Tracking Contact Actions with Google Analytics from a Workflow

Using Google Analytics Events in a Workflow

You can use your CRM's workflow automation to send custom event data directly to Google Analytics. This is useful for tracking specific user actions that go beyond a simple page view, such as form submissions, opt-ins, or support requests.

Setting Up the Workflow Action

Within your workflow, add a new action step. Select the option to send data to Google Analytics. When you choose this action, you will need to configure several fields with your tracking information and event details.

Required Configuration Fields

You will need to provide the following information in the workflow action step:

• Tracking ID / Property ID: Your unique identifier from Google Analytics.
• Event Category: A broad group name for the event (e.g., "Form").
• Event Action: The specific interaction you are tracking (e.g., "Submit").
• Event Label: An optional descriptor for further detail (e.g., "Newsletter Signup").
• Event Value: An optional numerical value associated with the event.

You can populate these fields with static text or use dynamic tags to insert contact-specific information from your CRM.

Finding Your Google Analytics ID

The ID you need depends on which version of Google Analytics you use.

For Universal Analytics (UA)

1. Log into your Google Analytics account.
2. Navigate to the Admin section.
3. In the left column, select Tracking Info, then Tracking Code.
4. Your Tracking ID, which begins with "UA-", will be displayed here.

For Google Analytics 4 (GA4)

1. Log into your Google Analytics account.
2. Navigate to the Admin section.
3. In the left column under "Property," select Property Settings.
4. Your numeric Property ID will be displayed.

How Traffic Sources Are Determined

When an event is sent, the system automatically categorizes the traffic source. It checks the full page URL and referring domain against a set of rules, prioritizing UTM parameters if they are present.

• If both utm_medium and utm_source parameters are set, those values are used.
• If one is missing, the source is determined by the rules in the table below.
• The system also passes the Google Click Identifier (gclid) to recognize unique ad clicks.

Common Source Attribution Rules:

• Google Organic: Traffic from a Google search engine domain.
• Google Paid Search: Traffic where utm_source is google and the referring domain is google.com.
• Facebook: Traffic from the domain facebook.com.
• Facebook Paid Social: Traffic where utm_source is facebook.com and utm_medium contains cpc.
• Direct Traffic: Visits with no referring domain or tracking parameters.
• Referral: Traffic from a non-search, non-social external website.
• Social Media: Traffic from recognized social media platform domains.

Important Notes on GA4

Google Analytics 4 uses a different data model than Universal Analytics. In GA4, all interactions are simply recorded as "events," and the traditional Category, Action, and Label fields are not used in the same way. It is recommended to plan your event structure according to the GA4 model. To verify your setup is working in GA4, navigate to Reports > Acquisition and apply filters for source and medium to see your tracked events.