Why Klaviyo UTM Tracking Matters

If you’re using Klaviyo for email and SMS, but your Google Analytics reports look messy or incomplete—UTM tracking is the fix.

Without proper UTM setup:

• Traffic may show as “Unassigned” or “Direct”

• ROI is harder to prove

• Flows and campaigns get blended together in GA4

In this guide, you’ll learn how to properly set up Klaviyo UTM tracking, avoid common mistakes, and unlock clear attribution in GA4.

What Are UTMs and How They Work

Understanding UTMs is the first step to getting clearer data from your email and SMS campaigns. If you’ve ever looked in Google Analytics and seen “Unassigned” or “Direct” traffic, missing UTMs are often the cause.

What Are UTM Parameters?

UTMs (short for Urchin Tracking Module) are small bits of text added to the end of a URL. When someone clicks your Klaviyo email or SMS, these tags tell tools like Google Analytics 4 (GA4) exactly where that person came from and why.

Here are the five most common UTM parameters:

• utm_source = Where the traffic came from
  Example: utm_source=klaviyo

• utm_medium = How the message was sent
  Example: utm_medium=email or utm_medium=sms

• utm_campaign = Which campaign the message is part of
  Example: utm_campaign=summer_sale_2025

• utm_term = Extra info like audience or keyword (optional)
  Example: utm_term=vip_customers

• utm_content = Used to track A/B tests, buttons, or placements (optional)
  Example: utm_content=button_version_a

  
  

When someone clicks a link with UTMs, this information is passed to GA4. You can then see that data in your reports and understand how each campaign performs.

Why UTM Tracking in Klaviyo Is Essential

Adding UTM tracking to your Klaviyo links is more than a “nice to have.” It gives your team the power to make smarter decisions by tracking traffic outside of Klaviyo.

Here’s why it’s important:

• Track ROI across tools
  UTMs help you measure the exact value of each Klaviyo campaign when viewed in GA4 or other analytics platforms.

• Compare Klaviyo vs paid channels
  Want to know if your SMS campaign outperformed your Facebook ads? UTM tags make it possible.

• Support cross-channel attribution
  UTMs help you build a full-funnel view of how users move from email or SMS to purchase — and how that compares to other channels.

• Back up your growth strategy
  Whether you’re reporting to investors, planning spend, or forecasting next quarter, UTM tracking gives you the data you need.

Pro Tip:
Klaviyo lets you set UTM defaults globally, but you can also customise them per message using dynamic tags like {{ campaign.name }}. We’ll show you how in the next section.

UTM tracking becomes even more powerful when layered with behavioural data—learn how to combine it with Klaviyo’s advanced analytics in our guide to Klaviyo Predictive Analytics.

How to Set Up UTM Tracking in Klaviyo

Klaviyo makes it easy to add UTM tracking to your emails and SMS messages. But to get accurate data in GA4, you need to set it up correctly across campaigns, flows, and SMS.

Global UTM Settings (Set It Once, Track Everything)

To apply UTM parameters to all campaigns and flows by default:

Steps:

1. Log in to Klaviyo.

2. Click your name in the bottom left.

3. Go to Settings > Other > scroll to UTM Tracking.

4. Enable the "Automatically add UTM parameters to links" toggle.

   
   

Recommended default values:

• utm_source=klaviyo
  Identifies that traffic came from Klaviyo.

• utm_medium=email or utm_medium=sms
  Separates your email and SMS performance in GA4.

• utm_campaign={{ campaign.name }} or {{ flow.name }}
  Dynamically pulls in the campaign or flow name to group performance in analytics.

Campaign vs Flow Setup (Dynamic Tags Change Everything)

While the global settings are a great starting point, Klaviyo also lets you override UTM parameters per message—for more precise tracking.

For Campaigns (one-time sends):

• Use {{ campaign.name }} for utm_campaign
  This tracks each campaign with its unique name in GA4.

• Use consistent formats like:
  utm_campaign=spring_sale_newsletter_2025

For Flows (automated messages):

• Use {{ message.name }} or static values like flow_abandoned_cart_day1

• Alternatively, set a consistent flow name in global settings

  (e.g. utm_campaign=flow_abandoned_cart)

If you're new to building Klaviyo campaigns or flows, start by reviewing our Klaviyo Flow Triggers 101 guide to better understand how messaging fits into your UTM strategy.

Important: If you're using Klaviyo's product blocks in templates, UTMs won’t be auto-appended to those links. You’ll need to manually add them using the link editor inside each product block to ensure accurate GA4 tracking.

