Hey ​@vicw,

Thanks for asking this question here! The initial source you see on profiles refers to how a contact landed on your website when Klaviyo’s tracking first identified them. If somebody Googles your site, then their initial source is going to be Google - we’re not able to ignore this, in favor of an action they took before Googling your site.

That being said, you can still group these people into certain categories by using flows. When somebody fills out a lead ad form, they’ll trigger an event in their Klaviyo profile called “Filled Out Lead Ad.”

You can make a flow triggered by this event, and use conditional splits to send profiles down different paths based on which ad they filled out. Under each path, you can add a Profile Property Update action, to add a property to each person’s profile that says the source that they came from. After that, you can create segments to differentiate these individuals.

Let me know if this would work for you! It’s not a perfect workaround, but it might help.

• Yes, this is a known behavior in Magento where system URLs get passed to Klaviyo instead of the proper SEO-friendly URLs.

• Magento by default generates both system paths and rewritten SEO URLs, but sometimes integrations only pull the system path.

• The support is partly correct—many Magento users do face this, especially when using email marketing tools like Klaviyo.

• The SEO issue here is that system URLs (e.g., /catalog/category/id/6) are not optimized for search engines or user experience.

• Manually editing the URL in the Klaviyo email template is one workaround, but it’s not scalable for large catalogs.

• A common solution is customizing the integration so Klaviyo pulls the URL rewrite table (which stores milk URLs).

• You can check Magento’s URL Rewrite Management in admin to confirm the correct SEO-optimized links exist.

• Developers often use Magento’s getProductUrl() function instead of system paths to ensure SEO links are retrieved.

• This matters because emails with poor URLs can reduce click-through rates and negatively impact SEO performance when shared.

• If you’re serious about SEO optimization, ensuring that all marketing channels use clean, human-readable URLs is essential.

• Some Magento-Klaviyo users add middleware or extensions to automatically replace system URLs with SEO-friendly product links.

• In short: yes, others have encountered this, but with the right SEO customization, you can make Klaviyo pull the proper rewritten URLs instead of editing them manually.