Web Analytics Integration

This page contains integration guides with various Web Analytics solutions, of how to pass martechpass as declared ID.

Why Integrate Utiq martechpass with Analytics?

The Utiq martechpass (mtid) is a semi-stable identifier tied to a real person (or household), persisting across browsers and devices, and rotating every 90 days for privacy and compliance.

When passed as a user ID in Web Analytics, it helps stabilize and unify visitor metrics.

Primary Use Case

Metric Stabilization & Deduplication: More accurately measure Unique Users by reducing identity fragmentation across devices or browsers.
For example, instead of reporting 1.000 ‘visitors’ (duplicate cookies), analytics may reveal 900 true individuals using martechpass, and report a more realistic and stabilized conversion rate.

For more on use cases, visit: Utiq Use Cases

Choosing How to Pass martechpass

When deciding whether to pass the martechpass into your analytics platform as the systemic User ID or as a custom dimension, you should carefully weigh the trade-offs.

Using mtid as systemic User ID

This approach is recommended when your domain does not already have a stable User ID strategy, or when much of your traffic comes from social media browsers that do not persist cookies. In these cases, mtid helps reduce inflated unique user counts by providing a more stable identifier across browsers and domains under the same data controller. Even though mtid rotates every 90 days, it ensures your Unique User metrics reflect real people more accurately. In addition, setting mtid as the systemic User ID unlocks the native capabilities of the analytics platform (e.g. deduplication of users, better audience building, automatic use in personalization and propensity models).

Using mtid as a custom dimension

If your domain already uses and relies on its own User ID (for example, a login-based ID), this should remain the systemic identifier. Replacing it with mtid would disrupt personalization, audience history, and propensity scores, since mtid rotates regularly. In such cases, mtid should instead be captured in a custom dimension. This still enables downstream analysis of “martechpass unique user stabilization,” but the insights will require exporting raw data (e.g. into BigQuery for GA) and performing ad-hoc queries before activation into other platforms.

In summary, mtid as systemic User ID maximizes stabilization and out-of-the-box analytics features if no strong owned ID exists, while mtid as a custom dimension preserves the integrity of existing owned IDs at the cost of requiring more custom analysis.

Vendor Integrations

For each integration, Utiq recommends retrieving the mtid using onIdsAvailable via the addEventListener API, especially when embedding via third-party scripts.

Google Analytics

Last update: April 2025 (check vendor documentation)

Read carefully the decision on passing mtid as systemic or custom dimension.

JS

window.Utiq ||= {};
window.Utiq.queue ||= [];

const handleIdsAvailable = ({ mtid, category }) => {
  // Callback action for onIdsAvailable
  
  if (mtid && window.dataLayer && Array.isArray(window.dataLayer)) {
    window.dataLayer = window.dataLayer || [];
    window.dataLayer.push({
      event: 'utiqUserIdReady', // Optional: custom event name for triggers
      user_id: mtid,
      // utiq_mtid: mtid, // If you use User ID already, you can use this instead
      utiq_category: category
    });
  } else {
    console.error('Google Tag Manager is not available, or MTID is missing.');
  }
};

window.Utiq.queue.push(() => {
  window.Utiq.API.addEventListener('onIdsAvailable', handleIdsAvailable);
});

Configurations to pass martechpass as User ID in GA4

Google Tag Manager configurations

Create a data layer variable
- In Google Tag Manager, click Variables
- In the User-Defined Variables section, click New
- Click Variable Configuration > Data Layer Variable
- Enter a name for the variable at the top (e.g. "DLV - user_id")
- In the Data Layer Variable Name field, enter a name for your ID (e.g. "user_id")
- Click Save
Modify your Google Analytics 4 tag
- In Tag Manager, click Tags
- Select your Google Analytics 4 tag
- Under Configuration settings, add a new row with the following parameters:
  - Parameter: user_id
  - Value: Select the Data Layer variable you created
- Click Save
- Click Submit to publish the changes

(Optional) Configurations to pass martechpass as Custom Dimension in GA4 instead

In case you populate ‘user_id’ attribute already, and you don’t want to change this to martechpass, you can create a new custom dimension in Google Analytics to capture utiq_mtid instead.

Google Tag Manager configurations

Create a data layer variable
- In Google Tag Manager, click Variables
- In the User-Defined Variables section, click New
- Click Variable Configuration > Data Layer Variable
- Enter a name for the variable at the top (e.g. "DLV - utiq_mtid")
- In the Data Layer Variable Name field, enter a name for your ID (e.g. "utiq_mtid")
- Click Save
- Do the same for variable "DLV - utiq_category" with ID "utiq_category"
Modify your Google Analytics 4 tag
- In Tag Manager, click Tags
- Select your Google Analytics 4 tag
- Under Configuration settings, add a new row with the following parameters:
  - Parameter: user_properties.utiq_mtid
  - Value: Select the Data Layer variable you created
- Click Save
- Do the same for parameter user_properties.utiq_category
- Click Submit to publish the changes

Google Analytics 4 configurations

In Google Analytics 4, in Admin, under Data display, click Custom definitions
Create a custom dimension, with below configurations:
- Scope: User
- Name: utiq_mtid
- Event parameter: utiq_mtid
Do the same for custom dimension utiq_category
This will then be associated with all events from that user

In case you pass Google Analytics events in BigQuery, the above utiq_mtid and utiq_category custom dimensions can be found under the user_properties object. This allows modeling of user stability using mtid as an auxiliary identifier.

