Conversion tracking with Google Analytics

Universal Analytics has been deprecated

Note: This article references Google's Universal Analytics which has been deprecated as of July, 2023.

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If you’re using Olark for sales, then you’ll want to know if it’s actually worth the money you’re paying for it. In other words, does Olark live chat help convert more visitors and increase your revenue? And which of your chat agents are closing the most sales through Olark live chat?

Does Olark help increase conversions?

With Olark’s Google Analytics integration, you can measure this by creating a segment (aka subset) of your visitors who have chatted via Olark, and then seeing how they convert compared to your non-chatting visitors. Here’s how:

1. In the left-hand menu select Conversions > Ecommerce > Overview.
2. If you’re tracking non-purchase conversions (i.e. Goals) on your site, then select Conversions > Goals > Overview instead. The remaining steps below will be identical.
3. Click + Add Segment at the top, and then click on the red New Segment button.
4. Click Conditions on the left, and then click on the dropdown that says Ad Content and select Event Action instead. In the blank field (after “Event Action -- contains”) enter in Conversation.
5. Give your segment a name and then click Save.

1. Next, you'll want to create a second segment for all of your site's visitors who didn't chat i.e. the inverse of the segment you just created. To do that, repeat Steps 2-4 above to create a new segment, except this time where it says Include you'll want to change that to Exclude like in this screenshot:

1. Once you're done creating the two segments, at the top of the reporting view (in this case Conversions > Ecommerce > Overview) add the segments you want to compare, and then click Apply.

Keep in mind that your segment of non-chatting visitors will be significantly larger than your segment of chatting visitors, so when you're comparing segments, the key conversion metrics you want to look at are Ecommerce Conversion Rate and Average Order Value in particular.

Attributing conversions to specific chat agents

Let's say you have two chat agents, Mary and Peter, and you want to track their individual conversion rates. One way to do that would be by creating a segment for each agent, grouping together all visitor sessions where an Olark conversation took place with that agent. Here's how:

1. In the left-hand menu select Conversions > Ecommerce > Overview.
2. Click + Add Segment at the top, and then click on the red New Segment button.
3. Click Conditions on the left, and then click on the dropdown that says Ad Content and select Event Action instead. You should create two conditions, one that says "Event Action -- exactly matches -- Conversation" and another that says "Event Label -- exactly matches -- [agent's name here]" (see example below).
4. Give your segment a name and then click Save.

Every visitor session that includes those two conditions will be included in the segment, and you should create a segment like this for each chat agent whose conversions you want to track.

You can then compare the conversation data for that agent's segment with your segment(s) for other agents, for all Olark conversations in general, etc.

Learn more with our FREE whitepaper

If you want to learn more about maximizing conversions with Olark + Google Analytics, check out this FREE whitepaper by GA expert and Olark customer David Kutcher, President at Confluent Forms:

Download the Olark + Google Analytics Whitepaper

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• Getting started with Google Analytics integration
• Reporting insights from Google Analytics
• Troubleshooting Google Analytics