SMS-Specific Considerations

SMS links work a little differently than email but still support full UTM tracking.

Best practices for SMS UTMs:

• Always use utm_medium=sms
  This ensures GA4 doesn’t lump SMS traffic in with email.

• Use link shorteners (Klaviyo uses kl.link)
  UTMs still get passed behind the scenes, even when shortened.

• Keep parameters concise
  Long UTM strings can use up valuable character space and may be truncated on older devices.

• Example SMS link with UTMs:
  https://kl.link/yourpage?utm_source=klaviyo&utm_medium=sms&utm_campaign=spring_drop

  
  

Best Practices for UTM Naming & Structure

Consistent UTM naming ensures accurate Klaviyo campaign tracking in GA4. Poor naming leads to broken reports and wasted data. Follow these best practices for clean, readable, and scalable tracking.

Keep Naming Consistent

Use a structured format to avoid confusion in analytics:

• bfcm_email_vip_2025 → Black Friday email sent to VIP list in 2025

• flow_cart_abandon_day1 → First abandoned cart email in the flow

Struggling with consistent naming? Our guide to 10 A/B Tests That Boost Email Conversions shows how to use utm_content for tracking test variants and button placement performance.

Differentiate Campaigns & Tests

Use utm_content and utm_term for variations:

• utm_content=ab_test_a → Tracks A/B test version

• utm_content=sms_offer vs utm_content=email_offer → Distinguishes SMS vs email offers

• utm_term=vip_segment or utm_term=nonbuyer_segment → Tracks audience segments

Standardise with a UTM Builder

Create a shared UTM spreadsheet to:

• Store naming rules & formats

• Avoid mistakes or duplication

• Track A/B test variants & send dates

• Standardise across email & SMS flows

Recommended Columns:

• Campaign/Flow Name

• utm_source

• utm_medium

• utm_campaign

• utm_content

• utm_term

• Owner / Send Date

• Notes

Keeping your UTMs structured ensures clean data, better tracking, and reliable reports in Klaviyo and GA4. 

Syncing UTMs with GA4 for Reporting

Setting up UTMs is only the first step—your Klaviyo traffic must appear correctly in GA4, or you’ll lose campaign insights to “Unassigned” or “Direct” traffic.

What Happens After a Click

When someone clicks a Klaviyo link:

• GA4 reads your UTM parameters (e.g. utm_source=klaviyo)

• Assigns source/medium/campaign to the session

• Tracks behaviour (e.g. pages viewed, purchases) under that campaign

Example:
?utm_source=klaviyo&utm_medium=email&utm_campaign=cart_recovery_day1
 

GA4 will log:

• Source: klaviyo

• Medium: email

• Campaign: cart_recovery_day1

Where to See Klaviyo Campaigns in GA4

Go to Reports → Acquisition → Traffic acquisition

• Filter by source=klaviyo, medium=email or sms

• See sessions, conversions, and revenue by campaign

Tip: Use GA4 Explorations to break down performance by segment (VIPs vs new users).

To streamline GA4 setup and avoid common pitfalls, follow our Klaviyo x Google Analytics Integration Guide for full step-by-step implementation tips.

Fixing “Unassigned” Traffic

Common UTM mistakes that break GA4 tracking:

Reminder: SMS flows often miss UTMs—always confirm they’re applied.

Troubleshooting UTM Tracking Issues

Small UTM mistakes can break your GA4 reports—leading to unassigned traffic and messy data. Here’s how to catch issues before launch.

Common UTM Errors to Avoid

• Missing Parameters: Always include utm_source, utm_medium, and utm_campaign.

• Case Sensitivity: Use lowercase (e.g. email not Email) to avoid splitting data.

• Broken Links: Long or manual URLs can break—test every link.

• Inconsistent Naming: Stick to your naming template (avoid newsletter_March vs Newsletter_March).

• Incorrect Setup: Don’t forget to toggle “Enable UTM tracking” in Klaviyo campaigns/flows.

How to Verify Your UTMs

• Send a Test Email/SMS: Click links to confirm UTMs are present and match your format.

• Use GA4 DebugView: Go to Admin > DebugView and verify session has correct UTM tags.

• Use a UTM Builder Tool: Prevent typos with Google’s Campaign URL Builder or a team-approved template.

  
  

Before launching your next send, pair your UTM check with our Email Deliverability Checklist to ensure your campaign hits both inboxes and analytics cleanly.

