Understanding UTM Tracking in Klaviyo

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When creating a campaign or flow, you can have Klaviyo automatically add UTM tracking parameters to links so that 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. UTM tracking allows you to view the source, medium, and specific Klaviyo content your customer engaged with.

In this article, you will learn what UTM tracking is, what you can track with UTM parameters, and how this helps you gain insights on customer engagement and the performance of your content.

What Is UTM tracking?

UTM is an acronym that stands for Urchin Tracking Module. Essentially, UTM tracking uses snippets of code, called UTM parameters, that are applied to your brand’s URLs to track how customers reach your site. The data and insights that result from this tracking will help you to better understand how customers interact with your brand across many different marketing channels.

You have the ability to toggle UTM tracking on for email campaigns and flows within Klaviyo. For SMS, you can manually create UTM parameters and track messages using Google Analytics. To learn how to do this, head to How to add UTM Tracking to Campaigns and Flows.

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
  • For a campaign, utm_source is the specific list or segment you are sending to; for a flow, it is the name of the flow. 
  • utm_medium
  • Utm_medium is the channel through which you send content (e.g., email).
  • utm_campaign
  • Utm_campaign is the exact message you are tracking (a campaign or specific message within a flow).


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.

Note that if you select multiple lists or segments for a send, and have “List & Segments” chosen under your account UTM settings for utm_source parameter, it will only grab the first list or segment for utm_source.

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 on Automatically add UTM parameters to links. 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 off UTM Tracking (flows).

It's important to note that for existing flows or scheduled email campaigns, you cannot automatically append UTM parameters as noted above. Instead, you will need to manually add a UTM Parameter. For more information on updating your existing flow UTM settings, follow the steps in the Add UTM Tracking to a Flow guide. And for steps on adding UTM Parameters to your scheduled email campaign, follow the steps in Add UTM Tracking to a Campaign Email.

Dynamic Values

You can choose from a number of dynamic values when configuring your UTM parameters in Klaviyo. These vary for flows and campaigns. Moreover, you can choose to use default UTM parameters or custom UTM parameters as outlined in the following two tables.

The table below displays the default UTM parameter dynamic values for campaigns and flows:

Default UTM Parameter Campaigns Flows
UTM Source List or segment ID(s) Flow name
UTM Source List or segment name(s) Flow name (Flow ID)
UTM Campaign Campaign name  Flow email name
UTM Campaign Campaign name (Campaign ID) Flow email name (Flow ID)
UTM Campaign Campaign name (Send date) Email Subject
UTM Campaign Email Subject  
UTM Medium Email Email
UTM Medium Campaign-email Flow-email

Meanwhile, the table below shows the custom UTM parameter values for campaigns and flows:

Campaign Custom UTM Values Flow Custom UTM Values
External ID ($id) External ID ($id)
Klaviyo profile ID Klaviyo profile ID
Link text or alt text Link text or alt text

UTM Variation Letters

UTM variation letters allow you to compare the performance and link activity when A/B testing your campaign and flow emails. For example, if you have three variations of a campaign and want to find out which directs the most traffic to your site, label them with letters — such as a, b, and c. Then, Klaviyo will generate data from the link within each varied email so that you can test, analyze, and adjust your content accordingly.

Although Klaviyo links automatically get a variation parameter when UTM tracking is enabled, Google Analytics will not. To run a UTM variation test using Google Analytics, you will need to create a custom parameter in Google Analytics for your variation prior to conducting your test.

For information on how to add UTM variation letters to campaigns and flows, head to How to Add UTM Tracking to Campaigns and Flows.

Comparing Klaviyo Conversion Tracking and Google Analytics

Because Google Analytics uses link clicks to track conversions and Klaviyo uses data directly from your database, it's likely the analytics between both services won't exactly align. In general, Klaviyo’s conversion tracking is more accurate than Google Analytics.

Here is an example scenario where Google Analytics 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. In Klaviyo, the purchase would be attributed to your email, but in Google Analytics, it would not.

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

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