Send Site Traffic Revealer data to UA via GTM

GA4 has replaced Universal Analytics

Google Analytics 4 has fully replaced Universal Analytics since July 1, 2024. You will need a Google Analytics 4 property to maintain your website measurement. Learn how to make the switch to Google Analytics 4


Before you start

Make sure to complete the installation of the RollWorks Pixel before you continue.

The following are the steps to complete the integration by sending RollWorks data to Universal Analytics (UA) with GTM:

  1. Configure the Site Traffic Revealer in RollWorks. Jump to this section.
  2. Create Custom Dimensions in UA. 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 UA tag labeled 'RollWorks Personalization UA Tag'. Jump to this section.


Step 1: Enable the Site Traffic Revealer in RollWorks

  • Open this page or navigate to Settings > Site Traffic Revealer.
  • Toggle on to enable.


  • Select Send with Google Tag Manager.
  • Click Save.



Step 2: Create Custom dimensions in UA

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

      • Sign in to your Google Analytics (Univeral 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 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 GA 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 Universal Analytics (step 2 in this guide) with its Dimension Value set to its relevant Custom Variable (step 3 in this guide).


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

  • Click Add Custom Dimension.
  • Enter the Index that you’ve set up in Universal Analytics (UA) 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 Universal 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



Does RollWorks integrate with Google Analytics 4 (GA4)?

Yes. To learn how to send RollWorks Site Traffic Revealer data to GA4 with GTM go to this article.

Google Analytics 4 it's replacing Universal Analytics. See Google documentation. On July 1, 2023, standard Universal Analytics properties will stop processing data. We strongly encourage you to make the switch to Google Analytics 4 as soon as possible.


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

We recommend sending RollWorks data to GA4 with 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 Google Analytics?

Yes, the free version of Google Analytics provides up to 20 custom dimensions. You'll just need 5 free custom dimensions (GA4 provides 50 event-scoped 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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