How to connect analytics services
How it works
Connect analytics to track events related to user actions on your site and payment UI events. The site builder supports automatic integration with the Google Analytics service, with the ability to receive advanced analytics of site events and payment interface. In addition, you can connect any other analytics service using Google Tag Manager and receive an extended list of events for your website and payment interface. You can set up analytics with:
- Google Analytics (automatic integration)
- Another analytics service (requires setting up Google Tag Manager)
- Meta Pixel (Facebook pixel) (limited list of tracked events)
- Twitter Pixel (limited list of tracked events)
Note
If analytics for product Payments is already configured, when you set up Google Analytics or Google Tag Manager, payments interface events will come twice with a
landing mark in the name of the event.Google Analytics connection
Note
Events which you can track on your site with Google Analytics are in the extended list of events section.
Notice
Site Builder does not currently support automatic integration with Google Analytics 4. You can connect Google Analytics 4 by setting up Google Tag Manager.
- In your Publisher Account, go to Site Builder.
- In the Sites section, select your site and click Configure.
- Go to the Apps section, and in the Google Analytics block, click Connect.
- In the modal window, specify the analytics service ID and click Connect. To find the service ID, use the instruction in the How to get your ID identifier entry window.
- In the modal window, click Publish.
Note
If site publication is not available, make sure all the required conditions are met:
- There are no empty sections in Builder (marked with a red dot).
- The Licensing Agreement with Xsolla has been signed.
- A section for user authorization has been added to the site (if there is a Store block on the site).
Connecting other analytics services
Note
Events, which you can track on your site with Google Tag Manager, are in the capture Extended list of events.
- Create an account with your chosen analytics service.
- Create a Google Tag Manager account (GTM account).
- Set up a GTM account for your analytics system:
- Set up tags.
- Set up events and settings.
- Publish changes to GTM.
- In your Publisher Account, go to Site Builder.
- In the Sites section, select your site and click Configure.
- Go to the Apps section and in the Google Tag Manager block, click Connect.
- Specify the GTM container ID and click Connect. To find the container ID, use the instruction in the How to get your ID input box.
- In the modal window, click Publish.
Note
If site publication is not available, make sure all the required conditions are met:
- There are no empty sections in Builder (marked with a red dot).
- The Licensing Agreement with Xsolla has been signed.
- A section for user authorization has been added to the site (if there is a Store block on the site).
Setting up conversion funnels
Google Analytics allows you to not only track events, but also build funnels. Unlike individual events, funnels show conversion statistics for a website. To build a funnel, you need to know the end result of user actions on the site — the goal. Everything that brings the user closer to the goal is called events.
Note
When creating funnels, you should specify the names of the virtual pages that correspond to the events.
To set up a conversion funnel:
- In your Google Analytics account, go to the administration settings of the Google Analytics resource connected to the landing page.
- Go to the Goals section.
- Create a new goal.
- In the Goal description section, give the name of the goal and select the Destination type.
- Click Continue.
- In Goal details section:
- Set the Funnel switch to On.
- Specify the steps for the funnel. Steps are the virtual page names that correspond to events. You can use the funnel examples or build your own funnel. The virtual page names needed to build your own funnel are listed in the list of all tracked events.
- Determine if the step is required.
- Add the required number of steps.
Note
The final step of your funnel is the target event. Don't specify a target event in steps.
- In the Destination field, specify the virtual page of the target event. For example, in general website conversion funnel, the final step is Successful purchase. This is the target event. In this case, you must specify the name of the virtual
/landing_success_purchasepage in the Destination field.
- In the Destination field, specify the virtual page of the target event. For example, in general website conversion funnel, the final step is Successful purchase. This is the target event. In this case, you must specify the name of the virtual
- Click Save.
- To see the resulting funnel, go to Conversions > Goals > Funnel Visualization in the sidebar.
