What This Integration Does
This integration sends WordPress user events and form submission data into Klaviyo, creating and enriching profiles with custom properties and triggering Klaviyo flows based on specific actions taken on your site. Unlike Mailchimp-style list management, Klaviyo is event-driven — it works best when it receives behavioural signals, not just contact details. This integration is built to feed both.
When a visitor submits a form, downloads a resource, registers for an event, or completes any trackable action on your WordPress site, the integration pushes that event into Klaviyo’s Track API alongside the profile data. Klaviyo then uses that event to trigger flows, build segments, and personalise messaging. The profile is enriched with properties from the form data — location, company, service interest, referral source — so that your flows and segments can target based on real attributes, not just email opens.
This is a server-side integration. It does not rely on Klaviyo’s JavaScript snippet for event tracking, which means it captures actions that happen on the backend (form processing, user registration, payment confirmation) that client-side tracking would miss entirely.
The Workflow
A visitor takes an action on your WordPress site — submitting a form, creating an account, or triggering a custom event. The action fires a server-side hook in WordPress. The integration captures the event data and the associated profile information, then sends two API calls to Klaviyo: one to the Identify API to create or update the profile, and one to the Track API to log the event.
The Identify call sets or updates profile properties — email, name, custom properties like industry or service interest. If the profile already exists in Klaviyo, the properties are merged. The Track call logs the specific event (form submitted, resource downloaded, account created) with event-level properties like the form name, the page URL, and any relevant field values.
These events and properties become available immediately in Klaviyo for flow triggers, segment conditions, and campaign personalisation. A “Quote Request Submitted” event can trigger a nurture flow. A “Resource Downloaded” event with a topic property can add the profile to a topic-specific segment.
Events are sent asynchronously through a queue so the visitor’s experience is not affected by API response times. Failed calls are retried, and persistent failures are logged.
Before and After
Before: Klaviyo only knows about your contacts when they click through an email or visit a page with the tracking snippet installed. Your WordPress forms feed into an email inbox or a database table, and someone manually adds new contacts to Klaviyo lists. Flows trigger based on email engagement alone because Klaviyo has no data about what people did on your website. Segmentation is limited to open and click behaviour.
After: Every meaningful action on your WordPress site feeds directly into Klaviyo as a tracked event with rich properties. Profiles are created and enriched automatically. Your flows can trigger based on form submissions, resource downloads, and custom events — not just email engagement. Segments can target based on service interest, industry, or any property captured from your forms. Your Klaviyo account reflects what people actually do, not just whether they opened an email.
Who Needs This
This integration is for businesses using WordPress alongside Klaviyo for email and SMS marketing, especially those that want to move beyond basic list management into event-driven automation. It is the right fit if:
- You want Klaviyo flows to trigger based on WordPress actions (form submissions, downloads, registrations) rather than only email engagement
- You need profile properties in Klaviyo populated from WordPress form data for segmentation and personalisation
- Your WordPress site captures events that Klaviyo’s client-side snippet cannot track (server-side form processing, backend user actions)
- You are migrating from Mailchimp to Klaviyo and want to take advantage of Klaviyo’s event-driven architecture with your WordPress data
- You sell services (not products) and need Klaviyo to understand your sales funnel beyond page views and clicks
How We Build This
We start by identifying every event on your WordPress site that should feed into Klaviyo — form submissions, user registrations, downloads, custom actions. For each event, we define the event name, the event properties to capture, and the profile properties to set or update.
The integration uses Klaviyo’s v3 APIs. Profile creation and updates go through the Profiles API with upsert logic keyed on email address. Events are logged through the Events API with structured properties. Both endpoints use API key authentication with revision headers to pin the API version.
We configure the property mapping per event type. A quote request form might set profile properties for company name and service interest while logging a “Quote Requested” event with properties for the specific service and page URL. A newsletter signup might only set the email and a source property while logging a “Newsletter Subscribed” event.
Testing covers every event type, verifying that profiles are created with the correct properties, events appear in the profile timeline, and any flows or segments that depend on those events trigger correctly. We also verify idempotency — submitting the same form twice updates the profile rather than creating duplicates.
Start Feeding Real Behaviour Into Your Email Marketing
If your Klaviyo account only knows what people do inside their inbox, you are automating based on a fraction of the picture. We build the connection that gives Klaviyo visibility into what your audience actually does on your site.
Get in touch to discuss your WordPress and Klaviyo integration.
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Alex
I’m a software developer and CEO of Digital Royalty, helping growing teams scale their SaaS platforms without losing quality, visibility, or control. I focus on building structured, maintainable systems with clear processes, reporting, and accountability. With over a decade of experience across agency and in-house roles, I specialise in delivering long-term, scalable solutions that support complex, evolving products.