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    Using this integration, you can see details about the Omniconvert experiments with the Google Analytics interface. Every time a visitor is exposed to a variation of an experiment, an event is triggered and sent to Analytics with the experiment and variation name.

    This integration works on the standard Google Analytics version (ga.js) and on the Universal Analytics (analytics.js) without any modification in the source code or the Google Analytics integration code.


    When you add a new website in Omniconvert, you just need to select the option. For the existing websites, you can select it on the “Edit Website” section from “Website Settings”.

    google analytics activation

    How does it work?

    A Google Analytics standard event contains 3 parameters: eventCategory, eventAction, eventType. They can be used to analyse data directly from the Analytics dashboard. If you want to do this, you need to know how Omniconvert uses these parameters:

    • eventCategory = Omniconvert (doesn’t change in time)
    • eventAction = name of experiment
    • eventLabel = name of variation

    You need to know that these events are triggered with a non Interaction parameter, which means they won’t be considered when calculating Bounce Rate.

    In order to check it out in Analytics you must log in with your Google account and follow these steps:

    1. Go to Behavior
    2. Click on Events
    3. Click on Top Events
    google analytics top events

    4. Click the “Omniconvert” Event Category to see the list of all Experiments that have received hits. (All Event Actions sent by Omniconvert)

    google analytics omniconvert event category

    5. By clicking on any individual Event Action, you will see its Event Labels which are the statistics of each Variation contained within that Experiment.

    google analytics event label

    Resetting an experiment

    Because Google Analytics doesn’t allow to reset or delete information from a certain event, you have to change the name of the new experiment in Omniconvert. This way, Google Analytics will register a new event from scratch.

    Other information

    • For A/B Testing, Personalization and Overlay ( without lead collector ), the Google Analytics event will be triggered each time a tested view will be recorded. ( Control or Variation views )
    • For Surveys and Overlays with lead collector, an event will be sent in Google Analytics for each registered lead.
    • Make sure the experiments’ names are unique so you could have a clear view in Google Analytics data.

    If Google Analytics is loaded via Google Tag Manager

    If your Google Analytics account is implemented via Google Tag Manager, you have to do some extra configurations in GTM interface to send Omniconvert’s data to GA.

    1. Create variables

    Click on the “Variables” menu from GTM interface and then click on the “New” button under “User-Defined Variables”. You have to create 2 variables like below:

    omniconvert gtm variable configuration variation
    omniconvert gtm variable configuration experiment

    2. Create trigger

    In the “Triggers” section, click on “New” button and create a trigger like below:

    omniconvert gtm trigger configuration

    3. Create tag

    Go to the “Tags” section and click on “New” button.

    1. Choose your tag: Google Analytics
    2. Choose a tag type: Universal Analytics or Classic Analytics (based on what type you use for tracking)
    3. What triggers this type to fire: More -> choose Omniconvert
    4. Configure your tag:
    omniconvert gtm tag configuration

    Now save the tag, publish the container and you’re set.

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