Google Analytics Integration Guide: send RollWorks data to GA with GTM

Before you start

The steps below 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 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’

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Step 2: Create Custom dimensions in Google Analytics

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 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 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:

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) 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

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Step 7: 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
    • Google Analytics Settings: {{RollWorks Personalization GA Variable}}
  • Under ‘Triggering,’ choose the ‘RollWorks Site Visitor’ trigger created above
  • Click ‘Save’
  • Publish your container

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

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FAQ

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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