Getting Started with the Google Analytics Integration

Google Analytics Integration Setup Overview

RollWorks can integrate directly with Google Analytics (GA) or through Google Tag Manager (GTM). You can configure your set up by navigating to Settings -> Site Visitor Data. Follow the steps outlined on that page to integrate Google Analytics and RollWorks.


Regardless of your setup, you’ll first need to create a set of custom dimensions in your Google Analytics dashboard.

Setting Up Your Custom Dimensions

This setup guide is for Google Analytics' free plan, so we won’t be using custom indexes.

1. To set up custom dimensions, navigate to your GA admin panel:


2. Once you’re there, you’ll see your property panels. Select the desired property: Custom Definitions → Custom Dimensions:


3. You’ll see a table containing your custom dimensions for this property. We’ll set up 5 custom dimensions for now (please make sure you respect these indexes, because that’s how GA will map your dimensions). 

Let’s start with "RollWorks Company Domain" dimension:


Make sure that the "Scope" is set to Session. Setting up the scope incorrectly might mean you don’t get metrics at all. Repeat this process for the following metrics:

Custom Dimension Name



RollWorks Company Domain



RollWorks Company Name



RollWorks Company Industry



RollWorks Company Revenue



RollWorks Company Size



By default, we recommend you use the indexes as indicated above (if you don’t have existing usage of those indexes). 

If you are NOT using Google Tag Manager:

  1. Please send your Google Analytics Tracking ID to your implementation team.
  2. If you need to customize the indexes from those shown above, please also send a mapping of index to dimension name (use the table above as a guide) to your implementation team.  

Otherwise, you’re done with your Google Analytics setup! 

Getting your Google Analytics Tracking ID

The tracking ID is a string like UA-000000-2. It must be included in tracking code to tell Analytics which account and property to send data to.

The first set of numbers (-000000, in the example above) refers to your account number, and the second set of numbers (-2) refers to the specific property number associated with the account.

To find your tracking ID:

  1. Sign in to your Analytics account.
  2. Click Admin
  3. Select an account from the menu in the ACCOUNT column
  4. Select a property from the menu in the PROPERTY column
  5. Under PROPERTY, click Tracking Info > Tracking Code. Your Tracking ID is displayed at the top of the page

Setting Up Google Tag Manager 

If you are running your Google Analytics tag through Google Tag Manager, there are some additional steps to set up in order for the integration to work. The RollWorks Personalization integration needs to be aware of GTM in order to work properly.

1. First, let’s start by setting up custom variables. These will be used by the RollWorks pixel to push your dimensions into GTM’s data layer. From your GTM console, click "Variables" and then "New":


2. You’ll need to set up a variable name and type. Let’s configure it to be a data layer variable:


3. Let’s repeat this process for the following variables:

Variable Name

Data Layer Variable Name

RollWorks Company Domain


RollWorks Company Name


RollWorks Company Industry


RollWorks Company Revenue


RollWorks Company Size


Once that’s ready, we’ll create a Google Analytics variable, which we’ll call "RollWorks Personalization GA Variable”. You need to include your Google Analytics Tracking ID here:


And, in order for the Custom Dimensions to be sent properly, we’ll link the indexes to our newly created data layer variables in this same form:


Please make sure these indexes line up with what you’ve set up in your Google Analytics tab (pay careful attention if you’ve setup indexes in Google Analytics differently). 

4. Now, it’s time to define the trigger that will send these dimensions to your Google Analytics instance. Select "Triggers" and create a new one with the following settings:


Make sure that the "Event name" is set to rw_personalization_data.


5. Now it’s finally time to set up your GA tag. 


Add a Universal Google Analytics tag and set the "Track Type" to Event.

For Category, set “RollWorks”. For Action and Label set “RollWorks Personalization” (this is just for organization within your GA instance).

Set "Non-Interaction Hit" to True and select the Google Analytics Personalization Variable we just created.

6. For triggering, select the "Trigger" we created previously:


Once that’s ready, verify your changes and publish your tag.

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