Documentation:

Testing: In Console type window.dataLayer and check for utiqUserIdReady event. Also filter Network for collect and check attribute uid and/or up.XX

Adobe Analytics

Last update: July 2025 (check vendor documentation)

Read carefully the decision on passing mtid as systemic or custom dimension.

JS

window.Utiq ||= {};
window.Utiq.queue ||= [];

const handleIdsAvailable = ({ mtid, category }) => {
  // Callback action for onIdsAvailable
  
  if (mtid && window.Visitor && typeof Visitor.getInstance === 'function' && typeof s !== 'undefined') {
    const visitor = Visitor.getInstance("YOUR-ORG-ID"); // Replace with your actual Adobe Org ID
    
    visitor.setCustomerIDs({
      utiq: {
        id: mtid,
        authState: Visitor.AuthState.AMBIGUOUS
      }
    });
    
    // Link Visitor instance to AppMeasurement (Adobe Analytics)
    s.visitor = visitor;
    
    // If you use Visitor ID already, you can use an eVar instead
    // s.eVarXX = mtid; // Replace XX with the actual eVar number
    s.eVarYY = category; // Replace YY with the actual eVar number
  } else {
    console.error("Adobe Visitor API or Analytics not available, or MTID is missing.");
  }
};

window.Utiq.queue.push(() => {
  window.Utiq.API.addEventListener('onIdsAvailable', handleIdsAvailable);
});

The above code example is with the assumption you use ‘Adobe ECID Visitor Service’.

Ensure that ‘utiq’ is a registered identity namespace in Adobe Admin Console.

Documentation:

Testing:

Filter Network for demdex.net and check attribute d_cid_ic
Filter Network for b/ss and check attribute id and/or vXX
Use Adobe Experience Platform Debugger to confirm identity mappings

Marfeel

Last update: April 2025 (check vendor documentation)

Read carefully the decision on passing mtid as systemic or custom dimension.

JS

window.Utiq ||= {};
window.Utiq.queue ||= [];

const handleIdsAvailable = ({ mtid, category }) => {
  // Callback action for onIdsAvailable
  
  if (mtid && window.marfeel && window.marfeel.cmd && typeof window.marfeel.cmd.push === 'function') {
    window.marfeel.cmd.push(['compass', function(compass) {
      compass.setSiteUserId(mtid);
      
      // If you use User ID already, you can use a User Var instead
      // compass.setUserVar('utiq_mtid', mtid);
      compass.setUserVar('utiq_category', category);
    }]);
  } else {
    console.error('Marfeel is not available, or MTID is missing.');
  }
};

window.Utiq.queue.push(() => {
  window.Utiq.API.addEventListener('onIdsAvailable', handleIdsAvailable);
});

Marfeel user reconciliation feature is available only for Enterprise clients.

Documentation:

Testing: Filter Network for ingest and check attribute sui and/or uvar

Piano

Last update: April 2025 (check vendor documentation)

Read carefully the decision on passing mtid as systemic or custom dimension.

JS

window.Utiq ||= {};
window.Utiq.queue ||= [];

const handleIdsAvailable = ({ mtid, category }) => {
  // Callback action for onIdsAvailable
  
  if (mtid && typeof pa !== 'undefined' && typeof pa.setUser === 'function') {
    pa.setUser(mtid);
    
    // If you use User ID already, you can use a Custom Property instead
    // pa.setProperties({ utiq_mtid: mtid });
    pa.setProperties({ utiq_category: category });
  } else {
    console.error('Piano is not available, or MTID is missing.');
  }
};

window.Utiq.queue.push(() => {
  window.Utiq.API.addEventListener('onIdsAvailable', handleIdsAvailable);
});

Documentation:

Testing: Filter Network for collect or pa and check attribute user.id and/or properties

Mapp

Last update: July 2025 (check vendor documentation)

Read carefully the decision on passing mtid as systemic or custom dimension.

JS

window.Utiq ||= {};
window.Utiq.queue ||= [];

const handleIdsAvailable = ({ mtid, category }) => {
  // Callback action for onIdsAvailable
  
  if (mtid && window.wtSmart && Array.isArray(window.wtSmart)) {
    window.wtSmart.push(function(wtSmart) {
      
      wtSmart.customer.data.set({
        id: mtid
      });
      
      wtSmart.session.parameter.set({
        // If you use ID already, you can use a Session Parameter instead
        // XX: mtid, // Replace XX with the actual Session Parameter number
        YY: category // Replace YY with the actual Session Parameter number
      });
    });
  } else {
    console.error('Mapp Smart Pixel is not available, or MTID is missing.');
  }
};

window.Utiq.queue.push(() => {
  window.Utiq.API.addEventListener('onIdsAvailable', handleIdsAvailable);
});

Documentation:

Testing: Filter Network for /wt and check attribute cd and/or csXX