GA4 Integration | Made With Intent Help Center

Using Made With Intent you can integrate with Google Analytics in order to add predictive data to GA4 analysis, get a more segmented view of your traffic, and build custom audiences for Google Ads re-marketing.

You are able to enrich this data throughout the session, using either of the following options dependant on your GA4 integration. You are also able to enrich data at the end of the session, using our Session Summaries

Setting up the integration

Enriching Data In Session - Direct GTM Integration

If you have GA4 implemented directly on your site, you can use our in-platform integration

Set-Up

When setting up the integration you will need to choose the method of integration; Event or User Properties. User Properties should be used if you plan to use the integration in order to create Custom Audiences for Google Ads (and these can also be used within analysis). If you will only be doing analysis, you should use the Event method.

If you choose Event, you can then decide when this will trigger;

On event; this will send every inference response we receive
On change; when the data changes between inference responses
On page view; this will only send information on each pageview

Once you have set up the integration within the platform, you can follow the steps below to verify data is sending as expected, set-up custom definitions and utilise the data.

Verifying Data

Using a GA4 debugger you will be able to see Intent data being sent to your Google Analytics account
You'll also be able to see these events coming into your account via the Real-time or Events GA4 report

Creating Custom Definitions

In order to create segments off of Intent metrics, you will need to create Custom Definitions for all of the parameters you are sending. Here's a guide of how to set these up.

For parameters you plan to use for Custom Audiences, you will need to set these up as user-scoped definitions. For parameters for analysis and segmentation within GA, these need to be set up at an event level.

Creating Segments & Dimensions

Once you have created your Custom Definitions, you will then be able to build segments off of these parameters within the platform, or add them as a dimension to Reports.

Creating Audiences

You will also be able to create audiences based off of the Intent metrics. More information on this can be found here.

Enriching Data In Session - GTM Installation

If you have GA4 integrated through GTM, follow the instructions below:

Ask the MWI team for the necessary JSON file
Once received, ppen your GTM container and go to ‘Admin’ > ‘Import Container.’
Click ‘Choose container file’ and select the JSON file
Select ‘Default Workspace’ and choose the workspace you want to import this into, or create a new one
Under ‘Choose an import option,’ select ‘Merge’ (there should be no conflicts)
Click the blue 'Add to Workspace' button
Go to the tag labeled ‘MWI - GA4 - Intent Pageview Events’ and update the Measurement ID from ‘G-XXXXXXXXXX’ to your own. If you're unsure of your Measurement ID, follow these steps. If you want to limit the number of events sent to GA4, we recommend setting the tag firing options to ‘once per page.'
Your GA4 events will now trigger with each intent inference. Once everything is set, you can publish the container

Your integration is now set-up! Don’t forget to configure your Custom definitions in GA4, here's more on how to set these up.

Enriching Data - Post Session

Session Summaries condense the behavioural and intent signals of a visit into a single structured data event.

They provide a clear overview of:

What the visitor was trying to do
How close they were to conversion
Where they hesitated or disengaged

Allowing you to easily analyse customer journeys based on intent

What data points are included?

Typically the following data points are included in a Session Summary

🧭 Intent Composition & Engagement

Label	Description
total event count	Total number of tracked events
low intent summary	the total number of events in each intent stage
building intent summary	the total number of events in each intent stage
high intent summary	the total number of events in each intent stage
discovery summary	the total number of events in each shopper mindset (NB “not actively shopping”, not included)
consideration summary	the total number of events in each shopper mindset (NB “not actively shopping”, not included)

🎯 Purchase Indicators

Label	Description
included purchase	Flags if session included a transaction
purchase confidence	Latest value from the Intent Signal (very low → very high)
purchase confidence trend	Direction of change in purchase intent (negative (-1) neutral (0) or positive (1))
intent growth velocity	Speed and strength of movement of purchase confidence using a cumulative mean across the journey
return likelihood	Latest value from the Intent Signal (very low → very high)

🛍️ Session Attributes

Label	Description
intent stage	Final observed intent stage at session close
shopper mindset	Final mindset (discovery / consideration)

💎 Affinity Signals

Label	Description
sequenced affinity page category	Sequential list of page category affinities formed during the session
sequenced affinity product category	Sequential list of product category affinities formed during the session
sequenced affinity product price	Sequential list of product price affinities formed during the session
sequenced affinity product subcategory	Sequential list of product subcategories formed during the session
sequenced affinity product url	Sequential list of product URLs formed during the session
top affinity page category	Top page category that the user expressed an affinity with
top affinity subcategory	Top sub category that the user expressed an affinity with
top affinity product price	Top product price that the user expressed an affinity with
top affinity product URL	Top product URL that the user expressed an affinity with
top affinity attribute 1	Top customer affinity that the user expressed an affinity with
top affinity attribute 2	Top customer affinity that the user expressed an affinity with
top affinity attribute 3	Top customer affinity that the user expressed an affinity with
top affinity attribute 4	Top customer affinity that the user expressed an affinity with
top affinity attribute 5	Top customer affinity that the user expressed an affinity with
top affinity attribute 6	Top customer affinity that the user expressed an affinity with

The Made With Intent team will support you with this set-up