How to integrate the chatbot with Google Analytics?

Your chatbot is more than just an efficient tool to improve communication with your customers. It offers an efficient and automated way to answer frequently asked questions, provide information, and even complete transactions. However, to fully understand the impact and effectiveness of your chatbot, it's essential to have access to relevant data and insights. This is where Google Analytics comes into play, in addition to all the indicators available on our dashboard.

Google Analytics is a powerful analytics platform that allows you to track and measure the performance of a website or application. By integrating your chatbot with Google Analytics, you can gather valuable information about chatbot usage, user behavior, and its impact on your business goals. In this article, we will explore the benefits of this integration and provide a step-by-step guide to set it up correctly.

Topics

What is the purpose of Google Analytics?

Steps

Tracking through the website's bot

Tracking through the bot in other channels

How does the UTM parameter work in your bot?

Where to view tracking in Google Analytics?

What is the purpose of Google Analytics?

Integrating a chatbot with Google Analytics brings several benefits. Let's explore some of them:

1. Tracking Chatbot Performance: By integrating the chatbot with Google Analytics, you can gather detailed information about chatbot usage, such as the number of interactions, average response time, and frequently asked questions. This data is crucial for evaluating the chatbot's performance and identifying areas for improvement.

2. User Behavior Analysis: With Google Analytics, you can understand how users interact with the chatbot. You can track specific events, such as button clicks, question responses, and even chat abandonment. This information provides valuable insights into user behavior and can help optimize the chatbot experience.

3. Business Goal Measurement: If you have specific goals for your chatbot, such as lead generation or increased sales, integrating with Google Analytics allows you to track progress toward those goals. Through event and conversion tracking, you can attribute the chatbot's success to key metrics and make informed decisions based on the results.

Now that we understand the benefits, let's take a look at how to integrate your chatbot with Google Analytics.

Steps

The integration between the chatbot and Google Analytics can work differently depending on the communication channel used. It is essential to understand these differences to correctly configure the integration.

• Website: When it comes to a chatbot integrated into a website, access tracking is done automatically. This is because we provide parameter-based tracking for Google Analytics, which is automatically applied to the URLs generated by the bot. This way, user interactions with the chatbot will be automatically tracked and reflected in Google Analytics reports.
• Other channels (WhatsApp, Instagram, etc.): When the chatbot is integrated with channels like WhatsApp, Facebook Messenger, among others, it is necessary to create a custom tracking parameter within Google Analytics. This parameter will be inserted into the URLs generated by the chatbot, allowing proper tracking of user interactions. This approach enables the identification of specific traffic sources that led users to interact with the chatbot on each channel.

Tracking through the website's bot:

When the bot is integrated into a website, conversion tracking is simplified thanks to the parameter automatically applied to the URLs generated by the bot. In this context, Askuite uses the parameter _ga, which maintains the user's session when navigating through the establishment's pages originating from the chatbot.

https://reservas.fazzenda.com.br/Booking?companyId=53b6e736ec8fc205e869b123&&checkin=18%2f07%2f2023&checkin_submit=18%2f07%2f2023&checkout=21%2f07%2f2023&checkout_submit=21%2f07%2f2023&adults=2&children=0&language=pt&utm_source=asksuite&_ga=2.215932055.1490150130.1687891387-2083602848.1681840820&_askSI=c216ac0b-4f58-44eb-b7fb-ab21314b655c

Tracking through the bot in other channels:

Conversion tracking originating from the chatbot is done by using the UTM parameter. By adding the UTM Source parameter to the URLs generated by the chatbot, it is possible to accurately identify and track the source of conversions.

What is the UTM parameter? The UTM parameter in Google Analytics is a tool that allows tracking and identifying the source of traffic to a website or a specific marketing campaign. The UTM parameter is added to URLs, enabling Google Analytics to capture information such as the source, medium, campaign, search term, and content associated with each visit. This data is essential for understanding campaign performance, analyzing user behavior, and making informed decisions to improve marketing results.

Step 1: Check with your booking engine

In order for you to access Asksuite data in Google Analytics (GA), your engine needs to support the parameters used by GA to track your website's URLs. Considering that your engine allows the inclusion of UTM parameters in your URL, your bot will be ready to have its conversions tracked.

Step 2: Request parameter inclusion from Asksuite support

The implementation of the UTM parameter in the links generated by your bot is carried out by our support team. To request this inclusion, simply click here to open your support ticket.

How does the UTM parameter work in your bot?

When there is a query for availability and prices in the bot, along with the search results, a button will appear to complete the purchase, redirecting the user to the booking engine. This redirection generates a URL that already includes the utm_source=asksuite parameter for tracking, which is implemented by the Ask support team. Below is an example of a URL generated by one of our bots, redirecting the user to the booking engine:

https://hbook.hsystem.com.br/booking?companyId=53b6e736ec8fc205e869b123&checkin=19/03/2020&checkin_submit=19/03/2020&checkout=22/03/2020&checkout_submit=22/03/2020&adults=2&children=0&language=pt-br&utm_source=asksuite

Where to view tracking in Google Analytics?

To view the source of conversions in Google Analytics and see the Asksuite conversions, follow these steps:

1. Access your Google Analytics account and go to the Reports section.
2. In the left menu, click on Acquisition, then All Traffic, and finally Source/Media.
3. In this section, you will see a list of traffic sources that directed visitors to your website.
4. Look for the Conversions column to see how many conversions were attributed to each traffic source.
5. To view more details about the conversions, you can click on the asksuite traffic source to expand the information.
6. For a more in-depth analysis, you can use advanced segments or create custom reports to filter and segment the data according to your needs.

💡Tip: Remember that goal or objective settings should be defined in Google Analytics beforehand for conversion data to be displayed correctly. Make sure to set up the appropriate goals or objectives to track actions that are important for your business, such as form submissions, completed purchases, or other relevant interactions.