Klaviyo's active profile management guidance provides a conservative starting point for profiles that have shown no measurable value or engagement over a sustained period. Every condition below is joined with AND. If one condition fails, the profile stays out of the review group.
The conservative default recipe
Why profile age and email exposure matter
A new profile with zero events may simply have had no opportunity to engage. The age and Received Email conditions prevent a recently created or barely contacted profile from being labeled inactive too early.
Why commerce conditions use all time
A customer who bought two years ago is not equivalent to a never-engaged lead. All-time order and checkout exclusions protect anyone with a recorded commercial signal, even when their recent email activity is quiet.
Duplicate metric names are a safety issue
An account can contain several metrics named Placed Order, Checkout Started, or Viewed Product because of multiple storefronts, integrations, or historical migrations. Zero in one source does not prove zero everywhere. Check every matching source, and keep the profile protected when any source records activity.
Missing data is not zero activity. If a required metric or its source cannot be interpreted safely, stop the automated audit and investigate the account configuration.
Review or sunset before suppression
The segment is a candidate group, not an automatic deletion instruction. Review representative profiles and consider a sunset flow as a final re-engagement attempt. Let anyone who engages leave the dynamic segment before taking a bulk action.
Preserve an exact snapshot
Dynamic segment membership can change between approval and execution. Before suppression, copy the approved members to a static list inside the merchant's Klaviyo account. Use that same list for the write job and any permitted rollback.
Sources: Klaviyo active profile management, how to create a sunset flow, and how to clean an email list.
Apply the recipe without rebuilding it
The free audit creates a review segment and stops before suppression.