How to add UTM tracking to campaigns and flows

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

As of May 24, 2022, UTM tracking is available for both SMS and email.

UTM tracking allows you to send details to Google Analytics (or other site traffic tracking tools) about where your site visitors originated. 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 any questions related to your Google Analytics account or setup. 

Table of contents

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 Account > Settings > UTM Tracking
  2. Toggle any parameters you'd like to include on
  3. Adjust the Campaign Value and Flow Value fields (e.g., select Message Type from the UTM Medium menus to include either "email" or "sms" in the utm_medium field, depending on message type) 
  4. Toggle Automatically add UTM parameters to links on
  5. Click Update UTM Tracking Settings 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. Click the toggle next to UTM Tracking to automatically append UTM parameters to your links
  5. Repeat for all other messages in the flow, if desired 
    UTM tracking is toggled on in Klaviyo's flow builder

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, click Configure
  2. In the menu that follows, select No 
  3. Adjust the message’s UTM parameters as desired 
  4. Click Save 

Note that in SMS messages, the Automatically shorten links setting must remain enabled in order to use UTM parameters. 

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
    UTM tracking is toggled on in Klaviyo's campaign builder

Note that in SMS messages, the Automatically shorten links setting must remain enabled in order to use UTM parameters. 

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’d like to adjust the UTM parameters for a message that has already been scheduled, pause the campaign first. UTM parameters cannot be edited for sent messages. 

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 email A/B tests

Variation letters are only available for email, not SMS. 

UTM variation letters allow you to compare the performance and link activity between versions 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, 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
    A cursor hovers over the option to create an A/B test in Klaviyo's campaign builder
  3. Check the box next to Track links separately in each variation
    In a campaign with an A/B test, the option to track links for each variation separately is toggled on

Flow emails

To add UTM variation letters to a flow email: 

  1. From the flow editor, click into a flow message
  2. In the navigation bar that appears on the left, click Add Variation, or for existing A/B tests, click Manage Variations
  3. On the following page, check the option to Add variation letter as a UTM parameter to all links
    In a Klaviyo flow message with an active A/B test, the option to track links separately for each variation is turned on

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, create a custom parameter for your variation in Google Analytics prior to conducting your test.

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