The Wistia-Klaviyo integration makes it easy to funnel leads generated in Wistia to your Klaviyo instance to start engaging. You can leverage the Klaviyo integration through Wistia Form submissions, Channel subscriptions, webinar registrations, or email embeds.
Note
Klaviyo integrations set up before March 9, 2026 used an older API-key connection, which was retired on June 19, 2026. If your Wistia Forms or lists stopped sending contacts to Klaviyo, reconnect Klaviyo from the Integrations page using the new secure connection. Your existing Wistia Form settings will be kept. You can read more about this here.
Connect the Klaviyo integration in Wistia
On the Integrations page in your account settings, select “Klaviyo.” This will bring you to the Integration Details page, where you can learn more about the integration and set it up.
To get started, click “Set up.” This will prompt a secure OAuth connection flow. During this process, you can enable "auto-load mode by default" to automatically load a Klaviyo tracking script when one isn’t already present on a page. See Auto-load tracking scripts for more information.
Once connected, you can decide how you'd like to collect lead data. Read on to review your options.
Send lead data from Wistia to Klaviyo
With the Klaviyo integration enabled, lead data can be sent from Wistia to Klaviyo through:
Wistia will sync basic contact details (such as first name, last name, and email) on all paid plans. Video and webinar engagement data is available on legacy Advanced and Premium plans, and on current paid plans with the Signals add-on. This includes:
Video views and time watched
Webinar registration and attendance
Webinar interaction data, like poll and chat participation counts
See the Wistia event data sent to Klaviyo section for the specific events we send.
Connect Wistia Form to Klaviyo
Add a Wistia Form to any video in Wistia. In the Wistia Form customization modal, scroll down and check off “Klaviyo” in the “Integrations” section.
Open the dropdown menu to determine where captured leads will be sent. You can select a specific list or choose "None."
Note
Lists must use single opt-in to ensure contacts appear immediately.
When a viewer submits a Wistia Form, we’ll sync their contact info to Klaviyo and, on eligible plans, associate all video events. Custom fields in Wistia Forms for video cannot be synced to Klaviyo at this time.
Connect Channel subscribe form to Klaviyo
Note
Klaviyo must be connected as your primary integration to sync your Channel subscribers.
With the Klaviyo integration connected, you can send Channel subscriber details to your selected Klaviyo list.
To set this up, enable the “Subscribe” button in your Channel customization settings. Then, select a list using the dropdown menu.
After you save your changes, the contact info of anyone who subscribes to your Channel will sync to Klaviyo. Currently, Channel-level engagement data does not sync to Klaviyo.
Connect webinar registration to Klaviyo
Note
Klaviyo must be connected as your primary integration to connect your webinar registration.
Webinar registrants sync to Klaviyo through the Wistia registration form. You can't use a Klaviyo form on a Wistia webinar registration page.
Create a webinar, or open an existing one
Turn on registration with a Wistia registration form (see Customize Webinar Registration Form)
Go to the webinar's Audience page and click "Connect"
Choose a Klaviyo list, then click "Connect To Klaviyo List"
Once that's set up, each registrant's contact info syncs to the list you picked. On eligible plans, their webinar engagement syncs too.
Tip
If you'd rather send confirmations and reminders from Klaviyo, turn off Wistia's webinar emails. Then build Klaviyo flows that start from the "Wistia Webinar Registered" event.
What webinar data looks like in Klaviyo
Profile: each registrant is added as a Klaviyo profile, or their existing profile is updated. It includes their name and email, plus any phone number, company, or job title your form collects.
Registration event: "Wistia Webinar Registered" shows up on the profile timeline with the webinar name and link, UTM parameters, and referrer.
Attendance event: "Wistia Webinar Attended" is added after the webinar. It includes time watched, engagement percentage, chat messages, poll responses, Q&A, and external link clicks.
Profile properties: UTM source, medium, and campaign, plus referrer and location. These are overwritten with the most recent values each time.
You can use these events and properties in Klaviyo flows (for example, a follow-up to attendees), segments (for example, highly engaged attendees), and email personalization.
Note
Webinar engagement events are available on legacy Advanced and Premium plans, and on current paid plans with the Signals add-on. Other paid plans sync contact details only.
Use your own registration page instead of a Wistia form
If you take registrations outside Wistia, like with a Klaviyo form or your own landing page, and send people the webinar's audience link, people can still watch the webinar. But:
Wistia won't capture attendee names or emails, so you'll only see overall numbers in your webinar analytics
No attendance data syncs to Klaviyo
Wistia confirmation and reminder emails won't send
If registration is still on in Wistia, people who come in through the audience link are asked to register again
To register people outside Wistia and still keep attendee-level data, register each person with the Create Webinar Registration API. Then send each person the personalized event link the API returns. Klaviyo can't send registrations to Wistia on its own, so you'll need a connector in between, like Zapier, Make, or your own script. See Use Webinar Embeds with API Registrations for setup.
Note
Send each person their full personalized link. If the link's query parameters are removed, one-click join and per-attendee tracking stop working.
Klaviyo tracking (without a Wistia form)
Klaviyo tracking requirements
For Wistia to auto-identify known Klaviyo visitors (e.g., from email clicks or previous form submissions), you must install the Klaviyo tracking script on the page where the Wistia video is embedded. Without it, Wistia cannot read the Klaviyo cookie, and the viewer will remain anonymous unless they submit a Wistia form.
