V7.38.0 - Google Analytics (GA) & Google Tag Manager (GTM) Integration

Stay ahead with our latest CRM updates—discover all the new features here!

Released Date - 21 March 2025

Wondering what’s really driving your conversions? Our latest CRM integration with Google Tag Manager (GTM) and Google Analytics (GA) delivers the answers, offering real-time tracking and behavioral insights across your entire brokerage funnel.

Notable client interactions such as registrations, KYC submissions, logins, and first deposits are automatically tracked and pushed to your Google Analytics account. GTM handles the tagging, while GA provides clear visibility into user behavior, conversion paths, and campaign performance — all without manual setup.

With live analytics, you can pinpoint drop-off points, measure ROI, and refine re-engagement strategies to turn insights into action.

Key Function Highlights

1. Automated Event Tracking: Track key activities—registrations, KYC submissions, first deposits, and logins—directly from your CRM to GTM & GA, with no manual tagging required.

2. Marketing Performance Analysis: Measure campaign effectiveness across various channels, including social media and paid advertisements. Identify which platforms deliver results and optimize accordingly.

3. Client Funnel & Drop-Off Insights: Visualize the full client journey and uncover where users disengage. Utilize these insights to refine marketing strategies, enhance user experience, and implement targeted follow-up strategies to improve conversion rates.

4. UTM Tracking for Source Attribution: Capture Urchin Tracking Module (UTM) parameters to determine which traffic sources and campaigns contribute most to client registrations. Leverage this data to allocate marketing resources effectively and optimize return on investment (ROI).

1) Marketplace Installation & Permission Settings

To begin using Google Tag Manager (GTM) and Google Analytics (GA), you’ll need to install the integration from your CRM Marketplace. Just follow these steps:

1

Navigate to CRM Marketplace

1. Log in to your CRM Back Office Portal.

2. Go to “CRM Marketplace”.

   

2

Install GTM & GA

1. Find “GTM & GA” from the list and click on it.

   
2. You’ll be redirected to the details page.

3. Click “Install” to proceed with the installation.

   

3

Enable Permissions

1. After installation, ensure you provide the respective permissions for GTM & GA:

   1. View Google Services: View-only access to settings

   2. Update Google Services: Edit permissions and settings

   
2. Once permissions are enabled, you will be able to view the "Google Services" tab in the side menu, where you can manage your GTM & GA settings.

   

2) GTM Configuration on CRM

To configure GTM, follow these steps:

1

Navigate to Google Services

1. Login to your CRM Back Office Portal.

2. Navigate to Settings > Google Services.

   

2

Retrieve GTM Container ID

1. Log in to your GTM account.

2. Your GTM Container ID will be displayed at the top right of your dashboard.

   

3

Set Up GTM on Your CRM

1. Click the "Edit" icon.

   
2. Fill in your GTM Container ID.

3. Click "Save" to complete the setup.

   
4. Click "Enable" to enable GTM.

   

3) GA Configuration on CRM

To configure GA, follow these steps:

1

Navigate to Google Services

1. Login to your CRM Back Office Portal.

2. Navigate to Settings > Google Services.

3. Go to "Google Analytics" tab.

   

2

Retrieve GA Measurement ID

1. Log in to your GA account.

2. Your GA Measurement ID will be displayed at the top.

   

3

Set Up GA on Your CRM

1. Click the "Edit" icon.

   
2. Fill in your GA Measurement ID.

3. Click "Save".

   
4. Click "Enable" to enable GA.

   

4) GTM Setup

To ensure your GA receives the event triggers, please set up the necessary tagging in GTM by following these steps:

1

Navigate to Tag Manager Account

1. Log in to your GTM account.

2. Select the Container Name used for the CRM.

   

2

Create User-Defined Variables

1. Navigate to the "Variables" tab from the side menu.

2. Under User-Defined Variables, click “New” to create a new variable.

   
3. Create the following three variables:

   • URL

   • user_id

   • utm_source

   • utm_medium

4. These variables allow GTM to identify and pull specific information—such as the page visited, the unique user ID, and the traffic source—directly from your CRM. Once set, this data can be passed into Google Analytics for deeper insights, helping you better understand client behavior, campaign performance, and user segmentation.

