Google Analytics Integration Guide: send RollWorks data directly to GA

Before you start

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

The following are the steps to complete this integration:

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’



Step 2: Create 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



RollWorks Company Domain



RollWorks Company Name



RollWorks Company Industry



RollWorks Company Revenue



RollWorks Company Size




🚨   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



What are the data 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.


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.


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.
Was this article helpful?
0 out of 0 found this helpful