How OptinMonster Uses Google Analytics to Measure Conversion Analytics

OptinMonster integrates with Google Analytics to give you a quick glance on how your opt-in forms are performing. You can analyze clicks, views, and overall conversion rate for each opt-in form and their variations.

OptinMonster also tracks the referral page for each conversion thus giving you a better understanding on which post or page on your site is getting the most conversions. Aside from the referral page, you can also see the user-agent data for each opt-in.

How to Add Google Analytics to Your Optin

Google Analytics are added on a per optin basis and are managed per optin. This is done so you can track each optin submission as an event.

As you are creating your optin (or modifying it), you will come to the Analytics option.

Choose your Website

Select the Analytics tab in the optin builder.

Select the Analytics tab in the optin builder to configure your Google Analytics settings for each optin.

If you already have integrated a Google Analytics Account, then you will be able to select it from the Analytics panel dropdown. If you have not yet integrated a GA Account, or want to integrate a new account, choose the Add new account option from the Google Analytics Account dropdown.

To integrate a new Google Analytics account select the option from the Analytics panel to begin.

Add New Account

Once you click to add a new account, you will see our notice pop-up in yellow:

We need to authenticate your Google Analytics Account with OptinMonster before we can enable Google Analytics tracking for your optin campaigns.

To continue, select the Generate Authentication Code button.

The first step to integrating your Google Analytics account with OptinMonster is to select the Generate Authentication Code button.

Connecting to Google

You will then have a new window popup, asking you to connect OptinMonster to your Google Account, so it can view your Google Analytics data. Select the Allow button.

Select the Allow button to grant permission to OptinMonster to access your Google Analytics account to track optin statistics.

On the next screen, you will see a generated code, copy that code to proceed.

Google Analytics will provide you with an Authorization Token.

Once your code is copied return to the optin builder and paste it into your Analytics field where it says Authentication Token. In the Account Label field give your integration a unique name – this can be anything that will make this specific integration easily identifiable for you.

Once completed, select the Authenticate with Google Analytics button.

Select the Connect with Google Analytics button to connect your GA account with OptinMonster

Your Google Analytics Account is now connected, all that’s left is to choose the specific property you want to collect stats with. From the Website Profile dropdown select the property to collect stats with – this will typically match the domain you’re loading your optin on.

Choose the GA Property you want to collect stats with from the Web Profile dropdown.

That’s it! You’re done!


Q: Where Do I View My Optin’s Analytics?

A: You can view reporting on your optin by going to your Dashboard.

Click the small Graph Icon beside the optin of your choice.

Google Analytics Report & Graph Button

Once the screen opens, you can see a graph of your optin over time (with customizable time ranges!) and also a list of your top 10 converting pages for that optin.

Screenshot of Google Analytics on OptinMonster

Important Things to Know about How OptinMonster Handles Analytics

  • Regarding Impressions: Our analytics grabs data based on unique impressions and not total impressions. We have done this because we want to get the conversion data for the lifespan of the particular visitor and not simply every single visit they make. After all, that is the goal – to get a visitor to convert, regardless of how many times they visit. 🙂
  • Regarding Dashboard Data: The analytics we display on our dashboard is not real-time but cached data. You can get fairly close to real-time (about 15-30 minute delay, because of Google) by doing a custom date range query from the Analytics screen. Otherwise, our data is anywhere from 4-6 hours behind based on our cache updates.

Q: How Do I Remove Google Analytics?
A: Disable Google Analytics for Individual Optins

To stop collecting stats for an individual optin, in the Analytics panel of the optin builder’s Google Analytics Account dropdown choose the Select your account… option. Save your optin and it will no longer collect stats.

A: Remove a Google Analytics Integration from your OptinMonster Account

To remove a Google Analytics integration from your account completely, navigate to the Integrations page by selecting the link from the main menu of your Dashboard.

Select the Integrations link from your Dashboard menu to manage your Google Analytics and Email Service provider integrations.

On the Integrations page select the Google Analytics panel to expand it’s view. From here you can delete any existing integrations by selecting the Disconnect link.

You can disconnect your Google Analytics account from the Integrations page of your account.

Q: Why don’t my site visits match my optin impressions?

A: There are several reasons an optin’s impression data does not match your overall pageview count in Google Analytics, including:

  1. Order of optin loading: if you have multiple optins of the same type they will load on the page in the order they’re embedded in the DOM. If for some reason the visitor never proceeds through the first optin that appears of that type they will not end up viewing any additional optins of that type until they do.
    For example, assuming you have three lightbox optins embedded throughout your entire site:
    Scenario 1: The homepage is set to load all of the optins. Optin 1 appears to the visitor but they exit the page before loading Optin 2 and Optin 3.
    Scenario 2: Optin 1’s page targeting excludes the optin from loading on the homepage, as a result Optin 2 loads on the homepage first and there’s no impression counted for Optin 1 on this pageview.
  2. Cookie Settings: OptinMonster allows you to set both Individual Cookies and Global Cookies to help control how often your optins appear to visitors.
    Individual Cookies: Once a visitor has successfully subscribed, or closed the optin with the close icon, a cookie will be set for the number of days you’ve specified. Once that time has lapsed the optin will appear to them again.
    Global Cookies: What this does is prevent any popup optins from appearing to a visitor only once they’ve successfully subscribed through one of your optins. If they close the optin with the close icon the Global Cookie will not be set, only if they subscribe. This allows you to more finely tune the appearance of the optin to your visitors.If you’ve set an individual cookie for any optin and the visitor closes or submits the optin they won’t continue to see that optin even if they continue clicking through your site and generating pageview in Google Analytics. If you’ve set a global cookie for the domain and the visitor closes or submits an optin they will not see any other optins on the site until the cookie duration has passed or they clear their browser’s cookies.See our cookie documentation for more details:
  3. Desktop vs. Mobile: Is your optin allowed or configured to load on only specific devices? You’ll want to be sure you’re filtering your overall Google Analytics pageviews by the device used and compare to mobile vs. non-mobile optins running on your site.
  4. Configuration: Depending on the settings you’ve defined for each individual optin it’s possible for Google Analytics to count a pageview (the webpage finishes loading) and for the visitor to navigate away from or exit your site before the optin is shown to them. As a result, GA will reflect a pageview but your optin will not count an impression since it did not appear to the visitor.

As a result, it’s rarely possible to run a direct comparison between the impression count of an individual optin and the overall (unfiltered) pageview count of your site in Google Analytics.

Q: How Do I track Conversions if I am Using Custom HTML or Canvas?

A: Add the ‘om-trigger-conversion’ class to your Submit Input Button.

You can follow these guides for more in-depth walkthroughs:

We hope you enjoyed and benefitted from this overview of your Conversion Analytics via Google Analytics.

Next Steps: Want to view your OptinMonster reports on Google Analytics? Check out this guide.