Rivo automatically adds UTM tracking parameters to many default call-to-action links in Rivo email notifications. These parameters help your analytics tools identify visits that come from automated Rivo emails, such as points earned, reward redeemed, birthday, referral, membership, and cashback notifications.
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Use these values to understand how Rivo emails drive customers back to your store and how those visits contribute to purchases or other engagement.

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When a supported automated Rivo email uses its default button destination, the main call-to-action link back to your store includes UTM parameters.
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The tracking values are built in by Rivo. There is no setting to enable or disable them, and the default Rivo-generated values are the same for every store.
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These UTM parameters are added to supported Rivo-generated destinations, not every link in every email. For example, footer links, unsubscribe links, gift card lookup links, invite-a-friend referral links, payment update links, and links you manually add to the email body may not include the same tracking.
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Examples of email links that can include Rivo UTM tracking include points earned, reward redeemed, birthday, points expiry, reward expiry, selected referral reward, membership signup, membership renewal, membership cancellation, loyalty gift, credit transfer, and cashback notifications.

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utm_source is always:

For Rivo email notifications, utm_medium is:

utm_campaign changes based on the notification type. It follows this general pattern:

Examples:

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If you keep the default button destination for a supported Rivo email, Rivo includes the tracking parameters automatically.
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If you replace the button destination with your own custom URL, Rivo uses the URL you entered. In that case, add any UTM parameters you want to track directly to your custom URL.
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Example:

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In Google Analytics or another analytics platform, filter traffic by:

This can help you measure:

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If you send loyalty, referral, membership, or cashback messages through Klaviyo or another external email or SMS platform, that platform controls its own tracking links and UTM settings.
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Rivo’s built-in UTM values apply to supported links generated for Rivo email notifications. For messages sent through another platform, review that platform’s campaign and tracking settings.

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Q: Can I change the default Rivo UTM values?
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No. Rivo’s default UTM values are built in and are not merchant-configurable for the links where Rivo adds them.
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Q: Do these tags apply to test emails?
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Test emails can show the button and link behavior for a template, but use your analytics reporting for live customer traffic measurement.
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Q: Do manually added links in my email body get the same UTM tags?
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Not automatically. If you add your own links, include any tracking parameters you want directly in those URLs.
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Q: Why do some Rivo email links have different campaign names?
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Each campaign name is based on the notification type. This helps you separate traffic from different automated emails, such as birthday emails, reward redemption emails, and points expiry reminders.