What is the Google Analytics Integration?

The Google Analytics (GA) integration enables you to pass the following 5 firmographic attributes from the RollWorks platform to Google Analytics:

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

 

Who is Eligible to Access?

In order to send RollWorks data to Google Analytics (GA) you will need access to the RollWorks Site Visitor API. This feature is included for customers with a Professional or Ultimate subscription package at no additional cost. Customers with a Starter or Standard subscription package can purchase the Site Visitor API as an Add-on. 

To find your current subscription package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage. If you do not have an active package you will not see 'Plans & Usage'.

 

How do I set up the Google Analytics Integration?

Before you start

There are three important steps that you must ensure are completed before you start to configure the Google Analytics (GA) integration:

Option 1 Option 2
Send RollWorks data directly to Google Analytics Send RollWorks data to Google Analytics with Google Tag Manager

Select this if you would like to write the data directly to Google Analytics, but do not want to use the data for other applications.

Click here to jump to this section.

Select this if you use Google Tag Manager and would like to send RollWorks data both to Google Analytics and to other applications such as Hushly, Uberflip, or Reactful.

Click here to jump to this section.

🚨  We recommend that you speak to your Web Analytics team to advise which method is best for your company.  We will walk you through the steps to configure both options below.

 

Setup the GA Integration by sending RollWorks data directly to GA

Step 1

Configure the Site Visitor API in RollWorks. Jump to this section.

Step 2

Create Custom Dimensions in Google Analytics. Jump to this section.

Step 3

Find your Google Analytics Tracking ID. Jump to this section.

Step 4 Enter your Google Analytics Tracking ID in RollWorks. Jump to this section.

 

 

Step 1: Configure the Site Visitor API in RollWorks

      • Login to the RollWorks platform and Navigate to ‘Settings’
      • Select ‘Site Visitor Data’ to begin your set-up.
      • Select ‘Send directly to Google Analytics’
      • Locate your ‘API Attribute Key’ on the right side 

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Step 1: Create your Custom dimensions in GA

‘Custom Dimensions’ are like default dimensions in your Google Analytics account, except you create them yourself. You can use them to collect and analyze data that Analytics doesn't automatically track. ​​To learn more about Customer Dimensions in GA go to their Help Center guide.

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

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

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

      • Sign in to your Google Analytics account
      • Click ‘Admin’ on the left
      • In the ‘Property’ column, click ‘Custom Definitions’ > ‘Custom Dimensions’
      • Click New Custom Dimension.
      • Add a ‘Name’ = RollWorks Company Domain
          • Select ‘Scope’ = Session
          • Check the ‘Active’ box to start collecting data
      • Click ‘Create’ and you will complete the creation of the first Custom Dimension called RollWorks Company Domain 

Repeat the same process outlined above for the remaining using the reference table below:

Custom Dimension Name

Index

Scope

RollWorks Company Domain

1

Session

RollWorks Company Name

2

Session

RollWorks Company Industry

3

Session

RollWorks Company Revenue

4

Session

RollWorks Company Size

5

Session

🚨   We recommend using the indexes as indicated in the table above when possible.  If you need to customize the indexes differently, please take note for the remainder of the setup.

 

Step 3: Find your Google Analytics Tracking ID

Find your ‘Tracking’ Id for the GA Account and Property you want to send data to, and enter this ID in RollWorks. Follow the instructions in this Help Center article to find your Google Analytics Tracking ID.

 

Step 4: Enter the GA Tracking ID in RollWorks

Refer to the Custom Dimension Indexes created above and enter them in RollWorks.

 

Screen Shot 2022-01-06 at 4.47.06 PM.png

 

Setup the Google Analytics Integration by sending RollWorks data to Google Analytics with GTM

Step 1 Configure the Site Visitor API in RollWorks. Jump to this section.
Step 2

Create Custom Dimensions in GA. Jump to this section.

Step 3

Create Custom Variables in GTM. Jump to this section.

Step 4

Find your Google Analytics Tracking ID. Jump to this section.

Step 5

Create a 'Google Analytics Settings' Custom Variable. Jump to this section.

Step 6

Create a 'RollWorks Site Visitor' Event Trigger. Jump to this section.

Step 7 Create GA tag labeled 'RollWorks Personalization GA Tag'. Jump to this section.

