of the following strategies can help your text message stand out from other brands? (Select 2.)

Include product reviews
Include long descriptive text
Share fun pictures or GIFs

If you create an email campaign and add a text message, what type of campaign are you now sending?

An email campaign
A single-channel campaign
A multi-channel campaign

Which 2 variables can you A/B test to improve email conversion rates? (Select 2.)

Videos
Copy
Call-to-action button

Beantown notices low click rates on their most recent email campaign. Which variable can they A/B test to help them increase the percentage of recipients who click on a link within their email?

Social media icons
Contact information
Length of email copy

Which of the following best describes the purpose of a flow trigger?

Sets your flow in motion
Adds contacts to your flow retroactively
Filters people out from receiving messages

If you want to create a flow that automatically sends someone a happy birthday message, what kind of flow trigger should you select?

Segment
Metric
Date

Before setting a flow live, you want to ensure that the right people will enter the flow based on specific criteria you’ve set. What should you do to confirm that your flow will send to the correct audience?

Conduct an A/B test of your first flow message
Review flow benchmark KPIs
Preview your flow trigger setup

To ensure that your flow begins sending automatically, which status should you set all flow components to in Klaviyo?

Manual
Draft
Live

Say you want to add a dynamic product image and price into your flow message based on the specific product someone has expressed interest in (e.g., when browsing your site or after placing an order). Which kind of flow can you add that to?

List-triggered flow
Metric-triggered flow
Date property-triggered flow

What flow action should you include in your flow to pass information from Klaviyo to another system you use, like your ecommerce store or third-party integrations?

SMS
Webhook
Notification

Bola’s Baked Goods wants to split their flow based on characteristics about someone in order to send a specific set of messages to gluten-free shoppers. What kind of split should they drag into their flow?

Flow split
Conditional split
Trigger split

What Klaviyo tool can you use to test out different variations of your flow message or pathways to help improve your flow performance over time?

Custom reports
A/B testing
Segments

Which of the following attribution models does Klaviyo utilize? (Select 2.)

Last touch
First touch
Multi-touch

You want to better understand how your marketing performance compares to companies similar to you. Which of the following areas of your account would best provide this insight?

Dashboards
Benchmarks
Custom reports

Which of the following plays a major role in calculating your benchmarks?

Intended audience
Industry and vertical
Branding and style

When tracking the path to revenue for an email recipient, key metrics flow in a particular order. Of the options below, which accurately represents this order?

Open rate > click rate > conversion rate
Click rate > conversion rate > open rate
Click rate > open rate > conversion rate

Flow performance report
Single metric deep dive report
Campaign performance report

You notice that your successful deliveries are down and you are sending fewer emails. Which of the following strategies would best help you increase successful deliveries?

Exclude a soft bounce segment
A/B test your message content
Write more compelling email copy

You notice that your conversion rate has gone down and fewer people are purchasing despite making it to your site. Which of the following strategies would best help you increase your conversion rate? (Select the best answer.)

Improve the checkout experience
Enhance your subject line copy
Adjust your sending frequency

How can you use a full page form on your website? (Select the best answer.)

Use this form as a landing page to collect emails for an early access list to a new product
Provide a less intrusive experience for shoppers in addition to any pop-up or fly-out
Allow a visitor to browse your website without forcing them to first interact with or close the form

Targeting and behavior
Form styles
Add blocks

Check for text message campaign alerts
Include a link to your privacy policy
Include your text message disclosure text

dding the text message disclosure explains message frequency, possible charges, and how to opt out, which is required for proper consent.

Submit rate
Viewed form
Open rate

If your forms fall into the Fair or Poor benchmarks categories, what should you do to improve form performance? (Select 2.)

Analyze form performance
Create an A/B test for forms
Use campaigns instead

Campaign Reports tab
Overview tab
A/B test results tab

Which tool within the Audience tab stores information about a particular user?

Profile
List
Segment

ists and segments, on the other hand, are groups of profiles organized by subscription status or specific criteria.

If Beantown wants to group together customers who recently made a purchase on their website, what should they create?

Sign-up form
List
Segment

Let’s say you want to collect and store your subscribers’ birthdays in Klaviyo. Which type of property would you use?

Company properties
Custom properties
Klaviyo default properties

What are 2 benefits of creating a single main list for each channel? (Select 2.)

It reduces the complexity of managing multiple lists
It automatically duplicates a profile in your account.
You can more easily create a welcome series for each channel

Which connector expands your segment by allowing any of the specified conditions to be met?

