Overview
To use UTM tracking effectively in Klaviyo, it’s important to understand what UTM parameters are and how they influence Email Pulse effectiveness.
UTMs are small tracking codes added to links that tell apps like Google Analytics or Email Pulse where your website traffic is coming from.
When these parameters are included in Klaviyo emails, Email Pulse can accurately measure what happens with email shoppers once they arrive at your online store.
Klaviyo allows you to set UTM parameters at the global level or override them for individual messages. For most brands, it’s best to enable Klaviyo’s automatic UTM tagging at the global level to ensure consistency and reduce errors.
What is UTM tracking?
UTM tracking uses small codes added to the end of links to tell Google Analytics and other analytics tools where your visitors came from. When you include UTM parameters in your Klaviyo emails or SMS messages, you can see how these messages contribute to your website traffic and conversions.
Klaviyo enables two UTM parameters by default: utm_source and utm_medium. Google Analytics also supports additional parameters such as utm_campaign, utm_id, and utm_term. You can choose to enable or disable these parameters in Klaviyo based on your tracking needs.
Configure your account’s default UTM tracking
To set up global UTM tracking in Klaviyo:
Click your account name in the bottom-left corner.
Select Settings from the dropdown.
Navigate to Other → UTM tracking.
Klaviyo defaults
Source (utm_source):
Campaign value: Klaviyo
Flow value: Klaviyo
Medium (utm_medium):
Campaign value: Message type
Flow value: Message Type
Email Pulse (required!)
Campaign (utm_campaign):
Campaign value: Campaign name
Flow value: Flow message name
Id (utm_id):
Campaign value: Campaign id
Flow value: Flow id
Turn on Automatically add UTM parameters to links to apply these settings to all future messages.
Click Save.
Email Pulse UTM dependencies
Results reporting
Email Pulse does not rely on UTMs for Klaviyo-native reporting. Flow and campaign reports continue to work normally because Email Pulse is directly integrated with Klaviyo’s reporting system, so poor or incomplete UTM setup does not affect these numbers.
Personalization
Email Pulse personalization depends on understanding shopper behavior after they click an email. Missing or incomplete UTMs limit Email Pulse’s ability to interpret those journeys, which weakens the personalized product buying patterns used for recommendations.
Insights
Email Pulse insights rely on clean UTM tracking to connect email clicks with downstream activity in Google Analytics. When UTMs are missing or inconsistent, Email Pulse receives only partial data, leading to sparse or incomplete insights about landing pages, product performance, and overall email impact.