Overview

You can send custom event data to Google Analytics whenever specific actions happen in your Enrollio account—like when a parent submits a tour request, completes an enrollment form, or books a visit. This goes beyond basic page views and helps you track the parent journey more accurately.

Understanding Google Analytics Properties

Google Analytics has two versions: Universal Analytics (UA) and Google Analytics 4 (GA4). Most users now use GA4, but Enrollio supports both.

Universal Analytics: Tracking IDs start with "UA-" (example: UA-123456789-1)

Google Analytics 4: Property IDs are all numbers (example: 123456789)

Finding Your Tracking ID

For Universal Analytics (UA)

  1. Open Google Analytics and click the Admin tab
  2. In the left column, click Tracking Info
  3. Click Tracking Code
  4. Copy your tracking ID (starts with "UA-")

For Google Analytics 4 (GA4)

  1. Open Google Analytics and click the Admin tab
  2. In the left column, click Property Settings
  3. Find your Property ID (a number)
  4. Copy this number
[SCREENSHOT: Side-by-side comparison showing where to find Tracking ID in UA (Tracking Info > Tracking Code) versus Property ID in GA4 (Property Settings)]

Setting Up Event Tracking in Your Automation

When you add a "Google Analytics" action to your automation, you'll configure these fields:

  • Tracking ID/Property ID: Your GA tracking code from above
  • Event Category: Groups similar events (example: "Tour Requests")
  • Event Action: What happened (example: "Form Submitted")
  • Event Label: Additional details (example: "Summer 2024 Campaign")
  • Event Value: Optional numeric value

You can use dynamic values for any of these fields by clicking the merge tag icon.

[SCREENSHOT: Automation builder showing the Google Analytics action with all fields filled in with childcare-specific examples like "Tour Request" category and "In-Person Visit Booked" action]

Example Event Setup

For tracking tour request submissions:

  • Category: Tour Requests
  • Action: Form Submitted
  • Label: {{contact.source}} (shows where the parent came from)

How Enrollio Tracks Traffic Sources

Enrollio automatically identifies where parents came from when sending data to Google Analytics. Here's how we categorize traffic:

Source Type How We Detect It utm_medium utm_source
Google Organic Referring domain is Google search engine organic google
Google Paid Search utm_source is google and referring domain is google.com cpc google
Facebook Referral Referring domain is facebook.com referral facebook
Facebook Paid Social utm_medium contains "cpc" and utm_source is facebook.com cpc facebook
Direct Traffic No referring domain or tracking URLs none direct
Referral Traffic from another website referral referring site
Social Media Referring domain is Facebook, Instagram, YouTube, Twitter, Pinterest, etc. social social site name
Display Ads utm_medium contains cmp, banner, or display display referring site

Note: If you set both utm_medium and utm_source in your links, Enrollio uses those values. Otherwise, we automatically categorize traffic based on the rules above.

We also pass gclid (Google Click Identifier) to help Google Analytics recognize each unique click from your ads.

Important Differences: UA vs. GA4

Universal Analytics

Events have Category, Action, and Label as separate fields. These appear directly in your UA reports.

Google Analytics 4

GA4 treats everything as an event—even page views. There's no separate concept of Category, Action, and Label in GA4 reports. Instead of trying to recreate your UA event structure, it's better to rethink your tracking strategy for GA4's event-based model.

For more details, see Google's official comparison.

Verifying Your Setup in GA4

After setting up event tracking, confirm it's working:

  1. Go to Google Analytics and open your GA4 property
  2. Navigate to Reports > Acquisition
  3. Add filters for source and medium to see your Enrollio traffic
  4. Trigger the automation action (submit a test form, etc.)
  5. Check that the event appears in your GA4 reports within a few minutes
[SCREENSHOT: GA4 Acquisition report showing source/medium breakdown with filters applied, highlighting where Enrollio-tracked events would appear]
Pro Tip: Create separate event categories for different parts of the enrollment journey—Tour Requests, Application Started, Enrollment Completed, Payment Received. This gives you clear visibility into where parents are in your process.

Common Use Cases for Childcare Centers

  • Tour Request Submitted: Track when parents request facility tours
  • Enrollment Form Started: See how many parents begin but don't complete enrollment
  • Waitlist Signup: Monitor interest in full classrooms
  • Payment Received: Track completed enrollments with revenue data
  • Parent Portal Login: Measure parent engagement with your portal