Send Site Traffic Revealer to GA4 directly

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 NextRoll 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. 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. Find your GA4 Measurement ID. Jump to this section.
  5. Enter your GA4 Measurement ID in RollWorks. 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.


  • Select Send directly to Google Analytics.
  • Select version Google Analytics 4.

Consult with your Web Analytics team

RollWorks recommends integrating the RollWorks Site Traffic Revealer with GA4 via GTM. Before you proceed speak to your Web Analytics team to advise if this method is the best for your company.



Step 2: Choose a 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 Details
User Scope

Defined based on a custom user property.

PROS: Using the user scope dimension in GA4 allows for the RollWorks Site Traffic Revealer data to be carried over to other events and metrics. This scope focuses on capturing information about who did what

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 for help deciding the scope type that is right for you.

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: Find your GA4 Measurement ID

Follow the instructions in this Help Center article to find the GA4 Measurement ID for the specific Universal Analytics Account and Property you want to send data.


Step 5: Enter the GA4 Measurement ID in RollWorks




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.
  • You may not have opted into tracking on the website, for example depending on the GDPR banner you are using to collect visitor data.


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.

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