Tracking | How to Implement ChannelMix Conversion Tracking

ChannelMix Conversion Tracking requires Google Analytics custom events and a Google Analytics Conversion (a goal for Universal Analytics) to be implemented to support it's Multi-Channel Attribution and Pipeline Analytics dashboards. This document provides the specs needed to implement the required Google Analytics tracking code and administration setup on your website, Google Analytics and Google Tag Manager.


The Website dataLayer Configuration (read more)

The dataLayer is a javascript object that is used by your website to pass data to Google Tag Manager. This script will need to be executed when an important event happens on your website e.g. a form is submitted with lead information. Place this tag in the BODY of the document.

The Conversion ID

In order for the Analytics and Marketing platforms to properly attribute traffic and sessions, a bridge between your CRM and the Analytics platform must be created. This connected data is the LEAD ID or CONFIRMATION ID generated by the website. Provide this to the dataLayer along with the ChannelMix event.

Replace <<CRM_CONFIRMATION_LEAD_ID>> with the ID from the system.


Forms that are hosted within an iFrame or on a separate domain will also need to have Google Tag Manager installed to ensure proper tracking.

Google Tag Manager Configuration

A tag and trigger will need to be created in Google Tag Manager to send the information in the dataLayer to Google Analytics

Tag Configuration

Create a Universal Analytics tag named “GA Event | ChannelMix Conversion” using the settings shown in the image below:


* Additional metadata can be collected using the Event Label. This type of tracking is considered custom to the website and therefore not included in this implementation guide e.g. {product}, {form_id}, etc. Talk to your Client Experience Manager for more information!

Trigger Configuration

Create a trigger named “ChannelMix Conversion” using the settings shown in the image below:
Event name: ChannelMix.conversion


Google Analytics Goal Configuration

Create a Goal named “ChannelMix Conversion” using the settings shown in the image below. The Goal should be configured to fire on the event that was setup to send to Google Analytics in the previous steps.



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