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Google Analytics Integration

Learn how to integrate Google Analytics with Appcues to uncover insights about your users.

Updated at March 21st, 2025

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Table of Contents

Why integrate Google Analytics with Appcues? What you'll need How to use this integration Integrating with Google Analytics via Google Tag Manager

Note: This document covers details of web integrations. For details on mobile integrations, see the Mobile Integrations doc.

Why integrate Google Analytics with Appcues?

Integrating Google Analytics with Appcues to find out how different acquisition channels affect user interactions with your flows. This integration can help you identify where your most engaged and active users come from to help you focus in on marketing efforts.

Use Case Example:

  • Focus Your Marketing Efforts with Google Analytics

What you'll need

  • A Google Analytics account and an Appcues account, both fully installed* across your site pages and domains. This can be a standard Google Analytics account or a GA4 account, although only one can be connected at a time.

How to use this integration

Enable Google Analytics on your integrations page by hovering over the Google Analytics integration and selecting Activate.

Note: If you are a Segment user, integrate Appcues with Google Analytics directly through your integrations page. Enabling the integration via Segment may omit flow details.

For this integration to work properly, Google Analytics needs to be installed using the Google tag. If you've installed Google Analytics via Google Tag Manager instead, see the section on integrating with Google Analytics via Google Tag Manager below.

 

Once Google Analytics and Appcues are integrated, you can find Appcues events under Engagement > Events in your Google Analytics Reporting tab.

Your Google Analytics account will receive all events triggered by Appcues flows, pins, banners, and checklists. Click to Track events will be included with Events Broadcaster.

flow_started form_submitted checklist_skipped
flow_completed form_field_submitted checklist_dismissed
flow_skipped nps_feedback checklist_item_started
flow_aborted nps_score checklist_item_completed
step_started nps_clicked_update_nps_score appcues_custom (CTT Events)
step_completed nps_ask_me_later_selected_at v2:experience_started
step_skipped nps_survey_started v2:step_seen
step_interacted checklist_shown v2:icon_seen
step_aborted checklist_completed v2:step_interaction
Builder track event   v2:experience_dismissed

These events will have the following properties:

  • Category: "appcues"
  • Action: the name of the event, e.g. "flow_started"
  • Label: the id of the Appcues flow or checklist that triggered the event

Integrating with Google Analytics via Google Tag Manager

If you've installed Google Analytics through GTM, our standard one-click Appcues >> Google Analytics integration will not work. Instead, you will need to activate our one-click GTM integration and follow the below steps in GTM to pass those Appcues events from GTM to GA. 

  • Create 3 new GTM Data Layer Variables with the following Data Layer Variable Names: appcues_flow_name, appcues_flow_id, appcues_event_id. Each one should look something like the below:
  • Create a new GTM tag that sends an event to your connected Google Analytics account. It should look like the following and use the trigger we'll create in the next step.
  • Create a new Custom Event trigger that listens for any events that match the regex pattern .+\(Appcues\).
  • Push these changes in your GTM workspace. As long as your Appcues >> GTM integration is enabled, all Appcues events that get sent to GTM should now also be forwarded to your Google Analytics account. At this point, you can disable the Google Analytics integration card on your Appcues Studio integrations page, as all data will instead be getting sent Appcues >> GTM >> GA.
analytics incorporation google insights google analytics ga gtm google tag manager

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