How to Add UTM Tracking to Campaigns and Flows

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UTM tracking allows you to view the source, medium, and specific Klaviyo content your customer engaged with. When creating campaigns and flows, you can have Klaviyo automatically add UTM parameters to links so that you can see the results in Google Analytics. In this article, you will learn how to add UTM tracking to campaigns and flows for both email and SMS.

Add UTM Tracking to a Flow Email

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


Links will be tagged in accordance with your account's default UTM tracking settings. However, if you want 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.


Add UTM Tracking to a Campaign Email

When creating a campaign in Klaviyo, you can select if you want 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.


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 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.

Add UTM Variation Letters to Campaign and Flow Emails

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.


After adding UTM tracking to your campaign, select Save & Continue to Content and you will arrive at a page to edit your message’s content. Edit the content of your message with your desired message, tone, and style. At the bottom of this page, click Create A/B Test.


You will be brought to a page where you can configure the variations for your A/B test. To add a variation letter to your links as a UTM parameter, check the box next to Track links separately in each variation.



To add UTM variations to a flow, click into the individual flow message that you want to apply the variation. In the box that appears on the left-hand side of the screen, click + Add Variation.


You will be taken to a page where you can edit or add more variations. Click Add variation letter as a UTM parameter to all links to apply UTM tracking to these links.


Add UTM Tracking to a SMS Flow or Campaign

There is not currently a default SMS configuration in Klaviyo for UTM tracking. However, you can create a custom URL with UTM parameters in Google Analytics to track SMS conversions. To do so, head to Google Analytics and open the Campaign URL Builder.

Fill in the resulting form to build a custom URL. You will be asked for the URL of your ecommerce site as well as the specific SMS campaign or flow name, source, and medium. An example of each is listed below.

For SMS campaigns:

  • utm_medium is the channel through which you send content (in this case sms)
  • utm_source is the specific list or segment that you are sending to (for example, newsletter)
  • utm_campaign refers to the name of the individual campaign message (for example, sms_1)

For SMS flows:

  • utm_medium is the channel through which you send content (in this case sms)
  • utm_source is the specific SMS flow you want to track (for example, abandoned_cart)
  • utm_campaign refers to the name of the individual message within your flow (for example, sms_1)

Google Analytics will then start tracking your SMS traffic automatically. An example of how this custom URL will look is shown below, with the custom UTM parameter in bold.

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