How to Integrate OptinMonster with Google Analytics

OptinMonster makes it easy to integrate your campaigns with Google Analytics for detailed reporting. View, filter and run detailed reports on campaign impressions and conversions using Google Analytics.

In this article, you’ll learn how to connect Google Analytics with OptinMonster.

Google Analytics will stop processing data sent to GA3 Properties on July 1, 2023. Please be sure to update your OptinMonster campaigns to assign a GA4 Property before that date following this guide.
You can assign a GA4 Property to all existing campaigns following the Default Google Analytics section.

Google Analytics integration is optional. You can view native Analytics for your campaigns in OptinMonster following this guide.

Before you start, you’ll need to have an active Google Analytics account. Create your Google Analytics account.

Before you start, if you are not the owner of the Google Analytics account you are connecting to OptinMonster, you will need to be an Editor or Administrator level user.

GA3 vs GA4 Properties

When configuring Google Analytics for your campaigns you’ll notice there are two options available, to select GA3 and GA4 Properties.

GA3 is often referred to as Universal Analytics, and you’ll see that represented in the ID assigned to GA3 Properties with the UA- prefix.

We’ve recently released an update to allow you to send campaign data to GA4 Properties, while still allowing you to keep campaigns connected to GA3 Properties for a smoother transition.

If you do not already have or are using a GA3 Property it is not necessary to create or connect to one. Instead, you should connect your campaigns only to your GA4 Property.

Some of the information in this guide is intended for those still using GA3 Properties, in which case you’ll see that clearly indicated in the section.

Please be aware that Google Analytics will stop processing data sent to GA3 Properties on July 1, 2023. We strongly recommend you update your OptinMonster campaigns to indicate a GA4 Property before that date to avoid any interruption.

See Google Analytics’ announcement.

Connect Google Analytics

When you create a campaign in OptinMonster that you intend to track the detailed performance of you’ll want to integrate with Google Analytics.

To connect Google Analytics to OptinMonster, follow these steps:

  1. In the OptinMonster Campaign builder, navigate to the Analytics view and select the Connect button next to Google Analytics.
    Connect Google Analytics.
  2. If there are no existing Google Analytics integrations in your OptinMonster account you will be prompted to authenticate with Google Analytics.
    Select the Generate Authentication Code button.
    Authenticate Google Analytics with OptinMonster.
  3. A popup window will open. If you are not already logged into Google Analytics you will first be prompted to do so. Then, select the Allow button to authenticate the connection between Google Analytics and OptinMonster.
    Grant permission for Google Analytics to connect with OptinMonster.
  4. Next, you’ll be returned to OptinMonster and the Google Authorization Code field will automatically populate with the generated code.
    Enter an Account Label (*internal use only) then select the Next button.
    Connect OptinMonster with Google Analytics.*The Account Label can be anything that helps you identify the specific integration within OptinMonster. It’s possible to add more than one Google Analytics integration to your account and this is an easy way to differentiate between them when assigning integrations to individual campaigns.
  5. Required: Select the Property you want to send Analytics data to. You can send data to *GA3 Properties (Universal Analytics) and/or GA4 Properties.
    Select the Google Analytics properties you want to send data to.
    Google Analytics will be retiring GA3 (Universal Analytics) on July 1, 2023. We recommend you assign a GA4 Property to each campaign as soon as possible to avoid interruption in data being sent to Google Analytics.
    You can assign a GA4 Property to all existing campaigns following the Default Google Analytics section.
  6. When you’re finished, Save the campaign.

Default Google Analytics

You can easily assign a default Google Analytics integration all campaigns you create, to streamline the integration process.

To assign a default Google Analytics integration, follow these steps:

  1. Navigate to the Sites page of your OptinMonster account.
  2. Next, select the Edit button for the site you wish to assign a default Google Analytics integration to.
    Edit a Site in OptinMonster.
  3. Scroll down to the Google Analytics setting, select the Google Analytics Account and GA4 Google Analytics Property you wish to assign as the default.
    Select the default GA4 integration for your Site in OptinMonster.
  4. Optional: You can apply this change to all existing and new campaigns connected to the Site you are editing by enabling the checkbox field.
    Apply the default Google Analytics integration to all campaigns.
  5. When you’re finished click the Save Changes button.

Remove Google Analytics

Individual Campaign

To remove Google Analytics integration from individual campaigns in your OptinMonster account, follow these steps:

  1. In the OptinMonster Campaign builder, navigate to the Analytics view and select the Disconnect button for Google Analytics.
    Disconnect Google Analytics from OptinMonster campaign.
  2. When you’re finished, Save your campaign.
    Impressions and conversions will no longer be sent to Google Analytics.


Before you start, this cannot be undone and will disconnect Google Analytics from any and all campaigns that were integrated with it. You will need to manually reconnect each individual campaign if you wish to send analytics data to Google Analytics again.

To remove a Google Analytics integration from your account completely, follow these steps:

  1. Navigate to the Integrations page in your OptinMonster account.
  2. Select the Configure button below the Google Analytics icon.
    Configure your Google Analytics integration.
  3. Next, select Disconnect next to the integration you want to remove.
    This will automatically disconnect any campaign connected to this Google Analytics integration.

