Hubspot Chat Tool: Recording Conversions in Analytics/Adwords

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Occasional Contributor

Does anyone have any solutions/suggestions for recording live chat conversions in Analytics/Adwords? Can I record contacts created from live chat in Analytics and then create a goal that could translate to a conversion in Adwords? 

We are using the Hubspot chat tool.

We would like to use chat on our ppc landing pages, but because we cannot record chats and conversions, we have not yet set them up.

1 Accepted solution

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Solution
Esteemed Contributor | Diamond Partner

UPDATE:

 

Actually, digging into this further, tracking when the "conversation is started" is possible. 

 

 

<script>
window.addEventListener( 'message', function(event) {
  if ( event.origin !== 'https://app.hubspot.com' )
    return false;
  
  var eventData = JSON.parse(event.data);
  var eventAction = false;
  
  switch( eventData.type ) {
    case 'closed-welcome-message':
      eventAction = 'Closed - Welcome Message';
    break;
    case 'open-change':
      eventAction = ( eventData.data ) ? 'Opened - Window' : 'Closed - Window';
    break;
    case 'external-api-event':
      if ( eventData.data.eventType = 'conversationStarted' )
      	eventAction = 'Conversation Started';
    break;
    default:
      eventAction = false;
    break;
  }
  
  if ( eventAction ) {
    dataLayer.push({
      'event': 'Send Event',
      'event_category': 'Live Chat',
      'event_action': eventAction,
      'event_label': eventData.uuid,
      'event_value': 10
    });
  }
  
});
</script>

 

 

However, there isn't a way to track when a user provides their email address - which is really when you would truely count a conversation as a "lead" for analytical purposes. So this above script would track the following (assuming you use Google Tag Manager):

 

  • Users who open/close the chat window
  • Users who close the chat welcome message (if you're using one)
  • Users who start a new conversation

View solution in original post

24 Replies 24
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Advisor

Hi @ErinGerg,

 

Which chat app are you using?  HubSpot or another tool?  We use Comm100 for Chat and they have an off-the-shelf stock integration for Google Analytics.  

 

- Trevor

-Trevor

If my post resolves your issue, please accept my post as a solution.
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Occasional Contributor

Hi Trevor,

 

Sorry if I was not clear. We are using the Hubspot chat tool, and it does not have an integration. I do not believe that we are currently open to changing tools as we are working on a lead tracking process for the client.

 

Thanks!

 

Erin

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Advisor

Hi @ErinGerg,

 

You should be able to use event tracking in Google Analytics along with jQuery to do this.  More on that in this thread:

 

https://community.hubspot.com/t5/Marketing-Integrations/Google-Analytics-Event-Tracking/td-p/29831

 

-Trevor

-Trevor

If my post resolves your issue, please accept my post as a solution.
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Occasional Contributor

Hi Trevor,

 

We cannot apply event tracking to the chat code because we do not have access to Hubspot chat's code. We just turn it on on the landing page.

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Esteemed Contributor | Diamond Partner

@ErinGerg 

 

I recently looked into this for our agency as well.

 

Unfortunately, I wasn't able to track when a visitor actually sent a message. What I was able to do was implement interaction tracking on the chat window itself using the following code (note that this has some customizations for our Google Tag Manager setup).

 

<script>
window.addEventListener( 'message', function(event) {
  if ( event.origin !== 'https://app.hubspot.com' )
    return false;
  
  var eventData = JSON.parse(event.data);
  if ( eventData.type == 'open-change' ) {
  	dataLayer.push({
      'event': 'Send Event',
	  'event_category': 'Live Chat',
      'event_action': ( eventData.data ) ? 'Opened Chat' : 'Closed Chat',
      'event_label': eventData.uuid,
      'event_value': 10
    });
  }
});
</script>

That will push a dataLayer event for opened/closed click interaction, which isn't perfect, but it's a start.

 

HubSpot needs to implement a window message event for "message sent" so we can truely know when a chat has been started (not just assuming a click = a conversation). 

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Solution
Esteemed Contributor | Diamond Partner

UPDATE:

 

Actually, digging into this further, tracking when the "conversation is started" is possible. 

