# Google Analytics 4 + Klaviyo integration and analysis

Connect Google Analytics 4 and Klaviyo to Hendrik. Compare GA4 observed lifecycle traffic and events with Klaviyo message and flow reporting while preserving both attribution systems.

## The question this stack can answer

Did website activity and Klaviyo activity change together?

## What Hendrik reads from each source

- **Google Analytics 4:** Traffic acquisition, landing pages, and on site events show where the website journey changed.
- **Klaviyo:** Flows, campaigns, and lifecycle activity show messages, audience changes, and repeat purchase context.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected GA4 property with comparable acquisition and event reporting.
- Connected Klaviyo account with the relevant message, flow, and attribution definitions.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- GA4 events and attribution do not automatically establish a paid order, payment, or campaign relationship.
- Message attribution is observational and does not show that exposure caused a store, payment, or subscription outcome.

## Illustrative example

### Google Analytics 4 + Klaviyo review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- reported purchase events (count, 28 days) (Google Analytics 4): 1,420 → 1,230
- flow-attributed orders (count, 28 days) (Klaviyo): 310 → 420
- GA4 paid sessions (configured channel group, consecutive 28-day periods) (Google Analytics 4): 16,800 → 15,300

### What Hendrik checks

- **Traffic measurement:** Check GA4 property, timezone, consent coverage, source definition, and event configuration before comparing sessions or transactions.
- **Message and audience definition:** Check Klaviyo attribution setting, send volume, audience, exclusions, flow changes, and message window before interpreting attributed value.
- **Explain the divergence:** Google Analytics 4: reported purchase events (count, 28 days) changed from 1,420 to 1,230. Klaviyo: flow-attributed orders (count, 28 days) changed from 310 to 420. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

GA4 reported purchase events and paid sessions fell. Klaviyo flow-attributed orders rose.

### What to do next

Review tagging and message configuration before changing lifecycle or acquisition activity; reassess under consistent windows.

**Limit:** GA4 events and Klaviyo attributed value are not deduplicated or causal credit.

## Provider documentation

- [Google Analytics 4 documentation](https://support.google.com/analytics/)
- [Klaviyo documentation](https://help.klaviyo.com/hc/en-us)

## Start with this stack

[Create a workspace and connect Google Analytics 4 + Klaviyo](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-ga4-klaviyo&combination=ga4-klaviyo)