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Thousands in business rely on Drift.

Millions in marketing rely on Google Analytics.

Everyone asking the same question.

I give the answer.

How do you integrate Drift with Google Analytics?

How do I link Drift with Google Analytics?

Google Analytics, GA, is linked to Drift through Google Tag Manager. GTM contains the scripts that identify,read and post data to multiple digital marketing analytics platforms. The complete end-to-end integration gives business a quantitative 1:1 relationship from GA to Drift. The code is build by MIT Codelabs and adapted by Alexander Lamb.

Step 1
25%
Step 2
33%
Step 3
Difficulty 75%
Step 4
10%
Step 5
10%
Step 6
50%
Step 7
75%

1

What are the requirements?

Google Tag Manager must to be across all pages of the website. Google Analytics must be setup in GTM. Drift must have their <script> created for this guide on the webpages measured.

2

What is needed in Drift?

Administrative privileges are required to able to add multiple custom events(playbooks) in Drift, update contact fields in Drift, and update workflows in Drift. Make sure Drift chatbot is on all webpages of your website.

drift install javascript

Go to Settings. Enter App Settings and select Chat Widget.

Go to Install. Select JavaScript and then Copy Code.

3

What is needed in Google Tag Manager?

Administrative privileges are required to be able to setup the Drift integration with Google Analytics. This is the most technical part of the guide and what the licensed code from MIT code labs was created for.

drift tag custom html drift.js

Create a new Tag. Embed the script from ‘Copy Code’ option on Drift settings. Create a new Trigger or use, the default, All Pages.

drit tag custom html drift interactions

Create a new Tag. Embed the script from growthservices and MIT. Select a your new Trigger. Event name – gtm.dom

drift trigger custom event drift listener gtm.dom

Create a new Trigger. Event name – gtm.dom

Select Trigger Type as Custom Event

Write in gtm.dom as Event name.

This tells GTM to read the data layer, itself, when the javascript triggers event – gtm.dom

drift trigger custom event drift listener emailcapture

Create a new Trigger. Event name – emailCapture

Select Trigger Type as Custom Event

Write in emailCapture as Event name.

This tells GTM to read the data layer value for event – emailCapture

Create a new Trigger. Event name – startConversation

Select Trigger Type as Custom Event

Write in startConversation as Event name.

This tells GTM to read the data layer value for event – startConversation

drift variable data layer variable name - eventaction

Create a new Variable with type Data Layer Variable. Write in eventAction as your Data Layer Variable Name.

This tells GTM to report the value for variable eventAction.

drift variable data layer variable name - eventcategory

Create a new Variable with type Data Layer Variable. Write in eventCategory as your Data Layer Variable Name.

This tells GTM to report the value for variable eventCategory.

drift variable data layer variable name - eventlabel

Create a new Variable with type Data Layer Variable. Write in eventLabel as your Data Layer Variable Name.

This tells GTM to report the value for variable eventLabel.

drift tag event report interactions

Create a new Tag. Universal Analytics Event.

Select your Data Layer Variable eventCategory created for this guide.

Select your Data Layer Variable eventAction created for this guide.

Select your Data Layer Variable eventLabel created for this guide.

Select your Google Analytics Settings. UA-########-#

Select your Drift Trigger for event – emailCapture

4

What is reported in Google Analytics?

Go to the Behavior tab and navigate to Events section in Google Analytics. Review that your Drift data is being received by GA from GTM. This guide is apart of a greater complete ecommerce measurement project. Drift is a small piece in measuring enhanced ecommerce, improving audience remarketing for Google Analytics, custom reporting and reverse data import for Google Analytics through Drift.

view drift data in google analytics

When Event Label is populated appropriately a Drift ID, conversation or campaign identification, is reported in Google Analytics.

Edit your Secondary dimension from Event Action to any Google Analytics measurement available. I would recommend Source / Medium or Campaign.

5

What is reported in Drift?

Drift will read report it’s identifier to the appropriate contact URL with the Conversation ID, or Campaign ID, in Google Analytics. This will allow a marketing operations 1:1 quantitative measurement across platforms. This guide delivers better data for better digital marketing with Drift.

Example:
https://app.drift.com/inboxes/######/conversations/{Conversation ID reported in Google Analytics}

6

How to troubeshoot the integration?

The Drift Conversation ID is the working example that requires no more integrations between the two digital marketing platforms. If you run into a problem with this solution, review these steps with a fresh mind. Contact us, if you really need help.

troubleshoot drift integration with gtm

Enter preview mode with Google Tag Manager in Google Chrome. Then navigate to your website with Driftchat activated.

troubleshoot drift integration with console

Right click and select Inspect. Navigate to the Network tab. Click the checkbox for Offline.

drift integration troubleshooting data layer

Now that you are emulating an offline environment, open your Driftchat and go through your workflow. Navigate to startConveration and view the Data Layer tab. Review your results; Conversation ID should be populated.

7

How to improve the integration?

Replace the Conversation ID with your own GUID that proves a users identity from user location, device fingerprint or any number of flags to improve your reporting while reducing the workload in measuring historical data.

The best questions businesses ask us.

How you explain the Drift GA integration to business?

Develop a 1:1 quantitative relationship between reporting platforms at a much deeper level than previously available for Drift conversions. 100% matching data gives communications and operations greater opportunities to understand business growth.

How does this improve my bottom line?

Revenue optimization for top conversion paths, diagnose under performing marketing campaigns, and sluggish technology with Google Analytics. Report 100% of data without loss caused by out-of-box Drift.

How many business owners have this problem?

SEMRush reports that on average 1% of Drift users in the United States search for a solution to this problem. Most businesses cannot afford Adometry and rely on a last interaction model for marketing operations. This supports old marketing models with better data.

Will this improve with my product or service?

Yes it will as diagnosing the problem with a business starts at competitive benchmarks provided by reporting agencies and respected institutions across advertising , uxui, technology performance, and company operations. Standard metrics and measurements are readily found on Google.

What are the short term benefits to digital marketing?

Reduced customer acquisition costs from optimizing Google Ads with Drift to GA integration. Improve uxui and communications with marketing dimensions not available with an out-of-box Drift.

Report actual customers through Google Analytics.

Deliver better customer service through Drift.

What is a successful Drift integration?

Achieve Competitive Advantage

Review the product core strengths. Reduce costs across disciplines. Focus on customer service. Focus on product or service deliverables. Differentiate your products and services from the competition. Form a strategic partnership with another company.

Market Penetration
100%
Market Development
100%
Product Development
100%
Diversification
100%
Deliver a unique value proposition

Keep it easy to understand. Describe concrete results that a customer will receive from purchasing your product or service. Drill-down to why it is better than the competition. Avoid monopoly-like speech, words do not need a top hat and monocle. Describe your product in 10 seconds.

Transform your marketing engine

Driving the engine behind your new business growth. Connect the right people with the right product or service at the right time.

What is the trajectory of your business?

Business growth as a service.

It’s time to touchdown.

It’s time to make history.