Organize and Track Your Links with Customizable UTM Parameters

Organize and Track Your Links with Customizable UTM Parameters

Organization is all the rage right now thanks to the new Netflix series “Tidying Up with Marie Kondo.” Hopefully, this post can ‘spark joy’ by improving how you can organize and track your links in Klaviyo using UTM parameters. Before today, Klaviyo users were able to add UTM parameters to any email link, however, the tags were generated with parameters out of the user’s control—making it difficult to understand link performance at a glance.

In the past, Klaviyo automatically assigned UTM parameters with the following values:


  • Utm_medium = email
  • Utm_source = flow_name
  • Utm_campaign = flow_email_name (flow_email_id)


  • Utm_medium = email
  • Utm_source = list_or_segment_name
  • Utm_campaign = campaign_name (campaign_id)

Now, with customizable UTM parameters, you’re in control. The source, medium, and campaign values can all be defined, by you, at an account level and can be set individually for campaign and flow emails—helping to distinguish between Klaviyo email types. For each parameter, you can choose from the default options provided or even create your own value. Custom parameters can also be added if you’re looking for more ways to uniquely identify your links. All in all, the customization options are available for you to decide how to use them to be more organized and efficient.

Uniquely label your email links

With your UTMs folded nicely and neatly, you can more easily identify your email links in other useful tools like Google Analytics, Clickly, Mixpanel, etc. For many stores, Google Analytics is the tool used to keep track of how web visitors are getting to their store (aka which links they’re clicking on) and what actions they are taking onsite. Google Analytics uses UTM parameters to mark links with unique identifiers so the origin of each click can be accurately traced back to the appropriate marketing activity.

For example, if you’re promoting a new product and linking to its product page, you’ll want to know if visitors got to that page because they clicked the link on Facebook, through an email, on Twitter, or another source. By using tags to identify which link was clicked, a store owner can understand what is most effectively driving web traffic and better understand their customers’ behavior.

With customization options, instead of these default values, you choose how to populate each parameter. So, if Klaviyo isn’t your first email platform, you can adjust the parameters to match what you’re used to and keep your existing conventions in place. Otherwise, you’re free to choose values that make sense for your business and will be easy to identify.

Once you update your default account settings you can set link tracking to be automatic, so all of your links will be tracked with UTM parameters attached. However, there are instances where you might want to adjust your default values. Don’t worry, we got you covered in those scenarios too!

Let’s imagine you’re sending out a series of four St. Patrick’s Day campaign emails over the course of a couple weeks promoting four different St. Patrick’s Day clothing items. Instead of using the default UTM parameters set on the account level, you want to specifically label these emails with unique UTM values. At a campaign level, you can opt to change the UTM values before you send the email.

In this case, you want your St. Patrick’s Day emails to have different values than your recently created account defaults. First, you decide to keep the medium parameter the same and leave it as ‘email’ for some consistency. Then, for each promotional email you change the campaign parameter to match the product you’re promoting. So, the campaign parameter would be ‘shorts’ for your shorts promotion, ‘hats’ for the hats promotion, and so on. Finally, you add a custom parameter called promotion for each email and set its value to ‘SPday’ to make each individual campaign email stand out as a St. Patrick’s Day promotion.

With these adjustments made right before you send the promotion, you decide how they’re labeled—making them far easier to identify and track.

Efficient email attribution

Reporting through Google Analytics is undeniably simpler when tags are organized—Marie Kondo style. Creating a system to more efficiently identify your email links will make the analysis of your marketing far less of a PITA. Customizable parameters create more unique identifiers—allowing for seamless tracking and reporting of how your links perform across different marketing activities. You might find out cool insights like the links you share in campaign emails regularly get more clicks than the links shared on your Facebook page.

Let’s see how this works by building on the St. Patrick’s Day example. You’ve sent out all of your campaign emails and are eagerly waiting to see the results. You can use Google Analytics to track how many people clicked and how many of those clicks led to a purchase, however, we recommend using Klaviyo for conversion tracking and here’s why.

Since you updated the UTM parameters for each campaign email, you can clearly ID the source of your links despite sending campaign emails with similar names and dates. Then, you can quickly attribute clicks and conversions to each campaign email and gain a better understanding of how each one performed.

So, rather than wasting time sorting through links, you can spend more time on analysis. You may learn that your St. Patrick’s Day shorts email promotion drove more clicks and purchases than your previous shorts promotion. Or, you could discover that your St. Patrick’s Day hoodies email drove the most St. Patrick’s Day purchases. Having more time for analysis and comparing email and link performance allows you to gain useful knowledge about your customers and your business—giving you the information needed to continually optimize your email marketing.  

For more information on setting up your custom UTM parameters in Klaviyo, check out our help documentation.

*Of note – in the next few weeks we will also add the capability to adjust UTM parameters on individual flow emails.

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