Why You Need More Than Klaviyo’s Native Reporting

Klaviyo provides strong insight into email opens, clicks, and revenue, but it stops once the click occurs.

You can’t see what users do on your site, how they behave across channels, or how your emails compare to paid ads or SEO.

That’s where Google Analytics 4 (GA4) fills the gap. It tracks users across platforms, helping you understand the full customer journey—from email click to purchase.

In this blog, you’ll learn:

• How to set up UTM tracking in Klaviyo

• Where to find your email traffic in GA4

• Why Klaviyo and GA4 show different numbers

• How to use this data to make better email decisions

Why Integrate Klaviyo with Google Analytics (GA4)

Klaviyo shows what happens in your emails. GA4 shows what happens after. When you combine them, you get the full picture of how your emails drive traffic, sales, and long-term growth.

Limitations of Klaviyo-Only Reporting

• No visibility into what happens after the click

• Doesn’t track landing page performance

• Lacks cross-channel comparisons

Why GA4 Complements Klaviyo

• Full-funnel tracking across channels

• Better attribution for multi-touch journeys

• Clearer insights on user intent and drop-off

Benefits for DTC Brands:

• Smarter media spend decisions

• More accurate benchmarks

• A complete view of revenue by channel

If you're just getting started with Klaviyo, check out our 30-Minute Beginner's Guide for a solid foundation before layering in GA4.

Visual Tip: Venn diagram showing Klaviyo-only vs Klaviyo + GA4 data coverage.

How to Set Up UTM Parameters in Klaviyo

To see Klaviyo traffic in GA4, you need UTM tags. These little snippets of code tell GA4 exactly where the visit came from. Here's how to set them up right inside Klaviyo.

Why It Matters: UTM tags tell GA4 where your traffic comes from.

How to Add UTM Tags in Klaviyo

1. Open your campaign or flow email

2. In the editor sidebar, turn on “Enable UTM Tracking”

3. Klaviyo auto-fills the fields

   
   

Recommended UTM Format

• utm_source=klaviyo

• utm_medium=email

• utm_campaign=[campaign_name]/

• utm_content=button (optional)

Example:
https://yourbrand.com/?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome_series

Testing Tip: After setting up UTMs, use GA4 DebugView to ensure they are being captured properly. This avoids reporting issues later.

For a more advanced walkthrough on boosting open rates before they click, see our 8 Proven Strategies to Boost Your Open Rates.

Source: Klaviyo 

How to View Klaviyo Email Performance in Google Analytics (GA4)

Once your UTM tags are live, you can track results in GA4. From clicks to purchases, here’s where to find the data and what it means for your email strategy.

Where to Go in GA4

• Reports > Acquisition > Traffic acquisition
  See all email traffic, filtered by source/medium.

  
  

Source: Boxcar Marketing

• Explore > Custom Reports
  Build views based on a UTM campaign or a landing page.

  
  

Key Metrics to Track

• Sessions from Klaviyo

• Bounce rate

• Engaged sessions

• Purchases and revenue

• Conversion events triggered post-click

Pro Tip: Use GA4’s “Explorations” feature to follow the user path from email → product page → checkout.

For help tracking product-level behaviour post-click, you might also explore Klaviyo Predictive Analytics: AI Guide & 3 Use Cases to add another layer of insight.

How to Interpret the Data and What It Tells You

GA4 does more than count clicks. It reveals which emails convert best, how users behave after landing, and what changes will lift your ROI. This section shows how to use those insights.

What You Can Learn

• Which campaigns drive the most revenue (not just clicks)

• How do different segments perform (VIP vs new customers)

• Which content converts vs bounces

• How long users stay on the site after the click

Want to go even deeper into customer behaviour? Pair GA4 insights with Klaviyo Cohort Analysis to uncover retention trends over time.

Source: CampaignTrackly

Create a table for this section:

Common Klaviyo GA4 Integration Issues and How to Fix Them

If your Klaviyo clicks aren’t showing in GA4, or revenue numbers don’t match, don’t panic. Here are the most common setup mistakes and how to fix them fast.

