How to create a UTM-tagged campaign in Klaviyo

UTM tagging adds parameters to your email links so your web analytics can tell which campaign sent a visit. In Klaviyo you turn on link tracking in the campaign, set consistent source, medium and campaign values, send a test, and confirm the parameters appear on the landing page address.

Have this ready.

• A naming convention for campaign names
• Access to your web analytics to check results
• A decision on which parameters are fixed and which change
• A test address that can click links

Steps.

1. 1. Agree the naming rules

   Decide on lowercase, hyphens instead of spaces and a clear pattern for campaign names, so reports do not split one campaign across several spellings.

2. 2. Open the campaign tracking settings

   In the campaign setup, find the tracking options and enable UTM parameters. Klaviyo can add them automatically to your links.

3. 3. Set source and medium

   Use a fixed source such as the platform name and a fixed medium such as email, matching how your analytics already groups traffic.

4. 4. Set the campaign value

   Use the campaign name or a short code so each send is distinguishable. Add content or term values only if you will actually report on them.

5. 5. Check custom links

   If any links already contain parameters, or point to a different domain you do not own, review whether they should be tagged or left alone.

6. 6. Send a test and click through

   Send a test, click each main link and read the address in the browser. Confirm every parameter is present and spelled as planned.

7. 7. Verify in analytics

   After the real send, look for the campaign in your analytics acquisition view and compare visits with clicks in Klaviyo, expecting small differences.

Common pitfalls.

• Mixing capital and lowercase names so one send appears as two campaigns.
• Changing the source value between sends.
• Tagging links to external sites you do not own.
• Expecting analytics sessions to match Klaviyo clicks exactly.

Check it worked.

• Naming convention written down
• UTM tracking enabled on the campaign
• Test link shows every parameter
• Campaign appears in analytics after send
• Source and medium match other channels

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.