Connecting Mutiny to your Analytics Stack

Mutiny's built-in analytics give you a solid foundation, but if your team already uses Google Analytics, Adobe Analytics, or other tracking tools, Mutiny is designed to work alongside your existing stack. This lesson covers how to add tracking to your assets, set up UTMs for clean attribution, and keep your data organized.

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Adding Scripts to Your Assets

There are two ways to get your analytics tags onto your Mutiny pages: globally across all assets, or on a per-asset basis.

For most teams, the global approach makes the most sense. Go to Page Settings and find the Additional Code Snippets section. Add analytics scripts and tag manager containers like your GA4 tag or Google Tag Manager snippet to the Head HTML field. Add scripts that should load after page content, like chat widgets or ad pixels, to the Body HTML field. Anything added here loads automatically on every asset you publish.

To add tracking to a specific asset without applying it globally, open the asset editor, click Publish, go to Advanced Settings, and navigate to the Custom HTML tab. Scripts added here will only load on that asset.

Setting Up GA4

Once your tag is on the page, GA4 will start collecting data automatically. Page views, scroll depth, outbound clicks, and video interactions are all tracked by default through GA4's Enhanced Measurement.

For attribution, make sure your asset URLs include UTM parameters, at a minimum utm_source, utm_medium, and utm_campaign. Most email and ad platforms append UTMs automatically, but you will want to add them manually for any other channels driving traffic to your assets.

Event Naming and Attribution Best Practices

Use a consistent UTM naming convention from the start. A pattern like mutiny_[asset-name] for utm_campaign makes it easy to filter in any reporting tool. Inconsistent naming, like mixing underscores and hyphens or using different capitalizations, leads to fragmented data that is hard to aggregate.

The same principle applies to event naming. If you are tracking CTA clicks across multiple assets, use the same event name across all of them. One-off event names for functionally identical actions are impossible to roll up in reporting.