Getting to Personas
Click Personas under Customer Intelligence in the left sidebar. The page opens on Overview, which shows a card for each of your brand's personas. Most brands have six.
Under the page title you'll find:
A stat strip showing your number of personas, customers and total revenue, plus your match rate when it's in a healthy range
The Overview | Analytics toggle: switch between your persona cards and Persona Analytics (Pro plan and above)
On the right side of the toolbar:
Activate tagging / Tagging complete: shows whether persona assignment is active across your customer base
Exclusions (admins and owners): exclude customers by Shopify order or customer tag, and hide personas from analytics
Download PDF: your persona report as a PDF, useful for sharing with your team, presenting to stakeholders, or briefing an agency or creative partner
Export Analytics: export Persona Analytics as a CSV or PDF
Export Report: have your persona report emailed to you
The persona cards
Each persona card on the Overview shows:
The persona's portrait and name
Its rank, for example #2 of 6 by revenue share
A short narrative of who this persona is
Five quick stats: Customers, Revenue share, Avg LTV, AOV and Repeat
About the portrait: it's an AI-generated composite based on the persona's recurring traits. It isn't a real customer. It's a visual summary of the demographic and lifestyle traits that define the group.
Opening a persona
Click Expand on any card to open that persona's full profile. The profile has a banner at the top and four tabs. To go back, click the × in the top-right corner of the banner.
Overview. Who they are: Key motivations (the specific reasons this persona buys products like yours, and the most useful section for writing persona-specific copy) next to Why our brand appeals (why your brand fits who they are, not generic category reasons), plus a demographics summary (profession, socioeconomic status, family status, geography). Then At a glance: eight headline figures, including Revenue index, Share of your business, Avg LTV, Repeat rate and AOV.
Demographics. People: age, where they live, gender, education and property value. Work: top occupations, industries and notable employers.
Products. What they're buying: their favorite product and next best sellers, each compared to your brand average (for example 1.6× vs brand), plus buying patterns like products per order and category mix.
Customers. Core persona customers: the five real customers who best represent this persona, with their title, last order and total spend. Plus a Persona pulse card with the persona's VIP share and how its top customers compare to the persona average.
From the banner you can also Export CSV, Send to Meta Audience or View in signal feed for this persona.
Renaming a persona
Don't like a persona's name? Admins and owners can rename it themselves. You don't need to contact support.
Open the persona's profile.
Click the pencil icon next to the persona's name.
Enter the new name and save.
The new name updates on that persona's customer records and in Persona Analytics, and it's sent on to Klaviyo. Klaviyo profiles in playbooks that keep syncing update right away. Others update the next time that customer syncs.
Before you rename, keep in mind:
Klaviyo segments and flows built on the old name will stop matching. Any Klaviyo segment, flow trigger or synced audience that filters on the persona's old name will gradually empty out as profiles get the new name. Update those filters after you rename. If you use a Klaviyo Tag playbook, turn its Klaviyo Tag action off and back on to create a segment for the new name. 📖 Building Klaviyo Segments with OuterSignal Data
Saved segments that use the persona's name block the rename. If any of your saved segments match on the persona's name, the rename is blocked and the message lists those segments by name. Edit each one to match on the persona itself instead of its name, then try again.
Very large personas may need a second step. If the update can't finish in one pass, the dialog shows a Finish updating button. Click it to complete the rename.
Do my personas need to be updated?
No. Personas don't need routine maintenance. Once they're generated, new customers are automatically assigned to the right persona as they're processed.
If a persona's name doesn't feel right, you can rename it yourself (see above). No regeneration needed.
The only reason to regenerate is a dramatic shift in your business, like moving into a completely new product category. To regenerate your personas, reach out to your Customer Success Manager, email [email protected], or use the in-app chat.
Persona Analytics
Switch the toggle under the page title to Analytics to see how each persona performs: revenue over time, revenue vs customer share, product affinity, discount behavior and side-by-side comparison. Persona Analytics is included on the Pro plan and above, is switched on automatically, and needs persona tagging to be active.