Tracking for Klaviyo

This guide will show you how to set up tracking for the following Klaviyo metrics in Northbeam:

• Visits, revenue, and orders from Klaviyo Campaigns and Flows
• Email and SMS sign up events from Klaviyo’s forms
• Spend data using a Custom Spendsheet

This involves 4 simple steps:

Step 1: Connect Your Klaviyo Account (required)

Step 2: Insert Northbeam UTM Parameters (required)

Step 3: Set up Email Sign Up event

Step 4: Set up Custom Spendsheet

Input	Output	If Input is missing...
Klaviyo Integration (required)	Sign up event volume is imported from Klaviyo to your Northbeam dashboard. This populates all associated metrics including: Email Sign Ups, Cost per Email Sign Up, Email Sign Up Rate	Sign up volume will be missing and associated metrics will not be populated
UTM Parameters (required)	Revenue attribution to Klaviyo Flows + Campaigns (ex. "Welcome Series" drove $X in revenue)	Revenue will not be attributed to your Klaviyo Flows or Campaigns
Email Sign Up Event	Sign Up attribution to all channels (ex. Facebook drove X amount of Sign Ups)	Sign ups will be Unattributed
Custom Spendsheet	Spend/Cost data associated to Klaviyo. Required for cost-based metrics associated Klaviyo (ex. ROAS, CAC)	There will be no costs associated with Klaviyo

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Step 1: Connect Your Klaviyo Account

What does the connection do?

Our integration with Klaviyo imports all Klaviyo events associated with the "new subscriber" tag. You'll see these reporting under the metric called "Email Sign Ups".

How to connect your Ad Account

For a visual walkthrough of connecting your Ad Account, reference the video below.

Connecting in Onboarding Flow

If you're in the Onboarding Flow, please go to Integrations.

Connecting in Dashboard

If your dashboard is activated, please go to Settings > Connections.

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Note: The credentials used must have admin access to the Ad Account.

Step 2: Set up Northbeam UTM Parameters

Step-By-Step Guide:

For a visual walkthrough of setting up UTM parameters, reference the video below.

Part 1: Setting Account-Wide UTMs

We look for the following parameters: utm_source, utm_medium, utm_campaign, nb_klid.

Please ensure nb_klid = klaviyo profile id for Campaigns and Flows.

UTM Key	Campaign Value	Flow Value
utm_source	Klaviyo**	Klaviyo**
utm_medium	email**	email**
utm_campaign	Campaign Name**	Flow Message Name**
nb_klid	Klaivyo profile id	Klaviyo profile id

**These are recommended values. If you're using your own values, that's completely fine. But, please be aware about how these values impact Klaviyo reporting in your dashboard. See Step-By-Step video above for more details.

The only mandatory value is nb_klid = klaviyo profile id.

For extra granularity, use utm_term and utm_content.

• The utm_term value pulls into the Adset level on the Sales Page
• The utm_content value pulls into the Ad level on the Sales page

Part 2: Enable UTMs in Campaigns and Flows

Campaigns

In your Campaign settings, be sure both the following boxes are checked:

• Include tracking parameters
• Customize tracking parameters

In addition, ensure your custom parameters are getting pulled in.

Flows

Be sure your custom parameters are enabled on all the messages within new and existing flows.

See Step-By-Step video above for more details.

Step 3: Set up Email Sign Up event

With our Klaviyo integration, we'll pull all email sign ups. In order to attribute the sign ups, we'll need to set up the Email Sign Up Event. Without the Sign Up Event, all sign ups will be Unattributed.

Step 4A: Requesting a Custom Spendsheet (Optional)

Our Klaviyo integration doesn't fetch any spend/cost data from the platform. If you'd like to upload this data to your dashboard, you can use a Custom Spendsheet.

Step 4B: Re-Categorizing Custom Spend (Optional)

If you decide to upload costs via Custom Spendsheet, the Spend data will be categorized under the platform called "Other". We can use our Breakdowns Manager to move it into "Klaviyo".

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Klaviyo FAQ

1. I can't find my Klaviyo data

Your Klaviyo data may be categorized in another platform group called "Other" or "Other Email". Learn how to recategorize them using Breakdowns.

2. Can I connect multiple ad accounts?

We currently do not support multiple Klaviyo accounts at this time, but as long as the extra account is utilizing UTM parameters, we'll track your campaigns and flows.

3. Why do I see a data discrepancy?

Discrepancies in Revenue and Orders are expected. The reason for this lies in the differences between Northbeam's attribution model and the corresponding platform's attribution model. Each attribution model has a unique method of allocating credit.

For example, Northbeam's Clicks-Only model divides credit across all touchpoints and tries to push credit to your upper funnel channels. Let's say your in-platform model uses Last Click, which gives credit to the last touchpoint in the journey. This is going to cause a discrepancy.

To take it one step further, let's say both Northbeam and in-platform are using Last Click. Northbeam is unique in that we recognize all touchpoints from every single channel. Whereas most platforms only recognize touchpoints from that same platform.

In addition, there's often a difference in the attribution window. By default, Northbeam leverages a 1-Day window, which is different than many other platforms' default.

To get the most apples to apples comparison, be sure to compare data using same Attribution Model and Attribution Window. But keep in mind, it will never be exact.

Attribution Models and Windows

Klaviyo:

• Attribution Model: Last Click
• Attribution Window: 5-day Opened or Click (default)

Northbeam:

• Attribution Model: Varies (default is Clicks-Only)
• Attribution Window: 1-Day (default, can extend to an infinite lifetime value)

For more details on discrepancies, review the articles below:

How to change your email and SMS attribution settings in Klaviyo

4. Suspect a Tracking Issue?

Please reference our 5 Tracking Principles.

• Connection: Make sure your Ad Account is still connected. Go to Settings > Connections and check for any errors. Connections could break for a variety of reasons, but most commonly, the User losing access to the Ad Account.
• UTMs: Ensure all your Klaviyo Campaigns and Flows contain Northbeam UTMs, listed above under Step 2.
• Northbeam Pixel: Ensure the Northbeam Pixel is firing on your landing page. Note that some site themes may not automatically transfer to landing pages on certain third-party apps, necessitating manual pixel placement.
• Purchase Pixel: Confirm that the Purchase Pixel is firing on your checkout page.
• A-Record Setup: Verify that the A-Record is correctly configured in your DNS Settings.