AdRoll campaigns and data can be viewed in Google Analytics via UTM click-based tracking (2). Additionally, with AdRoll's cross-channel attribution*, you can connect your GA4 account to the AdRoll platform to analyze your GA-reported conversions and revenue compared to your platform-reported metrics across ads, email, and sms (1). 

(1) GA4 Data in Cross-Channel Attribution

With AdRoll’s cross-channel attribution*, you can integrate your GA4 data as a trusted source to the AdRoll platform to centralize metrics from across your marketing channels. Eliminate the need to login to separate platforms to view and export metrics. Instead, integrate your campaign data to make informed decisions to best optimize performance and allocate budget across your marketing channels. 

This product allows you to view your GA4 conversion and revenue data with AdRoll web ads, social ads, email and sms from the platform APIs alongside UTM-tracked conversions. You can also set date ranges, filter by channel, choose your attribution model, and customize the dashboard with your preferred KPIs. 

Connecting your Google Analytics account is very straightforward, please follow these steps for easy integration:

Initially your data will take up to 24 hours to import, but after that, your Google Analytics 4 data will be updated on an hourly basis including:

Learn more about integrating your Google Analytics data within the AdRoll platform here.

Alert: This feature is only available to our paid subscribers. You can check out your plan options here.

*Cross-channel attribution is only available to our paid subscribers as an add-on.

**We have partnered with Improvado to provide this connection to AdRoll. Your data is secure and is only accessible through the AdRoll platform; this does not create an Improvado account on your behalf, or bill/invoice.

(2) Set Up Tracking for AdRoll Links in Google Analytics

To setup GA campaign tracking, create (or edit existing) ads and append Google Analytics campaign variables to the destination URLs.

GA defines five tracking variables that can be appended to your destination links for campaign tracking:

Campaign Source (utm_source)  | AdRoll
Campaign Medium (utm_medium)  | Banner
Ad Name (utm_content) | Dynamic or StaticAd size (e.g. 160x600)Version, if applicable (e.g. v002)
Campaign Name (utm_campaign) | Campaign nameAdGroup name, if applicable 

You can use Google's URL builder to create the campaign tracking parameters that will help differentiate traffic from your various AdRoll campaigns.

We filled out their URL builder form to generate this URL:

www.adroll.com/landing_page.html?utm_source=adroll&utm_medium=banner&utm_content=static_160x600_v002&utm_campaign=utm_campaign%3Dweb_promo_adgroup_1 

AdRoll Data in Google Analytics

View basic metrics like visits and page views by navigating to Traffic Sources > Sources > All. The default shows sources and mediums and provide a view of traffic sources for 30 days prior to a conversion. If you set up goals or ecommerce reporting in GA, view the success metrics attributed to your advertising by browsing the appropriate reports.

Reporting Notes:

To set up reports, you must be tracking conversions using Goals or ecommerce tracking, and you must also be tagging your marketing links with campaign tracking.