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Google Analytics

Many web applications have Google Analytics (GA) integrations or plug-ins. If you license a web application or use an open source solution (such as Magento or WordPress), check if there's a preferred GA solution. Also, check out the Google Analytics Installation Guide.


Set up tracking for AdRoll Links

To setup GA campaign tracking, create (or edit existing) ads and append Google Analytics campaign variables to the destination URLs.

GA defines five tracking variables that can be appended to your destination links for campaign tracking:

  • Source (Required)
  • Medium (Required)
  • Term
  • Content
  • Campaign Name (Required)

Our recommendations

Campaign Source (utm_source)  AdRoll
Campaign Medium (utm_medium)  Banner
Ad Name (utm_content)
  • Dynamic or Static
  • Ad size (e.g. 160x600)
  • Version, if applicable (e.g. v002)
Campaign Name (utm_campaign)
  • Campaign name
  • AdGroup name, if applicable 


A Complete Google Analytics Example

You can use Google's URL builder to create the campaign tracking parameters that will help differentiate traffic from your various AdRoll campaigns.

We filled out their URL builder form to generate this URL:
  • is our destination URL
  • utm_source=adroll identifies the source of this traffic as your AdRoll campaign
  • utm_medium=banner identifies that we served a web banner ad
  • utm_content=static_160x600_v002 identifies the specific ad used is our 160x600 static ad
  • utm_campaign=web_promo_adgroup_1 identifies that the ad is part of our Web Promo campaign in AdGroup 1


Find AdRoll data in Google Analytics

After you’ve tagged your AdRoll campaign links and started to receive clicks on your ads, view basic metrics like visits and pageviews by navigating to Traffic Sources > Sources > All. The default shows sources and mediums.

If you have goals or e-commerce reporting setup in Google Analytics, you can also see the success metrics attributed to your advertising by browsing the appropriate reports.

If you're seeing discrepancies between your AdRoll data and Google Analytics data, here are some possible reasons why

More details

  • By default, these GA reports provide view of traffic sources for 30 days prior to a conversion.

  • Google Analytics has a feature they call Multi-Channel Funnels which let you see the impact of all your marketing channels on conversions.

  • These reports only include visitors that click through: view-through data is NOT included.


Set up reports

To set up reports, you must be tracking conversions using Goals or e-commerce tracking, and you must also be tagging your marketing links with campaign tracking.

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