Reporting RollWorks Advertising Data in Google Analytics

How do I set up tracking in Google Analytics for RollWorks Campaigns?

To set up Google Analytics campaign tracking, you must first make sure that you have created an account within Google Analytics and completed the necessary steps to start collecting basic data from your website. Please refer to the Getting Started with Google Analytics guide from the Google Analytics Help Center for more information.

Many web applications have Google Analytics (GA) integrations or plug-ins. If you license a web application or use an open-source solution (such as Magento or WordPress), you can refer to the aforementioned Getting Started with Google Analytics guide to check if there's a preferred Google Analytics solution.


What tracking variables can be appended to ad destination URLs for tracking?

Google Analytics defines the following tracking variables within your UTMs that can be appended to your RollWorks ad destination URLs for campaign tracking:



Is Required?




Use campaign source (utm_source) to identify the source of your campaign.



Use utm_medium to identify a medium such as retargeting or brand awareness.



Use utm_campaign to identify a specific Campaign or AdGroup.



Use utm_content to differentiate the type of ad, for example differentiating your static vs dynamic ads.

Learn more about how to use UTM tags in RollWorks ads in this Help Center Guide.


RollWorks Data in Google Analytics

Within Google Analytics, you can view basic metrics like visits and page views by navigating to Traffic Sources > Sources > All. The default view shows sources, mediums and provides a view of traffic sources for 30 days prior to conversion. Google Analytics processes users who engage with the RollWorks data collection Opt-Ins, such as the Safari banner, as having a UTM Source of and the UTM Medium of referral.

If you set up goals or e-commerce reporting in Google Analytics, you can view the success metrics attributed to your advertising by browsing the appropriate reports.

🚨  These reports only include visitors that click through. View-through data is NOT included.


Reporting Discrepancies between RollWorks & Google Analytics 

RollWorks and Google Analytics reporting don’t always match up. While both aim to track the same trends for marketers, they have different approaches to reporting that will often lead to a few discrepancies. 

If you want to understand the discrepancy between the two platforms, first make sure that your RollWorks and Google Analytics tracking are working correctly. Also, check the following:

      • Is the Google Analytics code firing correctly?
      • Is the Google Analytics javascript on each landing page?
      • Do your ad destination URLs have UTM tracking codes that properly assign the traffic source to RollWorks?
      • Are the ad destination URLs prompting redirects (redirects might strip the campaign tracking codes)?
      • Are you defining conversions and tracking the same Conversion Audiences in RollWorks and Google Analytics?
      • Have you set up filters that are removing or editing campaign tracking?
      • Have you set Google Analytics date/time to UTC to match RollWorks?

After you have verified that tracking is set up properly, the source of the discrepancies may align with the key differences in reporting approaches in RollWorks vs Google Analytics:


Google Analytics

Tracked metric



Tracked metric definition

When someone clicks your ad

Site visit with at least one page view, expiring after 30 minutes of inactivity

Attribution model

Tracks both click-through and view-through conversions, defaulting to a last-touch attribution model

Tracks only click-through conversions, defaulting to a last-click attribution model

How it works

Attributes a conversion to the most recent RollWorks advertisement click or view

Attributes a conversion to the most recently clicked ad across the entire marketing mix. If no ad is clicked leading to the session, the conversion is attributed to ‘Direct’

Attribution window

Defaults to 30-day click conversion window, 7-day view conversion window

Defaults to a 30-day click conversion window

Cross-device attribution approach

Uses a combination of deterministic and probabilistic cross-device matching

Google Analytics does not have cross-device tracking capabilities. This means that if a user clicks a mobile ad, then visits the site on a desktop browser, Google Analytics tracks that as: 1) two separate users & 2) a direct conversion


Potential reporting discrepancy scenarios & resolutions

Scenario #1: RollWorks reports more clicks or conversions than Google Analytics for Facebook:

      • Unless UTMs are appended to the ad destination URL, Facebook clicks are attributed to “Direct” traffic in Google Analytics.
      • Cookies placed in a user’s primary browser are not accessible to in-app browsers causing the user to be viewed as two distinct users in Google Analytics
      • When someone clicks from a HTTPS environment and enters a HTTP environment, the referrer URL can’t be recorded by Google Analytics.
      • Google Analytics is not cross-device aware. So if a user clicks an ad on their mobile device, but later converts on their desktop computer, RollWorks will attribute the click-through conversion to RollWorks, but Google will consider the mobile phone and the desktop sessions to be from different users, and attribute the conversion to direct. 

Scenario #2: RollWorks reports more clicks than Google Analytics reports visitors:

      • A single visitor clicked your ads multiple times
      • A visitor clicked your ad, but then stopped or left the page before it loaded
      • A visitor navigates away before Google Analytics tracking code executes
      • A visitor opted out of Google Analytics tracking, but not RollWorks tracking

Scenario #3: RollWorks reports fewer clicks than Google Analytics reports visitors:

      • A visitor clicked an ad, then during a different session returned directly to the site via a bookmark or typing directly into the web browser. In this case, the ad is still attributed for the first visit, so the initial click results in more than one visit.
      • RollWorks automatically filters out clicks that we can flag from ad network tests and bots, which can result in a higher number showing in Google Analytics
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