Conversion Tracking

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Conversion Tracking

For each campaign and flow email sent, Klaviyo automatically tracks conversions. A conversion is defined as a recipient opening an email and then taking another action (such as placing an order) within the conversion period.

By default, the conversion period is 5 days, but this setting can be adjusted in your account's email settings.

When you change your conversion window, all future reporting will reflect this window. All campaigns and flow messages sent will apply the conversion window that was set at send time.


For example, if someone opened your weekly newsletter and then made a purchase later that day, a conversion would be recorded for that email. There are a few important notes about conversion tracking:

  • Conversion tracking uses a last touch attribution model. Only the last email someone opened or clicked is credited with a conversion. The image below contains events from a user's profile. As an example we can manually trace conversions for Ordered Product events by looking back in the timeline for an open or clicked email event.
  • Conversions are only tracked if someone opens or clicks an email; conversions are not tracked if someone receives an email but doesn't engage with it.
  • The conversion period begins when an email is received. Only follow-up actions that occur within the conversion period get counted. The image below contains events from a user's profile. For a 2 day conversion period, we can manually trace which events fall into the conversion period. In this case no events fall in the conversion period, so no conversions get counted for this email.
    If your conversion period is 5 days, and someone opens an email 10 days after receiving it and places an order, the conversion won't be attributed to the email.

Why does Klaviyo track conversions in this way?

Conversion tracking that relies on pixels can be unreliable. For example, if someone reads an email on their phone but makes a purchase later from their home laptop, conversion tracking that relies on pixel tracking would miss that conversion. Klaviyo does not use pixels, so the conversion analytics are more accurate. Instead, Klaviyo calculates conversions based on data directly from a built-in integration or our API.

You also do not need to decide in advance which metric you want to focus on for conversion tracking. While most other platforms only track revenue conversions, Klaviyo automatically computes conversion analytics for all metrics in your account.

An ecommerce business, for example, will likely focus on the number of purchases that occurred as a direct result of an email. However, if you're interested in how many people viewed at least one product page or started a checkout after receiving an email, you can view this conversion data as well. This allows you to compare the impact of different campaigns across different performance standards.

Open and Click Tracking

Klaviyo tracks open events by placing a tiny, invisible pixel image at the bottom of every email. When an email is opened by the recipient, we record this invisible pixel (web beacon) as "viewed" and mark the email as opened. This method of open tracking is the industry standard. Because of this, it is possible (in rare cases) for a recipient to click an email without opening it, if they click a link before the email loads completely. Because of this, if you're setting up a segment of customers that did not open an email, always include both open and click filters. This ensures you capture any users that were tracked clicking but not tracked opening the message.


Klaviyo tracks click activity by adding unique tracking information to each URL. This is why, when hovering over a link in a Klaviyo email, you may see the URL begin with the following:

If you see multiple opens or clicks attributed to a particular recipient, this can mean that they forwarded the email to someone else, or that they simply opened/clicked the email multiple times.

Email to Website Tracking

When you add the Klaviyo web tracking snippet to your site, we are only able to track these events for "known browsers." There are a few different ways we will be able to identify a site visitor for web tracking purposes:

  • When you have email to website tracking enabled and have Klaviyo's main web tracking snippet on your website, Klaviyo will be able to identify and cookie individuals that click through a Klaviyo email and then end up browsing your website
  • When someone has, at some point, subscribed/opted-in through a Klaviyo form, our web tracking code will cookie this person at time of opt-in

You can toggle on and off Klaviyo's ability to track email to website activity in your account's email settings:


We add an additional parameter to all URLs in your email to track activity. This is the _ke parameter. The unique encoded value here is then decoded by our web tracking and allows us to identify the user that clicked through the URL.

This parameter is automatically appended and will not impact the load times of your URLs nor break any URLs based on its placement.


Klaviyo and Google Analytics

Why Klaviyo's conversion data might not match Google Analytics? Because Google Analytics uses pixel tracking while Klaviyo uses data directly from your database, it's likely the analytics between both services won't align. Here are a few commons 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 tracks 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. If you feel Klaviyo's conversion period is too generous, you can update it on the account settings page.

It is also important to note that Google Analytics will count a conversion anytime someone clicks an email and then goes to make a purchase -- there is no "conversion period" here. Our conversion tracking, on the other hand, uses a last touch attribution model. This means only the last email someone opened or clicked is credited with a conversion. The last open or click must be within your established conversion period to count.

Appending UTM Tracking to Emails

When creating a campaign or flow in Klaviyo, you can choose to add UTM parameters to your email. You can set and customize these UTM tracking parameters at an account-level by navigating to Account > Settings > UTM Tracking, and you can also configure these at an email-level. By default, Klaviyo will track the following:

For campaigns:

  • utm_medium: email
  • utm_source: list_or_segment_name
  • utm_campaign: campaign_name (campaign_id)

For flows:

  • utm_medium: email
  • utm_source: flow_name
  • utm_campaign: flow_email_name (flow_email_id)

For example, if you have a flow called Welcome Series and the first email is named "Intro to our Brand" and the flow email ID is A12bc3, the following UTM parameters would be added to links:

  • utm_medium: email
  • utm_source: Welcome Series
  • utm_campaign: Intro to our Brand (A12bc3)

Keep in mind that in Google Analytics, all of the UTM parameters will be lowercased automatically.

SMS Conversion Tracking

SMS conversion settings are found on the SMS Settings Page under Tracking Settings. By default, Klaviyo sets a 24-hour SMS conversion window, which you can edit in Account > Settings > SMS Settings.


Attribution for SMS occurs when a recipient clicks a text and then takes another action (such as placing an order) within the conversion window. Thus, the conversion window is the number of hours in which any purchases made after the SMS message was received and clicked will be attributed to that SMS in Klaviyo.

Though the default conversion window for SMS is 24 hours, you can customize that timeframe to reflect your desired conversion window. When you input a new number, click Update Tracking Settings to save this to your settings.

Keep in mind that Klaviyo connects attribution to a customer's last interaction with your band. So, if you have a flow email with a conversion window of five days, and an SMS message that immediately follows it with a conversion window of one day, and the customer interacts with both, we attribute the conversion to the SMS (the last interaction). If this customer converts outside of the SMS conversion window (over a day) but within the email conversion window (within five days), attribution will still not apply to your email since it came before the SMS interaction.

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