Active Contributor I

Solved

GA4 Source/medium discrepancy and UTM Param Set-up Confusion

Forum|Forum|3 years ago
June 12, 2023
25 replies
6468 views

Hi,

I’d opened this topic on GA forum but hadn’t got any responses. First, I will share what I wrote on this topic.

We have an issue with the data coming from Klaviyo. I will try to demonstrate with some screenshots. I can assure you that all the UTMs on Klaviyo correctly working. We have some campaigns have been sent as well as automated flows sending regularly. Though I am able to review campaigns on GA, I cannot see the orders/revenue coming from flows. Plus, it shows the source as "Unassigned". When the revenue comes from Flows it was showing the source as "Direct". However, I resolved this since the problem based on the url ending with "/" slash. Now, this one is fixed but we just got an order from the flow but it shows source/medium as Klaviyo / campaing. It needs to be klaviyo / flow. Also, the rest of the problems still going on.

And then I will explain what I go through currently.

I’ve just changed the default UTM’s by referring to these 2 topics. You can see the default UTM settings on our account. Is that set up correctly or i need to change anything again? By the way it will be now applied to the all flows I already created? I just switched off the configure - Customize Tracking Parameters on the flows’ messages. I was wondering if I need to apply these to the all flow messages?

There is still discrepancies between GA and Klaviyo. We got 2 orders coming from Abandoned Card Flow - Checkout Triggered. Normally Klaviyo say it’s coming from Klaviyo when I checked them out. However, when I go over on GA it seems the purchases coming from Direct.

I am really confused and need to figure this out which is really important for us in terms of reporting.

Can someone enlighten me pertaining to these issues we’ve been through?

Looking forward to your replies.

Best,

This topic has been closed for replies.

Best answer by Akers Digital

Hey everyone,

A few things I am seeing here. On the GA4 side, Google will put sessions into the default channel groupings based on the medium. My guess is that Google doesn’t know what the medium of “campaign” or “flow” is which is why it’s being included in the unassigned channel.

You have two choices here:

Change your UTM parameters in Klaviyo so that medium equals “email”. Then add additional UTM’s to separate campaigns vs flows.
You can go into your default channel groupings within GA4 and add mediums of “flow” and “campaign” to the email channel. This way GA4 will pull those mediums into the correct channel.

In terms of discrepancies between Klaviyo and GA4, this is going to happen. Google Analytics traditional used a Last Non-direct Click attribution. Meaning the last non-Direct click received the credit for the conversion. If someone opened and email, clicked on it, then an hour later Google’ed your website and purchased, organic search would get the credit. GA4 now has the ability to select your own default attribution model as well.

Klaviyo looks at thing a little differently, giving credit to people who clicked or opened an email, then later purchased, no matter what the source of the final session was.

Does this help at all?

Show previous replies

E

enesAuthor

Active Contributor I

Hi @Akers Digital,

Thank you for detailed explanation! It helps a lot :)

I have 2 questions though:

You can go into your default channel groupings within GA4 and add mediums of “flow” and “campaign” to the email channel. This way GA4 will pull those mediums into the correct channel.

How can we add this?

GA4 now has the ability to select your own default attribution model as well.

How can we select the attribution?

Akers Digital

Partner - Silver

Hey @enes ,

Here are the help docs from Google on how to do custom channel groupings:

https://support.google.com/analytics/answer/13051316?hl=en#zippy=%2Cin-this-article

And one on editing attribution settings:

https://support.google.com/analytics/answer/10597962?hl=en#zippy=%2Cin-this-article

C

CC_ArdMoor

Contributor IV

Hey everyone,

A few things I am seeing here. On the GA4 side, Google will put sessions into the default channel groupings based on the medium. My guess is that Google doesn’t know what the medium of “campaign” or “flow” is which is why it’s being included in the unassigned channel.

You have two choices here:

Change your UTM parameters in Klaviyo so that medium equals “email”. Then add additional UTM’s to separate campaigns vs flows.
You can go into your default channel groupings within GA4 and add mediums of “flow” and “campaign” to the email channel. This way GA4 will pull those mediums into the correct channel.

In terms of discrepancies between Klaviyo and GA4, this is going to happen. Google Analytics traditional used a Last Non-direct Click attribution. Meaning the last non-Direct click received the credit for the conversion. If someone opened and email, clicked on it, then an hour later Google’ed your website and purchased, organic search would get the credit. GA4 now has the ability to select your own default attribution model as well.

Klaviyo looks at thing a little differently, giving credit to people who clicked or opened an email, then later purchased, no matter what the source of the final session was.

Does this help at all?

Hi there

If I go for option 2 with and the new channel groupings in GA4 - do I then go back in to UTM settings in Klaviyo and change medium to campaign and flow instead of email for each?

Akers Digital

Partner - Silver

Yep, you got it @CC_ArdMoor ! You would want to match the mediums in Klaviyo with your channel groupings that you setup in GA4.

C

CC_ArdMoor

Contributor IV

Yep, you got it @CC_ArdMoor ! You would want to match the mediums in Klaviyo with your channel groupings that you setup in GA4.

I’ve done this and left it running for 3 days and none of the flow data is pulling through in my custom channel grouping either. Any other suggestions? I contacted Klaviyo for some advice but they said that as GA4 is new they are still working on the best way for working with GA4

Akers Digital

Partner - Silver

@CC_ArdMoor any chance you can send over screenshots of our UTM parameter settings you are using in Klaviyo?

E

enesAuthor

Active Contributor I

Hi @Akers Digital , @CC_ArdMoor ,

I am sharing the screenshot of my UTM parameter settings and how it reflects in GA4 in the below for your reference.

C

CC_ArdMoor

Contributor IV

Good news - Klaviyo flow now shows on Source/medium which is great. However when I do the + and add session campaign, I can’t see which flows have created the traffic. But it does work for the campaigns. Is there any way to break down this data to see which Klaviyo flows have generated sessions/conversions.

Also - I wonder if part of my issue with not seeing data is due to thresholding? Am I right in thinking if a certain channel generates less than 50 sessions that GA4 estimates where it should be attributed?

C

CC_ArdMoor

Contributor IV

Sorry another question - by changing source to Klaviyo - what would it be displayed under within a default channel group - as it would no longer be email would it?

C

CC_ArdMoor

Contributor IV

Hi @Akers Digital , @CC_ArdMoor ,

I am sharing the screenshot of my UTM parameter settings and how it reflects in GA4 in the below for your reference.

Thanks for sharing this set up. for the flows - are you able to break it down further to see which flows are creating traffic/revenue. I get my flow data showing - however can’t tell which flows - and I’ll like to be able to breakdown abandoned cart, basket abandonment etc?

Show more replies

Sign up

Use your Klaviyo credentials

Log in to the Community

Use your Klaviyo credentials