 

Step 1: Configure the Site Visitor API in RollWorks

      • Login to the RollWorks platform and Navigate to ‘Settings’
      • Select ‘Site Visitor Data’ to begin your set-up. 
      • Select ‘Send with Google Tag Manager’
      • Locate your API Attribute Key on the right side 

unnamed (4).png

 

Step 2: Create Custom dimensions in GA

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

      • Sign in to your Google Analytics account
      • Click ‘Admin’ on the left
      • In the ‘Property’ column, click ‘Custom Definitions’ > ‘Custom Dimensions’
      • Click New Custom Dimension:
          • Add a ‘Name’ = RollWorks Company Domain
          • Select ‘Scope’ = Session
          • Check the ‘Active’ box to start collecting data
      • Click ‘Create’ and you will complete the creation of the first Custom Dimension called 'RollWorks Company Domain'

Repeat the same process outlined above for the remaining using the reference table below:

Custom Dimension Name

Index

Scope

RollWorks Company Domain

1

Session

RollWorks Company Name

2

Session

RollWorks Company Industry

3

Session

RollWorks Company Revenue

4

Session

RollWorks Company Size

5

Session

🚨  We recommend using the indexes as indicated in the table above when possible. If you need to customize the indexes differently, please take note for the remainder of the setup.

 

Step 3: Create Custom Variables in GTM

‘Custom Variables’ are like default variables in your GTM 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 GTM 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 here
      • In the GTM Console click ‘Variables’ > ‘New’ to setup 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’ to complete the creation of the first custom variable called RollWorks Company Domain’

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     5. Repeat the same process outlined above 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: Find your Google Analytics Tracking ID

Follow the instructions in this Help Center article to find your Google Analytics Tracking ID.

 

Step 5:  Create a RollWorks Personalization Google Analytics Variable

      • In the GTM Console click ‘Variables’ > ‘New’ to setup a ‘Custom Variable
      • Label the variable ‘RollWorks Personalization GA Variable
      • Under ‘Variable Configuration’ complete the following:
        • Tracking ID: Learn how to find your GA tracking ID here.
        • Cookie Domain: auto

unnamed (5).png

      • Within the configuration, click ‘More Settings’ > ‘Custom Dimensions
      • Add each Custom Dimension ‘Index’ created in Google Analytics (step 2) with its ‘Dimension Value’ set to its relevant Custom Variable (step 3). You will want to ensure that these indexes align with what you have set up in Google Analytics (pay careful attention if you’ve set up indexes in Google Analytics differently).
          • Click ‘Add Custom Dimension
          • Enter the ‘Index’ that you’ve setup in Google Analytics for ‘RollWorks Company Domain
          • For ‘Dimension Value,’ add the custom variable for ‘RollWorks Company Domain’
          • Repeat the same process outlined above for the remaining dimensions

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Step 6: Create a 'RollWorks Site Visitor' Event Trigger

The Rollworks Site Visitor event trigger will enable GTM to send the 5 custom dimensions containing firmographic data from RollWorks to Google Analytics

      • In the GTM Console click Triggers’ > ‘New’
      • Label the trigger 'RollWorks Site Visitor Trigger'
      • Choose the trigger type 'Custom Event'
      • Under 'Trigger Configuration' complete the following:
          • Event name: rw_personalization_data
          • This trigger fires on: All Custom Events

unnamed (7).png

 

7th Step: Create a ‘RollWorks Personalization GA’ Tag

  • In the GTM Console click ‘Tags’ > ‘New
  • Label the tag ‘RollWorks Personalization GA Tag’
  • Choose the tag type 'Google Analytics: Universal Analytics'
  • Under 'Tag Configuration' complete the following:
    • Track Type: Event
    • Category: RollWorks
    • Action: RollWorks Personalization
    • Label: RollWorks Personalization
    • Non-Interaction Hit: True
  • Under ‘Triggering,’ choose the ‘RollWorks Site Visitor’ trigger created above
  • Click ‘Save’
  • Publish your container

ga8.png

Refer to GTM’s help article here for more info on publishing containers.

 

Google Analytics Integration FAQs

What are the implications of sending the data directly to Google Analytics (GA) vs to Google Tag Manager (GTM)?

There are no data implications with either option. Sending RollWorks data to Google Analytics with GTM will allow more flexibility in customization, i.e.: if you want to route the data to other places in the future.

 

Which tag managers are supported?

Google Tag Manager (GTM) is the one tag manager currently supported for this integration. Other solutions such as Adobe Dynamic Tag Management (DTM), Tealium, Ensighten, etc. are not supported at this time. 

 

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

Yes, the free version of Google Analytics provides up to 20 custom dimensions. You'll just need 5 free custom dimensions available for use.

 

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 Visitor API we will automatically push a small update to your pixel behind the scenes to make some of the additional variables available, but that will not require any work on your side.

 

Can we add the variables to the Google Tag Manager (GTM) data layer?

Yes, passing variables to the GTM data layer is the recommended mechanism of integration when using GTM. 

 

What are some potential reasons why no data would be returned for a site visitor?

  • We may not be able to match the visitor cookie in our database
  • The visitor cookies are not 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.
  • The visitor ad blocker may be enabled.
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