Troubleshoot your Universal Analytics integration

Heads up!

Google has recently upgraded to Google Analytics 4(GA4). We will be sunsetting our Universal Analytics integration in July 2023. Click here to learn how to make the switch to GA4.

Our integration with Universal Analytics gives you insight into how visitors find and interact with your website by sending call data as events to goals you've created. We've collected the most commonly asked questions about Universal Analytics to help you troubleshoot.

Getting started

First, check that your integration shows as active for the company you attempted to connect with Universal Analytics. If it shows as inactive, attempt to activate the integration again.

How to integrate CallRail with Universal Analytics.

Keywords not reporting to Universal Analytics 

Make sure you’re using website pools. Keywords will only report to Universal Analytics if the call was received by a number in your website pool (and not a source tracking number).

Learn about the basics of visitor tracking.

Only some calls reporting to Universal Analytics

Even if two calls are from different phone numbers, check to see if two calls share a session in CallRail. Universal Analytics reports one conversion per visitor, per goal, per day. Multiple calls from the same visitor in a day will be reported as a single goal conversion.

Call sources aren't matching up with Google's reporting

Universal Analytics's default goal attribution is by last non-direct click (unless you choose a different model). Meanwhile, CallRail's default attribution model is first touch. This difference could lead to source-level discrepancies, especially if a website pool detects multiple sources in a user's journey.

Source of call showing as "disabled" in Universal Analytics 

If a source-level tracking number is configured as “Offline” in CallRail, we report this to Universal Analytics as “disabled/(none)."

Keyword for PPC visitors showing as “not set" 

Confirm that auto-tagging is enabled in Google Ads.
Auto-tagging adds the Google Click ID (gclid) to the end of the final URL, which is one indicator our system looks for in order to classify a visit as Google Ads.

Read this Google help article on enabling auto-tagging.

Check if there is a redirection occurring which is causing the gclid to be removed before Universal Analytics runs?
The Google Click ID (gclid) at the end of the final URL is one indicator our system looks for in order to classify a paid visit as Google Ads.

Troubleshoot your visitor tracking numbers using this help article.

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