We’ve all been in that spot. You’re setting up a Klaviyo email flow and you have to select a trigger. For some flows it’s easy, but for others it can get tricky. And you don’t want to pick the incorrect trigger only to find out later that your emails are sending out to the wrong people. We’ve found that Placed Order and Ordered Product are two of the most commonly misused events in Klaviyo.
If you’ve set up a post-purchase flow from scratch, you know that moment when you stop and pause at the trigger. Which trigger do you pick: Ordered Product or Placed Order?
What about when you’re looking at analytics, is there a difference between Placed Order and Ordered Product?
Honestly, they sound like the same thing.
Although Klaviyo is still the best tool for eCommerce email, it’s got some nuances that are important for anyone using the tool to know.
We’ll get into the differences between these two metrics so you can rest assured your segments and flows are going to work as expected.
Placed Order vs. Ordered Product Triggers
Think of the Placed Order trigger as top-level and Ordered Product as second-level. When a customer shops, let’s say they place an order for 3 different items: a pair of socks, a shirt, and pants.
The customer has placed 1 order. But they ordered 3 products.
Placed Order refers to a customer making an order on the site, regardless of whether they got 1 or 100 items.
Ordered Product is concerned with what was ordered. Did the customer get a hat? Did they get a black shirt?
For a post-purchase flow, you’d want to use Placed Order as your trigger, since you want the flow to start after someone places their order.
But you’d use Ordered Product if you want to trigger a flow based on a certain product the visitor ordered, such as a pair of socks.
When to Use Placed Order as a Trigger
Typically, Placed Order will be used to trigger flows that go out after someone places any type of order regardless of what they ordered.
- Post-Purchase Flows
- Customer Thank You Flows
For these types of flows, you’re not needing to know what exactly the visitor ordered, just that they placed an order.
If you used Ordered Product, you’re potentially setting it up so that a customer could receive multiple emails if they happen to have multiple items in their order. Of course, you can prevent that with flow filters, but it’s best to use Placed Order for Post-Purchase and Customer Thank You flows.
When in doubt, most of the time for a flow you’ll be using Placed Order rather than Ordered Product.
When to Use Ordered Product as a Trigger
The Ordered Product event is going to be used as a trigger for flows where the type of item ordered is important.
For instance, when you have items that customers often buy on a regular basis. You can create a flow that sends a reminder to restock that specific item after X days using Ordered Product as the trigger.
If customers bought a protein powder, you can email them 30 days later to remind them to order another.
Placed Order and Ordered Product Segmentation
But if you want to create a segment around a certain product, you’ll want to use Ordered Product (see screenshot below). This is something that trips up first-time users of Klaviyo.
They go to create a segment for customers that order a certain item. But when they use Placed Order, they can’t get the segment to always work.
When making segments, Placed Order can be used if you want to target customers, for instance, who haven’t placed an order in the last 30 days or perhaps exclude customers who placed an order in the last 24 hours.
If you look in a customer’s profile in Klaviyo, you’ll see that different data is displayed when you look at Ordered Product vs. Placed Order.
Placed Order will display the products ordered (name, SKU, title), quantity, sub-total, shipping, and total.
Ordered Product will display much more detailed information about the product such as tag, SKU, variants, etc.
When creating segments, if you need to filter based on specific product details, you’ll want to use the Ordered Product event.
Placed Order and Ordered Product Data
When looking into Klaviyo’s analytics, you’ll see different numbers for Placed Order and Ordered Product revenue.
For clients, we typically recommend using Placed Order as the metric when looking at email revenue. Klaviyo support also recommends that Placed Order is the most accurate metric for revenue.
The reason for the revenue difference? Placed Order takes into account all of the discounts and shipping that is calculated. While Ordered Product only looks at how much each item is.
Feel like you have a handle on the nuances between Placed Order and Ordered Product events in Klaviyo? It’s important to know what these differences are so you can correctly build segments, check revenue, and build flows.
For more info on this topic, check out Klaviyo’s help center.
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