Read your map
What the colors, rankings and data quality bar mean.
The map
- Heat by state shades each state by how many profiles live there. Darker means more.
- ZIP hotspots puts a dot on each ZIP code, sized by its profile count, so you can see cities and suburbs.
- World shades countries. Because most brands are concentrated in one country, the world scale is logarithmic so smaller markets still show up.
- Email subscribers counts only profiles that can currently receive email marketing.
- Per 100k residents divides each state's count by its population (2020 Census), so small states with strong reach stand out.
- Colors lets you switch between five color schemes.
How mapiyo places each profile
Klaviyo stores location in several fields, and they're often incomplete. mapiyo uses them in this order:
- The state or region field, after merging spellings like "New York", "NY" and "ny".
- If the state is blank, the ZIP code's state.
- If only a US time zone is known, the profile counts toward the US but not a state.
The How every profile was placed panel shows how many profiles landed in each group, and how often each Klaviyo field is filled in. If a profile's state and ZIP disagree, mapiyo uses the state field and counts the conflict.
The growth timeline
Drag the timeline or click Play growth to see the audience build up by the month each profile was created. Profiles deleted from Klaviyo aren't included, so treat it as an approximation. For true change over time, use snapshot comparison.