UTM Tracking in Klaviyo

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Overview

When creating a campaign or a flow, you can have Klaviyo automatically add UTM tracking parameters to links so you can see the results in Google Analytics. It is possible to customize these at the account-level. This will allow you to alter the default UTM parameters we attach to links or add any additional custom UTM parameters.

Configure Your Account's Default UTM Tracking 

To customize your account's default UTM tracking settings, navigate to Account > Settings > UTM Tracking. Here, you will see the three default UTM parameters that Klaviyo automatically tracks:

  • utm_source
  • utm_medium
  • utm_campaign

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Utm_source and utm_campaign have dynamic campaign and flow values, meaning the actual value that you see in Google Analytics will vary based on the individual email.

Additionally, you can click Add a custom UTM parameter to add any custom UTMs that you would like to track on your campaign and flow emails, like utm_content, for example. You can add up to five custom UTM parameters.

If you would like to append UTM tracking to all of your flow and campaign emails, you can toggle Automatically add UTM parameters to links to ON. If you want to disable this for a particular campaign or flow email, you can do so at the email-level by checking Do not use UTM tracking for this campaign (campaigns) or toggling UTM Tracking OFF (flows).

Add UTM Tracking to a Flow Email

You can turn on Google Analytics tracking for an individual flow email by clicking to edit the email, clicking into the settings, and toggling UTM Tracking ON. 

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Links will be tagged in accordance with your account's default UTM tracking settings. However, if you would like to use different tracking parameters for a particular email, you can update these by clicking Configure and selecting No. This will override your account's default settings.

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Add UTM Tracking to a Campaign

When creating a campaign in Klaviyo, you can select if you would like to use UTM tracking, and if you would like to use your account defaults or set custom value. If you choose to use custom values, this will override your account's default settings, so any changes you make to your default settings before the campaign is sent will not have any impact.

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If you are using List or segment name(s) as the value for the utm_source parameter and send a campaign to multiple lists and/or segments, the utm_source value that populates will only be the first list or segment that the campaign was sent to. If you are drilling down into the data for a specific contact, it may be the case that this contact was not in the list or segment that you see as the utm_source, but they were in one of the subsequent ones.

Comparing Klaviyo Conversion Tracking and Google Analytics

Because Google Analytics uses pixel tracking and Klaviyo uses data directly from your database, it's likely the analytics between both services won't align. In general, Klaviyo is much more accurate than Google Analytics.

Here are a few common scenarios where Google Analytics and other pixel-based tracking systems will not record a conversion:

  • A subscriber receives an email, reads it, does not click on a link, but goes to your store and makes a purchase. Google Analytics doesn't know they read your email, but Klaviyo does.
  • A subscriber receives an email, reads it, clicks on a link from their phone. They wait until later to complete their purchase and they complete the purchase from their laptop instead of their phone. In this case, Google Analytics does not record a conversion because they read and click the email on their phone, but not on their laptop. Klaviyo does see the conversion by stitching together the customer's activity and noticing which email they read before making their purchase.

Because of this fundamental difference, we recommend deferring to Klaviyo's conversion analytics.