Understanding Klaviyo Targeting Logic in Because
How Klaviyo Targeting Works in Because
When setting up rules in Because, you can target users based on their Klaviyo segments. These segments group users based on specific behaviors or characteristics, such as “Because never purchased.” However, it’s important to note that Klaviyo segments only include identified users—those who have interacted with a Klaviyo flow or provided identifiable data, like an email address.
How OR Logic Works in the Because Rule Editor
The OR functionality in the Because Rule Editor enables you to create rules that target users who belong to any of the selected Klaviyo segments. This feature ensures your campaign is displayed to multiple audiences without requiring separate campaigns for each segment.
Key Behavior of OR Logic with Klaviyo Segments
When you create a rule with multiple Klaviyo segments using OR logic, the rule checker only evaluates the first segment that meets the condition.
Once a match is found, the rule checker stops and does not continue evaluating the rest of the segments in the OR rule.
This means that if you’re relying on multiple segments being evaluated simultaneously, the rule might not behave as expected.
Example: If your rule is set as:
Klaviyo Segment IS Segment A OR Segment B OR Segment C
The rule checker will:
Check Segment A first.
If Segment A passes the rule, it will stop there and not evaluate Segment B or Segment C, even if they might also pass.
Recommendation
To ensure accurate targeting when working with multiple segments:
Create a combined segment in Klaviyo that includes all the audiences you want to target.
Example: Create a segment in Klaviyo named “Loyalty Members” that combines Segment A, Segment B, and Segment C.
Use this combined segment in your rule, so the rule checker evaluates it as one segment, ensuring all relevant audiences are properly targeted.
By following this approach, you can avoid unintended behavior and ensure your campaigns deliver the right messaging to the correct audiences.
Common Scenario: Confusion with “IS NOT” Logic
A common misunderstanding arises when using the IS NOT logic with Klaviyo segments. For example:
Rule Created: Target users where the Klaviyo segment value IS NOT “Because never purchased.”
Expected Behavior: You may expect this to target users who HAVE made a purchase before.
Actual Behavior: This rule will actually apply to unidentified users as well—users who haven’t interacted with a Klaviyo flow and aren’t part of any segment.
This happens because unidentified users don’t belong to the “Because never purchased” segment, so they inadvertently match the IS NOT condition.
How to Avoid Unexpected Targeting
Use Positive Logic Instead of NOT Logic
Instead of using NOT “Because never purchased,” create a rule targeting users in a positive segment, such as “Because purchased before.”
This ensures you’re targeting only users who have explicitly been identified by Klaviyo as meeting your desired condition.
Combine Conditions to Exclude Unidentified Users
If you need to use IS NOT logic, add an additional rule to exclude unidentified users. For example:
Target users where Klaviyo segment IS NOT “Because never purchased” AND Klaviyo profile exists.
Test Your Rules
Use the Check Rules tool in the Because app to verify which users will be targeted based on your conditions.
Key Takeaway
Be mindful of this behavior when using IS NOT logic to ensure your campaigns target the intended audience.
Understanding How “Previously Purchased” Klaviyo Segments Work
It’s important to note that Klaviyo segments function independently and are not evaluated on a per-product basis. This distinction is especially relevant when using Klaviyo segment logic to power a “Previously Purchased” badge campaign.
Example:
Let’s say you’re running a Previously Purchased badge campaign targeting products A, B, and C, and it’s set to display only for users in a Klaviyo segment of past purchasers.
If a shopper has only purchased product A in the past, they will still qualify for the segment—and the badge will display on all targeted products (A, B, and C), not just product A.
This behavior is expected with Klaviyo segmentation, which evaluates overall segment eligibility, not product-by-product matching in real time.
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