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)


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 

AdRoll Data in Google Analytics

View basic metrics like visits and page views by navigating to Traffic Sources > Sources > All. The default shows sources and mediums and provide a view of traffic sources for 30 days prior to a conversion.

If you set up goals or ecommerce reporting in GA, view the success metrics attributed to your advertising by browsing the appropriate reports.

Reporting Notes:

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

  • GA processes users who engage with the AdRoll data collection Opt-Ins, such as the Safari banner, as having a UTM Source of and the UTM Medium of referral. 

Set Up Reports

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

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