Introduction to the Site Traffic Revealer integration with Google Analytics

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

 

What is the Site Traffic Revealer Integration with Google Analytics?

Google Analytics is a tool that helps you identify trends and patterns in how visitors engage with your website through data collection, analysis, monitoring, visualization, reporting, and integration with other applications.

The RollWorks Site Traffic Revealer integration with Google Analytics allows you to ingest five firmographic attributes for the visitors that we are able to successfully deanonymize and match to an account:

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

Screen Shot 2022-05-04 at 7.07.06 PM.png

 

Who can access

Access to the Site Traffic Revealer feature that allows you to send account firmographic data to Google Analytics depends on your RollWorks package.

The volume of MUV (monthly unique visitors) that we will attempt to deanonymize to push firmographic data to Google Analytics depends on your specific contract.

Your Package Site Traffic Revealer
Standard Advertising Not included
Advanced Advertising Not included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Enable the Site Traffic Revealer to pass data to Google Analytics

Before you start you must ensure that the NextRoll Pixel is installed.

Then, you will choose one of the following options to enable the Site Traffic Revealer to pass data to Google Analytics:

Send Site Traffic Revealer data to GA4 via GTM [Recommended]

Select this if you use Google Tag Manager and would like to send RollWorks data both to GA4 and to other applications such as Hushly, and Uberflip. Click here to continue with this option.

Send Site Traffic Revealer to GA4 directly

Select this if you would like to write the data directly to Google Analytics 4, but do not want to use the data for other applications. Click here to continue with this option

Send RollWorks data to UA via GTM

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, and Uberflip. Click here to continue with this option.

Send Site Traffic Revealer to UA directly

Select this if you would like to write the data directly to Universal Analytics, but do not want to use the data for other applications. Click here to continue with this option.

 

FAQ

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

We recommend sending RollWorks data to GA4 via GTM. This method allows 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 Tags (formerly Launch and DTM), Tealium, Ensighten, etc. are not directly supported at this time. 

 

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

Yes, the free version of Universal Analytics provides up to 20 custom dimensions and GA4 provides up to 50 event-scoped dimensions. You'll just need 5 free custom dimensions available for RollWorks data.

 

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

The integration requires the installation of the NextRoll Pixel.

After you enable the Site Traffic Revealer we will automatically push a small update to the NexRoll Pixel behind the scenes to make some of the additional variables available 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 website 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.

 

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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