For each campaign and flow sent, Klaviyo automatically tracks conversions. This allows you to analyze the performance of your owned marketing channels across your account. In this article, you will learn what conversion tracking entails, how to edit tracking settings, and details around email and SMS tracking.
A conversion occurs when a recipient opens your message and then takes 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. You can also adjust your Email Conversion settings in your Account to track MPP opens by default.
When you change your conversion window, all future reporting will reflect this timeframe. All campaigns and flow messages sent will apply the conversion window that was set at send time.
For example, if someone opens your weekly newsletter and then makes a purchase later that day, a conversion will be recorded for that email. There are a few important notes about conversion tracking:
- By default for new Klaviyo accounts, this is set to five days and “Opened or Clicked Email” conversions.
- Conversion tracking uses a last-touch attribution model. Only the last email someone opened or clicked is credited with a conversion. For example, the image below contains events from a user's profile. Klaviyo traces conversions for Ordered Product events by looking back in the timeline for an open or clicked email event.
- Conversions are tracked if someone opens or clicks, or if Apple Mail Privacy Protection (MPP) automatically opens the email. However, if you would like to exclude the MPP opens from your conversion metrics, choose the Account Setting for “Opened or clicked email (excluding Apple Privacy opens).”
- 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 manually trace which events fall into the conversion period. In this case, no events fall in the conversion period, so no conversions are 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.
It is important to keep conversion tracking in mind when you view analytics for your sends. If you only view analytics for an individual day, Klaviyo will not attribute conversions associated with that email that may take place in future days. In other words, querying individual days means you are giving campaigns less time to generate revenue and your analysis will thus not give the bigger picture. Instead, select a broader timeframe that accounts for your conversion window.
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 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 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 occur as a direct result of an email. However, if you're interested in how many people view at least one product page or start 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. Whenever a recipient opens or clicks your email, we record this invisible pixel (web beacon) as "viewed" and mark the email as opened. We will continue to track your opens and clicks regardless of your chosen conversion window. This method of open tracking is the industry standard.
For information on changing where this pixel is in your emails, head to our article on how to edit the location of your tracking pixel.
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. Additionally, Apple Mail Privacy (MPP) may also account for opens that were not actually made by the subscriber themselves. Because of this, when you set up a segment of customers that did not open an email, always include both open and click filters. This ensures that you capture any users that were tracked as having clicked but not opened the message.
Klaviyo tracks click activity by adding unique tracking information to each URL. As a result, when hovering over a link in a Klaviyo email, you may see the URL begin with the example below. Note that this may look slightly different depending on if your account has dedicated click tracking setup.
If you see multiple opens or clicks attributed to a particular recipient, this can mean that they forwarded the email to someone else, they opened/clicked the email multiple times, or they are opted into Apple Mail Protection Privacy (MPP) and their opens have been recorded multiple times.
With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.
If your campaign analytics show a large number of iOS openers, we suggest identifying these affected opens in your individual subscriber segments. You can also adjust your Email Conversion settings in your Account to track MPP opens by default.
For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.
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 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 identify and cookie individuals that click through a Klaviyo email and 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 the 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. To navigate there, click on the dropdown next to your brand name and select Account. Then, select Settings > Email. You will land on a page where you can choose whether or not to enable email to website tracking.
We add an additional parameter to all URLs in your email to track activity. This is the
_kx 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. See the example link below for an idea of how this will look in the URL:
Discrepancies between Klaviyo 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.
Appending UTM Tracking to Emails
When creating a campaign or flow in Klaviyo, you can 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:
- utm_medium: email
- utm_source: list_or_segment_name
- utm_campaign: campaign_name (campaign_id)
- utm_medium: email
- utm_source: flow_name
- utm_campaign: flow_email_name (flow_email_id)
For example, if you have a welcome series flow and the first email is named "Intro to our Brand" and the flow email ID is A12bc3, then the following UTM parameters will 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 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.
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 sent and clicked will be attributed to that SMS in Klaviyo.
Though the default conversion window for SMS is 24 hours, you can customize this to reflect your desired conversion window. Then, click Update Tracking Settings to save this change.
Keep in mind that Klaviyo connects attribution to a customer's last interaction with your brand. Let's say the conversion window for SMS is one day, while the conversion window for email is five days. If a customer interacts with both — first the email and then the SMS — we attribute the conversion to the last message they interacted with (i.e., the SMS).
What if the customer converts outside the SMS conversion window, though? If this is the case, the attribution will not go to the email (even if the conversion took place within the email conversion window), as it is not the last interaction. Instead, conversion will not be attributed to any message.
If you're seeing a lot of unattributed conversions, you may want to extend the SMS conversion window.