The Klaviyo audit · free · read-only · to Black Friday
The inside takes a read-only key and two minutes: every flow, every campaign, your list, your deliverability, and what your second order is worth, in your own numbers. Agencies price it at $1,500 to $5,000 and deliver it on a sales call. Here it's software.
No call · No Manager access · No customer profiles · No spots, no deadline · Yours to keep either way
Now showingThe audit, running on a sample account. Every number invented.
The outside
Type a domain and the software reads what any inbox can see. The platform. Whether Klaviyo is on the site and which forms are embedded. SPF, DMARC, a dedicated sending domain, BIMI, where replies land. It is the ten minutes an agency spends before a sales call, done in five seconds, for anyone with a domain, and it never touches an account.
The inside
A read-only key opens what decides the second order. Every flow and what's inside it. Ninety days of flow and campaign performance. Twelve months of orders by channel and by flow. Lists, segments, forms. Never a customer profile. The key is used for the one run and discarded, and every endpoint it touches is listed on the security page.
Make the keyKlaviyo → Settings → API keys → Create private API key → Read-only. About ninety seconds. A read-only key cannot send, edit, or export anything.
The score
Flows carry thirty points because they carry the second order. Campaigns twenty. List and segments fifteen, deliverability fifteen, acquisition ten, measurement ten. Every check has a threshold and a fix, the rubric is published and versioned, and the version is printed on the report, so a 53 in September means the same thing as a 53 in March, and the same thing at $2M as at $200M.
The report
The win-back flow that's built but not live is worth a number: the buyers it would reach, times the share who'd buy again, times your average order. Each figure carries its formula and its assumption, so your data team can check the arithmetic and your holdout can replace it. The report lands at a private link, with a score card for the link preview, JSON and CSVs for the data team, a PDF for the board.
Built in-house and across DTC
Gobi Heat
Punkcase
Pier 1
RadioShack
Power Provisions
Chassis For Men
§ 05Before Black Friday
Every report now ends its verdict with nine Q4 readiness checks read from the account: the flows that carry the season, the list before the volume, the sending domain, the cadence headroom. The fixes take a week or two each. Count backwards from November 27.
§ 06What you won't be asked for
We read sixteen "free Klaviyo audit" pages this week. The left column is what they ask for before you see a thing. The right column is here.
Fifteen to thirty minutes on a calendar to "qualify", and the report is presented on a second call.
The report is on your screen in two minutes. The call is optional and comes after.
A collaborator seat that can see every customer, edit every flow, and send.
It cannot write. No customer profile is ever requested. Revoke it the moment the report is filed.
"72 hours", "2 to 4 days", "5 to 7 days", and one page promises three different numbers.
Consistently. Four or five on a large account, because Klaviyo throttles some reads. You watch it work.
Name, phone, revenue band, list size, "what prompted your review".
A work email for the link, a brand, and the key.
"Over $25K a month", "if your brand qualifies".
The rubric is the same at $2M and $200M, and it says so on the report.
"3 spots remaining", "1 Q4 spot left", "free until a date".
Software doesn't run out of afternoons. Black Friday is the only clock, and it's yours, not ours.
"Valued at $1,500", "($3,000 value)" and "($5k Value)" are three agencies' own words for the same audit. Ours is free because a founder who has seen their own numbers is a better conversation than a cold pitch, and because software costs API calls, not weeks.
§ 07What it checks
Most audits are a slide deck of opinions. This one is a list of facts read from your account, each with a threshold and a fix. The weights are the spec sheet.
Twelve standard flows, each checked for live, draft, or missing, and whether a live flow actually sent to anyone in 90 days. Revenue per recipient, unsubscribes and complaints per flow. Flows untouched in a year.
Cadence, and whether sends go to the whole list or to people who read you. Unsubscribe rate per send, A/B tests, Smart Sending, UTM tracking. The sends that burned the list, named.
Does the account know who is engaged, who is unengaged, who bought once, who bought twice, and who is VIP? Read from segment definitions, not names. Profile counts for the lists that matter.
Bounce, spam-complaint and unsubscribe rates, recipient-weighted across every message in 90 days, against the lines Gmail and Yahoo actually enforce. Plus the placement read: Promotions-tab risk from identity, audience, engagement and subject lines.
Live forms, views, sign-ups and submit rate over 90 days, and whether any form is being tested. Single or double opt-in on the main list.
Is anything in the account measured against a holdout, or is every number Klaviyo's attribution? Is the store integration sending orders? Twelve months of revenue by channel and by flow, and what five points of repeat rate are worth in your numbers.
§ 08The report
Twelve sections. Every number from your own account. Every dollar with its formula printed next to it. This is the top of the sample, on a made-up brand; yours reads the same way on your numbers.
Inside
The score card
Every report comes with a card: the grade, the six pillars, the gap. It's the link preview when you drop the report into Slack or a board deck, and a PNG to post. The number travels; the key never does.
§ 09Enterprise and portfolios
Up to ten read-only keys, three running at a time, one roll-up for the board and a private report per brand.
§ 10Proof
Nothing is summed across brands. Every case is written up in full on andrewlauchner.com.
Customer lifetime value, as Sr. Director of Growth & Retention at a $100M+ revenue business. Co-led "Astros Win You Win": $74M in promotional sales and a 500% surge in store traffic.
Email and SMS revenue in one winter season. Two clocks in one season: temperature for self-buyers, shipping deadlines for gift-buyers.
Email and SMS from Black Friday to Cyber Monday, marketplace revenue excluded. The buyable moment is the device upgrade.
Repeat purchase over about six months after a flow rebuild. Before and after, no control group. Weaker evidence, and labelled as such.
§ 11After the audit
The audit is free and stays free. If it shows a second-purchase gap worth closing, there is exactly one engagement: ninety days on your own Klaviyo account. Days 1 to 14 the diagnosis, 15 to 45 the build, 46 to 90 the proof against a holdout carved before anything ships. An exit at day 14 if the gap isn't worth fixing.
§ 12Who reads your account
Andrew Lauchner is a growth and retention operator for consumer brands and the author of sixteen free books on the method. He spent close to four years as Sr. Director of Growth & Retention at Gallery Furniture, a $100M+ revenue business, and now fixes the second-purchase problem for DTC brands through his practice, Growth Legend.
The first order is what a stranger buys. The second is what a customer decides. Every brand runs on two calendars, the one it sends on and the one its customers buy on, and the second order lives in the gap between them. The audit finds the gap. Every figure it publishes says how it was measured.
§ 13Questions
Yes, and there isn't one. No card, no call, no spots, no deadline, no upsell inside the report. It exists because a founder who has seen their own numbers is a better conversation than a cold pitch, and because most of these audits are sold for thousands and say less. If the report shows a gap worth closing, the Sprint is one link away; if it doesn't, you keep the report and we never speak.
Read. A Klaviyo read-only key cannot send a message, edit a flow, or export profiles. The audit never requests profiles at all. Revoke the key in Klaviyo the moment the report is done if you like; the report stays.
The report and the email address you gave. Never the key, never a customer. Reports live at a private, unguessable link for 90 days and are then deleted. Email andrew@growthlegend.com to delete one sooner. The full note is on the privacy page.
About two minutes for most accounts. Klaviyo throttles some of the reads, so a large account with many live flows can take four or five. You watch it work.
The software reads Klaviyo only. Email andrew@growthlegend.com with your store and Andrew will say whether a hand audit makes sense.
Nothing, unless you want it to. The report ends with the Sprint and a fit call. Both are optional, and Andrew replies to every audit that asks a question.
One small ask
Two minutes, a read-only key, and a report your team can act on tomorrow.