Integrate Wingify with Google Analytics (GA4)

This article covers the following:

• Overview
• Create a Google Analytics 4 Connection
  • Send Campaign Data to GA4
    • Specifications of Wingify Campaign Data Sent to GA4
    • Set up Wingify Campaign Variations as Audiences in GA4
    • Create Reports in GA4
  • Import Audiences from GA4
    • Import GA4 Audiences into Wingify
    • Target Wingify Campaigns Using GA4 Audiences
• Verify Integration Setup
• Troubleshoot Tag Configuration

Overview

Google Analytics 4 (GA4) is the next generation of Google Analytics that enables you to collect visitor data on your websites and apps for analytical purposes. By integrating your Wingify account with GA4, you will be able to create GA4 audiences right from Wingify and also import your audiences from GA4 to your Wingify account.

Info: Integrating your Wingify campaigns with GA4 is a one-time setup. You don’t need to repeat this procedure for every new Wingify campaign.

ATTENTION: Before proceeding, you must first check the installation of the GA4 code present on your website. If it's installed via Google Tag Manager (GTM), please perform the preliminary steps for one-time set-up mentioned in this article. After that, you can perform the steps highlighted in this article to further configure the integration setup as you require.

Create a Google Analytics 4 Connection

Wingify supports the following Google Analytics 4 (GA4) connection types:

• Send campaign data to GA4: Sends Wingify campaign and variation data to GA4 for reporting and analysis.
• Import audiences from GA4: Imports GA4 audiences into Wingify for campaign targeting.

To create a GA4 connection:

1. Log in to your Wingify account.
2. From the left navigation menu, go to Configurations > Integrations.
3. Click the Google Analytics 4 integration tile.
4. Click Create Connection.
5. Select the type of connection that you want to configure.

All configured connections appear under the Config > Active Connections section on the Google Analytics 4 integration page.

Send Campaign Data to GA4

Use this connection type to send Wingify campaign and variation data to Google Analytics 4 (GA4) for reporting and analysis.

To configure the connection:

1. Open the Google Analytics 4 integration.
2. Click Create Connection.
3. Select Send campaign data to GA4.
4. Enter a name for the connection in the Connection Name field.
5. (Optional) Enter the GA4 Measurement ID associated with the GA4 property where you want to send the campaign data.

Note: If you specify a GA4 Measurement ID, Wingify sends campaign data only to the GA4 property associated with that Measurement ID. Any other GA4 properties configured on your website no longer receive campaign data through this integration.

1. (Optional) Click Sign in with Google to authenticate the Google account associated with your GA4 property. Notes:

• If you encounter an error while signing in to your Google account, ensure that pop-ups are enabled in your browser or try using an incognito window.
• After authentication, you can create and sync audiences directly between Wingify and GA4. Authentication is optional. The connection status may show Pending if you have not completed this step. Even if you do not authenticate your Google account, you can still use the integration to send campaign data to GA4 and analyze campaign performance in GA4 reports.

1. Grant Wingify access to the required Google Analytics permissions:
• Edit Google Analytics management entities
• See and download your Google Analytics data
• View and manage your Google Analytics data
2. Click Create Connection.

Using this connection, you can analyze Wingify campaign and variation performance directly in GA4 reports and explorations.

Specifications of Wingify Campaign Data Sent to GA4

When a visitor joins a Wingify campaign, Wingify sends the following events to Google Analytics 4 (GA4), depending on your implementation method.

If GA4 is implemented using gtag.js

Event name: experience_impression

Properties

{
  "exp_variant_string": "wingify-{CAMPAIGN_ID}-{VARIATION_ID}"
}

If GA4 is implemented using Google Tag Manager (GTM)

Event name: wingify

Properties

{
  "vwo_exp_variant_string": "wingify-{CAMPAIGN_ID}-{VARIATION_ID}-{TARGET_ID}"
}

Note: The TARGET_ID value is available only when using the Personalize Holdback feature and may not be present for all campaigns.

Set up Wingify Campaign Variations as Audiences in GA4

Wingify allows you to create audiences in your GA4 account for your Wingify campaign right from your Wingify account. It enables you to set up the different variations/combinations that you create in Wingify as audiences in GA4. This way, you don't have to repeat the process of configuring your filters in GA4 to create audiences.

Note: To set up GA4 audiences in Wingify, you need admin-level access in Wingify and marketer-level access in GA4.

To set it up, perform the following steps:

Note: If you do not have an active connection, refer to Send Campaign Data to GA4 to set one up.

