Data Layer for Google Analytics events

This article explains how you can track preezie user behaviour within your own Google Analytics (GA) reports.

🥉  4 easy steps

1. Contact your Customer Success representative to turn on your ‘data layer’ preezie events

2. Create custom variables to pass what you see in the data layer into Google Tag Manager (GTM)

3. Create custom tags in GTM to pass the data to GA

4. Create the custom variables in your GA4 to use them in your reports

Step 1: Check the data layer is turned on

After your CS rep has confirmed this is now activated, open up Google Chrome browser:

• Visit your website page where preezie is loaded, e.g.

• Click through the answers to complete the journey

• When you see the results, right-click > Inspect (or Ctrl+Shift+I) to open the Chrome Developer tools console

• Choose the Console tab, type dataLayer and hit Enter, you will now see the fired events:

• Depending on what action you performed you will see preezie events fired for:

  • preezie.load - fired everytime preezie widget is loaded

  • preezie.click - fired everytime someone answers a question

  • preezie.completed - fired everytime someone completes a preezie journey

  • preezie.results - fired when the first page of product results is shown

  • preezie.resultclick - fired everytime someone clicks on a product result

  • preezie.email - fired if someone submits their email address into the lead capture form

You’re now ready to join this custom data to your GA using GTM.

🖇️ Step 2: Pass preezie data into Google Tag Manager (GTM)

Create the GTM variables

This will allow any GTM tags to use the preezie variables in various ways. First go to your GTM account:

1. Variables > User-Defined Variables > New

2. Give it a name of preezie.trigger

3. Click Variable Configuration > Data Layer Variable

4. In Data Layer Variable Name enter preezie.trigger hit Save

• Repeat these 4 steps to create the other data layer variables needed:

Variable name (Data Layer Variable)	Data Layer Variable Name	What it captures
preezie.journey	preezie.workflow	The name of the journey
preezie.connector	preezie.selector	The name of the journey connector (aka a workflow selector)
preezie.questionref	preezie.ref	The short version of the question
preezie.answer	preezie.answer	The text of each answer the user gives
preezie.results	preezie.results	The products that were recommended on page 1
preezie.productclick	preezie.product.name	The name of the product that was clicked on Note, you can add/change to other product attributes as shown in your data layer:

• Now, repeat this but instead use variable type Custom Event - just ensure the names match these below:

You now have your new variables, they should look like this:

Create the GTM triggers

In your GTM account, create these triggers:

preezie ‘load’ event

• Triggers > New

• Name: preezie.load

• Trigger Type: Custom Event

• Event name: preezie.load

• Save

Now repeat these steps for the other Triggers:

Step 3: Create GA4 tags

Now you need to create tags to tell GA what event data is available.

Tag set up

• In GTM > Tags > New

• Create and publish these tags with the below values:

These events now need to be configured in GA4.

Creating Custom events in GA4

• In GA4 > Settings > Custom definitions

• Create custom dimension

• Add these values for these events:

That’s it!

Note, It can take up to 24 hours for these events to show within your GA4.

📊 Step 4: How to use the data in GA

These events will give you the ability to segment/group behaviour by starts (i.e at least 1 preezie.click) and completed (at least 1 preezie.completed).

But you can also breakdown by matching exactly/partially on the text of the values, e.g.

• Engagement with preezie i.e. how many clicked on preezie when it was loaded?

• Which triggers are most engaging?

• Journey click through performance by preezie.journey name

• Trigger method (embedded workflow/embedded selector/cta/popup) i.e. how they saw that journey

• Which answers are the most popular for new users?

Definition guide

• preezie.load = any time the widget is loaded, this is like a page view and can happen multiple times on the same page if you have different triggers, e.g. embedded + CTA

• preezie.click = any click to the NEXT button on a question, i.e. they answered that question

• preezie.completed = clicking on GET RESULTS, i.e. they completed the last question and now see product results

• <trigger method> =

  • workflow_ OR selector_ i.e. it was embedded on the page

  • cta_ i.e. triggered via a cta fixed to the side of the page or a custom link within your content

  • exitintent_ i.e. appeared as an exit intent pop up

  • popup_ i.e. appeared as a time delay pop up

\uD83D\uDCCB Related articles

Some additional reading:

https://support.google.com/tagmanager/answer/6164391?hl=en

https://support.google.com/analytics/answer/10085872?hl=en

ARCHIVE: Universal Analytics set up

• In GTM > Tags > New

• Create and Publish the below tags with these values:

These events will automatically appear in your Behavior > Events > Top Events reports

You can now create Segments using the tag values to understand

• How do preezie users convert over time? Is it same session or after several?

• Does preezie help new users stay on site and/or return to convert?

• etc.