Drive to Reimagine

Calling all marketers! Engati now supports Google Analytics

Engati Team
Aug 23
4-5 mins

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

Analytics is super important. If you’ve launched the product and haven’t setup analytics — it’s pretty similar to riding a bike with closed eyes. You don’t know what’s happening, how many users are leaving your bot immediately, how many minutes users are spending playing with your bot, what’s the most popular feature and much more.

Google Analytics allows you to track and understand your customer’s behavior, user experience, online content, device functionality and more. Google Analytics allows you the information needed to help you shape the success strategy of your business, discovering things you probably never knew about visitors on your site.

Whether you have an eCommerce site or an informative site, you want to understand the behavior of your visitors to deliver better results. You can track multiple activities such as paths triggered, FAQs triggered, buttons clicked, live chat triggered, etc.

10 reasons why you need to integrate Google Analytics with Engati

To know where visitors came from

Understanding your referral traffic is key to creating a great marketing strategy. Say you've set up an online store and you want to know what kind of marketing strategies or technology you need to invest in.

For this, you'll need to know what your customers are looking for. So setting up Google Analytics will take you down to the grassroots of where your visitor source is from. Is your online store witnessing a lot of mobile traffic? Then investing in an optimised mobile app can help draw in more customers.

To Understand which Geographical area brings in the most customers

GA's acquisition section maintains detailed reports of where your users are from. Why do you need this information? Understanding where your customers are from helps you formulate marketing strategies and solutions that address their frustration points. You'll also be able to gauge whether there is a growing potential for your products/service.

Let's say your business sells winter jackets. You'll know that your customer base will be people from regions that experience a harsh winter. You can accordingly create campaigns/promotions, design products or put out content that will benefit these customers. This way, your business will be able to retain old customers and expand the customer base.

To segment your customer base

Each one of your customers is different. They react to your website differently and they perform different actions on it. You can use GA's Advanced Segments feature to classify your customers based on certain factors.

Say, a clothing store might have a special section for pricey designer wear. They might have only a niche customer segment that actually purchase these products. They can create a segment on GA to target specific campaigns meant only for them. This way you'll add more value to your marketing strategies.

To create and track effective campaigns

As a business, you'll be constantly looking to acquire more customers. To draw attention to your business, you need to create campaigns that reach out to your customers. You also need to measure the impact these campaigns have on your them.

For eg if you've created an email campaign to target a customer segment, you need to keep a track of which emails are really bringing in customers to your website and which aren't. Accordingly, you need to shape your email's content so it can garner more leads/customers.

To check if you're achieving 'Goals'

Goals on Google Analytics helps you track how much your business is progressing. You can assign a number of goals to help you track the customer's journey based on their actions. Let's say a first-time visitor who just landed on your website, has filled in a form providing their email address. This is a goal, as it helps you nurture him into a customer thereby adding to the success of your business.

You can set numerous goals to study each conversion that takes place. This helps you formulate a campaign or strategy that addresses that stage of the customer journey.

To learn what search terms bring in traffic

To attract traffic you need to have visibility on Google. And to do this you need to have the right keywords and search terms embedded in your website's content. GA allows you to see which keywords are attracting a lot of visitors. The acquisition section gives you a breakdown of each search query that is directing users to your site.

Let's say you're selling high-heeled footwear on your website. The search term 'shoes' or 'footwear' may not give you a visible ranking on google, as the keyword is common. You can instead choose keywords like high heels, 'party footwear' to get more visibility and acquire traffic that is specifically looking for your product.

To study your competition

GA allows you insights into competitor analysis. You can compare traffic stats with those of your competitor. You can see how many visitors your competitor is acquiring. You can compare them to check if your website is engaging enough to beat the competition.

To understand the kind of content you should create

Good content is a passage that helps you reach out to customers. This is why businesses create informative blogs, infographics that can add value to the customer's business. You need to keep a track of what content receives a lot of viewership and social shares. Then you can streamline your content to suit your customer's needs.

GA generates a breakdown of the pageviews each of your blog posts have received. So if you notice a blog post has done well in the past, but the content is redundant now, you can rework on it so you can generate more traffic.

To understand why visitors might be bouncing off your site

Most businesses encounter a large visitor traffic but not enough conversions. This means users are coming across your website, visiting it, but not finding what they're looking for. If you've seen a high bounce rate you'll need to dig in to find out why. Google Analytics provides a detailed report of pages that are experiencing a high bounce rate.

It could be that your site is not optimised properly and is attracting irrelevant traffic, or your landing page is not attractive enough to get them to sign up. You can then work on improving your site's layout navigation and search terms to attract the right traffic.

To understand which social platforms to target

Social platforms are a great way to engage with your customers. You have access to view what they enjoy and accordingly place ads that will catch their attention. Social media ads require you to set a generous budget aside so you can choose the best platform to advertise to your customers. If you see a lot of customer engagement on Twitter, then you need to advertise promotions on the platform. So you'll have to set aside a budget for that.

Google Analytics help you gauge which platform is bringing in customers and is witnessing customer engagement. You can check how much conversion value social media is generating, traffic entering from social referrals and how many users are talking about you.

Enabling Google Analytics

You can add your google analytics account by clicking on the Integrations tab on your left panel and selecting Google Analytics.

Connect your Google Account

To connect Google Analytics to Engati you will need the Tracking ID, follow the below-mentioned steps to get the Tracking ID from your Google Analytics account.

Login to your Google Analytics account and click on the Admin button in the bottom left corner.

Click on Tracking Info under the property field.

Under Tracking Info, select the Tracking code option. The code will appear on the left, copy this code and input it in the Engati portal.

Connecting your Google account to Engati

Open the Integrations menu, select Google Analytics, and then press Connect. Give a name to the integration and click on Authorize.

Once you click on Authorize you will need to enter the Tracking ID from your Google Analytics account into Engati.

The Google Analytics account has now been connected to Engati.

Using Google Analytics

Once Google Analytics has been integrated with Engati, you will be able to create and track custom events in different node.

Let’s see how to track these events.

Go to the node that you wish to track and click on the edit button.

Once you open the edit window you will see a toggle button against the Track Event field. Toggle this to on and give the event a name. Multiple nodes can be assigned the same event.

This event will now be tracked in the Google Analytics Dashboard.

In addition to Custom events, the integration also tracks the following.

Users by channel

Active users
Total Queries Asked

Total Users

Total Live Chats triggered

Live chat source URL/Page


Engati Team

At the forefront for digital customer experience, Engati helps you reimagine the customer journey through engagement-first solutions, spanning automation and live chat.

Andy is the Co-Founder and CIO of SwissCognitive - The Global AI Hub. He’s also the President of the Swiss IT Leadership Forum.

Andy is a digital enterprise leader and is transforming business strategies keeping the best interests of shareholders, customers, and employees in mind.

Follow him for your daily dose of AI news and thoughts on using AI to improve your business.

Catch our interview with Andy on AI in daily life

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