Data for personalisation — The Automation Edit

Before creating a new custom data field, ask:

Will this data change the content someone receives?
If yes → keep.
If no → don’t collect it.
Will this data affect a flow trigger or timing?
If yes → keep it.
Will we actually use this data within 30–60 days?
Can Klaviyo already infer this from behaviour instead?
(e.g., category interest)
If yes → don’t duplicate it as a custom field.
Is this field appropriate for the channel?
Don’t ask heavy questions in a pop-up.