AND
OR
Filter

Which report shows how subscribers joined a list?

Custom report
List growth report
A/B test report

When building product feeds in Klaviyo, what are the 2 types of feeds you can choose between? (Select 2.)

Classic
Static
Personalized

Choose the template type that best matches the description: A message with space for several high-quality images that showcase the unique features and details of your product offering. Include easy-to-understand language that makes the value proposition clear, and a CTA to shop or learn more.

Promotion or sale
Newsletter
New or featured offering

lear, easy-to-understand language that communicates the value proposition A strong call-to-action (CTA) to shop, explore, or learn more

Let’s say you want to edit a universal content block that you previously created, but you only want the changes to apply to the email template you’re currently working on. What should you do?

Add the universal block to your template and then choose “Unlink and Edit Independently”
Create a brand new block modeled after the universal block since you cannot unlink universal content
Add the universal block to your template and then duplicate it to create a copy that you can edit separately

elect the option “Unlink and Edit Independently.”

Which statement accurately describes the difference between the split block and column layout?

The split block will always put your image on the left and text on the right, while the column layout supports 3 evenly spaced columns where the width cannot be changed.
The split block supports text or image content within 2 columns, while the column layout supports up to 4 columns and can contain more elements like buttons and product blocks.
The split block allows you to drag-and-drop any element from the builder into a 3 column layout, while the column layout supports only text and images across up to 2 columns.

Suppose you are selling pet food and you want to create show/hide logic that displays a block only to recipients who have said they own a dog. The profile property name in your Klaviyo account is “pet_type”. Which show/hide logic string is formatted correctly?

person.pet_type = dog
person|lookup:’pet_type’ == ‘dog’
person|lookup:’dog’

erson refers to the recipient’s profile.|lookup:‘property_name’ is used to access a custom profile property. == ‘value’ checks whether the property matches the specified value. So in this case: pet_type is the custom property. dog is the value you want to check for.

Which of the following template tags will populate a dynamic coupon code in a template?

{% coupontype_dynamic ‘CouponName’ %}
{% coupon_code ‘CouponName’ %}
{ person|lookup:coupon_code == ‘CouponName’ }

Which of the following user roles in Klaviyo can make changes to other users’ roles in an account? (Select 2.)

Admin
Support
Owner

What step should you take to allow data from any other tools you use to sync directly into Klaviyo? (Select the best answer.)

Upload a CSV of this data manually
This is not currently possible in Klaviyo
Integrate those tools with Klaviyo

What are 2 ways to visualize your campaigns? (Select 2.)

Calendar view
Analytics view
List view

Which of the following lets you run tests to determine the best time to send your emails?

Smart Form Sending
Smart Send Time
Smart Schedule Campaign

If Beantown wants to improve text message performance, what should they do? (Select the best answer.)

Keep the copy short, direct, and fun
Remove the text message disclosure for extra space
Write long and detailed copy

Say you want to create an A/B test to improve your email open rates. Which of the following is the best variable to test?

The color of your text
The call-to-action button
The subject line

What term best describes a sequence of automated messages and actions that start when a customer performs a specific action?

Segment
Flow
Campaign

Which of the following elements of a flow sets the series of actions and messages into motion?

Flow trigger
Flow filter
Conditional split

Which of the following elements can you drag into a flow in order to send information from Klaviyo to another third-party tool you use?

Integration
Conditional split
Webhook

If Bola’s Baked Goods wants to create 2 distinct pathways for customers moving through a flow based on a recipient’s distance to their brick and mortar location, what should they add to their flow to build this experience?

Trigger filter
Trigger split
Conditional split

eparate customers based on their distance from the physical store. Send different messages depending on that condition

Which of the following is a list-triggered flow that will send to subscribers once they join your main list?

Happy birthday flow
Welcome series flow
Abandoned cart flow

Beantown Coffee plans to try out multiple variations of the same flow message to ensure they’re sending content that yields the highest conversion rate possible. What Klaviyo tool should they use to perform this experiment?

A/B testing
Flow previewing
Growth reporting

Which type of flow in Klaviyo can you add a dynamic table of product information to in order to showcase an item someone was interested in after they’ve viewed it on-site, started a checkout, etc.?

List-triggered flows
Segment-triggered flows
Metric-triggered flows

Bola’s Baked Goods has seen a low click rate recently across their abandoned cart flow emails. They want to make sure to increase clicks going forward; what is one thing they can do to try to improve this metric?

Edit the call-to-action (CTA) of these emails to be more engaging
Start sending campaign emails for this content instead
Send texts and push notifications instead of emails

Which of the following attribution models does Klaviyo use?

