Google Analytics 4 Integration: Send RollWorks data to GA4 with GTM

Warning

Google is replacing Universal Analytics with GA4 in July 2023 (See Google documentation). To maintain GA reporting continuity with RollWorks data, set up the GA4 before July 2023.

 

Before you start

Make sure to complete the installation of the RollWorks Pixel before you start to configure the Google Analytics 4 (GA4) integration.

The following are the steps to complete the GA4 integration by sending RollWorks data to GA4 with GTM:

  1. Configure the Site Traffic Revealer in RollWorks. Jump to this section.
  2. Create Custom Dimensions in GA4. Jump to this section.
  3. Create Custom Variables in GTM. Jump to this section.
  4. Create a RollWorks Personalization Trigger. Jump to this section.
  5. Create a RollWorks Personalization GA4 Event Tag. Jump to this section.

 

Step 1: Configure the Site Traffic Revealer in RollWorks

  • Log in to RollWorks and navigate to Settings.
  • Under integrations click Site Traffic Revealer.
  • Select Send with Google Tag Manager.

GA.png

 

Step 2: Create Custom dimensions in GA4

To start, create the first custom dimension called RollWorks Company Domain:

  • Sign in to Google Analytics (GA4)
  • Click Admin on the bottom-left.
  • In the Property column, click Custom definitions > Custom dimensions.
  • Click Create custom dimensions:
    • Add a Dimension name = RollWorks Company Domain
    • Select Scope = Event
    • Add an Event parameter = rw_company_domain
  • Click Create and you will complete the creation of the first Custom Dimension called RollWorks Company Domain.

Repeat the same process outlined in this step for the remaining using the reference table below:

Custom Dimension Name Scope Event Parameter
RollWorks Company Domain Event rw_company_domain
RollWorks Company Name Event rw_company_name
RollWorks Company Industry Event rw_company_industry
RollWorks Company Revenue Event rw_company_revenue
RollWorks Company Size Event rw_company_size

 

Step 3: Create Custom Variables in GTM

Custom Variables are like default variables in your Google Tag Manager account, except you create them yourself. You can use them to collect and analyze data that Analytics doesn't automatically track. ​​To learn more custom variables in Google Tag Manager go to their Help Center guide.

In this step we will walk you through creating the following 5 custom variables:

  • RollWorks Company Domain
  • RollWorks Company Name
  • RollWorks Company Industry
  • RollWorks Company Revenue
  • RollWorks Company Size

To start, create the first custom variable called RollWorks Company Domain:

  • Sign in to your Google Tag Manager (GTM) account.
  • In the GTM Console click Variables > New to set up your Custom Variables.
  • Under Variable Configuration create a custom variable as follows:
    • Variable Type = Data Layer Variable
    • Variable Name = RollWorks Company Domain
    • Data Layer Variable Name = rwCompanyDomain
  • Click Save.

ClickSave.png

Repeat the same process outlined in this step for the remaining 4 variables using the Variable Name  - to - Data Layer Variable Name mapping in the table below:

Variable Name Data Layer Variable Name
RollWorks Company Domain rwCompanyDomain
RollWorks Company Name rwCompanyName
RollWorks Company Industry rwCompanyIndustry
RollWorks Company Revenue rwCompanyRevenue
RollWorks Company Size rwCompanySize

 

Step 4: Create a RollWorks Personalization Trigger

This trigger will notify GTM that any custom dimensions containing firmographic data from RollWorks are available.

  • In the GTM Console click Triggers > New and select the following:
    • Label name = RollWorks Personalization Trigger
  • Under Trigger Configuration complete the following:
    • Trigger Type = Custom Event
    • Event name = rw_personalization_data
    • This trigger fires on = All Custom Events
  • Click Save.

custom_event.png

 

Step 5:  Create a RollWorks Personalization GA4 Event Tag

This tag will enable GTM to send the 5 custom dimensions containing firmographic data from RollWorks to Google Analytics 4 (GA4).

  • In the GTM Console click Tags>New to set up a new tag.
  • Label the tag RollWorks Personalization GA4 Event.
  • Click the Tag Configuration card and choose the Google Analytics: GA4 Event tag type
  • Complete the following:
  • Within the Tag Configuration, expand the Event Parameters section
  • Click Add Row and complete the following:
  • Repeat adding event parameter rows for the remaining 4 variables using the reference table below:
Parameter name Value
rw_company_domain RollWorks Company Domain
rw_company_name RollWorks Company Name
rw_company_industry RollWorks Company Industry
rw_company_revenue RollWorks Company Revenue
rw_company_size RollWorks Company Size

step5v2.png

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