Troubleshooting Checklist:

• Are UTM fields enabled in Klaviyo?

• Do links include proper parameters?

• Is GA4 receiving the events correctly?

Additional Setup Tip: UTM parameters are case-sensitive in GA4. Always use lowercase values like utm_source=klaviyo and utm_medium=email to avoid data splits. Analytics Mania

If you're still not seeing results, our Email Deliverability Checklist can help you ensure your emails land in inboxes before GA4 even has a chance to track them.

Attribution Models – Klaviyo vs Google Analytics (GA4)

Klaviyo and GA4 don’t measure success the same way. Each tool uses its own rules for credit conversions. This section breaks down the difference and when to trust which one.

Klaviyo Attribution

• Last-click email

• 5-day default window

• Revenue is only shown if the email was clicked

GA4 Attribution

• Last-click or data-driven by default

• Tracks the full journey across all traffic sources

• Simplified model options since early 2024

Why Use Both?

• Klaviyo is best for email ROI

• GA4 is best for cross-channel ROI

• Together, they show the real picture

Note: Klaviyo recently updated its attribution settings. You can now customise attribution windows for flows and campaigns, and changes will retroactively update historical data. Learn how to configure it here.

Using Google Analytics (GA4) Data to Optimise Email Campaigns

GA4 data isn’t just for reports—it’s for results. Learn how to improve your subject lines, content, and targeting by using GA4 insights to tweak what matters most.

Turn Insights Into Actions

• Improve subject lines with high click-throughs

• Adjust the copy if the bounce rate is high

• Target segments based on site engagement

• Refine CTA placement if drop-offs are common

Advanced Tip: If your email links go to multiple domains (e.g. blog and store), set up cross-domain tracking in GA4 to maintain session integrity.

Once you've refined targeting and copy, try these 10 Essential A/B Tests to keep improving conversion rates with data-backed decisions.

FAQs

1. Can I track flows and campaigns separately in GA4?

• Yes. Use unique UTM campaign names for each to view them individually in GA4.

2. Does GA4 automatically capture Klaviyo email traffic?

• No. You need to enable and properly configure UTM tags in each email for GA4 to track it.

3. Will GA4 track email opens?

• No, GA4 does not track opens—only what happens after a user clicks and lands on your website.

4. Can I automate UTM tagging in Klaviyo?

• Klaviyo auto-generates UTMs if enabled, but you can also set custom formats for more consistency across teams.

5. What if I use multiple domains?

• Ensure cross-domain tracking is set up in GA4, or Klaviyo traffic may be split or misattributed.

6. Is GA4 attribution better than Klaviyo’s?

• Not better—just different. GA4 provides a broader cross-channel view, while Klaviyo focuses on direct email ROI.

7. Can I use GA4 to track SMS traffic too?

• Yes, just add appropriate UTM parameters to your SMS links to see them in GA4.

Conclusion

Klaviyo is powerful, but on its own, it only tells half the story. Without Google Analytics 4, you’re blind to what happens after someone clicks your email. GA4 fills that gap, giving you a full view of traffic, on-site behaviour, and conversions. When you combine both tools, you’re not just tracking vanity metrics—you’re unlocking insights that can drive real revenue. 

Whether you’re trying to fix high bounce rates or optimise your email strategy based on actual purchases, this integration is the key. If conflicting numbers are confusing your team, it’s time to unify your reporting and make smarter decisions with confidence.

Key Takeaways

• Track Beyond Clicks: GA4 shows what users do after opening your email.

• Tag It Right: Proper UTM setup in Klaviyo makes GA4 tracking work.

• Watch the Journey: Use GA4 to follow users from email to checkout.

• Fix Fast: Troubleshoot common issues like missing data or mismatched revenue.

• Compare Models: Understand Klaviyo vs GA4 attribution to get a clearer ROI.

• Optimise Smarter: Use GA4 insights to test, refine, and improve your campaigns.

Tired of jumping between Klaviyo and GA4 with conflicting numbers?

We’ll help you unify your reporting, so you can trust your data and optimise what works. Click here to start a free audit from our Klaviyo experts.