First touch
Multi-touch
Last touch

You are reviewing this month’s benchmark data and see your conversion rate has a “Fair” performance rating. This indicates that the given metric is performing:

Between the 50th and 75th percentile for your peer group
Between the 25th and 50th percentile for your peer group
Less than the 25th percentile for your peer group

Let’s say that you’re planning an upcoming holiday email campaign that is similar to the one you ran last year. Which of the following custom report types would be best to create to review past performance? (Select the best answer.)

Multi-metric report
Product performance report
Campaign performance report

You notice your conversions are down and want to boost your conversion rate. Which of the following strategies would best help you increase your conversion rate? (Select 2.)

Evaluate performance of other KPIs
Create a new soft bounce segment
Improve your checkout experience

Which definition accurately describes owned revenue?

All revenue carried over from a previous ESP
The revenue gained through purchased leads
The revenue attributed to messages sent through Klaviyo

When tracking the path to revenue for an email recipient, key metrics flow in a particular order. Of the options below, which accurately represents this order?

Click rate > open rate > conversion rate
Open rate > click rate > conversion rate
Click rate > conversion rate > open rate

They can expand their analytics and reporting capabilities in Klaviyo
They can only update their team’s user roles in Klaviyo once they’ve integrated
They can use Meta Ads data to build segments and flows

Why is it important to preview your flow functionality in Klaviyo?

To make sure every site visitor receives a message without exception
To decide whether this content is better suited for campaign sending
To make sure the right people are entering and moving through your flow

nly the intended audience enters the flow. Messages send in the correct order and at the right times. Conditional splits and delays work as expected

After setting a flow live, where can you go in Klaviyo to monitor how folks are engaging with this automated content? (Select 2.)

Click View All Analytics within your flow to view message-specific data
Build a campaign performance report to view all flow data
Click into the Flows tab where you’ll see a performance overview

Which of the following settings are you able to customize under the “Account” settings page? (Select 2.)

Your message attribution windows
Your personal and organization’s contact information
Users within your account

Email
Other
Account

What is the default attribution window for Clicked SMS?

5 days
1 day
12 hours

Bola’s Baked Goods has been working on improving their open rate over the last several months. They have seen improvement, but want to see how the open rate compares to that of their peers. Which analytics tool would be best to use to see how they are performing?

Benchmarks
Dashboards
Custom reports

Answers to All Klaviyo Certificate Assessments

Klaviyo Academy Assessments Answer Keys with Explanations

What kind of messages deliver non-promotional information triggered in direct response to a transaction-related event?

Who has the biggest influence in deciding whether your messages are delivered to recipients or placed directly in spam?

Bola’s Baked Goods’ marketing manager is looking to monitor their email engagement. What are 2 metrics they might look at? (Select 2).

What does the term “email header” mean in the context of deliverability?

What is the most important reason for why you should set up a branded sending domain?

What are the 3 key email authentication checks that your messages must pass in order to maintain good deliverability?

What are 2 things you can do to influence your sender reputation in a positive way? (Select 2).

What is the name of the process through which a new subscriber must confirm their subscription before being subscribed to a given list?

What are the 3 primary objects of Klaviyo’s data model?

There may be times when you need to find the ID of a specific metric name. Which endpoint will help you find the Metric ID?

In which of the following cases would you use a client-side API?

What is the main benefit of using a test Klaviyo account?

Two customers just placed orders, and Beth, a Klaviyo developer, wants to send both of these Placed Order events to Klaviyo. How can she do this?

When building a custom integration, what key step allows you to track onsite activity?

What are the two ways that you can hit a rate limit for an API?

Which type of API key do you need in order to use a client-side API?

Client-side APIs are heavily dependent on JavaScript requests in the browser. For some users, slow internet or script-blocking plugins may cause the JavaScript not to fire. What impact might this have on the data going into Klaviyo?

The marketing funnel is important because…

Which of the following are the 5 stages of the traditional AIDAR marketing funnel listed in order?

At which stage of the funnel would you expect to see an abandoned cart email? (Select the best answer.)

At which stage of the funnel does a customer typically start to narrow their focus to a specific product or products that you offer? (Select the best answer.)

At which stage of the funnel is it most effective to capture a prospective customer’s email address? (Select the best answer.)

In the world of marketing, what is an ‘ideal customer profile,’ or ICP for short?

What is the first stage of the marketing funnel, or the process of gaining the interest and awareness of customers?