 

 

<script>
window.addEventListener( 'message', function(event) {
  if ( event.origin !== 'https://app.hubspot.com' )
    return false;
  
  var eventData = JSON.parse(event.data);
  var eventAction = false;
  
  switch( eventData.type ) {
    case 'closed-welcome-message':
      eventAction = 'Closed - Welcome Message';
    break;
    case 'open-change':
      eventAction = ( eventData.data ) ? 'Opened - Window' : 'Closed - Window';
    break;
    case 'external-api-event':
      if ( eventData.data.eventType = 'conversationStarted' )
      	eventAction = 'Conversation Started';
    break;
    default:
      eventAction = false;
    break;
  }
  
  if ( eventAction ) {
    dataLayer.push({
      'event': 'Send Event',
      'event_category': 'Live Chat',
      'event_action': eventAction,
      'event_label': eventData.uuid,
      'event_value': 10
    });
  }
  
});
</script>

 

 

However, there isn't a way to track when a user provides their email address - which is really when you would truely count a conversation as a "lead" for analytical purposes. So this above script would track the following (assuming you use Google Tag Manager):

 

  • Users who open/close the chat window
  • Users who close the chat welcome message (if you're using one)
  • Users who start a new conversation

View solution in original post

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Occasional Contributor | Platinum Partner

Honestly Hubspot, Can you just build a Google Analytics integration already?  Gravity forms has one.  Basically every platform has realized Google is the statistics of record for the Internet.  Let's play nice with google analytics please.  It would be a huge gain for the platform.  

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Visitor

I agree completely. We have our Google  Ads campaigns based partially around using chat activity as an indicator for number of conversions and conversion value, pulling that information from Google Analytics. It seems that isn't really possible now.

 

I'm not sure why HubSpot chat doesn't really seem to be showing ANY events in Google Analytics. This seems like a major oversite. At least give us the data on what is happening by triggering events.

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New Contributor

100% agreed - it takes forever. I'm really thinking about using a different Chat-Tool

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New Contributor

Hi there, Could you walk me through the settings needed with GTM in order set correctly this tag?

 

Thanks a lot!

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Esteemed Contributor | Diamond Partner

Sure, DM me and I can help you.

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New Member

Hi,

 

How to install de chat tracking in Google Tag Manager?

 

Thanks!

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New Contributor

derekcavaliero's code works really well. Thank you!

 

Here's what we did to install via GTM and start writing data to GA. At a high level, the flow runs like this:

 

Event Tracking > GTM Event > GTM Variables > GTM Trigger > GA

 

1. Add derekcavaliero's code using a custom HTML tag, and make sure it fires on all pages.

Screen Shot 2019-09-26 at 9.11.27 AM.png

 

2. Next, register each data layer from the code (event, event_category, event_action, event_label, event_value) as a user-defined variable.

Screen Shot 2019-09-26 at 9.13.34 AM.png

3. Here's a sample:

Screen Shot 2019-09-26 at 9.14.30 AM.png

 

4. Next, visit "Triggers" and register the event name from the code. In our case, we're using: "Widgets." derekcavaliero's default is "Send Event."

Screen Shot 2019-09-26 at 9.17.42 AM.png

Here's our example:

Screen Shot 2019-09-26 at 9.21.06 AM.png


5. Finally, go back to "Tags" and register a new GA tag. Include the event variables and fire on the trigger you created in step 3.

Screen Shot 2019-09-26 at 9.23.12 AM.png

 

6. After you publish the update, you'll see the events in Google Analytics:

Screen Shot 2019-09-26 at 9.26.07 AM.png

You can see this solution live on our marketing intelligence solution's marketing in China and marketing benchmarks pages. This Chrome extension can be helpful for previewing events.

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Regular Visitor

Dear oqm4,

Thank you for sharing your implementation. I've implemented your way accordingly and it works. However, I am facing one issue, which is: It is actually tracking the event "Conversation started" multiple times - once I sent a chat message, once the agent replies and then continuing from every other message.

Is there any way on how to reduce it to counting this event only once, as a conversation can only be started once? I've tried firing the tag only once per page within GTM, but it doesn't work. I would certainly appreciate any kind of help.

