Talk to a sales representative

+1 844-822-8378

Write to us

Integrating VWO with UA via Google Tag Manager

Wednesday, May 14, 2014

Integrating VWO with GTM allows you to push your VWO campaign data to Google Universal Analytics and other analytics tool via GTM. The document explains the integration steps with the use of an example campaign that you can refer to while integrating your campaigns. Please note that similar set ups are required for each campaign you create and the steps mentioned below are specific to a particular campaign. A separate similar setup is required for each campaign.


This integration article is not meant for installing the VWO tracking code through Google Tag Manager, since we don’t recommend integrating VWO through GTM at all.

Create GTM Variable

To integrate GTM to VWO, log in to your GTM dashboard. Next, select Variables and the click New to create a variable:

  • Enter a name for the variable (usually corresponds to the dimension name you created for your UA integration). For example, lets call it Macro1 as displayed in the screenshot above.
  • Select Data Layer Variable as the variable type.
  • In the Data Layer Variable Name field, enter Campaign-ID (where you replace ID with your VWO campaign ID). For example, Campaign-1234.
  • In Data Layer Version, select Version 1.
  • Enable Set Default Value option and set the value to 0.
  • Click Save to create the variable.

Set a firing rule for the event

Create an event rule that will enable VWO to push campaign data into GTM. Creating a rule fires the tag you defined as displayed in the following image:

  • Enter Name for the event rule.
  • Define condition that will trigger the event. In other words, define conditions that will trigger the event and allow VWO to push to UA through GTM.

Create a new Tag in GTM

After creating the variable, select the Tags option on the side panel and click New to create a tag for the service where you want to push the data from GTM.

  1. Enter a name for the tag you want to create. For example, GA is the name of the tag in our example.
  2. In the Tag Type field, specify the service to which you want to push campaign data using GTM. Google provides a few default templates, but you can also use your custom tags. To view more details about the default templates, click this help center article.
  3. For example, if you want to push your Google Universal Analytics data, specify the tag type as Universal Analytics.

  4. In the Tracking ID field, enter the tracking ID of the data you want to push. For example, in our case the UA tracking ID could be UA-1234567-1.
  5. Select Track Type as Event to track a specific action or event, such as button click, page visits, and so on.

    • Category: VWO
    • Action: Custom
    • Non interaction Hit: True
    • Index: Select an index number (1-20) to associate with the Custom Dimension you specified. This is based on the custom dimension you have created inside your UA account.
    • Dimensions: Enter the macro name here so as to push the data passed to GTM by VWO to UA.
    • Click Save.
  6. After you have created the tags, you need to associate the tags with firing rules you had created to be associated with the tag.

  • Click Save to set the firing rule.
  • After completing the configurations, publish the GTM Version:

Enable GTM integration in VWO

Now that you have configured GTM, you just need to enable GTM integration within the VWO Dashboard. Here's how you do it:To enable integration for a fresh campaign:

  • Enable the Google Tag Manager integration option on the Campaign Settings panel when you are setting up your campaign:
  • Click Save to complete the integration.

To enable integration for a specific campaign:

  • Select the campaign you want to integrate with GA.
  • On the campaign summary page, click Settings and select Others option.
  • Enable the Google Tag Manager integration option.
  • Click Save to complete the integration.

To enable GA integration across all campaigns in your account:

  • Click Settings and then select Campaign Settings.
  • Enable the Google Tag Manager integration option as displayed in the following screenshot:

  • Click Save to complete the integration.
Check Your Email!
We've sent a message to
with an activation link in it.
Just click the link, and we'll take it from there.
Can't find the mail?
Check your spam, junk or secondary inboxes.
Still can't find it? Let us know at