How to merge duplicate profiles in Klaviyo

Duplicate profiles appear when one person shows up under different identifiers, such as two emails or an email and a phone number. In Klaviyo you find the duplicates, decide which identifier is correct, and let Klaviyo merge them through consistent identifiers or the merge option where it is available.

Have this ready.

• Examples of duplicate profiles and where they came from
• Knowledge of which identifier is the real one
• A note of consent status on each profile
• Awareness that merges may be hard to undo

Steps.

1. 1. Find the cause first

   Look at how the duplicates were created, such as guest checkout, a form that used another email or an integration passing a different ID.

2. 2. Compare the profiles

   Open each profile and compare identifiers, order history, consent and properties. Write down anything unique to each.

3. 3. Choose the profile to keep

   Keep the one with the correct, deliverable email and the most complete history. Treat anything else as the one that merges in.

4. 4. Check consent before merging

   Make sure you understand each profile's consent status, since merging should never turn an unsubscribed person into a subscribed one.

5. 5. Merge or align identifiers

   Use the merge option if your account offers it, or correct the identifiers at the source so the profiles join. Do one pair first.

6. 6. Verify the result

   Open the merged profile and confirm orders, events and properties look right and consent is unchanged.

7. 7. Prevent new duplicates

   Fix the source, for example by passing a consistent identifier from forms and integrations, and review how guest checkouts are captured.

Common pitfalls.

• Merging without checking consent, which risks emailing unsubscribed people.
• Treating the symptom and not the source of duplicates.
• Merging a whole batch before testing one pair.
• Assuming a merge can be reversed.

Check it worked.

• Cause of duplicates identified
• Kept profile has a valid email
• Consent status confirmed after merge
• History looks complete on one pair
• Source of duplicates fixed

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

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