Can I Integrate Klaviyo and GA4 for Advanced Email Tracking?

Can I Integrate Klaviyo and GA4 for Advanced Email Tracking?

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📧 Why Integrate Klaviyo with GA4?

If you're using Klaviyo to send marketing emails and Google Analytics 4 (GA4) to track user behavior, you might ask:

“Can I see how my emails actually impact sales, traffic, and engagement inside GA4?”

Yes — but GA4 doesn't automatically track Klaviyo emails. You need to manually configure UTM parameters and possibly connect some custom event tracking.

This guide walks you through how to set it up step-by-step.

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✅ What Can You Track After Integration?

• Traffic coming from specific Klaviyo flows or campaigns

• Revenue generated by email campaigns (via GA4’s ecommerce tracking)

• Clicks on CTA buttons inside emails

• Post-click behavior: bounce rate, time on site, purchases

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🔧 Step-by-Step: How to Set Up Klaviyo + GA4 Integration

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Step 1: Enable UTM Tracking in Klaviyo

Klaviyo allows automatic UTM tagging.

Go to
Klaviyo > Account > Settings > Email
Enable:

• UTM Source: klaviyo

• UTM Medium: email

• UTM Campaign: {{ campaign.name }}

• UTM Content (optional): {{ message.id }} or {{ variation.id }}

This will append UTM parameters to your email links:

?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome_series

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Step 2: Check GA4 Acquisition Reports

After sending an email campaign:

1. Go to GA4 > Reports > Acquisition > Traffic acquisition

2. Filter by:

   • Source = klaviyo

   • Medium = email

You’ll see:

• Sessions from Klaviyo

• Conversion events (like purchase)

• Engagement metrics (scroll, time on page, etc.)

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Step 3: Use GA4 Explorations for Deep Analysis

Use Explorations to build custom funnels or segment user journeys:

• Segment: utm_source = klaviyo

• Funnel: session_start → view_item → add_to_cart → purchase

You can compare how email traffic behaves versus paid or organic.

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Step 4: Track Custom Email Click Events (Optional)

To go beyond UTM tracking (for example, to track which buttons users click in emails), use custom events in GTM:

1. Add unique identifiers to your CTA links in emails:

<a href="https://yourstore.com/sale?utm_source=klaviyo..." data-cta="email-sale-button">

2. In GTM, create a Click Trigger:

• Trigger Type: Click → All Elements

• Conditions: Click Element contains email-sale-button

3. Send an event to GA4:

gtag('event', 'email_cta_click', {
  event_category: 'Email',
  event_label: 'Sale Button',
  source: 'klaviyo'
});

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Step 5: Link GA4 Revenue Back to Campaigns

Make sure ecommerce tracking is working (via Shopify + GA4 integration). Then you can see:

• Which email campaigns generated revenue

• Revenue per email or flow

• ROAS (return on email spend)

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🛑 Common Mistakes to Avoid

Mistake	Fix
Missing UTM tags	Always tag manually or automate in Klaviyo settings
GA4 not tracking revenue	Set up ecommerce event tracking properly
No segmentation by campaign	Use UTM campaign tag with {{ campaign.name }}
Tracking only clicks, not sales	Use GA4 conversions & enhanced measurement

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📊 Bonus Tip: Use Klaviyo Reports + GA4 Together

Klaviyo gives you open and click rates. GA4 gives you:

• On-site behavior after the click

• Multi-channel attribution (e.g., user came from email → converted via Google Ads)

Combining both gives a complete customer journey.

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✅ Summary

What You Can Do	Tools Required
Track email traffic in GA4	UTM parameters in Klaviyo
Attribute revenue to campaigns	GA4 ecommerce tracking
Track clicks on email buttons	GTM + GA4 custom events
Analyze user behavior post-click	GA4 Exploration reports

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🤝 Want Expert Help Setting Up Klaviyo + GA4 Tracking?

At RootSyntax, we help Shopify brands connect their email campaigns to real results using GA4.
👉 Contact us today to set up advanced tracking that powers smarter decisions.