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Setting Up Google Analytics

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Is there an easy way to set up 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, check to see if there is a preferred Google Analytics solution. Here are some examples: Magento Google Analytics Guide and WordPress Google Analytics Plugin.

Be sure to also take a look at the Google Analytics Installation Guide.


How do I set up tracking for AdRoll links?

To setup GA campaign tracking, create (or edit your existing) ads and append Google Analytics campaign variables to the destination URLs. Google’s URL Builder is a great resource!

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

  • Source*
  • Medium*
  • Term
  • Content
  • Campaign Name*

Our recommendation

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 (e.g. Web Promo)
  • AdGroup name, if applicable (e.g. AdGroup 1)

*Source, Medium, and Name are required


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 (the URL we want users to see after they click on our ad)
  • utm_source=adroll identifies that the source of this traffic is 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

Using the above URL on our ads in Web Promo allows us to track traffic from that campaign in Google Analytics. 


Where do I find data about my AdRoll campaigns in GA?

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.


Why do my numbers look different in AdRoll reports vs. Google Analytics reports?

AdRoll (like most advertising platforms) tracks clicks, while Google Analytics tracks visits. There will also be differences in reporting if the GA tracking code on your landing page doesn’t execute or your destination URL is not properly tagged with campaign codes. In these cases, AdRoll will report the click but Google Analytics will not record the visit.

AdRoll reports only have visibility into AdRoll clicks and conversions, but not other marketing clicks that may occur. Google Analytics has visibility into every marketing touch that drives traffic to your site including channels such as organic search. If there are multiple clicks before a conversion or during a visit, Google Analytics will credit the last marketing click.


How do I view multi-touch attribution?

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


What is the attribution window?

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


Do these reports include view-through data?

No, these reports only include visitors that click through: view-through data is NOT included.


How do I set up these 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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