When integrating calls into Google Analytics, it's important to understand how to compare call volumes in the WildJar dashboard to events and goal conversions in GA. This article will help you interpret this data and explain it to stakeholders.
Differences in data between both platforms often occur as calls, events and goal conversions are measured in different ways, which is completely normal.
At A Glance
The below table outlines how each action is counted:
|GA Goal Completions
|1 per call
|1 per call
|1 per visitor session
Calls vs Events
If GA integration is enabled for an account or tracking number, a "Phone Lead" event will be pushed at the completion of each call.
Scenario: 1 WildJar Call = 1 Google Analytics Event
These can be found in GA under Behaviour > Events > Top Events. Here you can also find the tracking source, call status or drill down by applying a secondary dimension.
Calls/Events vs Goals
When it comes to goals in Google Analytics, a goal conversion is counted once per visitor session.
As a result, if there are multiple calls during the same session, multiple events will be pushed but Google will only convert these into one goal.
Scenario: if a website visitor makes 3 calls during a session, you will see 3 WildJar calls, 3 "Phone Lead" events but only 1 "Phone Call" goal conversion.