What: The Google Universal Analytics Connection allows you to enrich the information in an existing Google Universal Analytics implementation. The connection can feed segment or profile information from BlueConic to Google Universal Analytics using the technique of custom event tagging.
About BlueConic: The BlueConic Customer Data Platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.
Why: BlueConic features a unique data collection engine that stores data at the customer level for known and anonymous users. Integration capabilities with CRM and other marketing/communication platforms can further enhance this dataset. Setting up segments in Google Universal Analytics with selected details from BlueConic can greatly improve upon already insightful analyses. Or use BlueConic data to define custom audiences to retarget in Google Ads.
Do not create a Google Universal Analytics connection if you are using Google Tag Manager to serve the Universal Analytics tag on your website. In this specific case you have to use a Google Tag Manager connection to get the information across instead. Follow the steps outlined in this tutorial: Connecting BlueConic to Google Analytics through Google Tag Manager.
Setting up the connection comprises of three steps:
- Create custom dimensions in Universal Analytics
- Create a connection in BlueConic
- Start analyzing data in Universal Analytics
Step 1: Create custom dimensions in Universal Analytics
The first step is to create custom dimensions in Universal Analytics. For details, see Google's Support site.
After you set up the custom dimensions, the overview of created dimensions looks like this:
Step 2: Create a Google Universal Analytics connection in BlueConic
The second step is to create a Google Universal Analytics connection in BlueConic where you set up the mapping between BlueConic profile properties and your custom dimensions in Universal Analytics. Take the following steps to implement the mapping:
Adding a Google Universal Analytics Connection
- Click Connections in the navigation bar.
- Click Add Connection.
- A pop-up window appears. Check the Show all box. Enter “Google” in the Search bar.
Click Google Universal Analytics Connection.
Setting up a Google Universal Analytics connection
- In the Setup page, select the channels to collect data from. Optional: you can also enter specific URLs within those channels.
- Enter a tracker name. Google Universal Analytics will use the default name "ga" for your tracker. If you use a custom name in Universal Analytics, enter it here.
- When the connection runs, the data exchange section shows the number of unique profiles whose data is exported to Universal Analytics through this connection.
Mapping BlueConic profile properties to Google Universal Analytics dimensions
Click the Add goal button to add an export goal that defines how to map and send your BlueConic profile data to the corresponding fields in Universal Analytics. You can customize the default name for this goal, "Export data into Universal Analytics" as needed.
Follow these steps to export data from BlueConic into Google Universal Analytics.
- Select a BlueConic segment to export profile data from
- Map BlueConic data to Google Universal Analytics
Select the profile property that matches the dimension with the same index-number in Universal Analytics:
If you choose to map profile properties, and multiple values are available for the selected profile property, values will be pipe-separated.
Similarly, if you map associated segments, multiple segment names will be pipe-separated. If you select All viewed interactions, the goal will use the names of all viewed BlueConic interactions (for the current page view) as the value. Names will be pipe-separated. Other options include the BlueConic profile identifier, permission level, or a text value.
Add as many dimension-mappings as you need
- Choose when to push data to Google Universal Analytics
Select whether you want BlueConic to push data: upon each page view, only when values for the export properties change, once per visit, when permission levels change, or when triggered by an event. Google Universal Analytics will recognize events sent by BlueConic by name. In this example, we chose "BlueConic" but you can use a custom name.
- Choose whether to push advanced data (optional)
You can choose to push a BlueConic interaction viewed (such as a dialogue or lightbox) as a separate event. You can also choose to push BlueConic events (for example, "Inactivity", "Exit Intent", "Content meter") as separate events, regardless of the push frequency set in step 3. Information about interactions viewed is sent in the form "interaction name" / "variant name" (for example, "send", "event", "BlueConic", "Welcome Lightbox / Variant B").
Running the Google Universal Analytics connection
The Google Universal Analytics connection will send data from BlueConic to Universal Analytics according to the push frequency you set in steps 3 and 4 above. Remember to check the Export goal(s) box under Export Goals on the left-hand side, and at the top of the window, Save the connection and turn it on.
Step 3: Start analyzing data in Google Universal Analytics
Once the connection has been made, events start to drip in at the Google Universal Analytics side. To analyze the BlueConic data within Google Universal Analytics, go to the following section:
- Choose Reporting in the top navigation.
- Choose Behavior > Events > Top Events from the left navigation.
- Choose a custom dimension as Secondary dimension, as shown below.
In Google Universal Analytics, if the Custom Dimensions have been properly configured and your Privacy settings are exposed, you would find this new custom event in the Real-Time > Event tabs, or in the Behavior > Events tabs.
Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. A connection will only process the profiles of visitors who have consented to at least one of the objectives that the connection is linked to.