Google Analytics Integration Guide: Send RollWorks Data to GA with GTM

GA4 is not supported

Currently, RollWorks does not support integrating with Google Analytics 4 (GA4).

Before you start

The steps below must ensure are completed before you start to configure the Google Analytics (GA) integration:

Contact your Web Analytics team

We recommend that you speak to your Web Analytics team to advise which method is best for your company.

The following are the steps to complete the GA integration by sending RollWorks data to GA with GTM:

  1. Configure the Site Traffic Revealer in RollWorks. Jump to this section.
  2. Create Custom Dimensions in GA. Jump to this section.
  3. Create Custom Variables in GTM. Jump to this section.
  4. Create a 'Google Analytics Settings' Custom Variable. Jump to this section.
  5. Create a 'RollWorks Site Traffic' Event Trigger. Jump to this section.
  6. Create GA tag labeled 'RollWorks Personalization GA Tag'. Jump to this section.

 

Step 1: Configure the Site Traffic Revealer in RollWorks

      • Log in to RollWorks and navigate to Settings.
      • Under integrations click Site Traffic Revealer.
      • Select Send with Google Tag Manager.

Site traffic revealer ENABLE.png

 

Step 2: Create Custom dimensions in Google Analytics

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

      • Sign in to Google Analytics.
      • 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 in this step 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

Configure Indexes

We strongly recommend using the indexes as indicated in the table above. 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 Google Tag Manager 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 Google Tag Manager 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.
  • In the GTM Console click Variables > New to set up 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.RollWorks Company Domain.png

Repeat the same process outlined in this step 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:  Create a RollWorks Personalization Google Analytics Variable

Screen Shot 2022-04-07 at 11.41.27 AM.png

  • Within the configuration, click More Settings > Custom Dimensions.
  • Add each Custom Dimension Index created in Google Analytics (step 2 in this guide) with its Dimension Value set to its relevant Custom Variable (step 3 in this guide).

Indexes

Ensure that these indexes align with what you have set up in Google Analytics. Pay careful attention during this step if you’ve set up indexes in Google Analytics differently than we recommend in this guide.

  • Click Add Custom Dimension.
  • Enter the Index that you’ve set up 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.

unnamed (6).png

 

Step 5: Create a trigger

This 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 and select the following:
      • Label name = RollWorks Site Visitor Trigger
  • Under Trigger Configuration complete the following:
      • Trigger Type = Custom Event 
      • Event name = rw_personalization_data
      • This trigger fires on = All Custom Events

unnamed (7).png

 

Step 6: Create a ‘RollWorks Personalization GA’ Tag

  • In the GTM Console click Tags > New  and select the following:
      • Label  = RollWorks Personalization GA Tag
      • 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
      • Google Analytics Settings = {{RollWorks Personalization GA Variable}}
  • Under Triggering, choose the RollWorks Site Visitor Trigger created above
  • Click Save.
  • Publish your container. Refer to this GTM’s help article for more info on publishing containers.

 

Screen Shot 2022-04-06 at 11.53.33 AM.png

 

FAQ

Does RollWorks integrate with Google Analytics 4 (GA4)?

Currently, RollWorks does not support GA4.

 

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.

 

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 Traffic Revealer 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 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.
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