How to connect your MARE Survey data with Google Analytics

analytics-chart

One of the major challenges with modern marketing, analytics and survey tools is getting all of your data in one place.

This is important so that you can segment your data across multiple tools, and have more data to work with – and make decisions from.

This is why it was important for us early on to integrate MARE survey data with Google Analytics – a highly used web analytics platform that’s free.

We’ve built this feature so that it’s dead simple to use, and doesn’t require any new code on your site to setup.

Just one click and you’re done.

But integrating the data is just half the battle. You also need to be able to setup your analytics account so that you can easily find the data you’re looking for, and segment it in ways that give you valuable insights.

Here are some examples of what you can segment using this feature:

Let’s say you were running a Net Promoter Score survey, and you wanted to see if the NPS of a respondent had any real world effect on the engagement of that visitor.

Similarly, you could take a look at how visitors responded to a product validation survey to see if certain respondents are actually engaging with your content and your app.

Or, you could see if there is any correlation between how visitors respond to your website exit surveys, and their interaction with your site.

In this post we’re going to go over how to setup the Google Analytics integration, and then how to use Google Analytics’ custom segment feature to give you valuable information about your surveys, your audience and your site.

Let’s get started.

How to connect MARE survey data to Google Analytics

First let’s take a look at how to connect a MARE survey to your Google Analytics account.

The option for Google Analytics integration is found on the “Review & Publish” part of the edit survey screen.

To get to the edit survey screen, first click on “View Surveys” in your MARE admin panel

view-surveys

Next, click “Edit” on a survey that you’d like to change.

edit-survey

Finally, scroll down to “Review & Publish” and click on it to bring up the survey summary. Here you will see a switch to turn on the Google Analytics integration.

survey-analytics

That’s it! If your survey isn’t published, make sure you publish it to start collecting data.

Next we’ll look at where this data goes in Google Analytics, and how you can use it.

What information is sent to Google Analytics from MARE?

MARE survey data is sent to your Google Analytics account as an event. There are three kinds of event actions that MARE will send to your Analytics account:

  1. Survey viewed
  2. Survey answered
  3. Survey closed

These are pretty self explanatory, but let’s go over them quickly.

The Survey Viewed event will fire as soon as a survey pops up on your website. Whether it is an exit survey, a popup survey or a pop-over survey, the event will be the same. If the survey never displays on your site due to a targeting option (example: a scroll delay) then the event will never fire.

The Survey Answered event will fire as soon as a user answers a question in your survey. This will happen for every question in your survey individually, and the answer to each question will be in the data – if the question type is an email form, we mask the user input in your Google Analytics reports to comply with Google’s terms of service.

Finally, the Survey Closed event will fire if a visitor closes the survey prior to the survey being completed.

How to access the events data that MARE sends to your Google Analytics account

To access the MARE survey events in your Google Analytics account, go to the “Behavior” reports, and expand the “Events” group. From here, you can click on “Top Events” to see the events recorded in your reports.

analytics-top-events

The “MARE Survey” events category is where all events will be recorded in your Analytics account.

analytics-top-events-2This will display all of the MARE survey event actions that have already taken place.

view-eventsBy clicking on any “Response” actions (example: “Response Survey xxxx”), you will see the responses that visitors have been giving to your survey questions.

survey-responsesThis is all fine and great, but how do you actually USE this information to make better informed decisions about your website?

Custom segments are the answer, and next we’ll show you how to set them up.

Setting up custom segments to analyze your survey data in Google Analytics

Adding a custom segment for your new survey data is pretty easy. A custom segment will allow you to view your traffic data in Google Analytics through the lens of your survey data.

It also will allow you to compare traffic across multiple segments including multiple types of survey respondents.

Here’s how to setup a custom segment with your survey data.

Above your regular reporting charts, you will see your active segments. If you have the default settings active, you will see the segment “All users”, and to the right of that “Add Segment.”

If you click on “Add Segment” you will get a new box that allows you to create a “New Segment.”

analytics-new-segmentClicking on “New Segment” will bring up a new screen that allows you to customize this new segment. For your survey data, you will need to choose “Conditions” under the Advanced heading.

analytics-conditions

From here, you can add a new filter that looks for an “Event Action” that contains “Viewed Survey xxxx.”

analytics-action

Note that your condition will be slightly different as it will contain the survey ID of your survey. Don’t worry about remembering what was on the Events screen as Google Analytics will list the available event actions when you click in the filter text box.

Next, you will need to add another filter for the responses that you want to segment. The reason that we add two filters, is that in the future if you have more than one survey, then you will know that only the correct survey has been segmented.

Click on the “Add Filter” button, and repeat the previous step except this time choose “Event Label” as the constraint.

In this example I’ve chosen visitors who answered 5 in a 5-star rating question that we run on our blog, so to finalize the custom segment I will name it “MARE Survey – Loved a blog post”.

Here is the entire filter screen:

analytics-final-segment

After clicking on “Save” I can then navigate through Google Analytics with my custom segment, and see how this segment uses the site.

For example, I can go to the “Source/Medium” report under the “Aquisition” category to see where this traffic came from.

analytics-loved-the-blog

I can even cross reference this data with visitors who performed a goal or who converted into a user.

It’s your turn

Google Analytics reports can become even more powerful with custom segments and MARE survey data. Because this feature is so easy to setup, you might as well be running it on all of your published surveys.

If you don’t have a MARE Insights account, you can try out this feature for free for 14 days by starting a trial at any time.

If you have another idea about how you can use Google Analytics along with your survey data? We’d love to hear it in the comments below.


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