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      How to Integrate Klaviyo and Wicked Reports for Lead Attribution and Email Tracking

      This document is for Klaviyo users who want to learn how to integrate and track Klaviyo with Wicked Reports

      On This Page:

      1. Introduction to the Klaviyo Integration
      2. How to Integrate Klaviyo 
      3. How to Setup & Validate Your UTM Parameters
      4. What's Next?
      5. Troubleshooting
      6. FAQ

      Introduction to the Klaviyo Integration

      Integrating Klaviyo to Wicked Reports sends your new leads from Klaviyo to Wicked Reports. Setting up/validating your Klaviyo UTM parameters ensures optimal tracking. Together, this full integration allows Wicked Reports to automatically detect, track, and attribute new and existing lead conversions to the marketing spend on your ad platforms and customer lifetime value from your revenue sources.

      What this means for you:

      • Klaviyo leads get retrieved each day by Wicked Reports and attributed against clicks and sales.
      • We'll automatically track sales to clicks from Klaviyo email clicks
      • Wicked can generate Cohort Analysis reporting between your Klaviyo leads and your shopping cart & order system revenue.

      How to Integrate Klaviyo

      Integrating Klaviyo with Wicked Reports is a simple process. See below:

      1. In Wicked Reports, navigate to Setup -> Authorizations.
      2. Under the Contacts column, find Klaviyo and press Connect.
      3. Insert your API Key.
      4. Press Authorize. 
      That's it for the integration. We'll now receive leads from your Klaviyo account. If you want to track your email and SMS attribution, then you'll want to follow the section below: How To Setup & Validate Your UTM parameters. 

      How to Setup & Validate your UTM Parameters

      Below are the steps you need to know to setup your UTMs at the global level in Klayivo. With these settings turned on, your UTMs will be automatically added.

      1. Navigate to  Settings > Other > UTM tracking.
      2. Toggle Source to ON
        Campaign and flow value set to Klaviyo
      3. Toggle Medium to ON
        Campaign and flow value set to email
        Note: If this is not set to email then tracking data will show up in the "other" channel of WR
      4. Toggle Campaign to ON.
        Recommendation:         Campaign and flow value set to Campaign name and Flow message name, respectively
      5. Toggle Automatically add UTM parameters to links on.Screenshot 2025-02-18 at 8.59.08 PM
      6. Click Save to save your changes.

      Keep in mind, specific campaigns/flows can override tracking at the global level. If you suspect this is the case in your setup, then please follow the steps below to ensure  there is no custom tracking parameters at those levels. Otherwise, your UTM Parameters Setup is now completed. See What's Next.

      How to verify I have no tracking below the Global Level:

      If you're poor bad attribution to your Klaviyo campaign, it's possible you could have UTM parameters at the flow or campaign level, which would overwrite the UTM parameters at the global level. If you suspect that's the case, do a quick check:

      How to ensure there is no tracking for specific campaigns:

      1. In Klaviyo, navigate to the Campaigns tab.
      2. Click to open an unsent campaign from the list. 
      3. In the Tracking section of Step 1: Recipients, disable the Customize tracking parameters toggle.

      How to ensure there no tracking for specific flows:

      1. Navigate to the Flows tab.
      2. Open the flow you’d like to edit.
      3. Select a message in the flow builder.
      4. Under Settings, check the box next to Disable UTM Tracking to automatically append UTM parameters to your links.

      That's it! You've verified there is no tracking below the global level. If you're still experiencing issues, then please review the Troubleshooting section.

      What's Next?

      Congratulations! You're Klaviyo integration is now completed.

      Wicked Reports will now pull all historical lead data from Klaviyo to seed your account attribution.  This allows us to correctly identify these leads as already existing leads in the event they click, optin, or otherwise engage with your marketing funnels.  We can then attribute revenue to their actions using the correct attribution models.

      Each morning at about 2am EST we will pull the previous day's new leads and attribute the marketing responsible for creating these new leads.  Anytime in the future when these new leads buy, we can attribute the revenue back to the marketing that created the lead and update the ROI accordingly.

      Troubleshooting

      • Are you having difficulty trusting your Klaviyo Integration?
      • Do you feel like something is off or missing?
      • Are you experiencing this issue?
        • I have attributed leads and sales, but less than what Klaviyo attributes.
          • If so, run through the Tracking Validation Checklist.
          • The Tracking Validation checklist is a series of tests designed to validate your tracking setup; locate issues and bring your tracking up to the highest quality standard. If you're currently experiencing a tracking issue, then this routine is designed to find it.

      If you're still experiencing this issue after running through the checklist, or if you're facing any other issues, then please contact our customer support team and we'll help get things squared away!

      FAQ:

      1. What level of access is needed for my API key?
        For your API key to properly work, you will need to generate a Full Access Key.
      2. Can I pass my historical tracking data from Klaviyo into Wicked Reports?
        Yes. See this article to learn how to pass in historical tracking data.
      3. Can I pass my FB lead ad leads directly into Klaviyo?
        Yes. When you are setting up the Facebook integration, you can turn on a setting to pass lead ad data directly to your Klaviyo account.