Klaviyo is the most widely used email marketing platform for Shopify stores, but most stores that use both Klaviyo and GA4 are missing a critical connection between them. Without proper UTM tracking and GA4 integration, you cannot see how your email flows are contributing to revenue, or how email interacts with your paid ad campaigns in the customer journey.
What You Can Measure Once Klaviyo and GA4 Are Connected
With the full integration working correctly, you can see in GA4:
- Revenue attributed to each Klaviyo flow (Welcome Series, Abandoned Cart, Post-Purchase, Win-Back)
- Revenue attributed to each Klaviyo campaign
- How email fits into multi-touchpoint customer journeys (e.g. user clicked a Meta ad, joined email list, purchased after receiving an abandoned cart email)
- Which email segments have the highest purchase conversion rate
- Average order value for email-acquired vs ad-acquired customers
Step 1: Enable UTM Tracking in Klaviyo
Klaviyo can automatically append UTM parameters to all links in your emails. Go to Klaviyo → Account → UTM Tracking and enable automatic UTM tagging.
Set your default UTM values:
- utm_source: klaviyo
- utm_medium: email
- utm_campaign: will be automatically populated with the campaign or flow name
- utm_content: will be populated with the specific email variation or message
With this enabled, every link in every Klaviyo email will have UTM parameters appended automatically. When a recipient clicks a link and visits your Shopify store, GA4 will attribute the session to klaviyo / email.
Step 2: Verify UTM Parameters Are Reaching GA4
Send a test email to yourself from a Klaviyo flow or campaign. Click a link in the email. In GA4’s Realtime report, confirm that the session source shows as “klaviyo” and the medium shows as “email.”
If the session shows as “direct” instead of klaviyo / email, the UTM parameters are being stripped somewhere in the redirect chain. This commonly happens when email links go through a click-tracking redirect domain that drops the UTM parameters before the final URL.
Step 3: View Email Revenue in GA4
Once UTM tracking is working, you can see email-attributed revenue in GA4 under:
- Reports → Acquisition → Traffic Acquisition — filter by Session source / medium = klaviyo / email to see total revenue, sessions, and conversion rate from email traffic
- Explore → Free Form — build a custom report breaking down revenue by utm_campaign to see which specific flows and campaigns drive the most revenue
Step 4: Use Klaviyo’s Native GA4 Integration
Klaviyo has a native integration with GA4 that goes beyond UTM parameters. It can send Klaviyo profile data to GA4, which helps with audience building and cross-platform analysis.
To enable it: go to Klaviyo → Integrations → Google Analytics and connect your GA4 property. This adds Klaviyo profile attributes as user properties in GA4, allowing you to segment GA4 data by Klaviyo email list membership.
Comparing Klaviyo Revenue to GA4 Email Revenue
Klaviyo reports revenue attributed to email campaigns using its own 5-day attribution window. GA4 reports revenue where the last click before purchase came from an email link. These will not match — and that is expected.
Klaviyo typically claims more revenue than GA4’s last-click attribution shows for email, because Klaviyo credits any purchase within 5 days of an email open or click, even if the customer came back through a Google search to complete the purchase.
GA4’s view (last-click) is more conservative. The truth is between the two. Use GA4’s data for comparing email to other channels (since all channels are measured last-click), and use Klaviyo’s data for comparing individual flows and campaigns to each other.
How Email Interacts with Your Paid Ad Campaigns
One of the most valuable insights from the Klaviyo + GA4 integration is understanding the relationship between paid ads and email in the purchase journey.
In GA4 Explore, build a Path Exploration starting from a paid ad session source. You will see what percentage of users who first visited via a Meta or Google ad later converted after an email touchpoint. If a large percentage of your paid ad traffic converts via email (not on their first visit), email deserves more credit in your acquisition analysis than last-click attribution gives it.
Get Your Email Attribution Set Up Correctly
Most Shopify stores with Klaviyo are making ad budget decisions without knowing how much of their revenue email is actually contributing. If you have not verified that Klaviyo UTM parameters are reaching GA4 correctly, you may be attributing purchases to direct traffic that should be attributed to email.
Book your free tracking audit here and we will verify your Klaviyo to GA4 connection and show you which campaigns are driving the most revenue.