1The challenge
Standard integrations miss the moments that matter most to these two businesses:
- Wink & See’s glasses go through production steps that the standard Klaviyo integration doesn’t know about.
- Customers had to ask where their order was.
- At Solo Solis, many campaign leads end up ordering by phone or email, placed manually by the sales team.
- Those orders weren’t attributed to the campaign that brought the customer in.
Why custom events?
Standard Magento integrations send the obvious events: order placed, order shipped. Businesses with production steps or offline sales have more to tell. Sending those moments as events gives email tools and analytics the full picture.
2Our approach
We built two targeted integrations on top of the standard tracking, plus enhanced conversions for Google Ads.
Custom statuses to Klaviyo
A Magento integration that detects custom order status changes and sends them to Klaviyo as events, and only those.
Order updates by email
Klaviyo uses those events for automated updates, so customers know where their glasses are.
Manual orders attributed
Orders placed by the Solo Solis sales team are matched to the visitor’s user ID and exported daily as one merged file for BigQuery.
Enhanced conversions
The order success page passes customer data to the Google tag for enhanced conversions, set up alongside server-side tracking.
3The result
Wink & See’s customers receive updates at each production step without contacting customer service. Solo Solis’ marketing agency now sees revenue from campaign leads that close offline, so budgets go to the campaigns that actually bring in customers.
Next step: sending lens data to Klaviyo, so Wink & See can personalise emails by lens type.
?Frequently asked questions about marketing data and Magento
Can Magento send custom events to Klaviyo?
Yes. Beyond the standard integration, a custom module can send order events, such as a production status, to Klaviyo’s events API.
How do you attribute orders placed by phone or email?
By linking the order to the user ID the visitor had online, and exporting those orders to the data warehouse where the campaign data lives.
What are enhanced conversions?
A Google Ads feature that uses hashed customer data from the order to match conversions more accurately, especially when cookies are limited.
Does this replace GA4?
No. It adds the data that GA4 and email tools don’t see by default.