3

Create "URL" User-Defined Variable

1. Fill in the Variable Name.

2. Click Variable Configuration to select the Variable Type.

   
3. Select "URL".

   
4. Click "Query" as the component type.

5. Click "Save".

   

4

Create "user_id" User-Defined Variable

1. Fill in the Variable Name.

2. Click Variable Configuration to select the Variable Type.

   
3. Select "Data Layer Variable".

   
4. Fill in "user_id" as the Data Layer Variable Name.

5. Select "Version 1".

6. Click "Save".

   

5

Create "utm_source" User-Defined Variable

1. Fill in the Variable Name.

2. Click Variable Configuration to select the Variable Type.

   
3. Select "URL".

   
4. Select "Query" as the Component Type.

5. Fill in "utm_source" as the Query Key.

6. Click "Save".

   

6

Create "utm_medium" User-Defined Variable

1. Fill in the Variable Name.

2. Click Variable Configuration to select the Variable Type.

   
3. Select "URL".

   
4. Select "Query" as the Component Type.

5. Fill in "utm_medium" as the Query Key.

6. Click "Save".

   

7

Create Triggers

1. Navigate to the "Triggers" tab from the side menu.

2. Click "New".

   
3. You will need to create the following Triggers

   • Client Submits Registration Form

   • Client Logs In

   • Client Submits KYC Form

   • Client First Deposit Approved

4. These triggers detect when key actions occur in your CRM. Once detected, GTM sends the event data to Google Analytics—allowing you to monitor client progress, analyze conversion steps, and improve funnel performance.

5. Fill in the Trigger Name.

6. Click "Trigger Configuration".

   
7. Select "Custom Event".

   
8. Fill in the event name.

9. Select "Some Custom Events".

10. Configure trigger as: {{{Event}}} equals "X".

    
11. "X" refers to the Event ID as listed on the CRM Back Office.

    
12. Do the same for all events.

13. Click "Save".

8

Create Tags

1. Navigate to the "Tags" tab from the side menu.

2. Click "New".

   
3. Fill in the Tag Name and Click "Tag Configuration".

   
4. Select "Google Analytics".

   
5. Select "Google Analytics: GA4 Event".

   
6. Fill in your GA Measurement ID and click "Create tag".

   
7. Click "Save".

   
8. Fill in your "Event Name" and under Event Parameters, click "Add parameter".

   
9. Fill in the following parameters.

   1. For Registration Tag:

      
   2. For both Login and KYC Tag, you will need to fill in "Even Parameters" and "User Properties".

      
   3. For First Deposit Tag:

      
10. Click "Trigger".

    
11. Select the corresponding Trigger for the Tag you are creating.

    
12. Click "Save".

    

9

Submit Your Changes

1. Once completed, click "Submit".

   
2. Review your changes and click "Publish".

   

5) GA Reports & Analysis

Google Analytics offers a wide range of reporting options depending on your business goals and tracking setup. With GTM configured and events actively flowing into GA, you can tailor your reports to suit your needs. Below are just a few examples of useful reports you can generate:

1. Dashboard Overview: This high-level summary shows metrics such as active users by country, engagement levels, preferred languages, user stickiness, event counts, and top event names. These insights help you quickly understand where your users are coming from, how engaged they are, and which actions are most commonly performed on your CRM.

   
2. Event Analysis: View the number of key events triggered—such as Login, Registration, KYC, and First Deposit—over a selected date range. This allows you to assess user progression through your funnel and identify which users may need follow-up or support to complete critical actions.

   
3. User Analysis: Explore individual user journeys by identifying them via their CRM User ID, and track all events they've triggered. This is useful for sales or support teams to personalize communication, troubleshoot user issues, or target high-potential clients.

   
4. UTM Tracking & Campaign Attribution: Analyze how users are arriving at your platform by viewing traffic sources, UTM campaigns, and the events those users trigger. This enables you to evaluate marketing performance, optimize acquisition channels, and focus efforts on campaigns that bring in quality leads.