Once you’ve successfully set up Google Analytics and launched your project, you can start to track your project’s conversion rate. You should allow up to 24 hours for this data to appear in your Google Analytics account.
To start tracking your project's conversion rate, you will first need to configure any events you wish to track into conversions. The steps for doing this can be found below:
- To begin, make sure that you have the Editor or Administrator role.
- Then, head to your Google Analytics account and navigate to your admin settings.
- For new events:
- Select “Conversions” under ‘Data display’
- Click the “New conversion event” button*
- Enter the name of the new event and then “Save”.
- For existing events:
- Select “Events” under ‘Data display’
- In the ‘Existing events’ table, locate the event you want to configure into a conversion and switch the ‘Mark as conversion’ toggle* next to it to on.
- For new events:
- Your conversions should now be all set.
*Note: If you’re not seeing the button or are unable to select the toggle, you likely don't have the necessary permissions.
You can find more information about marking events as conversions here.
Can I use Google Analytics to measure my return on ad spend?
While you can track pledges and pledge sources with our Google Analytics integration, treat this data as a rough guideline—rather than exact science—for understanding your audience and conversions. Collecting this data is inherently imprecise, as Google Analytics cannot accurately track the source of all conversions. Check out this Google help center article for more information.
Why does my ad provider report more clicks to my project than Google Analytics is showing?
There are several differences in how ad providers measure clicks on your ads, and how Google Analytics measures views to your project page. For example, a user may click on your ad but close your project page before it loads fully and can send analytics data to Google. This is especially common on mobile devices where project pages take longer to load. When this happens, ad platforms like Facebook Ads and Google Adwords will report a click on your ad, but Google Analytics will not get a chance to record a visit to your project page. This Google help center article offers more information.
Why does my Google Analytics account show so much direct traffic to my project?
Some apps and services strip referrer data from traffic before directing users to your project. Additionally, Google Analytics cannot track the source of conversions when users block cookies. Our testing indicates that a significant number of people block cookies for third-party tracking services like Google Analytics. As a result, Google Analytics may report many conversions as direct, rather than attributing them to ad campaigns.
Visit Google’s Analytics Help Center if you’re new to this service and would like more information.
For now, if you are using Meta Pixel, it is only possible to track the conversion rate for your project via the Meta Events Manager, also known as Facebook Events Manager. You can find the steps for how to do this in Meta’s Help Center.
Why is data from some backers not being tracked?
Backers in certain regions (currently UK, the EU, Brazil, and California) are given the option to opt in or out of personal data collection (cookies). This ensures we are compliant with privacy laws in those areas. As a result, if a backer from those regions has opted out, their pledge data won't be shared outside of Kickstarter.