ActiveCampaignAEMBeehiivBigCommerceBloggerBrevoClickFunnelsConcrete CMSContentfulConvertKitCraft CMSCustomDev.toDrupalExpressionEngineGetResponseGhostGravHashnodeHubSpotInstapageJoomlaKenticoKlaviyoLeadpagesMagentoMailchimpMediumOctober CMSPrestaShopSanityShopifySilverstripeSitecoreSquarespaceStrapiSubstackTYPO3UmbracoUnbounceWebflowWixWordPressWP.com

Google Analytics 4

60-90 minAdvanced

Track Klaviyo form submissions, popup conversions, and email-driven traffic in Google Analytics 4. This guide covers tracking Klaviyo forms on your website and connecting email campaign data to GA4.

Prerequisites

  • Klaviyo account
  • GA4 property with Measurement ID
  • Klaviyo forms embedded on your website
  • GTM (recommended for advanced tracking)
Intermediate Recommended

Track Klaviyo Form Submissions via GTM (Recommended)

Use Google Tag Manager to track when visitors submit Klaviyo forms. This is the most reliable method.

1

Identify Klaviyo Form Events

1

Klaviyo forms emit JavaScript events when submitted

2

The main event to capture is form submission success

3

We'll create a Custom Event trigger in GTM

2

Create Custom HTML Tag for Event

1

In GTM, go to Tags > New

2

Choose 'Custom HTML'

3

Add code that listens for Klaviyo submit events

Example
<script>
// Listen for Klaviyo form submissions
window.addEventListener('klaviyoForms', function(e) {
  if (e.detail.type === 'submit') {
    // Push to dataLayer for GTM
    window.dataLayer = window.dataLayer || [];
    window.dataLayer.push({
      'event': 'klaviyo_form_submit',
      'form_id': e.detail.formId,
      'form_type': e.detail.metaData.$source || 'popup'
    });
  }
});
</script>
3

Set Trigger to All Pages

1

Set trigger to 'All Pages'

2

This listener will activate on any page with Klaviyo

3

Save the tag

4

Create GA4 Event Tag

1

Tags > New > Google Analytics: GA4 Event

2

Enter your Measurement ID

3

Event Name: 'generate_lead' or 'klaviyo_signup'

4

Add parameters: form_id, form_type from dataLayer

5

Create Custom Event Trigger

1

Triggers > New > Custom Event

2

Event name: 'klaviyo_form_submit'

3

Apply this trigger to your GA4 Event tag

4

Save and publish GTM container

6

Mark as Conversion

1

In GA4: Admin > Events

2

Find 'generate_lead' or your custom event

3

Toggle 'Mark as key event' ON

4

Conversions now track in GA4

Best Practices

Do

  • Use GTM for reliable form tracking—Klaviyo events are consistent
  • Mark form submissions as conversions in GA4
  • Ensure UTM tracking is enabled for all campaigns
  • Test popup and embedded forms separately
  • Use event parameters to distinguish form types
  • Compare Klaviyo analytics with GA4 for discrepancies

Don't

  • Assume default page tracking captures form submissions
  • Forget to publish GTM after making changes
  • Use hard-coded event names—use dynamic form_id
  • Ignore email UTM attribution in GA4
  • Only rely on Klaviyo analytics—use GA4 for customer journey

Verification Checklist

  • Submit a test form and check GA4 Realtime
  • Verify event appears in GA4 Events report
  • Use GTM Preview mode to test event firing
  • Send test email, click link, verify UTM in GA4
  • Check Klaviyo native analytics matches form submissions

Pro Tips

  • Segment GA4 data by form_id to compare popup vs embedded form performance
  • Create a GA4 Exploration for 'Email to Signup' conversion funnel
  • Use Klaviyo's revenue tracking + GA4 for full attribution picture
  • Set up automated reports comparing Klaviyo and GA4 signup numbers
  • Track 'add_to_cart' events from email clicks for ecommerce stores
  • Create audience based on klaviyo_signup event for remarketing

Common Issues & Fixes

Problem: Form submissions not tracking in GA4
Solution: 1) Verify GTM is installed on your site. 2) Check that the Custom HTML tag fires on pages with Klaviyo forms. 3) Use GTM Preview mode to debug. 4) Ensure event name matches trigger exactly.
Prevention: Test with GTM Preview before publishing.
Problem: Email traffic showing as 'Direct' instead of Klaviyo
Solution: UTM parameters may be stripped. Check that Klaviyo UTM tracking is enabled. For Apple Mail Privacy users, tracking may be blocked—this is a known limitation.
Prevention: Always verify UTM setup in Klaviyo settings.
Problem: Double counting conversions
Solution: You may have both thank-you page tracking AND form event tracking firing. Choose one method per conversion point.
Prevention: Audit your conversion tracking setup—use one method per action.
Problem: Klaviyo shows more signups than GA4
Solution: GA4 may be blocked by ad blockers. Some users submit multiple times. Klaviyo tracks server-side, GA4 tracks client-side. Trust Klaviyo for actual subscriber numbers, GA4 for attribution.
Prevention: Accept ~10-20% discrepancy as normal between platforms.