Influencer/Affiliate
Klar tracks influencers and affiliates via UTM parameters and discount codes. For the best results, both should be set up — UTMs alone give you attribution, discount codes alone give you only a partial picture.
Requirements
Three things need to be true for accurate influencer tracking in Klar:
Use UTM parameters on all influencer links — not just discount codes. Discount codes alone only tell you about direct purchases; UTMs give you the full attribution picture.
Enter each influencer along with their UTM parameters and discount codes into the Influencer CRM or Influencer/Affiliate Google Sheet.
Use a unique UTM value per influencer. At least one parameter — typically
utm_term— must be unique to each influencer so Klar can identify them individually.
⚠️ Naming conventions
Certain characters in UTM values silently break tracking. Use hyphens (-) or underscores (_) in your campaign names — nothing else.
Character | Recommended? | Reason |
| ✅ Yes | Safe and clean |
| ✅ Yes | Safe and clean |
| ⚠️ Avoid | May be interpreted as a space — |
| ❌ No | Starts the URL fragment — breaks all tracking after it |
Spaces | ❌ No | Require URL encoding |
Avoid umlauts and accented characters (ä, ö, ü, ç) in UTM values — they get URL-encoded and corrupt your campaign names in reports.
Recommended UTM setup
If you don't have a UTM strategy for influencers yet, or want to standardise your existing setup, use this configuration:
Parameter | Value | Type |
| Platform name (e.g. | Dynamic |
|
| Static |
| Campaign name (e.g. | Dynamic |
| Influencer name (e.g. | Dynamic |
Example link:
Creating influencer links
Use the Influencer UTM Builder sheet to generate tracking links quickly:
Go to File → Make a copy to save your own version
Click the Create Tracking Link button
If prompted, allow the script to run on your Google account — look under Advanced options to find the permission
Enter your parameters and generate tracking links for all your influencers
Need help filling out the Influencer CRM or Influencer/Affiliate Sheet? See the Influencer & Affiliate Reporting guide.
or
Want to go deeper on UTM strategy? Read the Klar blog article on UTM naming for eCommerce.
Best-Practices
Make sure all of your Influencers/Affiliates are using UTM parameters in their links.
Update the sheet with new data regularly