Who this is for / When to use
Use this action if you want to:
Track key lifecycle events (opt-ins, purchases, appointments, replies)
Send workflow-driven events into Google Analytics
Measure automation performance inside GA reports
Prerequisites
A Google Analytics account already set up
Access to either Google Analytics 4 (GA4) or Universal Analytics
An existing workflow (or permission to create one)
Important: This action only sends events. Google Analytics must already be configured to receive and display them.
What the Add to Google Analytics action does
The Add to Google Analytics action sends an event to your Google Analytics property at the moment the workflow reaches this step.
Events are fired once per workflow execution
Event data is sent immediately when the action runs
The workflow does not wait for a response from Google Analytics
Add the Add to Google Analytics action
Step 1: Open or create a workflow
Go to Automation > Workflows
Click + Create Workflow or open an existing workflow
Step 2: Add or confirm a trigger
Add any workflow trigger that fits your use case (example: Contact Changed)
Triggers are optional; this action can also run in workflows without triggers
Step 3: Add the Google Analytics action
Click the + icon below the trigger
Search for Add to Google Analytics
Select it under the Marketing section
Configure the Google Analytics action
Action Name (optional)
This only changes the label inside the workflow builder
It does not affect what is sent to Google Analytics
Action Type
Choose one:
Google Analytics 4 (GA4)
Required fields:
Measurement ID
Event Name (must exist or be mapped in GA4)
API Secret
Event Value (optional)
Universal Analytics (legacy)
Required fields:
Tracking ID
Event Category
Event Action
Event Label (optional)
Event Value (optional)
Universal Analytics is deprecated by Google but may still appear in legacy setups.
Using custom values
Any field can be populated dynamically using the tag icon:
Contact attributes
Workflow data
Dates and timestamps
This allows events to change based on the contact or action context.
Step 4: Save and publish
Click Save Action
Toggle the workflow from Draft to Publish
Click Save in the top-right corner
Testing the action
Use Test Workflow to send a sample contact through the workflow
Verify the event appears in Google Analytics > Realtime or DebugView (GA4)
Common issues and fixes
Event does not appear in Google Analytics
Confirm the Measurement ID / Tracking ID is correct
Ensure the Event Name matches your GA configuration
Check GA Realtime or DebugView instead of standard reports
Workflow runs but no data is sent
Verify the action is reachable from the trigger path
Confirm required fields are not empty
FAQs
What does the Add to Google Analytics action do?
It fires a Google Analytics event when a workflow reaches this action.
Does changing the Action Name affect tracking?
No. It only changes how the action appears inside the workflow builder.
Can I use this action in multiple workflows?
Yes. It can be reused in any workflow.
Can I send dynamic event values?
Yes. Use custom values to dynamically populate event fields.
Does the workflow wait for Google Analytics to respond?
No. The workflow continues immediately after firing the event.