Send Brilliant Events to Your Google Analytics (GA4) Account

Measuring the impact of Brilliant on your store is essential to understand how your customers interact with the AI and how it influences your conversions. In this article, you will learn how to connect Brilliant with your GA4 property and make the most of the data.

1. Connection Setup

To start sending Brilliant data to your Google Analytics account, follow these steps:

• Access the settings:

  Log in to your Brilliant control panel and navigate to the Settings / Google Analytics section.

• Activation and linking:

  Turn on the feature switch and enter your GA4 Measurement ID (usually formatted like G-XXXXXXXXXX). To easily locate the Measurement ID, simply search for the text "Measurement ID" in the Google Analytics search input.

  

  Then just copy and paste it into the Brilliant back office.

• Save changes:

  Click the save button. From this moment on, Brilliant will automatically start sending events to your GA4 property without any additional configuration in your code.

2. Events Sent to GA4

Once the integration is active, you will be able to see the following events in your Google Analytics "Real-time" and "Events" reports:

3. Configuration of the Consolidated Event (Brilliant_Interaction)

For more professional analysis, we recommend creating a custom event that groups all user actions considered direct interaction with Brilliant (excluding events for viewing or closing Brilliant to have more accurate real interaction metrics).

• Step 1: In GA4, go to Admin > Data Settings > Events and click Create event.

• Step 2: In "Custom event name," type: brilliant_interaction.

• Step 3: In trigger conditions, set:

  • Parameter: event_name

  • Operator: matches regular expression

  • Value (copy and paste the following block):

bri.change_comparing_products|bri.change_search_result_filter|bri.click_active_help|bri.click_add_product_to_cart|bri.click_chat_button|bri.click_go_to_cart|bri.click_product_card|bri.click_product_card_action|bri.click_product_video|bri.click_suggested_question|bri.click_view_more_products|bri.click_widget_item|bri.close_main_window|bri.input_chat|bri.input_top_bar|bri.open_add_many_products_to_cart|bri.open_comparison|bri.open_search_result|bri.start_search|bri.upload_image|bri.view_product_detail

4. Creating the Exploration and Performance Audiences

To see key business metrics, create a report in the GA4 Explore menu by selecting the Free Form format. Within this exploration, we will configure the segments (audiences) and analysis values.

Step A: Create the segments (Audiences)

In the left column, under Segments, create the following two:

• Segment 1: Has interacted with Brilliant

  • Select "Session segment."

  • Condition: Include users when the event name equals brilliant_interaction.

  • Scope: Within the same session.

• Segment 2: Has not interacted with Brilliant

  • Select "Session segment."

  • Condition: Exclude users when the event name equals brilliant_interaction.

  • Scope: Within the same session.

Step B: Configure the Values (Metrics)

Add and drag the following metrics to the Values section:

• Active users.

• Purchases.

• Average session duration.

• Bounce rate.

• Average interaction time per session.

• Product revenue.

• Average revenue per purchase.

How to calculate the conversion rate

Since GA4 explorations do not automatically show conversion rate by user segment, you can manually calculate it as follows for each audience:

Formula: (Number of Purchases / Number of Active Users) * 100

This calculation will allow you to accurately identify what percentage of users, both those who interact and those who do not interact with Brilliant, end up making a purchase.

Related articles:

• How to install Brilliant
• Explore all Brilliant features
• Frequently asked questions about AI