1. Now, you will be able to set up the visitors of your versions in Wingify as audiences in GA4. You can do this either while setting up your campaign or post its creation. To do this, go to Web Experimentation, and select your campaign. On the Configuration page, go to Integrations, select the Google Analytics 4 checkbox and click on the Set up Variations as Audiences in GA4 button that appears.
2. In the Set up Audiences pop-up that appears, select the GA account and its corresponding property. This will enable the Audiences section and populate all the versions of the campaign whose visitors are to be set up as audiences in GA4.
3. Enter the names of the versions in their respective text fields. To remove a version, click on the Delete icon corresponding to it.
4. Once done, click Save. This starts creating the audiences in GA4.

Note: The newly created audience is added to the Audience dashboard in GA4 within 24 to 48 hours. After that, you can view the reports corresponding to the audience. If any of your audience reports are missing data, it may be due to the threshold constraint applied by GA4.

1. Once the set-up is done, you cannot modify any existing audience but only remove them. To do so, click on Manage Audiences.
2. In the Manage Audiences popup that appears, click on the Delete icon corresponding to the audience that you wish to remove. To remove all, click on Delete all. In the Delete confirmation popup that appears, click Delete.
3. Once done, click Save to apply the changes.

Create Reports in GA4

After creating your audiences, you can use them in your GA4 account to compare the data relevant to the respective parties. You can create comparisons among the variations and control to view parameters such as bounce rate, average session duration, etc.

For example, consider that you have run a campaign in Wingify to promote a discount offer. For this, you have set multiple variations to offer the same discount in different ways. After creating audiences in GA4 for these variations, you can set up a comparison for these audiences to view their corresponding responses relatively. You can compare successful purchases, cart abandonment, high-value purchases made using this discount, and so on. To do this, perform the following steps:

1. On your GA4 dashboard, go to Reports > Acquisition > Traffic Acquisition. This shows the acquisition overview of all users by default.
2. You can add a comparison to it by clicking on Add comparison. On the Build Comparison panel, specify the dimension as Audience name, select the relevant audiences that you want to include for comparison, and click OK. Then, click Apply.
3. Now that you have set up all the audiences, you can set up the metrics for which you want to view the performances of the individual audiences. To do this, click Customize report.
4. On the Customize report panel, you can add the parameters such as bounce rate and checkouts, etc. For this, go to Metrics > Add metric, select the relevant metric, and click Apply.

You can now see the report of the specified audiences for the specified metrics.

Another way to analyze the Wingify visitor data in GA4 is to build custom reports in GA4 based on the values pushed from Wingify via the integration. To do this, perform the following steps:

1. Under Explorations, click on Blank to create a new exploration from scratch.
2. Under Variables > SEGMENTS, click on ‘+’ to create a new segment.
3. In the Create a custom segment section, click on User segment.
4. In the segment creation popup, click on the Add new con… dropdown and search for Experience - variant ID and click on it.
5. Now, you can add filters to the selected condition by clicking on the + Add filter button, specify the condition in this format - Wingify-<campaign ID>-<variation or combination ID>, select At any point in time, and click Apply.

1. Click on SAVE AND APPLY.

Now, you can add metrics and dimensions as required to further drill down your Wingify campaign audiences in GA4. You can customize the report by adding more segments to compare. For example, you can track the set of visitors who have viewed a specific product page variation and made the purchase successfully. For this, you can set up the conditions as follows:

1. In the segment creation popup, click on Add sequence and specify the Wingify campaign and variation whose visitors you want to track.
2. Click on Add step, use Page path as a condition and set the filter to specify the payment acknowledge page that confirms that the visitor has made a successful purchase.
3. Click on SAVE AND APPLY to view the corresponding report.

Import Audiences from GA4

Note: This feature is available, starting from Pro plans

Use this connection type to import Google Analytics 4 (GA4) audiences into Wingify for campaign targeting.

To configure the connection:

1. Open the Google Analytics 4 integration.
2. Click Create Connection.
3. Select Import audiences from GA4.
4. Enter a name for the connection in the Connection Name field.
5. Click Sign in with Google to authenticate the Google account associated with your GA4 property.

1. Grant Wingify access to the required Google Analytics permissions:
• Edit Google Analytics management entities
• See and download your Google Analytics data
• View and manage your Google Analytics data
2. Click Create Connection.

You can manage imported audiences using the Manage Audiences option corresponding to the connection. The imported audiences can then be used for audience targeting in Wingify campaigns.

Import GA4 Audiences into Wingify

You can also import the audiences created in GA4 into your Wingify account to target the visitors for your campaigns. For example, you can use the audiences that have abandoned the cart just before checkout and provide them with a variation / combination where they can avail of a special offer that would aid in complementing the purchase.

