Klaviyo UTM Parameters not pulling through to Shopify?

Question

Hello, we appear to be having problems with tracking parameters on our Shopify store

We recently sent an email which contained a discount code to a very small pool of people. In Klaviyo, I can see the profiles who opened the email, clicked a link in the email then made a purchase. However in Shopify, the conversion summaries for these orders are showing as ‘Direct to your store’

Does anyone have any advice as to why this is happening and how to resolve?

chloe.strange · Accepted Answer

Hi@ChloeK,Thanks for being a part of our community!Since the data you are looking at is in Shopify, it’s bit tough to offer insights on that.Revenue/orders sourced from Klaviyo emails will often be included in the "Direct" category.This category seems to be the most broad and lax in its parameters based on a post inShopify's community site:the "Direct" category can allegedly include copy-pasted links, bookmarks and URLs clicked, and even search engine results, among other sources of incoming traffic that often make the category dense and unspecific.In our help center, weexplain what UTM tracking isandhow you can implement it through Klaviyo within your Flows and Campaigns, if you find yourself interested.We would also recommend that you use Klaviyo for all email attribution data.It appears that Shopify may only apply theEmail as traffic referred sourcefor Shopify only emails. At this time, we don't have a setting that will allow you to change this.However, I would recommend reaching out to Shopify for more clarification on how their analytics reporting works and if there have been any updates to this. I hope this helps!~Chloe

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