Klaviyo Backend Configuration That Pays for Itself

• Account settings that matter (one‑time checklist)

• UTM naming for campaigns vs flows (e.g., email_campaign vs email_flow)

• Attribution windows and reporting alignment

• Visitor tracking and master list conventions

Set UTMs by message type to separate “always‑on” revenue from one‑off campaigns:

• Campaigns: utm_source=email_campaign, utm_medium=email, utm_campaign=yyyymmdd_campaign_segment

• Flows: utm_source=email_flow, utm_medium=email, utm_campaign=TS_flowname_email#
  This clarifies what’s truly incremental in GA and speeds performance diagnosis. Combine with sensible attribution windows and Klaviyo.js visitor tracking for cleaner analytics.

Q1: Why split UTMs by source?
A: To avoid inflating “campaign” revenue with automation flows and to benchmark properly.
Q2: Master list or many lists?
A: One master list; segment everything else.

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