We’ve developed a reliable framework for evaluating flows. It started as a checklist we followed manually. Now it’s baked into how we help brands get more from the flows they already built.

Most of the mistakes we see aren’t complicated. They’re simple oversights that cost thousands in missed revenue, and they usually take less than five minutes to fix.

Here’s how we break down every Klaviyo flow audit.

Start with filters

We check whether each flow has the right profile filters. Filters determine who gets which message and when.

A common mistake is letting someone sit in multiple flows at the same time. For example, if someone has started checkout, they should no longer be in a Browse Abandonment sequence.

We look for logic that suppresses top-of-funnel flows once someone progresses further down.

Check the dynamic content setup

Cart Abandonment, Checkout Abandonment, and Browse Abandonment are powered by different events. But many brands assume they can reuse one product block across all of them.

When that happens, we find emails with empty product sections or broken links.

We always preview each email and confirm that:

• The image and product name are pulling from the right variables
• The links lead to the product detail page, not the homepage

For example:

• Use {{event.extra.checkout_url}} or Link to the product detailed page: {{organization.url|trim_slash}}/products/{{event.Handle } .
• Cart and Browse Abandonment should use {{event.URL}}

Look at UTM tracking next

UTMs matter if you care about attribution. GA4, TripleWhale, and Northbeam all rely on UTM parameters to map conversions back to email.

We confirm:

• UTM tracking is turned on at the account level
• Each flow email has UTM tracking enabled individually
• Older flows were updated, since UTMs are not applied retroactively

Verify trigger activity

We don’t just look at what flows exist. We check if they’re actually sending.

That means checking:

• If the trigger is receiving recent data
• If the segment or list is still growing
• If there’s a fundamental mismatch between the trigger and your platform

This sounds basic, but it’s common to find flows that look fine but have sent zero emails in months.

Look for missing flows entirely

One of the most common gaps is Cart Abandonment. Many brands only trigger Checkout Abandonment, and never set up a separate flow for Add to Cart.

We also check for Browse Abandonment and Winback flows. These flows often have the highest ROI, yet they’re easy to overlook.

What we learned from 500+ audits

Manual audits worked when we only had a few clients. But as the number of accounts grew, we needed something faster.

So we built a Chrome extension that automates our entire audit process. It runs directly in the browser, checks the exact same issues we flagged manually, and gives brands a clear path to fix them.

It’s called Aimerce Agents.

If you’re an existing Aimerce customer, you already have access. If not, you can request a free trial here and test it on your own flows.

We built this to save our own team time. And now, it’s saving our clients revenue too.