I know there are unique events within GAnalytics, but if you set it up as conversion in GA, how to make it count only once?

With kind regards, Christian

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New Contributor

conversationstarted event is not working for me. Anyone else with same issue?

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Regular Contributor | Platinum Partner

Update: Apparently the trigger isn't very clear and could be due to newer ways to set up listeners for chat events. 

I am trying to reconcile the data here. 27 total events with 7 Unique events this week (Monday and Tuesday). 

When looking at the Conversations Inbox within the HS portal, I see 6 chat sessions. 

My question is, what constitutes that a conversation started? If someone clicks one of the screening questions from the bot but doesn't finish with the form (provide email) is that a Conversation Started event? Does that mean if there are 7 unique events and only 6 chat sessions, that one person never actually connected with an agent? 

 

Station.png

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Anonymous
Not applicable

Hi! Thank you for the script. Do you mind telling me how you got it in a GMT trigger, so that it can fire?

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New Member

Do you add the script you provided as a custom HTML tag in Tag Manager that fires on "All Pages" (the Page View trigger)?

It does not seem to fire any events when I set it up this way.

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Occasional Contributor

Hello,
I have met your post and we have managed to send sales to Google Ads, Analytics and send click and lead event with the HubSpot chat.

I am not a technician but it still helps you with your development team.

1. We collect variables such as clientid and gclid in each user's session cookie (client with Google Analytics and Google Ads, and gclid to attribute sales to campaigns in Ads).

2. You must save this information as a contact property in HubSpot. And save it as a hidden field in a form.

3. With this information you can generate a Webhook that you can send to the different platforms by API in Google Ads (complicated by Google documentation) and Measurement protocol by Google Analytics (I do not know if there is another way but surely this is the easiest ).
In this way you can send the information in a workflow and webhook when there is a sale, lead or any action (for example).

4. For the chat, we have recently been able to send all user information. To do this you must activate the possibility of creating contacts in HubSpot without the need for email. Then after a chat action event (click or conversation), send the information via the HubSpot API and create a form with the user token to associate the Chat conversation and the information collected with the contact. (look this post)
Then in the logic of the chat you can send a webhook to Google Analytics or Google Ads to send the event.


In short, this is what we have implemented to be able to collect and send events with the integral and measured funnel.

 

Your post and requirement has time, but I hope it helps you or someone else.

 

🙂

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New Contributor

Is this still the best method for tracking Chat in GTM? 

More recently HS have released "Conversation Live Chat Widget API" (https://community.hubspot.com/t5/APIs-Integrations/Hubspot-Livechat-on-Google-Tag-Manager/m-p/293219...)

 

However it seems less straightforward than the solution in this thread.

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Esteemed Contributor | Diamond Partner

@znicholson both will likely work. Probably best to use the public API though. Do you have specific questions about how to use it? HubSpot writes their JavaScript docs using ES6 syntax which isn't natively supported in all browsers and it can look a little odd. See below for a more supported JS syntax: 

 

<script>
window.HubSpotConversations.on('conversationStarted', function(payload){ dataLayer.push({'event': 'hs_chat_started'}); // This will need customized to your particular needs. });
</script>

 

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Occasional Contributor

@derekcavaliero 

 

I've used both snippets below to push a GA event whenever a conversation is started, but neither seem to work. Do you know what I'm doing wrong here?

 

//Option A
<script type="text/javascript">
   window.HubSpotConversations.on('conversationStarted', payload => { ga('send', 'event', 'Beacon', 'chat-started', 'Hubspot'); });
</script>

//Option B
<script type="text/javascript">
window.HubSpotConversations.on('conversationStarted', function(payload){ ga('send', 'event', 'Beacon', 'chat-started', 'Hubspot'); });
</script>
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Esteemed Contributor | Diamond Partner

@jamesthrasher do you have a URL where you are attempting this?

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Occasional Contributor

@derekcavaliero 

 

It should be on any page here: https://www.atlasrfidstore.com/

 

I tried a third snippet found here, and it didn't work either for some reason: https://gist.github.com/robwent/0375f2926d175d99224d8725d6e39d7b

 

 

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