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

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 (GA4) via GTM

JS

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

const handleIdsAvailable = ({ mtid }) => {
  // Callback action for onIdsAvailable
  if (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 // Use this, instead, if you populate user_id already
    });
  } else {
    console.error('Google Tag Manager is not available.');
  }
};

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
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
- 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
This will then be associated with all events from that user

In case you pass Google Analytics events in BigQuery, the above utiq_mtid custom dimension can be found under the user_properties object. This allows joining or 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, if you used user_id, or up.utiq_mtid, if you used utiq_mtid, instead.

Marfeel

JS

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

const handleIdsAvailable = ({ mtid }) => {
  // Callback action for onIdsAvailable
  if (window.marfeel && window.marfeel.cmd && typeof window.marfeel.cmd.push === 'function') {
    window.marfeel.cmd.push(['compass', function(compass) {
      compass.setSiteUserId(mtid);
    }]);
  } else {
    console.error('Marfeel is not available.');
  }
};

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

Marfeel user reconciliation feature is available only for Enterprise clients.

Documentation:

https://community.marfeel.com/t/user-reconciliation-tracking/11388

Testing: Filter Network for ingest and check attribute sui

Piano Analytics

JS

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

const handleIdsAvailable = ({ mtid }) => {
  // Callback action for onIdsAvailable
  if (typeof pa !== 'undefined' && typeof pa.setUser === 'function') {
    pa.setUser(mtid);
  } else {
    console.error('Piano Analytics is not available.');
  }
};

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

Documentation:

https://developers.atinternet-solutions.com/piano-analytics/data-collection/how-to-send-events/users

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