What is UTM tracking?
UTM stands for Urchin Tracking Module. It is a system used to track and analyze the effectiveness of campaigns or flow emails in Klaviyo. UTM tracking involves appending special parameters to URLs that are used to collect data about the source, medium, campaign, and other details of the traffic that comes to a website through those links. By using proper UTM tracking parameters in Klaviyo, you can analyze data analytics properties in Google Analytics.
What are UTM parameters?
UTM parameters consist of five components:
- utm_source: This parameter specifies the source of the traffic, such as a search engine or social media platform.
- utm_medium: This parameter specifies the type of traffic, such as organic search, email, or paid advertising.
- utm_campaign: This parameter identifies the specific campaign being tracked, such as a product launch or promotion.
- utm_term: This parameter is used to track specific keywords used in your campaigns.
- utm_content: This parameter is used to differentiate between different versions of the same ad, such as different images or calls to action.
What are the advantages of adding UTM tracking in klaviyo?
- Accurate Campaign Tracking: By including specific UTM tags in your email links, you can identify the exact source, medium, and campaign that led to a particular conversion or action. Otherwise, you would be in pain to understanding from where traffic or conversion or coming. You can see in the image below a very clean and detailed information about different email campaigns in specific time just because of UTM tracking.
- Enhanced Analytics: With UTM tracking, you gain valuable insights into the effectiveness of your email campaigns. By analyzing UTM data, you can measure click-through rates, conversion rates. By looking at it, you can analyze how successful or unsuccessful your email marketing is going on and what to take next steps.
- A/B Testing and Segmentation: UTM tracking enables you to conduct A/B tests and segment your audience based on UTM parameters. By comparing the performance of different campaigns or targeting specific segments, you can personalize your messages for better engagement.
How to setup UTM Tracking in klaviyo?
To setup UTM tracking follow the following steps:
1] Go to your klaviyo account and then settings
2]CLICK ON ‘other’ option
3] UTM Tracking
You will see a new dashboard with UTM tracking options
4] Recommended settings:
1st two options are by default toggled on so can’t turned them off but you can change value from static to dynamic value
you can toggle on or off next 3 options:
- Campaign [utm_campaign]
- Id [utm_id]
- Term[utm_term]
To change these the values of these options, click on drop down and chose any value if you need to change.
5] To use default UTM tracking setting in your campaign or flows, toggle on ”Automatically add UTM Tracking parameters to links”
THEN Enter update UTM tracking settings
[IMPORTANT]
”If you want to disable this for a particular campaign or flow email, you can do so at the message level by checking Do not use UTM tracking for this campaign (campaigns) or toggling off UTM Tracking (flows). Alternatively, you can leave Automatically add UTM parameters to links toggled off in your settings, and manually turn on UTM tracking for individual messages.”
Reference: klaviyo
〉Dynamic values:
Dynamic values change based on what kind of message you send (e.g., SMS and email, or flows and campaigns). For example, if you set the utm_medium parameter to Message Type, then links in SMS messages you send will include utm_medium=sms and links in emails will include utm_medium=email.
〉Static values:
Static values remain the same for all messages, but you can choose a different static value for campaigns and flows. All custom values are static, but you can also choose a default static value from the options provided by Klaviyo.
Global UTM tracking vs message UTM tracking:
- Global UTM tracking parameters are used throughout Klaviyo. By enabling ‘Automatically Add UTM Parameters to Links’, you can efficiently add global UTM parameters in all your messages. You have control over the global UTM parameters and can choose where to use them or not.
- Turn on the first option to use GLOBAL UTM parameters in your klaviyo campaigns. By turning on the second option, you would be able to add custom UTM parameters for better tracking.
- Message-level UTM parameters are fully customizable and don’t necessarily match your global UTM settings. Changes to your global UTM settings will not apply to messages that have customized message-level UTM parameters.
FAQs:
1] Q: How can I enable UTM tracking in Klaviyo?
Answer: To enable UTM tracking in Klaviyo, go to your account settings, navigate to the “Tracking” section, and turn on the “Enable UTM tracking” option.
2] Q: What are UTM parameters?
Answer: UTM parameters are tags added to the end of a URL to track and identify specific campaign details. They help you understand the source, medium, campaign, and other relevant information about a link’s performance.
3] Q: Can I track UTM parameters in Klaviyo for email campaigns?
Answer: Yes, you can track UTM parameters in Klaviyo for email campaigns. By enabling UTM tracking and including UTM parameters in your email links, you can track the performance of those links in your analytics.
4] Q: How do I add UTM parameters to my email links in Klaviyo?
Answer: To add UTM parameters to your email links in Klaviyo, you can use the merge tags provided by Klaviyo. For example, you can use {{campaign.id}} for the utm_campaign parameter, {{flow.id}} for the utm_medium parameter, and so on.
5] Q: Can I customize the UTM parameters in Klaviyo?
Answer: Yes, you can customize the UTM parameters in Klaviyo. You have control over the UTM parameter values and can set them according to your preferred naming conventions and tracking requirements.
6] Q: How can I view UTM tracking data in Klaviyo?
Answer: Klaviyo provides UTM tracking reports that show the performance of your UTM-tagged links. You can find these reports in the “Reports” section of your Klaviyo account.
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