"Klaviyo presents a moderate-to-high privacy risk (score: 62/100) comparable to mainstream SaaS platforms like Spotify or Netflix. The service collects extensive personal, behavioral, and device data and shares it with multiple third parties for marketing purposes, while employing multiple tracking mechanisms including cookies and analytics services. While some user controls exist, retention policies are vague and deletion guarantees unclear, limiting user agency over personal information."
klaviyo Privacy Concerns & Scorecard
Klaviyo collects extensive personal data including identity information (name, email, phone), behavioral data (browsing behavior, purchase history, interaction data), device information (IP address, device identifiers), location data, and transaction data. This broad collection scope is typical for marketing automation platforms but presents significant privacy exposure.
Klaviyo shares user data with multiple categories of third parties including service providers, advertising partners, and integration partners. The policy indicates extensive third-party data sharing for marketing segmentation and service delivery purposes.
Klaviyo employs multiple tracking mechanisms including cookies, tracking pixels, and behavioral profiling tools. The platform uses Datadog for analytics and monitoring, and implements cross-domain tracking for advertising purposes without clear opt-out mechanisms for all tracking types.
Klaviyo retains data 'for as long as necessary to provide services and fulfill legal obligations' with specific retention periods varying by data type and jurisdiction. This vague retention standard allows indefinite retention in many cases and lacks clarity on deletion timelines.
While Klaviyo provides some user control options including opt-out of marketing communications, cookie preference management, and data deletion requests, these controls are not uniformly applied across all tracking and data usage. The policy lacks clarity on deletion guarantees after account closure.
No recommended actions at this time.
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Data Collection & Tracking
Personal Information Collected
To identify users, deliver email marketing campaigns, and manage account communications
To profile user interests, segment audiences for targeted marketing, and optimize email campaign timing and content
To enable cross-device tracking, serve targeted ads, prevent fraud, and optimize platform performance
To segment audiences by geographic region for targeted marketing campaigns and localized content delivery
To segment customers by purchase behavior, recommend relevant products, and measure marketing campaign ROI
To authenticate users and maintain account security
To personalize marketing communications and respect user preferences
Cross-Platform Tracking
Klaviyo implements cross-domain tracking through cookies and behavioral profiling to follow user activity across websites, apps, and devices. The Datadog analytics integration and tracking pixel infrastructure enable persistent identification and segmentation of users across the broader web for email marketing targeting and behavioral analysis.
Tracking Methods:
Cookies and Web Storage
First-party and third-party cookies are used to track user identity, preferences, and behavior across sessions and websites. Web storage (localStorage, sessionStorage) may also store tracking identifiers.
Tracking Pixels and Conversion Pixels
Invisible tracking pixels embedded on partner websites and emails enable Klaviyo to identify users, track conversions, and measure campaign performance across the web
Analytics Libraries (Datadog)
Datadog browser core and logging libraries are integrated into Klaviyo to collect detailed user behavior analytics, performance metrics, and session data for monitoring and targeting purposes
Behavioral Profiling
Klaviyo builds detailed behavioral profiles of users by aggregating browsing activity, email engagement, purchase history, and interaction patterns to enable audience segmentation and predictive marketing
Email Tracking
Unique identifiers embedded in marketing emails track whether emails are opened, which links are clicked, and when users engage with email content
AI & Data Training
klaviyo does not train AI on your content
Based on their public policy, your content is not used to train AI models.
How to Object
No opt-out available
This service does not currently provide a public way to opt out of AI training.
Why We Analyzed klaviyo
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.