How to add UTM tracking to campaigns and flows

You will learn

Learn how to use UTM tracking in your Klaviyo email and SMS messages to develop insights and improve your Google Analytics conversion tracking. 

UTM tracking sends data to Google Analytics (or other tracking software) about where visitors came from. Use UTM tracking in your campaigns and flows if you’d like to track conversions from your Klaviyo messages in Google Analytics.

Before you begin

This article explains how to append UTM parameters to links you send through Klaviyo email and SMS messages. In order to use these parameters for data analysis in Google Analytics, you’ll need a fully configured Google Analytics account. Successfully using custom parameters (i.e., parameters other than the five defaults provided) requires a comfortable working knowledge of Google Analytics. 

Reference Google’s support documentation for questions related to your Google Analytics account or setup. 

Configure global UTM settings

Before configuring UTM settings for individual messages, consider turning on global UTM tracking in your account settings. You can always adjust the UTM settings for a specific message using the instructions in the following sections. 

1. Navigate to  Settings > Other > UTM tracking. 
2. Toggle any parameters you'd like to include on.
3. Adjust the Campaign Value and Flow Value fields 
   • Campaigns and flows have different value options for dynamic values, but options are the same per parameter. In other words, all parameters have the same value options for their category.
4. Recommended: set the UTM medium to be Message type if you use multiple marketing channels (e.g., email and SMS). 
5. Toggle Automatically add UTM parameters to links on.
6. Click Save to save your changes.

Add UTM tracking to a flow message

To turn on UTM tracking for a flow message (either email or SMS): 

1. Navigate to the Flows tab.
2. Open the flow you’d like to edit..
3. Select a message in the flow builder.
4. Under Settings, check the box next to Enable UTM Tracking to automatically append UTM parameters to your links.
   
5. Click Save. 
6. Repeat for all other messages in the flow, if desired.

When this setting is on, links are tagged in accordance with your account's default UTM tracking settings. To use different tracking parameters for a particular message: 

1. Beneath the UTM Tracking setting, check the box for Use custom tracking parameters.
2. Adjust the message’s UTM parameters as desired. 
3. Click Save. 

Add UTM tracking to a campaign message

To turn on UTM tracking for an email or SMS campaign: 

1. Navigate to the Campaigns tab.
2. Click to open an unsent campaign from the list. 
3. In the Tracking section of Step 1: Recipients, enable the Include tracking parameters toggle.
   

When this setting is on, links are tagged in accordance with your account's default UTM tracking settings. To use different tracking parameters for your campaign: 

1. Enable the Customize tracking parameters toggle.
2. Adjust the message’s UTM parameters as desired. 
3. Click Continue to Content and continue editing your campaign as desired.

If you use 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 analyzing 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.

Add UTM variation letters to email A/B tests

UTM variation letters measure the performance and link activity between A/B tested campaigns 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, use this feature to label them with letters. After sending the campaign, you’ll be able to tell whether version A, B, or C was most effective and adjust your content accordingly.

Email campaigns

To add a UTM variation letter to a campaign: 

1. After adding UTM tracking to your campaign, click Continue to Content.
2. At the bottom of this following page, click Create A/B test.
   
3. Check the box next to Track links separately in each variation.
   

Flow emails

To add UTM variation letters to a flow email: 

1. From the flow editor, click into a flow message.
2. In the sidebar that appears, click Create A/B test, or for existing A/B tests, click Configure test.
3. On the following page, check the option to Track links separately in each variation.
   

Additional resources

• Understanding UTM tracking in Klaviyo
• Understanding conversion tracking