Web analytics is a great source for identifying where your users are getting stuck. The direct data they provide means you can drill down into the pages of your site that aren’t (or are!) converting. Combine this with the qualitative data Usabilla provides and you can:
- Get a thorough understanding of thewhy behind your quantitative analytics
- Measure feedback and campaign events directly from your analytics environment
- Create custom reports to show exactly how your users are interacting with Usabilla
- Improve your understanding of where to direct your optimization efforts
Before we get started let’s get a quick overview of everything we will cover in this article
- Enabling the Integration
- Adding your data to a custom report
- Gooogle Analytics Events
- Google Analytics Feedback
- Integration in combination with Google Tag Manager
Enabling the Integration
Note: The integration enabled in your Usabilla account supports both the old-style Google Analytics tag (ga.js) and the universal analytics tag (analytics.js). If you’re using the global site tag (gtag.js) then you need to follow this article to enable the integration.
1. Make sure both Google Analytics and Usabilla for Websites are implemented on your website. Open a new browser window and navigate to your Usabilla account settings page.
2. Navigate to the live integrations tab and click the Google Analytics logo.
3. Select the button you would like to create the Google Analytics integration for and enable your integration. If you would like to integrate multiple buttons, just follow this process multiple times. Customize the event category if needed. By default, this is "Usabilla Live". Later on, we will use this category to create a custom report in Google Analytics. Click "Save" to add the integration.
Adding your data to a Custom Report
1. We will now look into setting up a custom report, to display the Usabilla data within Google Analytics. First, login to your Google Analytics account.
2. Within Google Analytics click on the "Customization" tab and after that on the "New custom report" button.
3. Enter a title for your custom report and enter a name for your report tab.
4. Add the following four metrics: Users, Unique Events, Pages / Session, and Avg. Value.
5. Add the following Dimension drill-downs: Event category, Event action, Page, and Event label.
6. Optional: You can also add a filter to your custom report. E.g. filtering on your "Event Category" with a Regex.
7. Click "Save" and your report should be ready. Please note that Google Analytics doesn't display their data in real time, so it can take a while before the report gets filled with data.
Google Analytics Events
The following actions are available to indicate how a user interacted with Usabilla on your website.
"Feedback: Open" This event is fired every time someone clicks the feedback button.
"Feedback: Success" This event is fired every time a user successfully completes the feedback process.
"Campaign: Open" This event is fired whenever a campaign is opened to the user.
"Campaign: Close" This event is fired whenever the user clicks the close button of a campaign.
"Campaign: Success" This event is fired whenever a campaign is successful.
"Campaign: Feedback Clicked" This event is fired whenever a user clicks the feedback button when a boost campaign is active.
"Campaign:Page Switch" This event is fired whenever the user clicks to the next page in a campaign survey. Do note that this event also triggers on the last page when a user clicks the submit button.
Google Analytics Feedback
Below you will find what information that are sent along with each event and how they are connected to the different variables:
Feedback button:
Event Category – Defined in the Usabilla backend when setting up the integration
Event Action – A description of how the user interacted with Usabilla
Event Label – The comment submitted with the feedback item
Event Value – The mood rating score a user provided, 1 being the most negative score, 5 being the most positive score
Campaigns:
Event Category – Defined in the Usabilla backend when setting up the integration
Event Action – A description of how the user interacted with Usabilla
Event Label – The analytics ID of the specific campaign
Integration in combination with Google Tag Manager
If you’re making use of the Universal Analytics Tag in Google Tag Manager, a small modification is needed to properly set up the integration.
Note: If you are running only one tracking code on your website, your Usabilla – Google Analytics integrations can be completed by changing one setting in Google Tag Manager. If you are using multiple tracking codes, please find instruction on completing the integration here
The setting that you need to change is the field for the "Tracker Name". Follow these steps to change the setting:
1. Login to Google Tag Manager.
2. Go to your Google Analytics - Universal Analytics Tag.
3. Edit your Universal Analytics Tag by clicking the "Edit" icon.
4. Click on "More Settings" followed by "Advanced Configuration". In the field "Set Tracker Name" you need to set the value to "True". Leave the field "Tracker Name" blank.
By changing this setting you allow Usabilla to set the tracker name which in its turn allows the integration to work properly.
5. Save your settings, remember to submit them and exit.