Acoustic Exchange and Google Analytics JavaScript integration guide

By integrating Google Analytics with Acoustic Exchange, you can share data that is collected from Google Analytics with Acoustic Exchange and Acoustic Exchange Business Partner Solutions.

Acoustic Exchange is a cloud-based service that provides a way to selectively exchange event and identity data between various Acoustic Exchange Business Partner marketing automation and analytics solutions.

Google Analytics is a data collection and analytics service that offers such services as data collection, management, consolidation, analytics, and reporting. As such, digital commerce enterprises and their associated brands have the ability to collect behavioral data about their buyers as they browse.

However, in many situations there is a disconnect between marketer's web analytics, such as Google Analytics, and their digital platform engagement strategies. By integrating Google Analytics with Acoustic Exchange, organizations can share Google Analytics data with Acoustic Exchange Business Partner solutions to bridge the disconnect between their web analytics platform and their digital platform engagement strategies.

The integration between Acoustic Exchange and Google Analytics is a multi-step process that is composed of generating the Acoustic Exchange Capture JavaScript snippet, placing that snippet into your website, overriding the Google Analytics sendHitTask, and enabling you application in Acoustic Exchange Capture. The Acoustic Exchange Capture JavaScript snippet pulls Acoustic Exchange configuration and mapper files into your web page so that you don't have to place them there manually. The sendHitTask override must be loaded before any Acoustic Exchange JavaScript, and it must be placed in your web page manually.

UBX and Google Analytics integration data flow

The Acoustic Exchange and Google Analytics integration uses JavaScript to map and send event data from a web page and Google Analytics to Acoustic Exchange. This is done by embedding the Acoustic Exchange Capture JavaScript snippet and the sendHitTask override JavaScript snippet in a web page that is configured with Google Analytics analytics.js. The Acoustic Exchange Capture JavaScript snippet pulls the UBX.js and GAtoUBXEventMapper.js files into the web page. The sendHitTask override must be loaded before an Acoustic Exchange JavaScript, and it must be placed in your web page manually.

When a web page is configured with Acoustic Exchange and Google Analytics JavaScript, event data is collected as a hit and captured by the sendHitTask override. The data is then passed to both the Google Analytics server and GAtoUBXEventMapper.js as a hitPayLoad. The GAtoUBXEventMapper.js maps the hitPayLoad to the Acoustic Exchange naming convention and syntax. By mapping the event data to the Acoustic Exchange naming convention, the UBX.js can read and understand the event data and send it to Acoustic Exchange.

Figure 1 shows the data flow of the Acoustic Exchange and Google Analytics JavaScript integration.

Figure 1. UBX and Google Analytics data flow
  1. An event is registered on the web page and captured by the sendHitTask override JavaScript snippet.
  2. The sendHitTask override JavaScript snippet sends the event data to Google Analytics servers and the GAtoUBXEventMapper.js.
  3. After the data is mapped, the GAtoUBXEventMapper.js sends the data to UBX.js.
  4. The UBX.js sends the data to Acoustic Exchange.