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Google Analytics

Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and apps.

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Google Analytics + AdRoll
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. 

Integrating & Importing Data
Connecting your Google Analytics account is very straightforward, please follow these steps for easy integration:
  1. While logged into your AdRoll account, click on the “Integrations” button located in the bottom left corner of your dashboard.
  2. Find “Google Analytics”, click on the tile which opens a modal with more information.
  3. Click on the “Connect Google Analytics” button.
  4. From there, a popup appears where you can log into your Google Analytics account.**

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:
  • Date
  • Account_id (Property ID)
  • account_name (property name)
  • Conversions
  • Revenue

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:
  • Source (Required)
  • Medium (Required)
  • Term
  • Content
  • Campaign Name (Required)

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 

A Complete Google Analytics Example
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: 
  • is our destination URL
  • utm_source=adroll identifies the source of this traffic as your AdRoll campaign
  • utm_medium=banner identifies that we served a web banner ad
  • utm_content=static_160x600_v002 identifies the specific ad used is our 160x600 static ad
  • utm_campaign=web_promo_adgroup_1 identifies that the ad is part of our Web Promo campaign in 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:
  • These reports only include visitors that click through: view-through data is NOT included.
  • GA processes users who engage with the AdRoll data collection Opt-Ins, such as the Safari banner, as having a UTM Source of and the UTM Medium of referral

  • Set Up Reports
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.