Integrating Google Analytics into Survio – How to Get More Information About Your Respondents

Are you already experienced at preparing questionnaires and implementing surveys of your own, or are you just getting ready to start? Either way, it might have struck you that it could be useful to get more information on your respondents. For example, what device did they fill it out on – a computer, a phone, or a tablet? How long did it take to fill out? How many people who opened a questionnaire also filled it out? Or – which of the sources (email, web, social networks, etc.) from which people received your questionnaire performs the best?

If you’re interested in any of this, or you just want to try out some new possibilities, then it’s time to try out a new feature that Survio is bringing to its users.

Survio offers information on the progress of a questionnaire survey right within the analysis for that survey, of course, but many experts need the extra information and comparisons with their own data that are offered by Google Analytics. So in this article we’re presenting a useful new feature: the integration of Google Analytics into Survio. This will enable you to obtain much more information about your respondents.

How to Make Use of Information From Analytics

Success Rates, Survey by Survey

The first thing that you’ll definitely want to know is your success rate among the respondents you’ve contacted. In Analytics’ basic audience overview, you’ll find information on both the visit counts and the user counts for your questionnaires. Any other information depends on your choices.

At Survio we think of everything, and so we’ve already set up questionnaire-completion measurements for you. In Analytics, you’ll find an overview of the number of filled-out questionnaires in the Behavior – Events report.

That will give you a very important overview of the effectiveness of your answer collection, or the response rate, as it’s called in the jargon. You can also obtain this information directly inside of Survio, but in Analytics you can additionally perform a wide range of comparisons and e.g. evaluate the success rates for the individual sources from which respondents opened a questionnaire (FB, email, etc.).

Your options for further analysis of your data are only limited by Analytics.

What Browsers Your Respondents Use

Using Analytics measurements, you can get a detailed overview of what browsers your respondents used when filling out your questionnaire. What is this information good for? If for example you’ve prepared a questionnaire about your eshop, then it can be very important to know which browsers to optimize your shop for. You can see from our example that even for a small survey, the browsers used can be varied indeed.

Similarly you can gain information on what operating system your respondents are using. This too can be important information that you will get good use out of.

Another piece of information – from an area that’s seeing rapid developments – is the use of phones and tablets for filling out your questionnaires. It’s a very quick and effective way of completing them. And what’s more, right now it’s a very popular way. Survio serves fully responsive web pages, which means that your questionnaires look perfect on every device, and so respondents can answer you anywhere and anytime – maybe even right in your brick-and-mortar store after hooking into your wi-fi.

In Analytics, you’ll find a wealth of other information, including the time respondents took to fill out questionnaires, and the regions where they did so. You can also track demographic data like age and gender somewhat, but keep in mind that this data is significantly distorted by the fact that Google has different levels of data on different people. So this is a last resort – you really want to simply put the age, gender, etc. questions you need right into your questionnaire.

Respondents in individual regions

Respondents in individual cities

Overview of cities in which the questionnaire was filled out

How to Set It All Up

Start Inside Analytics

First you need to have a Google Analytics account (https://www.google.com/analytics/). If you have your own website, then you surely already have an account for this tool, but if you don’t, you can create an account for free easily.

In Analytics you can use your existing tracking code, but even better is to create a new service (“property”) that you will use for your questionnaire directly. The second variant is better, because displays of your questionnaire will not be counted into your website’s response rate.

Step by Step (the individual steps are numbered inside the image):

1. First visit the administration page (gear icon – admin) – note.: You must have administrator rights in your Google Analytics account.
2. In your account, in the second column, choose the “Property” item. All of your other services will be here, including services for your website.  
3. At the bottom of the expanded Property menu, you’ll find the Create New Property option.
4. Choose a name for the property.
5. Copy your questionnaire’s address (the link to the questionnaire) from Survio. Survio uses the secure “https” protocol, so you should also choose this option. Caution: you should enter the address starting from www into the URL field, not the whole address starting from http(s).
6. Confirm the settings by clicking the “Get Measurement ID” button. That’s the end of the setup.
7. In the next screen, you’re provided with your code for measurements. Just copy it – you do not need the whole measurement script code; the UA code itself really is enough. Survio handles the rest for you. Copy the UA code you’ve received, and use it in Survio. Sample UA code: UA-5192617-60

Note on the image: Don’t look for the same names in your Analytics account as you see in the picture. It’s just an example. In your case, you’ll see the texts that you’ve chosen yourself.

If you don’t know what to do, get help from your IT specialist, who will help you to set things up. Or use the Google Analytics manual.

Continue From Here in Survio

Setup in Survio is very simple. Once you’ve prepared your questionnaire, switch into our settings and turn on the Google Analytics option. That gives you access to a field where you can copy your Analytics UA code. Don’t forget to save afterwards.

Now this code will be added to all your questionnaires, and you’ll be able to get information on your respondents’ behavior. Don’t worry—your respondents will not see the code anywhere in your questionnaire.

Note that the integration of a Google Analytics code is a premium service that you obtain by ordering an Elite premium package.

If you have any questions, suggestions or comments (not only to the series) please do not hesitate to contact us on Facebook, Twitter, G+ or by e-mail.