Supporting Google Analytics conversion tracking

AI-generated Key Takeaways

• Implementing conversion tracking for Actions Center Legacy Integration with Google Analytics involves three phases: setting up the Google Analytics site tag, persisting the Actions Center URL parameter, and sending conversion data.

• Partners do not need their own Google Analytics account but will need a Measurement ID provided by Google to implement conversion tracking.

• The Google Analytics site tag should be added to all web pages where a conversion can occur and all Reserve with Google enabled landing pages for action links, using specific code snippets depending on whether an existing Google Analytics integration is present.

• The rwg_token URL parameter, which Google will append to all action links, must be persisted for up to 30 days, preferably via cookies, to properly track conversions.

• To complete conversion tracking when a user originating from a Google Place Action link completes a transaction, you must trigger a specific code snippet, providing the stored rwg_token value.

Objective: Implement conversion tracking for Actions Center Legacy Integration using Google Analytics.

Note: Please ensure that as part of conversion data, user Personal Identification Information (PII) should not be sent to Google without expressed user consent or as otherwise permitted under law.

Note: Partners do not need to set up their own Google Analytics account in order to participate in conversion tracking.

Instructions

There are 3 phases for implementing conversion tracking:

1. Setting up Google Analytics(GA) site tag
2. Persisting Actions Center URL parameter
3. Sending Conversion Data

Google Analytics site Tag setup.

Work with you Google contact to generate a Measurement ID for your Actions Center account.

Key Point: Store this Measurement ID , as this will be required to implement conversion tracking for your account.

Add the following code snippet after the head tags on all web pages that:

• a conversion can occur
• the landing page for all action_links that are Reserve with Google enabled.

No Existing Google Analytics Integration

If this is the first time creating a Google Analytics site(gtag.js), use the following code snippet:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=GA_MEASUREMENT_ID_PROVIDED_BY_GOOGLE"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());

  gtag('config',
       'GA_MEASUREMENT_ID_PROVIDED_BY_GOOGLE', // Replace with Measurement ID
       {
         // DO NOT EDIT THE BELOW MENTIONED PARAMETERS
         // AS OVERRIDING RESULTS IN SENDING US PII INFORMATION.
         'referrer' : undefined,
         'page_title' : undefined,
         'page_path': undefined,
         'page_location': undefined,
         'send_page_view': false,
         'anonymize_ip': true,
         'groups': 'reserve_with_google'
       });
</script>

Existing Google Analytics Integration

If you already have a Google Analytics site tag(gtag.js) for an existing integration, use the following code snippet:

gtag('config',
       'GA_MEASUREMENT_ID_PROVIDED_BY_GOOGLE',  //Replace with Measurement ID
       {
         'referrer' : undefined,
         'page_title' : undefined,
         'page_path': undefined,
         'page_location': undefined,
         'send_page_view': false,
         'anonymize_ip': true,
         'groups': 'reserve_with_google'
       });

Update the above mentioned code snippets with the generated Measurement ID for your account.

Persisting Actions Center URL Parameter

To properly track conversions from action link(s), Google will set a URL parameter rwg_token, which should be returned at the time of a conversion.

You will be required to persist the rwg_token URL parameter which will be appended to all action links provided by you for a maximum duration of 30 days when a user visits the landing page via Google. The preferred way to persist this information is via cookies.

Note: The value of the rwg_token should be stored and returned without any edits.

1. Add the following script on the landing page for all your action_link(s) that are Actions Center enabled.
2. Update the rootdomain with your domain.

<script>
  var query = location.search.substring(1);
  var params = query.split('&');
  var rwg_token = undefined;
  for (var i = 0; i < params.length; ++i) {
    var pair = params[i].split('=');
    if (pair[0] == 'rwg_token') {
      rwg_token = decodeURIComponent(pair[1]);
      break;
    }
  }
  if (typeof rwg_token == 'undefined') {
    document.cookie =
         "_rwg_token=" + rwg_token + ";max-age=2592000;domain=rootdomain.com;path=/";
  }
</script>

Sending Conversion Data

When a user completes a transaction which originated from a Google Place Action link, you need to trigger the code mentioned below in order to complete conversion tracking.

Note: When triggering this event, you will need to provide the rwg_token value described in the previous step.

<script>
  function getCookie(cname) {
    var name = cname + "=";
    var decodedCookie = decodeURIComponent(document.cookie);
    var ca = decodedCookie.split(';');
    for(var i = 0; i <ca.length; i++) {
      var c = ca[i];
      while (c.charAt(0) == ' ') {
        c = c.substring(1);
      }
      if (c.indexOf(name) == 0) {
        return c.substring(name.length, c.length);
      }
    }
    return "";
  }

  if (leadFromReserveWithGoogle()) { // implement a function to identify the conversion is originating via Google
    gtag('event', 'rwg_conversion', {
        'rwg_token': getCookie('_rwg_token'),
        'send_to': 'reserve_with_google'
    });
  }
</script>