Send Site Traffic Revealer data to GA4 via GTM

GA4 has replaced Universal Analytics

Last updated: July 1, 2023

Google Analytics 4 has replaced Universal Analytics. Starting on July 1, 2023, standard Universal Analytics properties will stop processing new data. To maintain your website measurement, you'll need a Google Analytics 4 property. Learn how to make the switch to Google Analytics 4

 

Before you start

Make sure to complete the installation of the RollWorks Pixel before you start. The following are the steps to complete the GA4 integration by sending RollWorks data to GA4 with GTM:

  1. Enable the Site Traffic Revealer in RollWorks. Jump to this section
  2. Choose a GA4 custom dimension type: User Scope or Event Scope. Jump to this section
  3. Create Custom Dimensions in GA4. Jump to this section
  4. Create Custom Variables in GTM. Jump to this section
  5. Create a RollWorks Personalization Trigger. Jump to this section
  6. Create a RollWorks Personalization GA4 Event Tag. Jump to this section
  7. Build your own reports in GA4 using rw_personalization. Jump to this section

 

Step 1: Enable the Site Traffic Revealer in RollWorks

  • Open this page or navigate to Settings > Site Traffic Revealer.
  • Toggle on to enable.

Screenshot

  •  
  • Select Send with Google Tag Manager.
  • Click Save.

Screenshot

 

Step 2: Choose a GA4 custom dimension type: User Scope vs Event Scope

Before you configure this integration you need to decide the type of Custom Dimension you will create. The decision to use user scope or event scope depends on your specific requirements and the type of data you want to analyze.

 Do you need help deciding which option is right for you?

Consider the following questions to guide your decision-making and determine which scope is most appropriate for your specific needs:

  • Do you want to see a raw view of RollWorks Site Traffic Revealer firmographic attributes for any visitor to your site? Use an EVENT SCOPE
  • Do you want more detailed insights about the visitors who actively engaged with your site? Use a USER SCOPE

Below are additional considerations to help you choose between User Scope and Event Scope

Type of Custom Dimension Pros Cons

User Scope

Defined based on a custom user property

PRO: This scope focuses on capturing information about who did what

Using the user scope dimension in GA4 allows for the RollWorks Site Traffic Revealer data to be carried over to other events and metrics. 

 

CONS: It's important to note that with user scope, Site Traffic Revealer data may not be available for user scope dimensions until after the first-page view, or if there are changes to the RollWorks Site Traffic Revealer data, only subsequent events will be captured. This can result in some gaps in reporting, and you may see page views with zero RollWorks Site Traffic Revealer data.

The sequence of events if you choose User Scope, is as follows:

Screenshot 2023-08-14 at 10.29.46 AM.png

Event scope

Defined based on a custom event parameter

PROS: The advantage of using event scope is that the RollWorks Site Traffic Revealer data is guaranteed to be received for our specific event (rw_personalization). This allows you to see raw data for this event. 

CONS: Using event scope, you may only be able to access event-specific metrics.

This means that the RollWorks Site Traffic Revealer data might not always be carried over to other metrics that could be more relevant to your needs.

 

Step 3: Create Custom Dimensions in GA4

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

  • Sign in to 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 = Choose Event or Scope based on your reporting needs. Jump to Step 2 for help deciding the scope type that is right for you.
    • 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

Choose Event Scope or User Scope. The Scope type must be the same for all Custom dimensions

Jump to Step 2 to choose the scope type that is right for you.

rw_company_domain
RollWorks Company Name rw_company_name
RollWorks Company Industry rw_company_industry
RollWorks Company Revenue rw_company_revenue
RollWorks Company Size rw_company_size

 

Step 4: 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.

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 5: 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.

 

Step 6:  Create a RollWorks Personalization GA4 Event Tag

This tag will enable GTM to send the 5 custom dimensions containing firmographic data from RollWorks to 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

 

Step 7. Build your own reports in GA4 using rw_personalization

After completing the integration steps GA4 will start ingesting account firmographic attributes after the next scheduled daily sync. After the sync, you will be able to build your own reports.

Click the image below for an overview of the custom dimension recorded for the rw_personalization event, which you can find under Engagement > Events.

The image below shows a sample report you can build using RollWorks attributes.

Screenshot 2023-07-24 at 3.03.05 PM (1).png

GA - Example.png

 

FAQs

What is the recommended way of sending the data and why?

We recommend sending firmographic RollWorks data to GA4 via GTM. This method allows more flexibility in customization, for example, if you want to route the data to other places in the future.

 

Does the integration work with the free version of Google Analytics?

Yes, You only need 5 available custom dimensions. GA4 provides 50 event-scoped dimensions available for use. The free version of UA provides up to 20 custom dimensions.

 

Does the solution require any additional code snippets or does it use the RollWorks Pixel?

The solution uses the RollWorks Pixel. After you enable the Site Traffic Revealer in the RollWorks app we will automatically push a small update to your pixel behind the scenes to make some of the additional variables available, this automatic update will not require any work on your side.

 

What are some potential reasons why data would not be returned for a website visitor?

  • RollWorks may not be able to match the visitor cookie in our database.
  • The visitor cookies may not be enabled.
  • The visitor may have an ad blocker enabled.
  • The visitor may not have provided consent, for example, if you have implemented a Cookie Consent Banner.

 

Why are my page views with associated Site Traffic Revelear data low or zero?

This may happen if you implement this integration using the event scope custom dimension type. See Step 2 in this guide for more information. If seeing RollWorks firmographic attributes (company domain, name, size, revenue, industry) associated with page views is critical for your reporting needs, we suggest that you reconfigure this integration by selecting the user scope as your custom dimension type in GA4 instead. Please see Step 2 in this guide for more information.

The reason behind this is that the Site Traffic Revealer data is not associated with a page view during the visitor's initial visit. This occurs because the page view event is triggered before our rw_personalization event takes place.

User Scope Event Sequence

Below is the sequence of events if you use the User Scope custom dimension type

Screenshot 2023-08-14 at 10.29.46 AM.png

When the page view event is sent, it includes any known user attributes that were previously set. However, if none of these attributes, such as the RollWorks Site Traffic Revealer data, were set before this event, GA4 does not establish a correlation between the page view event and the final reports. This behavior applies to any GA4 events that occur before the rw_personalization event fires and applies the Site Traffic Revealer data to the visitor.

 

Can I set up my Custom Dimensions into both Event Scope and User Scope?

Yes, it is possible to set up the Custom Dimensions in both Event Scope and User Scope. This configuration is only possible if you send Site Traffic Revealer data to GA4 via GTM.

Keep in mind that you will need to use 10 customer dimensions in total.

Our direct Site Traffic Revealer to GA4 configuration does not support setting up Custom Dimensions with both scopes.

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