Configure Klaviyo Server-side Tracking

What events can you track with Klaviyo server-side?

Note
Klaviyo server-side tracking does not require deduplication, so you only need to set up server-side tags.

Prerequisites

• Google Analytics 4 (GA4) set up in your GTM server container
• GA4 events created and firing from your web container
• Data layer or GTM variable containing user email
• A user’s email to associate web activity with Klaviyo profiles and trigger events or list additions

Set up “Active on Site” tracking

1. Create a new Klaviyo tag in your GTM server container. Go to Tags > New and name it (e.g., “Klaviyo – Active on Site”).
2. Configure the tag: In Tag Configuration, select “Discover more tag types in the community template gallery” and search for the Klaviyo template. Import the template.
3. Enter your Klaviyo Private API Key, which you can find in Klaviyo under Settings > API Keys.
4. Add an email variable that pulls the user’s email from your data layer or GTM variables.
5. Enter your Klaviyo Public API Key (found in Settings > API Keys).
6. Enable “Use Optimistic Scenario” and “Store email in cookies”. This ensures email addresses are stored for consistent tracking.
7. Set the tag to fire on all pages to monitor site-wide user activity.

Set up event-based Klaviyo tracking

1. Log in to your TAG: Create a new Klaviyo event tag In Tags > New, name the tag (e.g., “Klaviyo – Event”).GRS account
2. Configure the event tag:
   • Select the “Event” type.
   • Enter your Klaviyo Private API Key, email variable, and Klaviyo User ID.
   • For “Event Name,” use the event name variable from your data layer or GTM setup.
   • Enable “Use Optimistic Scenario” and “Store email in cookies.”
3. Add custom properties. You can include additional properties (e.g., product details, location), but ensure all addresses are simple strings (arrays are not supported).
4. Add triggers: set triggers for the specific events you want to track, such as add_to_cart or purchase.

Set up “Add to List” tracking

1. Create a new tag for Add to List. In Tags > New, name it (e.g., “Klaviyo – Add to List”).
2. Configure the tag:
   • Select the “Add to List” type.
   • Enter your Klaviyo Private API Key and List ID (found in Klaviyo under Lists & Segments > [List] > Settings).
   • Add the email variable and enable “Use Optimistic Scenario.”
3. Add the appropriate trigger. For example, use the purchase event as a trigger to add buyers to a specific list.

Reminders

Useful resources