Perform the following steps to import the audiences into Wingify from your GA4 account:

1. Go to Configurations > Integrations > Google Analytics 4.
2. Under the Import Audiences from Google Analytics 4 connection, click Add Audiences.
3. In the Add GA4 Audience popup that appears, select your GA4 account and the corresponding GA4 property from which you want to import the audiences.
4. If the GA4 property you selected has sub-properties, you can select the sub-property from the dropdown menu.
5. The corresponding audiences will now be populated as a list. Select the ones that you want to import into your Wingify account.
6. Once done, click Add.

The audiences that you have imported will appear as a list as follows:

The imported audiences will need to be synced with your GA4 account. Initially, this occurs as an automatic process, which would consume a maximum of 20 minutes. Later on, you can sync up all the audiences by clicking on Sync all or sync up audiences selectively by clicking on the vertical ellipsis (⋮) > Sync along the respective audiences. You can view the status of the sync under the Sync Status column. The following are the statuses that will be displayed respectively:

• Sync in progress - The audience is being synced.
• Synced - The audience is synced.
• Session expired - When your GA4 login session has expired.
• Permission denied - When signed in to a different GA4 account to which the audiences are not connected.

1. Wingify syncs each list individually every 24 hours, starting from the last sync time.
2. For targeting your Wingify campaigns, you can only use those audiences whose status displays “Synced”.
3. You cannot delete an audience when it is linked to a campaign in Wingify.
4. You cannot perform any operation (sync / delete / apply it in Wingify campaigns) for those audiences that display the status as “Permission denied”.

Target Wingify Campaigns Using GA4 Audiences

In order to use the imported GA4 audiences to target your Wingify campaigns, perform the following steps:

1. Refer to this article to learn how to create an A/B test in Wingify.
2. While creating an A/B test, on URLs (for non-Data360 accounts) / Pages (for Data360 accounts), click More Options > Enable campaign for a specific visitor group > Custom Segment. If you are trying to apply the GA4 audience to an existing campaign, you can access URLs (for non-Data360 accounts) / Pages (for Data360 accounts) by selecting the campaign and going to Settings.
3. Click on the first dropdown and select GA4 audience list.
4. You can choose to include or exclude the visitors belonging to the audience list by selecting either of In list and Not in list options. For example, you may want to run a campaign targeting those visitors who have already purchased a certain product previously. Or, you may run a campaign to issue a discount to the visitors who haven’t availed it.
5. In the last dropdown, select the required GA4 audience from the list.

Verify Integration Setup

Post setting up the integration, you can check if the integration setup is complete by verifying the network calls to identify the data pushed from Wingify to GA4. To do so, perform the following steps:

1. Right-click on the page where your test campaign is running and select Inspect Element.
2. Before checking the network calls for GA4, the respective visitor must be part of the campaign. To verify it, navigate to the Application tab, where you can find the _vis_opt_exp_{CAMPAIGNID}_combi cookie that appears when the visitor has become part of the campaign.

1. Under the Network tab, search for “collect” to filter the network calls for GA4.
2. The network calls get populated as the page loads. You may reload the page to view the network calls.
3. Select a network call to view further details.

4. To verify that Wingify campaign data is being sent to GA4, under the Payload tab, inspect the event data:

• If GA4 is implemented using gtag.js, look for the experience_impression event and verify that the exp_variant_string parameter contains:

  wingify-<campaign ID>-<variation ID>

• If GA4 is implemented using Google Tag Manager (GTM), look for the wingify event and verify that the vwo_exp_variant_string parameter contains:

  wingify-<campaign ID>-<variation ID>-<target ID>

Note: The TARGET_ID value is available only when using the Personalize Holdback feature and may not be present for all campaigns.

Troubleshoot Tag Configuration

Wingify auto-detects the Google tag on your website. However, if you have installed GA4 in a complex way, you can manually specify the Google tag installation mode details such that Wingify identifies the appropriate tag to push the data to. The Having problems with Google tag? section under the Config (Optional) tab allows you to specify the mode through which you have installed the Google tag. To do it, check Select the tag installation mode and select either of the following options:

• Direct - Select this option if you have installed GA4 on your website directly.
• Via Google Tag Manager - Select this option if you have installed GA4 via Google Tag Manager and specify the variable name that is used for the Google tag in case you have customized it. Click here to learn how to configure GTM to integrate GA4 with Wingify.

Need more help?

For further assistance or more information, contact Wingify Support.