Funnel examples
General website conversion funnel
| Step | Name | Screen/Page |
|---|---|---|
| 1 | Visit tracking | Website URL |
| 2 | Opening the payment interface | /landing_paystation_open |
| 3 | Clicking on the Pay Now button | /landing_paystation_click-btn-pay |
| 4 | Change of payment status | /landing_paystation_change-status |
| 5 | Successful purchase | /landing_success_purchase |
Conversion funnel with authorization before a quick purchase
| Step | Name | Screen/Page |
|---|---|---|
| 1 | Visit tracking | Website URL |
| 2 | Authorization in the header | /landing_header_click-login-open |
| 3 | Opening the payment interface | /landing_paystation_open |
| 4 | Clicking on the Pay Now button | /landing_paystation_click-btn-pay |
| 5 | Change of payment status | /landing_paystation_change-status |
| 6 | Successful purchase | /landing_success_purchase |
Conversion funnel with authorization during the quick purchase process
| Step | Name | Screen/Page |
|---|---|---|
| 1 | Visit tracking | Website URL |
| 2 | Clicking on the buy button | /landing_click-buy |
| 3 | Authorization in the header | /landing_header_click-login-open |
| 4 | Opening the payment interface | /landing_paystation_open |
| 5 | Clicking on the Pay Now button | /landing_paystation_click-btn-pay |
| 6 | Change of payment status | /landing_paystation_change-status |
| 7 | Successful purchase | /landing_success_purchase |
Events of widget with authorization via User ID
| Step | Name | Screen/Page |
|---|---|---|
| 1 | Closing a user ID input modal window | /landing_uid-widget_close |
| 2 | Start entering a value in the User ID field | /landing_uid-widget_input-userid-start |
| 3 | Clicking on the User ID confirmation button | /landing_uid-widget_input-userid-confirm |
| 4 | Clicking on a collapsed instruction | /landing_uid-widget_click-instruction |
| 5 | Identification error (invalid User ID) | /landing_uid-widget_error |
| 6 | Successful identification | /landing_uid-widget_success |
Cart conversion funnel
| Step | Name | Screen/Page |
|---|---|---|
| 1 | Visit tracking | Website URL |
| 2 | Adding an item to the cart | /landing_store_add-to-cart |
| 3 | Opening the shopping cart UI | /landing_open-cart |
| 4 | Click on the payment via Checkout button | /landing_cart-checkout |
| 5 | Opening the payment interface | /landing_paystation_open |
| 6 | Clicking on the Pay Now button | /landing_paystation_click-btn-pay |
| 7 | Change of payment status | /landing_paystation_change-status |
| 8 | Successful purchase | /landing_success_purchase |
Set up Meta Pixel (Facebook pixel), Twitter Pixel
Note
Connections with Facebook Ads and Twitter Ads might be unavailable because of changes in the service support policy. If you have connection issues, contact your project’s account manager.
You can track the following events with Facebook Ads and Twitter Ads services:
Facebook Analytics
| Event category | Action | Description | Trigger |
|---|---|---|---|
| InitiatePurchase | InitiateCheckout | Tracks the purchase initiation via Pay Station. | Clicking on the Buy button. |
| Buy | Purchase | Tracks the purchase process via Pay Station until its completion. | Getting a postMessage from Pay Station. |
| Subscribe | Subscribe | Tracks the user signup for your service or newsletter via the landing page. | Clicking the button to buy the subscription. |
Twitter Ads
| Event category | Action | Description | Trigger |
|---|---|---|---|
| Buy | Purchase | Tracks the purchase process via Pay Station until its completion. | Getting a postMessage from Pay Station. |
| Subscribe | SignUp | Tracks the user signup for your service or newsletter via the landing page. | Clicking the button to buy the subscription. |
To Configure Meta Pixel (Facebook pixel) or Twitter Pixel:
- Create account in Facebook Ads Manager or Twitter Ads.
- In Publisher account click to Site Builder.
- In the Sites section, choose your site and click Configure.
- Go to the Apps section in the Meta Pixel block or Twitter Pixel and click Connect.
- In the modal window, specify the analytic service ID and click Connect. To find the service ID, use instructions in the How to get your ID entry window.
To find information about events in Twitter Ads, go to your account Ads > Tools > Conversion Tracking.
To find information about events in Facebook Ads Manager, go to your account Business settings > Data sources > Pixels > Open in events manager > Overview.
Extended list of events
Connecting Google Analytics or GTM allows you to track an extended list of events.
Glossary
Description
A description of the user action upon completion of which the event is sent to the Google Analytics system.
Category
Part of the event structure in the Google Analytics system. Represents a site block or modal window the user interacts with. One category can contain multiple actions.
Action
Part of the event structure in the Google Analytics system. Represents an action performed by the user. One action can have multiple labels.
Label
Part of the event structure in the Google Analytics system. Represents an optional value that specifies the event. For example, an event with a
change-status action, can have label done (successful transaction) and error (transaction error).Virtual page
The name of the virtual page that corresponds to the event. Required to build funnels in Google Analytics.
