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What is Google Analytics Integration?

The Google Analytics integration allows you to track customer events, purchases, and conversions from Masivo directly to Google Analytics 4 (GA4). This integration enables you to measure customer behavior, analyze loyalty program performance, and gain comprehensive insights into your customer journey.

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Key Features

Event Tracking

Track customer events, purchases, and conversions in real-time to Google Analytics 4

Customer Insights

Analyze customer behavior and loyalty program engagement with detailed analytics

Conversion Measurement

Measure conversions and track customer journey across touchpoints

Custom Events

Track custom loyalty program events and customer behaviors

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Integration Type

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Google Analytics as Destination

When configured as a destination, Masivo sends customer events to Google Analytics 4:
  • Customer Events: Registration, identification, and engagement events
  • Purchase Events: Transaction data with product details and values
  • Custom Events: Loyalty program specific events and behaviors
  • Page Views: Customer interaction and navigation tracking

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Data Flow

1

Event Collection

Customer events and purchases are collected in Masivo through various touchpoints
2

Event Mapping

Events are mapped to Google Analytics 4 standard events (purchase, sign_up, login)
3

Data Processing

Customer data is processed and formatted for Google Analytics Measurement Protocol
4

Analytics Tracking

Events are sent to Google Analytics 4 via Measurement Protocol API for analysis

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Supported Event Types

  • CUSTOMER/USER/IDENTIFY → sign_up, login - Customer registration and profile creation events - User identification and authentication events
  • PURCHASE/TRANSACTION → purchase - Transaction data with product details - Purchase amounts, currencies, and quantities
  • EVENT/TRACK → Custom events - Customer behavior and engagement events
  • Custom loyalty program activities
  • PAGE/PAGEVIEW → page_view - Page view tracking and navigation events - Customer journey tracking

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Data Mapping

Event Mapping

  • User ID - External customer ID - Customer properties and attributes - Custom dimensions
  • Event name and category - Transaction ID and value - Currency and quantity - Product information
  • Product IDs and names - Product categories and brands - Order IDs and values - Purchase timestamps

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Privacy & Compliance

Data Privacy

Respects Google Analytics data privacy settings and user consent

GDPR Compliance

Supports Google Analytics data processing options for GDPR compliance

IP Anonymization

Supports IP address anonymization for enhanced privacy

Opt-out Support

Respects customer opt-out preferences for data sharing

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Benefits

Comprehensive Analytics

Get detailed insights into customer behavior and loyalty program performance

Customer Journey

Track the complete customer journey from acquisition to loyalty program engagement

Conversion Analysis

Analyze which touchpoints and campaigns drive the most conversions

Custom Reporting

Create custom reports and dashboards based on loyalty program data

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Next Step

Setup Guide

Learn how to configure your Google Analytics integration