This use case focuses on how to ingest your Google Analytics data as a dataset into Adobe Experience Platform. We explain how to ingest both historical and live data. Once done, you can combine both datasets in Customer Journey Analytics to achieve a cross-device view of your user’s journey.
Datasets in the Experience Platform are made up of two things: a schema and the actual records in the dataset. The schema (we call this the Experience Data Model or XDM for short) is like the columns of the dataset and is like the blueprint or the rules that describe the data itself. Within the Platform, Adobe provides 2 types of schemas:
One of the most powerful aspects of Adobe’s data model is that it allows you to standardize all of your customer interaction data into one common schema – this makes it a lot easier to stitch the data together in CJA.
In order to accomplish these tasks, you need the following access and permissions:
How you bring Google Analytics data into Adobe Experience Platform depends on which version of Google Analytics you are using:
|If you use…||You also need this license…||And do this…|
|Universal Analytics||Google Analytics 360||Perform steps 1-3 of the instructions below|
|Google Analytics 4||Free GA version or Google Analytics 360||Perform steps 1 and 3 of the instructions below. No need for step 2.|
For more information, please refer to these instructions. Note that these instructions are based on Universal Google Analytics.
This step applies to Universal Analytics customers only
GA data stores each record in their data as a user’s session rather than individual events. You need to create a SQL query to transform the Universal Analytics data into an Experience-Platform-compliant format. You apply the “unnest” function to the “hits” field in the GA schema. Here is the SQL example you can use:
SELECT *, timestamp_seconds(`visitStartTime` + hit.time) AS `timestamp` FROM ( SELECT fullVisitorId, visitNumber, visitId, visitStartTime, trafficSource, socialEngagementType, channelGrouping, device, geoNetwork, hit FROM `your_bq_table_2021_04_*`, UNNEST(hits) AS hit )
Once the query completes, save the complete results into a BigQuery table.
Refer to these instructions, which include instructions on the SQL query.
The following video also explains the next step, which is to export the Google Analytics events to Google Cloud Storage in JSON format. Just click Export > Export to GCS. Once there, the data is ready to be pulled into Adobe Experience Platform.
In Experience Platform, select Sources and find the Google Cloud Storage option. From there, you just need to find the dataset you had saved from BigQuery.
Keep this in mind:
For instructions, view this video:
You can map the GA event data into an existing dataset that you created previously, or create a new dataset, using whichever XDM schema you choose. Once you have selected the schema, the Experience Platform applies machine learning to automatically pre-map each of the fields in the Google Analytics data to your XDM schema.
Mappings are very easy to change and you can even create derived or calculated fields from the Google Analytics data. Once you have finished mapping the fields into your XDM schema, you can schedule this import on a recurring basis as well as apply error validation during the ingestion process. This ensures that there aren’t any issues with the data you have imported.
‘Timestamp’ calculated field
timestamp schema field in Google Analytics data, you have to create a special calculated field in the Experience Platform schema UI. Click Add calculated field and wrap the
timestamp string in a
date function, like this:
date(timestamp, "yyyy-MM-dd HH:mm:ssZ")
You then need to save this calculated field to the timestamp data structure in the schema:
‘_id’ calculated field
_id schema field has to have a value in it - CJA does not care what the value is. You can just add a “1” to the field:
You can also capture live streaming events from Google Tag Manager directly to Adobe Experience Platform.
After signing in to the Google Tag Manager account, you need to add some Custom Constant Variables related to Adobe. You probably already have variables in Google Tag Manager that are being sent to Google Analytic, such as the customer email, customer name, language, and customer logged-in status. You need to define 5 new custom variables:
Getting these values ensures that all of the Google Analytics data gets sent to the correct dataset and has the right schema. If you don’t know your Experience Cloud Org or any of the other variables we just mentioned, your Adobe Account manager can help you track it down.
Once you have defined these custom variables, we can set up a trigger to send all the data you’re already sending to Google Analytics to the Experience Platform as well.
In this example, the “Account Creation” trigger has been defined, where the
pageUrl equals account-creation. By adding some information to this trigger, you can ensure that when user successful authenticates and the account-creation page loads, data is sent to both Google Analytics and AEP.
You can also refer to Data Ingestion and Google Tag Manager.
For instructions, view this video:
Once the Adobe Experience Platform has started receiving the live Google Analytics data, and you have backfilled the historical Google Analytics data from BigQuery, you are ready to jump into CJA and create your first connection. This connection will stitch the GA data together with all of your other customer data using a common "Customer ID”.
Create a data view based on the connection that contains Google Analytics data.
Do some amazing analysis in Workspace.