Track KISSInsights 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

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):

// This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

// Fire when the user submit the survey.
_kiq.push(['eventHandler', 'submit', function(){ 

  // Retrieve KISSIsights survey ID.
  surveyId = $("[src*='kissinsights.com']").attr("src").match(new RegExp("(id=)([0-9]*)&"))[2];
  
  // For each survey questions...
  for (i = 0; i < $("[class*='ki_question']").length; i++) {
    // ... get the question text...
    question = $("[class*='ki_h1']:eq("+i+")").text();
  
    // ... and the selected anwser text
    // Check first for radio button answer.
    anwser = $("[class*='ki_question']:eq("+i+") input:checked[type='radio']").closest("label").text();
    
    // Then for checkbox answer
    if (anwser == "" || anwser == null || anwser == undefined) {
      anwser = $("[class*='ki_question']:eq("+i+") input:checked[type='checkbox']").closest("label").text();
    }
    
    // Then for textbox answer(s)
    if (anwser == "" || anwser == null || anwser == undefined) {
      anwser = $("[class*='ki_question']:eq("+i+") textarea").val();
    }
    
    // And finaly, score
    if (anwser == "" || anwser == null || anwser == undefined) {
      anwser = $("[class*='ki_question']:eq("+i+") [class*='active'] a").text();
    } 
  
    // If both data are available, queue a Google Analytics _trackEvent tag.
    if (question && anwser) _gaq.push(['_trackEvent', 'VOC', surveyId, question +' | ' + anwser]);
  }

}]);

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