Posting Preconfigured Events to Google Analytics
Many people use Google Analytics for tracking AdWord conversions and for aggregate anonymous data reporting. To assist with this, Enquire MAP can be configured to post events to Google Analytics.
Posting Preconfigured Events to Google Analytics
While Enquire MAP can be used with pre-configured events, custom events offer more. "Events" in Google Analytics are used to track user interactions beyond simple page views. As they are flexible and Google Analytics goals can be layered on top with additional filtering, they're a favorite way to track conversions.
Enquire MAP can automatically post form submission and phone calls as events in Google Analytics. This is a quick and easy way to get good conversion data in Google Analytics.
Please Note:: If the User wants even more control over events that are sent to Google Analytics, consider using Posting Custom Events to Google Analytics in Enquire MAP.
Steps:
- Check this box:
That's it! Now any DNI phone number or Enquire MAP form on the website will send events to Google Analytics when they're used.
Phone Call Default Event:
Category: Phone
Action: {the DNI group or phone number they called}
Label: From {prospect phone number they called from}
Form Submit Default Event:
Category: FormSubmit
Action: From {contactID}
Label: {Enquire MAP form name}
Now that the User has the events setup, they should probably visit: Setting up Call/Form Goals in Google Analytics
Using pre-configured events grants further control over when Enquire MAP tells Google Analytics that a conversion has happened. The user now has complete control over when and what to fire events for.
Our favorite use here is to throw an event when a lead passes the filters to be sent to sales, or when a lead is claimed by sales. Now the Community is getting “sent leads” or “claimed lead” as conversions in Analytics and Google Ads, which for some companies, is a much higher signal of a quality lead than a regular conversion. The User can also enter an event value, allowing for varied values in Analytics and better ROAS calculations.
Once the User has the Google Services integrated with Enquire MAP (specifically Google Analytics), Enquire MAP will automatically post events to GA whenever a tracked number is called or a form is submitted. If the user wants to shut this feature off or customize the event behavior, turn off the auto-posting feature in Enquire MAP (navigating to Account Settings > Google Integration):
Customizing the Event Behavior:
Enquire MAP has a Post Event to Google Analytics workflow action object. This allows the User to fully customize the Label, Event, Category, Value, and timing of the event posting to Google Analytics. In the Auto responders or Custom Workflows,
The User can utilize dynamic fields to populate the data in the GA event. For example, the User could put this into the Sales Notification Workflow and wait, for example, for a deal value (custom field) to appear. Then once the User has a deal value, post the value with the session that triggered the conversion.
The dynamic field above is %CONTACT_HISTORY.CREATED_AT%.
The dynamic field above is %CONTACT.RECENT_WON_DEAL_VALUE%.
In the above example, if the conversion occurred as a result of a Google Paid Ad Click, then the GCLID will be posted with the event, hence attributing the conversion to the specific Adwords campaign.
For the event, as shown, the user has full control over the timing of when the event is posted, and the User can set, using the following dynamic fields:
- Event Name
- Event Category
- Event Action
- Event Label
- Event Value
If customizing the event posting, it is a good idea to turn off the default Event posting (account settings) to avoid duplicate event posting. Ideas include:
- Post event to Google Analytics on chat
- Post event to Google Analytics when a lead is sent to sales
- Post event to Google Analytics when a lead is claimed by sales
- Post event to Google Analytics on email open
- Post event to Google Analytics on form submit
- Post event to Google Analytics on phone call
- Post event to Google Analytics on twitter follow