Tip
Here’s a copy of the Klaviyo tracking script:
<script async type="text/javascript" src="//static.klaviyo.com/onsite/js/**[YOUR_PUBLIC_API_KEY]**/klaviyo.js"></script>
You'll need to replace **[YOUR_PUBLIC_API_KEY]** with your Klaviyo public API key.
Add the Klaviyo tracking script to all pages where Wistia videos are embedded and where you want to automatically capture viewer identity.
Note
If "auto-load mode by default" is enabled, Wistia will load the script on pages where it is missing. Auto-load works for embedded videos, Wistia-hosted video pages, webinars (event pages, embedded webinars, and embedded registration forms), and Channels. To turn it off for a single video or webinar, click the gear icon and open the tracking script settings.
The Klaviyo tracking script also loads Klaviyo's popup form. If you don't want the popup on your site, you can turn it off in Klaviyo.
How Klaviyo tracking works
When a visitor is known to Klaviyo, either by clicking a tagged Klaviyo email link or submitting a Klaviyo form on your site, Klaviyo sets a tracking cookie in their browser.
When that visitor watches a Wistia video or webinar on the same domain:
Wistia reads the cookie and identifies the viewer.
Wistia analytics shows the viewer’s identity, along with submitted form fields.
On eligible plans, video and webinar engagement is synced to Klaviyo, ready to use for automation.
Note
Wistia-hosted webinar event pages are on a Wistia domain, so Klaviyo treats a visitor there as separate from the same visitor on your site. Webinar registration is the most reliable way to connect a viewer's activity to their Klaviyo profile.
Wistia event data sent to Klaviyo
After you configure the integration, Wistia will send the following events to Klaviyo when it identifies a viewer and they watch a Wistia video or webinar.
Note
Video and webinar engagement events are only available on select plans.
Video Events
Each of the following becomes a Profile Event in Klaviyo:
Video Played
Video Progress (25%, 50%, 75%, 100%)
Video Conversion (Wistia form submissions)
Note
Only Wistia Form submissions are sent as conversions. Clicks on annotations and calls to action will not sync to Klaviyo.
Webinar Events
Each of the following is synced to either Profile Events or Custom Properties in Klaviyo.
Registration
Events: Webinar Registered
Custom Properties: UTM Params, Referrer, Registration timestamp
Engagement
Events: Webinar Attended, Attendance timestamp, Total time watched, Poll Response, Q&A, Chat message, External link count
Custom Properties: UTM Params, Total time watched
Note
Custom Properties are updated with the most recent data, whereas Events are a historical record in Klaviyo.
The video and webinar events appear on the contact timeline and can be used in:
Flows: trigger follow-ups after a video is watched
Segments: group highly engaged viewers
Email personalization: dynamically insert video name or percent watched
Klaviyo email embeds
Tip
You can generate a Klaviyo merge tag without connecting the integration in Wistia.
Email embeds allow you to paste a clickable video thumbnail in an email body. Audience members will then be identified by email in your Wistia stats.
Open the "Embed" modal for your video. When asked where you're embedding, select "None of the above", click "Continue," then choose "Email campaign" and click "Continue."
Choose Klaviyo from the dropdown and click "Copy Tag."
In your Klaviyo email campaign, add an HTML block and paste the copied tag into it.
Head to our Email Marketing and Wistia article for more information on constructing a dynamic link for Klaviyo.
Manage your audience in Klaviyo
To access your lists and leads in Klaviyo, select “Audience” in the left navigation menu, then click “Leads & segments”. Contacts submitted through your Wistia Form, Channel, or webinar will populate in the connected list.
Event data will appear in the Profile timeline as Events (e.g., "Watched 50% of video") and as Custom Properties for segmentation.
Check out Klaviyo's documentation for more information on segments, lists, and profiles.
Troubleshooting
Contacts stopped syncing, or I see two Klaviyo options in my Wistia Form settings
Your account may still be using the older connection. Disconnect Klaviyo on the Integrations page, then reconnect it and complete the secure sign-in.
My Klaviyo list isn't in the dropdown
Make sure Klaviyo is connected, then reopen the Wistia Form or webinar settings. If the list is still missing, contact our support team.
Views aren't showing up for a known contact
Test in an incognito window or in a browser where you're logged out of Wistia. Views from a logged-in Wistia user aren't counted as audience plays. Also check that the Klaviyo tracking script is on the page, or that auto-load is turned on.
FAQ
Will this create new contacts in Klaviyo?
Yes. Submitting a Wistia form (on a video or via Webinar Registration) creates or updates a Klaviyo contact.
Can I choose whether to sync to a list when using a Wistia Form?
Yes, list sync is optional. We recommend using single opt-in lists for immediate visibility in Klaviyo.
Can I use this data to trigger emails in Klaviyo?
Yes, events like Video Progress (e.g., watched 75%) or Webinar Attended can trigger flows, build segments, or personalize messages.
Where does the data show up in Klaviyo?
In the contact’s activity timeline and as metrics for use in flows, segments, and personalization.
Can I use a Klaviyo form to gate a video or on the webinar registration page?
No. You’ll need to use a Wistia form and sync submission data to Klaviyo.
Does Wistia sync poll responses, chat messages, or Q&A content from webinars to Klaviyo?
Not at this time. We only sync counts, such as the number of poll responses or chat messages, not the specific content of those interactions.
Do I need to reconnect my integration?
If you set up Klaviyo before March 9, 2026, and haven't reconnected since, yes. The older connection was retired on June 19, 2026, so reconnect from the Integrations page to resume syncing. Learn more about this here.