Integrating VWO With Google Universal Analytics (or Any Third Party Tool) Using Tealium Tag Manager (Custom Events)

You can integrate VWO with Google Universal Analytics (UA) or any other third-party tool by pushing your data through Tealium Tag Manager. This requires you to create a Universal Data Object (UDO) to push VWO campaign and variation level data as events through Tealium tags. This is a one-time integration process to avoid setting up separate variables and custom dimensions for every campaign.

Integrating VWO with UA Using Tealium Tag Manager

Integrating VWO with UA using Tealium tag manager involves the following steps:

1. Create Universal Data Object variable
2. Add extension
3. Attach variable with UA (or any other tool) tag
4. Publish changes in Tealium

Create Universal Data Object Variable

To get started with the integration, log in to your Tealium account and navigate to iQ Tag Management > Data Layer. Click the +Add Variable button to create the following four UDO variables. 

event_action

1. Type: UDO Variable
2. Source: event_action
3. Alias: Enter an alias to identify the variable. (This is an optional field)
4. Notes: Enter notes about this variable. (This is an optional field)
5. Click Apply.

event_label

1. Type: UDO Variable
2. Source: event_label
3. Alias: Enter an alias to identify the variable. (This is an optional field)
4. Notes: Enter notes about this variable. (This is an optional field)
5. Click Apply.

event_category

1. Type: UDO Variable
2. Source: event_category
3. Alias: Enter an alias to identify the variable. (This is an optional field)
4. Notes: Enter notes about this variable. (This is an optional field)
5. Click Apply.

non_interaction

1. Type: UDO Variable
2. Source: non_interaction
3. Alias: Enter an alias to identify the variable. (This is an optional field)
4. Notes: Enter notes about this variable. (This is an optional field)
5. Click Apply.

Add Extension

Extensions allow you to add custom JavaScript codes that will set the data to be pushed in the UDO variables created above. To add an extension, navigate to iQ Tag Management > Extensions section in your Tealium dashboard and follow the steps:

1. Click +Add Extension.
   
   
2. Navigate to the Advanced tab and add Javascript Code.
   
   
3. Set the Scope as After Load Rules (default) and Occurrence as Run Once.
   
   
4. Add the following code in the Configuration section.

"data-gist-hide-line-numbers="true">

Attach Variable with UA (or Any Other Tool) Tag

The data object variables should be mapped to the Google Analytics tag in Tealium. Navigate to iQ Tag Management > Tags section, edit the Google Analytics tag and map the variables to the destinations as described in the following steps:  

1. Navigate to the Data Mappings tab.
   
2. Select event_action from the Variables dropdown and click +Select Destination.
   
   
3. In the Event category, select the Event Action destination and click Done.
   
   
4. Follow steps 2 and 3 to apply the same method to map the rest of the variables to their respective destinations.

Publish Changes in Tealium

Once the above setup is done, click the Save / Publish button to publish the Tealium changes to the production environment. 

Checking Data in UA

​​To check your VWO data in the UA platform, perform the following steps:

1. Log in to your UA account. 
2. From the left panel, navigate to Audience > Overview.
3. To add a new segment, click +Add Segment > New Segment.
4. At the top right corner, specify the dates when the campaign was running. 
5. Specify the conditions by clicking on Conditions > Users.
   
   
6. Select Event Action from the first drop-down and select Contains operation from the second one. Now, click on the blank field to select the campaign name from the auto-populated list.
7. Select the AND operator to add an Event Label filter.
8. Select Event Label from the first drop-down and select Contains operation from the second one. Now, click on the blank field to select the variant name from the auto-populated list.