Understanding Ignite Traffic in Google Analytics

This article explains how to interpret Ignite traffic and conversions within Google Analytics 4 (GA4). You’ll learn how to identify view-through conversions, traffic assists, and the role Ignite plays in bringing users back to your site.

Ignite traffic typically appears in GA4 in two main ways:

1. Email View-Through Conversions – Visitors who return to your site after receiving an Ignite email but do not click on another tagged source link (such as a paid ad or UTM campaign).

2. Traffic Assists – Visitors who originally came from another source but returned to your site due to Ignite interactions (emails, offers, or messages).

1. Email View-Through Conversions

These represent visitors who returned to your site after receiving an email from Ignite.

To view this in GA4:

1. Navigate to Engagement → Events.

2. Search for the event name: ignite_view_through_conversion.

3. Review the event data and graph.

These events help you measure how email re-engagement drives return visits and conversions.

2: Analyze Traffic Assists

Traffic assists indicate when Ignite helps bring users back to your site after their initial visit from another source.

To view this in GA4:

1. Go to Acquisition → User Acquisition.

2. In the table below the graph, filter by Event Count.

3. Search for ignite_view_through_conversion.

This view allows you to see how Ignite-assisted visits compare to other acquisition sources, showing how the platform contributes to repeat engagement and conversions.

For example:

• A user first visits your site through a paid ad.

• Later, they receive an offer or email from the platform and return to the site.

• GA records their initial visit under the original source (ad), while the ignite_view_through_conversion event indicates that the platform helped bring them back.

For details on the specific events Ignite sends to Google Analytics 4, including engagement and conversion actions, see Event Tracking in Google Analytics 4 (GA4).