Advanced Tips & Use Cases

Once your Klaviyo UTM tracking is dialled in, use these strategies to sharpen targeting, improve reporting, and boost ROI across campaigns.

Segment-Level Insights

• Compare Audiences: Track utm_campaign performance across VIPs vs. new users in GA4 or Klaviyo.
  Example: If utm_campaign=welcome_discount works best for new users, remove it from VIP emails.

• Use Conditional Splits: Trigger flows based on UTM engagement (e.g. BFCM click = move to high-intent path).

• Personalised Offers: Tag UTMs by audience (e.g. utm_campaign=reactivation_vip vs. reactivation_new) to tailor incentives.

UTM-based lifecycle tracking works best when your flows are well-structured—review the 8 Essential Klaviyo Flows for Loyalty to align campaign goals with tagging.

Linking UTMs to Paid Ads & Meta

• Match Campaign Tags: Align Klaviyo and Meta Ads UTMs

  (e.g. utm_campaign=summer_drop_email vs summer_drop_meta) for cross-channel GA4 tracking.

• Split Campaign Types: Use utm_medium=email_newsletter vs email_flow to differentiate regular sends and automations.

• Track Assisted Conversions: See if a Klaviyo click influenced later paid conversions via GA4 attribution paths.

Custom GA4 Reporting

Use GA4 Explorations: Build dashboards breaking down:

• utm_campaign for campaign ROI

• utm_content for flow-level performance

• utm_medium for channel tracking

Group by Lifecycle: Use naming tags like flow_welcome_day1 to monitor journey stages.

Track Conversion Lag: Measure how long after a Klaviyo click users convert (1 hr, 1 day, 7 days).
Tip: Save templates in GA4 and review monthly for trends.

FAQs

1. Can I use UTM parameters with Klaviyo’s product blocks or dynamic links?

•  Yes, UTMs can be appended to product block links using dynamic tags. Just ensure they are structured consistently in the URL builder.

2. Will UTMs affect email deliverability in Klaviyo?

•  No, UTMs do not impact deliverability. They are appended to destination URLs and don't affect inbox placement.

3. Can I track UTMs in Klaviyo’s built-in reporting too?

•  Klaviyo doesn’t show UTMs in reporting, but you can track clicks and conversions separately in GA4 using those UTMs.

4. Should I use different UTM parameters for each CTA in one email?

•  Yes, if you want to compare button vs. image clicks, you can use utm_content to differentiate each link.

5. Do shortened links in SMS strip UTM parameters?

•  No, Klaviyo’s kl.link shortener preserves full UTM parameters behind the scenes. Always test to be sure.

6. Can UTMs be used in Klaviyo sign-up forms or popups?

•  Only indirectly—UTMs are used in outbound links. You can, however, track UTM parameters of inbound traffic using hidden fields on forms via other tools.

Conclusion

Setting up UTM tracking in Klaviyo isn’t just a technical step—it’s a strategic one. If you’re scaling DTC email and SMS, you need clean data to know what’s working and what’s not. By applying UTM parameters correctly, aligning naming conventions, and syncing with GA4, you’ll finally get full visibility on campaign performance, from flows to newsletters to reactivation campaigns. 

Whether you’re reporting to leadership or just trying to scale smarter, mastering UTMs ensures every click counts and every conversion is accounted for.

Key Takeaways

• UTMs Simplify Attribution: Tag your links to fix “Unassigned” GA4 traffic and prove campaign ROI. For a deeper dive into attribution clarity, explore our Klaviyo Attribution Model 101 for understanding where Klaviyo stops—and GA4 starts.

• Set Global Defaults First:  Apply default UTM rules in Klaviyo settings to avoid missing data.

• Flows vs Campaigns Need Different Tags: Use {{ campaign.name }} for one-time sends and {{ message.name }} for automated flows.

• Lowercase + Consistency = Clean Data: Always use lowercase UTMs and follow strict naming conventions.

• SMS Needs Short + Sharp UTMs: Short links still pass UTMs—just keep them concise.

• Debug Before Launch: Test links, check GA4 DebugView, and avoid broken tracking.

• Use GA4 Explorations for Deep Insights: Build reports by lifecycle stage, channel, or campaign lag time.

Need help setting up reliable UTM tracking across your Klaviyo campaigns?

Inaccurate or missing UTMs can disrupt your reporting in GA4 and obscure your campaign ROI. We’ll rectify your setup so every click is tracked properly. Let us show you how. Click here to start with a free audit from our team.