Google Analytics in WebAR

Integrating Google Analytics into a WebAR project supplements and enhances the data gathered from ZapWorks analytics. Monitoring web traffic using Google Analytics can help to measure progress against business goals such as m-commerce sales, brand engagement (dwell time), lead generation and social shares. For an introduction to Google Analytics please check the 'Get started with Analytics' article from Google here.

Projects built in Universal AR require Google Analytics or an equivalent third party to track user behaviour.

To add Google Analytics, there are two pre-requisites:

If you have purchased a Custom WebAR splash screen, we'll set up your site with Google Analytics once you've provided us with your Google Analytics tag ID.

To setup your website with Google Analytics, please get in touch.

Urchin Traffic Monitor

A UTM code enables Google Analytics on a website. When a user clicks on a URL with a UTM code, Google Analytics records the user's visit to the website and any additional parameters set on the UTM code. Different UTM codes can be set depending on where it's shared, such as social media, email, search engines, print and other mediums.

Parameters that are set includes the campaign (e.g. summer-sale, 20discount, hero-appeal), the source of traffic (e.g. facebook, twitter, mailing-list), type of medium (e.g. social-media, cpc, email), the piece of content clicked from a matching source and medium (e.g. sidebar-advert, url, posted-advert), and additional options.

For learn more about UTM codes, please take a look at an external article by Google here.

The URL needed to track Google Analytics to a WebAR experience is a project's deep link ID. To obtain a deep link ID, go to, click on the project, click on actions, then select 'Get deep link ID'.

To navigate to a WebAR experience, go to and add the deep link ID:

Deep Link ID Zappar WebAR project URL

After retrieving the URL, a UTM code must added to start recording Google Analytics. A UTM code can be built using a tool such as Google's Campaign URL Builder. A QR code can then be generated from the URL.

To make changes to a QR code's destination or UTM code without making changes to a QR code's appearance, we recommend using a link redirection service such as or to create a redirectable link. Once a QR code is generated from the redirectable link, the destination of a QR code can be changed at will. An alternative to using a link redirection service is to generate a dynamic QR code from the URL.


Can Zappar use their own Google Analytics tag ID?

As the data generated by users visiting a WebAR experience is held by external servers run by Google (which falls outside the liability of Zappar), and to ensure user's data privacy and security in line with GDPR, you'll need to provide us with your tag ID as you'll be handling Google Analytics data. For further clarification on this, please get in touch.

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