If you use Google Universal Analytics (UA) to monitor your site's traffic, you can view the results of your Ascend experiments alongside the rest of the data that UA collects. In this article, we'll walk through how to implement our Google Universal Analytics integration.


We pass data into Google UA through 'custom dimensions.' Please keep in mind that unless you are using a UA premium account, you are limited to 20 total custom dimensions. We do not currently support Google Analytics classic at this time. In order to integrate Ascend with Universal Analytics and view reports based on the integration data, you must configure a Universal Analytics custom dimension first. This dimension, and the name you give it, will be used to create reports that leverage your Ascend integration data for filtering.

Install the Tracking Snippet

Before continuing, please make sure that you have placed your Google UA tracking code, which you can navigate to from the admin panel in your analytics account. Below is a screenshot of what this page should look like:

Once you have confirmed placement of the tracking script, you are ready to set up your custom dimensions. Please follow the directions below.

Prerequisite: Google Universal Analytics must be called on every page you are also serving experiments to from the Ascend platform.

Setting Up Your Custom Dimensions:

  1. Log in to your Google Analytics account as an administrator.
  2. Click on the ‘Custom Dimensions’ dropdown under the property settings of your account.
  3. Click on ‘New Custom Dimension’ and name it ‘AscendUserID.’ This will be the custom dimension we will use to pass user-level information into your Google Analytics account for purposes of conversion reconciliation during our AA testing period. Please set the ‘scope’ of the dimension to ‘User.’
  4. Click on ‘Done.’
  5. Click on ‘New Custom Dimension’ and name it ‘AscendVariant.’ This will be the dimension that we pass the value of the variant served to the user. The AscendVariant is an integer representation of the combination of elements rendered by our platform and is a reference to the AscendVariant ID in the Ascend reporting dashboard. Please set the scope to ‘Session.’
  6. Click on ‘Done.’ Custom dimension setup is now complete. Please send the ‘index’ of each custom dimension to your account representative.

A note on ‘AscendVariant’: this information may not be accessible to you based on the account package you have purchased. Please check with your account representative for more information.

Setting up the Analytics Integration in the Ascend Dashboard (Custom Dimensions and GA Property ID): 

  1. Log in to your Ascend account
  2. Go to Settings (under your profile)
  3. Click on the "Analytics Integration" button
  4. Click on the "+" button
  5. Enter your Google Analytics Property ID
  6. Enter the Index Associated to User ID (i.e. AscendUserID)
  7. Enter the Index Associated to Candidate ID (i.e. AscendVariant)

Please see the following screenshots for reference:

Setting up Google Analytics Conversion Goals:

Note: This is not a required step, but is recommended for ease of report creation.

  1. Log in to your Google Analytics account as an administrator.
  2. Navigate to the ‘Views’ column and select ‘Goals.’
  3. Click on ‘New Goal.’ Choose the ‘custom’ template option and select ‘destination.’ Name the goal ‘AscendAA.’
  4. Under ‘Goal Details,’ type in the destination URL that matches the destination URL you have set in the Ascend platform as your conversion goal destination URL. For example, if you set your goal destination to ascend.ai/thankyou.html,’ you should set the destination URL to match ‘ascend.ai/thankyou.html.’
  5. Click ‘verify this goal.’ If the number served by Google Analytics matches your expected conversion rate of this goal for your property, save the goal. Goal setup is now complete.

Custom Reports in Google Universal Analytics:

In order to view the data Ascend is passing in to your Google Analytics account, you will need to create a custom report from the 'Customization' tab within Google Analytics. Specify the custom dimension you would like to report, as well as the metric to associate with it. Metrics in Google Analytics range from pageviews to sessions to goal URL visits (the step you completed above). Below you can find an example of a custom report that shows total page visit per Ascend candidate IDs 14441 and 14442.

For additional questions related to our Google Analytics integration functionality please contact your account manager.

Happy Optimizing!

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