Integrate RTP with Google Universal Analytics

Last update: July 21, 2023

Intro

Leverage Google Universal Analytics (GUA) with Marketo Real-Time Personalization’s (RTP) firmographic and personalization data to better measure and analyze your online marketing efforts.

This post explains how to set up and integrate the Marketo Real-Time Personalization (RTP) platform with Google Universal Analytics (GUA) accounts. RTP data can be appended to your GUA account allowing you to view and see the performance of organizations, industries, firmographics and RTP segments visiting your website.

Google Universal Analytics

Google Universal Analytics with RTP’s data provides you a better understanding of how B2B users interact with your online content and help measure and get better results from your personalization campaigns. Read more about Google Universal Analytics.

NOTE
For Google Tag Manager Users Only
No coding or special configuration needs to be done. Make sure you complete the following checklist:

Set up Custom Dimensions in GUA

  1. In Google Analytics,

    1. Go to Admin
    2. Select the Account.
    3. Select the Property.
    4. Select Custom Definitions and Custom Dimensions.

  2. Add a new custom dimension. Click +New Custom Dimension

  3. Add the following Custom Dimensions:

Custom Dimension NameScopeActive
RTP-OrganizationSession✓
RTP-IndustrySession✓
RTP-CategorySession✓
RTP-GroupSession✓
NOTE
Custom Dimension Names must be exactly as defined in the table above (otherwise custom RTP dashboards and reports in GUA won’t display correctly)

  1. Add the Name. Select the Scope as Session. Click Create.

Your Custom Dimension list should look like this.

Once you’ve activated the Custom Dimensions in GUA, go to the RTP platform to enable these dimensions within RTP.