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Setting up Zendesk Chat with Google Analytics

Zendesk Team
  • Edited

Note: This tutorial assumes that you are already using Google Analytics and are familiar with the basics of how it works. If you’re new, Google Analytics is a powerful tool that helps you understand and analyze your web traffic. You can easily find good tutorials online explaining how GA works.

Once you’ve copied the Zendesk Chat embed script onto all your webpages, the script will automatically detect if GA is present on your website. If everything is in order, Zendesk Chat will start reporting events to GA automatically.

To access the data on Google Analytics
  1. Log into your Google Analytics account.
  2. On the left sidebar, select Behavior > Events > Top Events.
  3. Under Event Category, select Zendesk Chat.

  4. The following event actions appear. This high-level overview gives you a rough idea of how many conversations your agents are handling. With these stats, you can also derive what percentage of chat requests were eventually handled by your agents:
    • Button Clicked: Number of times visitors clicked on the chat widget
    • Served by Operator: Number of times visitors chatted with a chat agent
    • Chat Request Form Submitted: Number of times a Pre-Chat Form is submitted (if enabled)
    • Offline Message Sent: Number of times visitors left offline messages
  5. Drill down even further by selecting one of the following:
    • Served by Operator: Shows a breakdown of your chat agents sorted by the number of conversations they've handled.
    • Chat Request Form Submitted: Shows a breakdown of the departments that visitors requested to chat with (available only if you have departments set up).
For more ideas on how to use Google Analytics with Chat, see Tracking goals and conversions with Google Analytics.
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9 Comments

  • Stu Bowker

    Do the Google Analytics events still automatically fire if GA itself is also served from GTM?

    4
  • Patrick Bosmans
    Zendesk Customer Advocate

    Hello Pedro,

    Thank you for bringing this to our attention. 

    I have pinged our documentation team who will be working with our Chat Product Managers to review what information is synced with Google Analytics and update this article with more thorough definitions to help clarify your questions.  Please be on the lookout for the updated content as soon as they have it confirmed.

    2
  • Pedro Rodrigues

    This article isn't very clear, so any clarification on the following will be most welcome!

    Firstly, you mention "Served by Operator" twice... is one of them supposed to be "Chat Served by Operator"

    Also, and using an example for one of our brand's metrics for a specific month:

    Here are my doubts:

    1. Why can't we see "Button Clicked"?
    2. What's the difference between "Chat Served by Operator" and "Served by Operator"? Why the huge discrepancy?
    3. What can be the cause for the number of "Served by Operator" being way higher than the "Chat Request Form Submitted"?
    4. What does "Chat Opened" represent?

    Thanks in advance!

    EDIT: I've selected a 3-month period, and now I see Button Clicked, and others - prev. questions still apply, though :)

    2
  • Stefan Kärner

    Hello everybody,

    this article says, that the Google Analytics feature is only available for legacy versions of the widget. Obviously I do not have a legacy version. 

    Is there another way to send data to Google Analytics? 

     

    0
  • Patrick Bosmans
    Zendesk Customer Advocate

    Hey Alex,

    1. It should be expected that using GTM would still follow the expected functionality of the Zendesk widget as a standalone connected with GA.  If you are not seeing that happen, I would first review, https://support.zendesk.com/hc/en-us/articles/115001545468-Web-Widget-Settings-API-with-Google-Tag-Manager, and ensure that your code is set as recommended.  If it is and you are not getting expected behavior, please submit a request to support@zendesk.com along with your url where the script is being used and the snippet you are using and we can dig into this further with you.

    2. In our native widget, this cannot be done.  You would need to use our Web SDK, https://api.zopim.com/web-sdk/, to build out a custom widget experience with events names as you would like.

    3. The docs team is aware of the need for additional clarification on data being tracked, but as yet, have not compiled the information to update this article. 
    0
  • Massimo

    I can't see the event Zendesk Chat in GA, can someone help me? Notice that the script is present in the site.

    0
  • Alex Asigno

    Hi,

    I'm hoping you can answer a few questions please.

    1. As @stu asked above, does Zendesk's auto event tracking work if GA is deployed through GTM?

    2. Can the event tracking be manually set? We'd like to make use of more consistent naming conventions.

    3. Have the above issues been fixed with the invalid data being tracked?

    Thanks

    0
  • Pedro Rodrigues

    Answering most of my previous questions, please refer to https://support.zendesk.com/hc/en-us/community/posts/360003215947 (the difference in action names is because some belong to the previous category, "Zopim Livechat", while the others belong to the new category, "Zendesk Web Widget").

    Are there any plans to have widget form events available in Google Analytics?

    0
  • Devan - Community Manager
    Zendesk Community Team

    Hello Stefan,

    The integrated experience in the web widget also send events to Google analytics soi you should be ok regardless.

    Best regards.

    0

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