Posting Custom Events to Google Analytics

Many people use Google Analytics for tracking AdWord conversions and for aggregate anonymous data reporting. To assist with this, ActiveDEMAND can be configured to post events to Google Analytics. While ActiveDEMAND can be used with pre-configured events, custom events offer more.

Using custom events grants further control over when ActiveDEMAND tells Google Analytics that a conversion has happened. Unlike the pre-configured events, you now have much more complete control over when and what to fire events for. Our favourite use here is to throw an event when a lead passes the filters to be sent to sales, or when a lead is claimed by sales. Now you’re getting “sent leads” or “claimed lead” as conversions in Analytics and Google Ads, which for some companies, is a much higher signal of a quality lead than a regular conversion. You can also enter an event value, allowing for varied values in Analytics and better ROAS calculations.


See this article about setting up Google Services in ActiveDEMAND: Integrating with Google Services


Once you have the Google Services integrated with ActiveDEMAND (specifically Google Analytics), ActiveDEMAND will automatically post events to GA whenever a tracked number is called or a form is submitted. If you want to shut this feature off or customize the event behaviour, turn off the auto-posting feature in ActiveDEMAND (Account Settings- Google Integration)




Customizing the Event Behavior:

ActiveDEMAND has a Post Event to Google Analytics workflow action object.  This allows you to fully customize the Label, Event, Category, Value, and timing of the event posting to Google Analytics. In your Autoresponders or Custom Workflows,




You can use dynamic fields to populate the data in the GA event. 

For example, you could put this into your Sales Notification Workflow and wait, for example, for a deal value (custom field) to appear. Then once you have a deal value, post the value with the session that triggered the conversion. 



The dynamic field above is %CONTACT_HISTORY.CREATED_AT%.


The dynamic field above is %CONTACT.RECENT_WON_DEAL_VALUE%.


In the above example, if the conversion occurred as a result of a Google Paid Ad Click, then the GCLID will be posted with the event, hence attributing the conversion to the specific Adwords campaign.


For the custom event, as shown, you have full control over the timing of when the event is posted, and you can set, using dynamic fields, the 

  • Event Name
  • Event Category
  • Event Action
  • Event Label
  • Event Value


If you are customizing your event posting, it is a good idea to turn off the default Event posting (account settings) to avoid duplicate event posting.



  • Post event to Google Analytics on chat
  • Post event to Google Analytics when a lead is sent to sales
  • Post event to Google Analytics when a lead is claimed by sales
  • Post event to Google Analytics on email open
  • Post event to Google Analytics on form submit
  • Post event to Google Analytics on phone call
  • Post event to Google Analytics on twitter follow


To set up GA event goals, please read this article (Setting up call form goals in Google Analytics)

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