Integrating Call Tracking with Google Universal Analytics

Part 1 - Introduction to Google Universal Analytics

Integration using Google Universal Analytics

Did you know that one of the key reasons to change over to Universal Analytics is the capture of your phone call data? That’s because with Universal Analytics we can now analyse call data alongside web data. To phrase this in another way, you can track your phone leads like your web leads.

This data provides significant insight into everything from lead generation to content marketing to sales and support calls, but it’s with the addition of call tracking that we begin to reap the rewards of understanding our customer’s full path journey to conversion. This is why the switch to Universal Analytics is highly recommended if you use calls in your sales process.

You can use Delacon Call Tracking and Universal Analytics to:

• Know which ads, search keywords, and other sources drive calls and sales
• See the web pages and content your leads visit before and after calling
• See the location your prospects are calling from
• Include call data in you’re A/B landing page tests and content experiments and more

Delacon is able to customise code to meet any special requirements for integration that you may have.

Google “Universal Analytics” – So what’s new?

Google Universal Analytics is now commonly referred to as “UA” and it has a new analytics .js tracking script.

Client ID

Visitors are now tracked with a single ID, referred by Google as the ‘Client ID’, instead of multiple cookies. (Note, UA still uses cookies, but the Client ID is able to link the web data with offline data.) As mentioned, the new Google Client ID allows for attribution of all offline and online to an individual user.
Integrating

Custom Metrics and Custom Dimensions

Custom Metrics and Custom Dimensions now replace Custom Variables in the “classic” version and allow users to view offline and 3rd Party data that can be used in standard UA reports. Event attribution based on Client ID gives users new insight into visitor interaction, both offline and online.

Offline Reporting

A new feature is that Custom Metrics and Custom Dimensions are fully customisable by the user and can be used to improve reporting by allowing you to add columns for offline and 3rd Party sources.

The Difference is in the Offline Integration

As explained above, with Google Analytics and Call Tracking, online data is captured about what happens before a call is ended. However, with Google Universal Analytics both your online data and offline data is captured. It is the Offline Integration where Delacon makes the difference.

Call Tracking works with Universal Analytics ‘Events’

Delacon sends your call data to Universal Analytics as ‘Events’.

Events are tied to the Google Client ID of the visitor. Calls can now be viewed in line with other web based ‘Events’ (and used as a conversion for Google Content Experiments).

In addition, ‘Event’ based Goals can be setup in Universal Analytics to pass conversions into Google AdWords.

How it Works?

When Delacon tracks a Universal Analytics session, the ‘Google Client ID’ is captured using phone number that you assigned to a web page (that the caller uses to ring you on) and stores it in our database. When the call is finalised it is matched with a web session. The ‘Event’ is used to send the offline data back into your Google Universal Analytics system.

Delacon primarily pushes to three key ‘Events’:

1. Call Duration
2. Extra Tracking (i.e. this is used in the Delacon Call Tracking Portal Call Log, e.g. to see the outcome of an A/B split test)
3. Survey (i.e. after finishing the call the operator can enter info about the nature of the call and assign a monetary value of the call – can be set up as a goal)

Part 2 – Call Tracking Integration & Universal Analytics User Guide

IMPORTANT INFORMATION BEFORE YOU START

1. Delacon’s integration into Google Universal Analytics requires no change in the code.
2. You can select either version or both for our Google integration.
3. Each number can only use one version at a time.
4. Setup is easy by following Delacon’s step-by-step instructions or you can request assistance with setup.
5. The Google Client ID now remains on the user’s device without timing out for up to 2 years (as long as the cache is not cleared).

Instructions to create the Mapping to Integrate Google Universal Analytics

Step 1: Login Delacon Portal using the login credentials that were issued to you by email

Step 2: To navigate to Universal Analytics and create a new Mapping, click on the Integrations drop-down menu and select Google Analytics, as shown below.

Step 3: The Integrations: Google Analytics / Universal Analytics screen opens, as shown below:

Step 4: Select the dealer you want to integrate by selecting the name from the Step 1 scrolling selection box

Step 5: Insert your Google Universal Analytics Profile ID (UA-XXXXXX-X) into the field box in Step 2

Step 6: Select whether you want to track online or offline or Both – Universal Analytics from the drop-down box in Step 3

Step 7: For Google Universal Analytics, ignore the Virtual Pageview option in Step 4.

Step 8: Now you are ready to create a new Mapping. Click on the red Integrate with Google button

Step 9: A new Mapping will display in the Current Mappings box, for example like those shown below.

For more information and additional help with your technical implementation, please do not hesitate contact our Support Team by sending an email to support@delaconcorp.com (a support ticket will be created automatically).