Wednesday, January 18, 2012

Track KISSInsights (now Qualaroo) surveys with Google Analytics

[UPDATE - January, 19th 2012] I update the code so it is compatible with all question type.
[UPDATE - January, 25th 2012] I fix two bug. 1) Now the GA event is fire. 2) surveyId extraction is cleaner.
[UPDATE - February, 23th 2012] Added some screenshot from Google Analytics
[UPDATE - August, 16th 2012] More complete code

For a while, I searched a way to track KISSInsights with Google Analytics (GA). I wished to use the GA _trackEvent tag to capture the actual question/answer.
Here the code (using jQuery):
  1. Load Google Analytics. Make sure you use your UA.
  2. Load KISSInsights (now Qualaroo). Make sure you use your survey code.
  3. Check if jQuery is available, if not, load it
  4. Link Qualaroo with Goolge Analytics
Basically, this code is trigger when a user submit his answer. It will create a _trackEvent tag for each question/answer(s) pair. The beauty of the code is that it fetch the actual text value automatically and save it in a readable way into GA.

  • Event category: Always VOC (you can change it to any thing you like.)
  • Event action: The actual survey id (so if you have multiple survey running at the same time, each one would be save separately in GA.)
  • Event label: "Question text | Answer(s) text"
Doing so, I could then create segments and custom reports in Google Analytcs base on that Voice of Customer (VoC) data.
For example:
  • Which traffic source yield better satisfaction?
  • Does satisfaction impact goal completion rate?
  • Does satisfaction impact frequency/recency of visitor?

Here a example on how to create a custom report in Google Analytics to categorize outcome base on survey answer.
And here a example directly from the Google Analytics Events report.
Enjoy and feel free to let me know/share if you like :-)
[UPDATE - January, 20th 2012] You could easily modify the tracking to use an alternate version. Your choice.
if (question && anwser) _gaq.push(['_trackEvent', 'VOC-' + surveyId, question, anwser]);
  • Event category: VOC-surveyID (so if you have multiple survey running at the same time, each one would be save separately in GA.)
  • Event action: Question text
  • Event label: Answer(s) text