Payment UI events
Note
Category for all payment UI events is
Paystation_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Opening the payment UI page. The name of the page is passed as the Label parameter. | open | state | /landing_paystation_open |
| Closing the payment UI page. The name of the page is passed as the Label parameter. | close | state | /landing_paystation_close |
| Clicking the button to share. The name of the social network is passed as the Label parameter. | share | name | /landing_paystation_click-btn-share |
| Pressing the Pay Now button on the payment data entry form. The name of the selected payment method is passed as the Label parameter. | click-pay | payment_method_name | /landing_paystation_click-btn-pay |
| Clicking on the payment method widget. The name of the widget is passed as the Label parameter. | choose-widget | payment_widget_name | /landing_paystation_choose-payment-widget |
| Choice of payment method.The name of the payment method is passed as the Label parameter. | choose-method | payment_method_name | /landing_paystation_choose-method |
| Change of payment status. If the user closes the page or payment UI and the status changes after it is closed, no event message is sent. The payment status is passed as the Label parameter (created, error, successful, etc.). | change-status | status | /landing_paystation_change-status |
Successful payment. Similar to the event Change of payment status, but only sent if the status is done. | purchase-success | done | /landing_success_purchase |
Header block events
Note
Category for all Header block events is
Header_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the login button. | click-login | – | /landing_header_click-login-open |
| Opening the authorization widget when the authorization button is clicked. | open-login | – | /landing_open-login |
| Opening the ID input widget when clicking on the authorization button. | open-uid-widget | – | /landing_open-uid-widget |
| Clicking on the shopping cart button. | click-cart | – | /landing_header_click-cart |
| Opening the shopping cart by clicking on the shopping cart button. | open-cart | – | /landing_open-cart |
| Clicking on the buy button. The product SKU is passed as the Label parameter. | click-buy | sku | /landing_click-buy |
| Clicking on a button with a Google Play link. | click-googleplay | – | /landing_click-googleplay |
| Clicking on a button with an App Store link. | click-appstore | – | /landing_click-appstore |
Cart events
Note
Category for all cart events is
Cart_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Opening the authorization widget when clicking the Checkout button to make a payment. | open-login | – | /landing_open-login |
| Click on the payment via Checkout button. | checkout | – | /landing_cart-checkout |
| Clicking on the button to remove an item from the cart. The Label parameter contains the item number. | delete | sku | /landing_cart-delete |
| Clicking on emptying the shopping cart button. | clear | – | /landing_cart-clear |
| Clicking on the button to continue shopping. | continue | – | /landing_cart-continue |
| Closing the shopping cart. | close | – | /landing_cart-close |
| Starting to enter a value in the email address input field in the cart. | input-email | – | /landing_cart_input-email-start |
Top-up widget events
Note
Category for all top-up widget events is
UID_widget_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Closing the modal ID input window. | close | – | /landing_uid-widget_close |
| Start entering a value in the ID input field. | input | – | /landing_uid-widget_input-userid-start |
| Pressing the ID confirmation button. | confirm | – | /landing_uid-widget_input-userid-confirm |
| Clicking on a collapsed instruction. | click-instruction | – | /landing_uid-widget_click-instruction |
| Identification error (invalid ID). | error | – | /landing_uid-widget_error |
| Successful identification. | success_id | – | /landing_uid-widget_success |
Packs block events
Note
Category for all Packs block events is
Packs_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the buy button. In the Label parameter, the product SKU is passed. | click-buy | sku | /landing_click-buy |
| Opening the authorization widget when the buy button is clicked. | open-login | – | /landing_open-login |
| Opening the ID input widget when the buy button is clicked. | open-uid-widget | – | /landing_open-uid-widget |
| Clicking on a button with a Google Play link. | click-googleplay | – | /landing_click-googleplay |
| Clicking on a button with an App Store link. | click-appstore | – | /landing_click-appstore |
Promo slider block events
Note
Category for all Promo slider block events is
Promo_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the buy button on the slide. In the Label parameter, the product SKU is passed. | click-buy | sku | /landing_click-buy |
| Opening the authorization widget when the buy button on the slide is clicked. | open-login | – | /landing_open-login |
| Opening the ID input widget when clicking on the buy button on the slide. | open-uid-widget | – | /landing_open-uid-widget |
| Clicking on a button with a Google Play link on a slide. | click-googleplay | – | /landing_click-googleplay |
| Clicking on a button with an App Store link on a slide. | click-appstore | – | /landing_click-appstore |
| Clicking on the confirmation email button to subscribe to the newsletter. | enter-email | – | /landing_input-subscribe-confirm (ex Subscribe) |
Store block events
Note
Category for all Store block events is
Store_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the buy button. In the Label parameter, the product SKU is passed. | click-buy | sku | /landing_click-buy |
| Opening an authorization widget or ID input widget when the purchase button is clicked. | open-login | – | /landing_open-login |
| Opening the ID input widget when clicking on the buy button in the Packs block. | open-uid-widget | – | /landing_open-uid-widget |
| Clicking on the add to cart button. In the Label parameter, the product SKU is passed. | add | sku | /landing_store_add-to-cart |
| Clicking on the button to add the amount of virtual currency. | add-vc | – | /landing_store_add-vc |
| Clicking on the button to reduce the amount of virtual currency. | reduce-vc | – | /landing_store_reduce-vc |
| Clicking on the payment via Checkout button on the product card. | click-checkout | – | /landing_store_click-checkout |
| Opening a shopping cart by clicking on the payment via Checkout button on the product card. | open-cart | – | /landing_open-cart |
Call-to-action block events
Note
Category for all Call-to-action block events is
CTA_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the buy button. In the Label parameter, the product SKU is passed. | click-buy | sku | /landing_click-buy |
| Opening the authorization widget when the buy button is clicked. | open-login | – | /landing_open-login |
| Opening the ID input widget when clicking on the buy button. | open-uid-widget | – | /landing_open-uid-widget |
| Clicking on the confirmation email button to subscribe to the newsletter. | enter-email | – | /landing_input-subscribe-confirm (ex Subscribe) |
Footer block events
Note
Category for all Footer block events is
Footer_landing.| Description | Action | Label | Virtual page |
|---|---|---|---|
| Clicking on the social network button. The name of the social network is passed as the Label parameter. | social | name | /landing_footer_click-social |
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