    Disconnect Google Analytics from OptinMonster.
  4. Finally, confirm the deletion by selecting Yes, I’m Sure.
    This will permanently delete the integration, there is no option to undo this action. If you decide to add the integration again you will need to manually reconnect individual campaigns.

Test Integration

GA4 Properties

Use the Realtime Report to test your Google Analytics integration without delay.

Learn how to test your campaign integration using Google Analytics’ Realtime report.

View Analytics Data

Google Analytics reports can be viewed directly from your Google Analytics account.

Learn how to view OptinMonster campaign reports in Google Analytics.

In-house analytics data for your OptinMonster campaigns can be found following this guide.

Customize Event Data

The information available in this section is intended for users with advanced technical knowledge, where they have a specific requirement to change the data OptinMonster sends to Google Analytics.

The following OptinMonster Javascript Events are available that allow you to adjust event tracking to your needs:

You can use the OptinMonster Javascript Events indicated above to modify how the data is sent to Google Analytics.

For example, you could use the following to change the event name:

Or the following example to add custom event parameters to collect more information:


Can I track conversions if I’m using a custom form?

Yes! You will need to modify your form’s code to track conversions when the form is submitted.

Learn how to track conversions with your custom HTML form.

How can I bulk-assign a GA4 Property to all existing OptinMonster campaigns?

You can assign a GA4 Property to all existing campaigns following the Default Google Analytics section in this guide.

How can I find my GA4 Property ID?

When you connect OptinMonster to Google Analytics, you’ll see the GA4 Property ID displayed in braces after the name and domain of the Property for each item available, like this:

GA4 Property ID in OptinMonster

You can locate the GA4 Property ID in your Google Analytics account following this guide.

What data does OptinMonster send to Google Analytics?

GA3 Properties

OptinMonster sends the following data to GA3 Properties:

  • Event Category (campaign name)
  • Event Action (impression or conversion)
  • Event Label (campaign ID)

GA4 Properties

OptinMonster sends the following data to GA4 Properties:

  • Custom Event: optinmonster_impression
  • Custom Event: optinmonster_conversion

For each Custom Event, we pass the following data as custom event parameters:

  • Campaign Name (om_campaign_name)
  • Campaign ID (om_campaign_id)

It’s possible that Google Analytics may also track other data with this that we don’t control. However, the above details are all that OptinMonster sends to Google Analytics.


Why can’t I find the Property I wish to assign?

In most instances, this happens when you do not have the correct permissions for the Property.

You must be one of the following for a Property to be available:

My Google Analytics data doesn’t match OptinMonster’s in-house analytics data

This is normal and not an indication of any errors.

Please be aware that:

  • OptinMonster’s in-house analytics are exact metrics, we do not filter or sample any data so the numbers you see are the literal number of impressions and conversions for each campaign in your OptinMonster account.
  • However, it is very common for Google Analytics to sample data and not provide you with the literal number of impressions and conversions. Learn more about data sampling from Google Analytics.
My website visits don’t match campaign impressions

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

  • Order of campaign loading: if you have multiple campaigns 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 campaign that appears of that type they will not end up viewing any additional campaigns of that type until they do.
    For example, assuming you have three lightbox campaigns embedded throughout your entire site:
    Scenario 1: The homepage is set to load all of the campaigns. Campaign 1 appears to the visitor but they exit the page before loading campaign 2 and campaign 3.
    Scenario 2: campaign 1’s page targeting excludes the campaign from loading on the homepage, as a result campaign 2 loads on the homepage first and there’s no impression counted for campaign 1 on this pageview.
  • Cookie Settings: OptinMonster allows you to set both Individual Cookies and Global Cookies to help control how often your campaigns appear to visitors.
    Individual Cookies: Once a visitor has successfully subscribed, or closed the campaign with the close icon, a cookie will be set for the number of days you’ve specified. Once that time has lapsed the campaign will appear to them again.
    Global Cookies: What this does is prevent any popup campaigns from appearing to a visitor only once they’ve successfully subscribed through one of your campaigns. This allows you to more finely tune the appearance of the campaign to your visitors. If you’ve set an individual cookie for any campaign and the visitor closes or submits the campaign they won’t continue to see that campaign 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 campaign they will not see any other campaigns on the site until the cookie duration has passed or they clear their browser’s cookies. See our cookie documentation for more details.
  • Desktop vs. Mobile: Is your campaign configured to load on only specific devices? You’ll want to be sure you’re filtering your overall Google Analytics page-views by the device used and compare to mobile vs. non-mobile campaigns running on your site.
  • Configuration: Depending on the settings you’ve defined for each individual campaign 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 campaign is shown to them. As a result, GA will reflect a pageview but your campaign 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 campaign and the overall (unfiltered) pageview count of your site in Google Analytics.

If you’re serious about jumpstarting your eCommerce business growth, then get started with OptinMonster today!

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