As a Klaviyo account owner, you want to add a user to assist you with account operations, but don’t want to give the user permission to close your account. Which of the following user roles would be best to add to your team?

Beantown Coffee uses Meta Advertising to reach new audiences with targeted ads. What are 2 reasons why Beantown should integrate this tool in Klaviyo? (Select 2.)

Once you’ve integrated a tool that you use with Klaviyo, what will happen?

Which of the following settings pages allows Klaviyo account owners to add a new user?

Which form type is the most intrusive to a shopper’s experience on your site since it will expand to fill the entire webpage until that user either submits or closes the form?

What are 2 ways to create a sign-up form in Klaviyo? (Select 2.)

Klaviyo Academy CErtificate Answer Keys with Explanations

What kind of messages deliver non-promotional information triggered in direct response to a transaction-related event?

Who has the biggest influence in deciding whether your messages are delivered to recipients or placed directly in spam?

Bola’s Baked Goods’ marketing manager is looking to monitor their email engagement. What are 2 metrics they might look at? (Select 2).

What does the term “email header” mean in the context of deliverability?

What is the most important reason for why you should set up a branded sending domain?

What are the 3 key email authentication checks that your messages must pass in order to maintain good deliverability?

What are 2 things you can do to influence your sender reputation in a positive way? (Select 2).

What is the name of the process through which a new subscriber must confirm their subscription before being subscribed to a given list?

If you are new to Klaviyo, and have historical email engagement data from your previous ESP (Email Service Provider), which warming process should you use to warm your domain?

Which of the following segments would be considered the most highly engaged audience?

Which flow can help you automatically tag highly unengaged profiles who should be suppressed from future marketing messages?

What Klaviyo tool can you use to build a deliverability report that houses the email metrics you specifically want to focus on and can be sent straight to your inbox?

Why is it important to use Google Postmaster Tools to monitor your spam complaint rate for Gmail users?

If you notice a poor bounce rate, what is one action you can take to try and improve your bounce rate? In other words, how can you get less emails to bounce?

What is email deliverability?

Which of the factors listed below can directly influence your deliverability? (Select 2).

What is email engagement?

Which metric does not impact your sender reputation?

Using the Benchmarks report, Bola’s Baked Goods notices that their bounce rate is extremely high compared to their peers. Of the choices below, what is the best action they can take to try and lower their bounce rate?

Which of the following items is a requirement that bulk senders must meet in order for Gmail and Yahoo to pass your messages to the inbox?

Examine the structure of this sending domain: send.brand.com. Which part of this sending domain is the subdomain?

The Bola’s Baked Goods team has seen a dip in deliverability performance. They want to set up a flow that will help them identify unengaged subscribers who do not respond to a last-ditch effort email. Which flow should they create in Klaviyo? (Select the best answer).

Which term describes when an email is not successfully delivered or is rejected by an inbox provider?

Which field in an email header tells you the name of the sending domain from which the message was sent?

Bola’s Baked Goods is new to Klaviyo and has imported historical email engagement data from their previous ESP (Email Service Provider). Which warming process should they follow?

What should you do with unengaged profiles?

What will you need access to in order to set up a branded sending domain in Klaviyo?

What is a sending domain?

Which of the following statements is true? (Select 1).

What does DMARC stand for?

When you add a DMARC record to your DNS record set, what type of record is your DMARC policy stored as?

What Klaviyo analytics tool can you use to compare your deliverability performance to similar businesses within your industry?

Which description best defines “spam trap”?

What is the goal of a transactional message?

Why is it recommended to keep “global unsubscribe” turned on in your account settings?

Where in Klaviyo can you go to view an estimated deliverability score for the last 30 days of your email performance?

Which tool should you use to monitor your spam complaint rate from Gmail users?

Who measures your sender reputation to ultimately decide whether or not your messages are placed into a recipient’s inbox?

What does it mean to use an engagement-based sending schedule for your email campaigns?

What’s the difference between unengaged profiles and inactive profiles?

What is the ultimate goal of a sunset flow?

Opened Email events in Klaviyo include a nested property called Machine Open/Apple Privacy Open. What does this property tell us about the user who opened the email?

What are the 3 primary objects of Klaviyo’s data model?

There may be times when you need to find the ID of a specific metric name. Which endpoint will help you find the Metric ID?

In which of the following cases would you use a client-side API?

What is the main benefit of using a test Klaviyo account?

Two customers just placed orders, and Beth, a Klaviyo developer, wants to send both of these Placed Order events to Klaviyo. How can she do this?