Overview
Klaviyo is an email marketing platform designed for e-commerce businesses to create personalized and targeted email campaigns. It offers advanced segmentation, automation, and detailed analytics to help businesses understand their customers and improve their marketing efforts.
Integrating Klaviyo with Triple Whale allows for a comprehensive analysis of email marketing performance alongside other advertising efforts. This integration helps businesses track customer journeys, measure the impact of email campaigns on sales, and optimize their overall marketing strategy based on unified data insights.
Get Connected
A brief walkthrough video of connecting Klaviyo to Triple Whale.
To set up your integrations, head to Settings > Integrations. Next to Klaviyo, click Connect.
You will be redirected to Klaviyo. Make sure you're already logged into Klaviyo using an account that has access to the Klaviyo account you'd like to connect with Triple Whale. Click Allow to approve the connection. These permissions allow Triple Whale to track activity on your Klaviyo flows and campaigns.
Private API Key No Longer Required
If you had previously connected your Klaviyo account to your Triple Whale account via a Private API Key, you can now remove that API Key. Triple Whale is no longer reliant upon this custom token to import Klaviyo data.
UTM Setup
A UTM, or Tracking Parameter, is a snippet of code that you can add to the end of a URL to track the performance of campaigns and content. By using Triple Whale's custom Tracking Parameters in your marketing content, each visitor will be informing our Pixel exactly which ad they just clicked on before arriving at your store.
To learn more about Pixel tracking & attribution, visit: How the Triple Pixel Works
Head to Klaviyo's UTM tracking page under Settings -> Other. This is where you can set up account-level UTM tracking parameters which can apply to all campaigns & flows.
Update your UTM settings to reflect the below specifications. We provide a detailed explanation of the following table below.
UTM parameter | Campaign value | Flow value |
Source (utm_source) |
|
|
Medium (utm_medium) | -- | -- |
Campaign (utm_campaign) |
|
|
Id (utm_id) |
|
|
Term (utm_term) | -- | -- |
tw_source
|
|
|
tw_profile_id
|
|
|
tw_medium |
|
|
Step-by-Step UTM Instructions
Source (utm_source) is set to:
KlaviyoandKlaviyoThis step isn't necessary, so long as step 4 below is properly applied.
Campaign (utm_campaign) is set to:
Campaign Name (campaign id)andFlow Message Name (flow id)ID (utm_id) is turned on and set to:
campaign idandflow idAdd:
tw_sourceand set it to:klaviyoandklaviyoYou will need to create new values for the campaign and flow value
Add:
tw_profile_idand set it to:klaviyo profile idandklaviyo profile idAdd:
tw_mediumand set it to:campaignandflowYou will need to create new values for the campaign and flow value
Ensure that the setting Automatically add UTM parameters to links is set to ON. Finally, Click Save. Your account-level UTM setup is now complete!
Tracking for Existing Campaigns & Flows
Ensure that each of your active campaigns and flows is set to include the tracking parameters we just set up.
1. Campaign settings:
When editing your campaign, scroll down to the Tracking section and ensure that
Include tracking parametersis set to ON.
Do NOT turn on
Customize tracking parameters.
Flow settings:
When editing your flow, click on each Email or SMS Action. In the righthand column, scroll down to the Settings section and ensure
Enable UTM Trackingis set to ON.
Using Klaviyo to QA Triple Whale Data
When analyzing Email and SMS Campaign or Flow metrics from Triple Whale and comparing them with the Klaviyo dashboard, it's important to understand both the available data and which tables to reference for accurate results.
Categories of Klaviyo Data in Triple Whale
Triple Whale organizes Klaviyo Email and SMS data into two main categories:
1. Metrics Over Time
These metrics track performance over time and are based on the event_date.
For send and receive metrics, the event_date refers to the date the message was sent or received.
For purchase-related metrics, the event_date corresponds to the order date.
Note: The interpretation of event_date varies depending on the metric being analyzed.
To query this data, filter using the event_date field.
2. Metrics by Campaign or Flow
These metrics are aggregated at the campaign or flow level, rather than by date.
To analyze this data:
Filter based on campaign or flow attributes (e.g., campaign name, flow ID), rather than using event_date.
Querying and comparing the data to Klaviyo Dashboards
1. Metrics Over Time
Triple Whale - Email\SMS email_sms_table
clicks
conversion_value
delivered
opened
purchases
received
sent
spend
subscribed_to_listv
unsubscribed
Klaviyo Dashboard
Triple Whale Metric | Klaviyo Location |
1. clicks |
|
2. conversion_value |  |
2.a Campaign conversion_value |  |
2.b Flow conversion_value |  |
3. delivered |
|
4. opened |
|
5. purchases |
|
6. received |
|
7. sent |
|
8. spend |
|
9. subscribed_to_list | 
|
10.unsubscribed |  |
2. Metrics by Campaign or Flow
Triple Whale - Email\SMS email_sms_settings_table
clicks
clicks_unique
conversion_value
conversions
delivered
opens_unique
Triple Whale Metric | Klaviyo Location |
1. clicks_unique |
|
2. conversion_value |
|
3. conversions |
|
4. delivered |
|
5. opens_unique |
|
Want to dive deeper into your metrics?
To understand how metrics are imported from your ad channels and how they're calculated, check out our comprehensive Data Dictionary. It’s your go-to resource for detailed explanations!
Frequently Asked Questions
1. Can I connect multiple Klaviyo accounts to Triple Whale?
Only one Klaviyo account can be integrated with Triple Whale at a given time.
2. Why do some metrics not seem to match up?
Klaviyo's default attribution window is 5 days, whereas Triple Whale's default is 28 days. Additionally, Klaviyo's attribution model is Last Click, whereas Triple Whale provides the ability to select a variety of models. As a result, Klaviyo's reported revenue for campaigns & flows will often differ from the revenue reported by Triple Whale.
In Triple Whale, a conversion occurs when a recipient opens your message and then takes another action (such as placing an order) within the conversion period or the attribution window. By contrast, Klaviyo defines conversion events that involve orders (e.g. Placed Order, Fulfilled Order, Ordered Product, etc.). However, this does not include if a subscriber simply opened your email or started a checkout.
By default, Klaviyo's "Dashboard" analytics reports based on the send date/time of your campaign and flow (i.e. if someone makes an order from Campaign A on January 1, but Campaign A was sent on December 25, that order revenue is attributed back to December 25).
This is inherently different from how Triple Whale attributes revenue (i.e. on the Order Date). Triple Whale's reported metrics about Klaviyo's performance will therefore most closely resemble the reports generated in Klaviyo's Metric Analytics.
3. Some of my Klaviyo data seems off. What could be causing this?
On June 30th, 2024, Klaviyo deprecated their previous API which your Triple Whale account may have been connected to. Reconnect your Klaviyo account to Triple Whale to ensure your Klaviyo data remains up-to-date and accurate.