This guide is the continuation of the basic Google Analytics (Universal) integration guide and introduces some of the more advanced configurations you can setup to track Delacon’s call tracking data in Google Analytics.
Advanced goal setups
Creating a live call conversion in Google Analytics
By creating the live call report, Delacon’s system will add a URL virtual page view into Google Analytics. To create a goal, an essential element of the live call report, you must have full administration access to your Google Analytics account.
Note that by creating a live call report, this will only capture live calls i.e. calls made when the caller is on the web page. You may not need to create a live call conversion if you have completed a goal conversion in Google Analytics using Event as per page 9 – 13 in this guide.
1. Setup a custom goal
In your Google Analytics account, select admin and click on goals.
2. Add new goal
Click on the New Goal button.
3. Select custom goal
Select Custom for your goal and click Next Step
4. Goal name and type
Select a name for your goal such as Delacon Live Conversion. Select Destination for the goal type.
5. Goal details
If you choose Destination type as the Goal, follow the following step:
Enter the destination URL as Regular Expression to /delaconconversion.htm. This is our default suggestion. You can define a unique destination URL as per your requirements but this must be mapped exactly when configuring the integration in our portal. The only requirement for a custom destination URL is that it must start with a /. Click “Save” to finalise the set up.
Customise Event Label
By default, Delacon will send the CID business name as event label into GA. By customising the event labels that Delacon sends into Universal Analytics, you can obtain more detailed information on that level in GA and also set up goals converting on specific parameters provided in the event label.
These are the following metrics which can be added as event labels:
|companyid||The CID associated with the call|
|caller||The callers phone number, hashed with SHA-256 for privacy purposes|
|campaign_name||The name of the campaign/business|
|campaign_cat||The category of the campaign/business|
|callstatus||Whether the call was Normal, No Answer or Busy|
|customerintent||The intent of the call|
|pkey||The unique ID of the call|
|surveytype||The Call Feedback option selected|
|surveyvalue||The Call Feedback sales value entered|
|duration||The duration of the call|
|matchtype||Whether the call was match to a web session or not|
|ivr_prompt||The option selected on a Delacon provided IVR|
|dtmf_intercept||The captured numerical IVR value on a third-party IVR.|
|dtmf_desc||The text label of the IVR option selected if an IVR map has been completed|
|searchengine||The search engine the caller used before landing on the website|
|searchtype||The type of search; paid, free or referral|
|pagecallfrom||The page the call was made from|
|adscampaign||The campaign that generated the call (Only available for Call Extensions)|
Please contact firstname.lastname@example.org and cc in your Delacon account manager if you would like to push the above metrics as event labels.
Tracking for specific IVR options using DTMF descriptions
The DTMF description is the names you give to each of the options on your phone menu system. E.g. If the menu option when a caller calls your business is Press 1 for ‘Sales’, the DTMF description is ‘Sales’.
If you want to push DTMF descriptions to Google Analytics, please contact email@example.com or your account manager to enable and setup the DTMF descriptions in the Delacon system.
If you want to report on goal conversions for a specific IVR selected using the DTMF description, you will need to create an additional goal.
Make sure in the ‘label’ field in the Goal Details section, the DTMF description you want to report on is entered.
For e.g. to set up a goal to report on sales calls, the label setting drop down should be set as ‘regular expression’ and the Label field filled in as ‘Sales’. See Figure 5 below:
Tracking for specific call duration
If you want to report on goal conversions for calls longer than a specific duration, you will need to create an additional goal by following the above steps and filling in the ‘Value’ field in the Goal Details. This should be denoted in seconds. For e.g. to set a goal to report on calls over 1 minute, the setting should be Value ‘Greater than’ 60.
Linking to Adwords
Pass call tracking data from Analytics to AdWords
By linking your Analytics and your AdWords accounts you’ll be able to view call conversion data generated through your AdWords campaigns in Analytics.
To pass call tracking data between Analytics and AdWords, your accounts must be linked, you've opted into data sharing in your Analytics account and you've enabled auto-tagging in AdWords. You will also need to have the Import from Google Analytics button enabled.
1. Login to AdWords
After you’ve signed into your AdWords account, select the Tools and Google Analytics tab.
2. AdWords Linking
Under the Admin menu in Analytics, click on the AdWords Linking tab.
3. AdWords link group
Select the checkbox next to any AdWords accounts that you want to link with your Analytics property. If you have a My Client Centre (MCC) account, expand the MCC account by clicking the arrow next to it, and then select the checkbox next to each of the managed AdWords accounts that you want to link.
4. Link configuration
In the “Link configuration” section, enter a title to identify your group of linked AdWords accounts.
Note: Most users will only need one link group. We recommend creating multiple link groups only if you have multiple AdWords accounts and want data to flow in different ways between these accounts and your Analytics property. For example, you should create multiple link groups if you need to:
- Link different AdWords accounts to different views of the same Analytics property
- Enable auto-tagging for only some of your AdWords accounts
5. Analytics view configuration
Select the Analytics views in which you want the AdWords data to be available.
6. Link Accounts
Click the Link accounts button. Your accounts are now linked. If you opted to keep auto-tagging turned on (recommended), Analytics will start automatically associating your AdWords data with customer clicks.
Note: When you link an AdWords account to an Analytics view, anyone with access to that view will be able to see your imported AdWords data. Likewise, if you choose to import Analytics data (such as goals and transactions, metrics or remarketing lists) into your AdWords account, anyone with access to that AdWords account will be able to see your imported Analytics data.
Set up AdWords remarketing campaigns for callers
1. Create Segment
From the Audience Overview page in Reporting, click on + Add Segment and + New Segment.
2. Identify conversion goal
Add a segment name such as Callers and click on Conditions, Ad Content, Behavior and Page.
3. Enter Delacon conversion
Enter the Delacon conversion goal page of /delaconconversion.htm and click Save.
Note: If you have a customised conversion URL, please enter this.
4. Build Audience
From the newly created segment, click on the down arrow, Build Audience and follow the steps for remarketing in the Admin section.