07 Feb Salesforce Integration With Google Analytics 360
Seamless data integration between online and offline customer data offers actionable insights into the full customer journey. Learn how Google Analytics 360 and Salesforce work together to connect sales, advertising, and marketing data from your business, and get to know the highlights of the integration- including main benefits, use cases, and effects on attribution.
Main Benefits Of Google Analytics 360 And Salesforce CRM Integration
– Salesforce Sales Cloud pushes data to Google Analytics 360 for attribution, bid optimization, and audience segmentation.
– Find Google Analytics 360 data in the Salesforce Marketing Cloud user interface, and get a clear picture of campaign performance.
– Find audience segments created in Google Analytics 360 in Salesforce Marketing Cloud. Activate them through direct marketing channels such as email and text messages.
– Find customer behavioral data from Salesforce Marketing Cloud in Google Analytics 360. Build new audience segments for prospecting and retargeting campaigns.
You can also activate first-party data and measure the full customer journey by combining your Salesforce and Google Analytics 360 data. An extended funnel shows granular data about each step of interaction with your customer as they move through the conversion funnel – from the first awareness interaction through to the sale. Your custom site conversion funnel also merges with pipeline data from the Salesforce Sales Cloud.
Use Cases For Google Analytics 360 AND Salesforce Integration:
Let’s look at three use cases for Salesforce and Google Analytics 360 in particular:
Use Case #1: Build audience segments in Google Analytics 360 with leads from Salesforce data.
When a lead from Google Ads completes a form-submit, they run through your lead scoring model, which might turn them into SQL (Sales Qualified Lead). Then your sales team tries to qualify them as an opportunity.
With Google Analytics 360 and Salesforce Sales Cloud integration, you can build dynamic segments in Google Analytics 360 based on data from the Salesforce Sales Cloud. Companies with longer sales cycles can also leverage the data in Salesforce to allocate marketing dollars towards campaigns driving the strongest leads.
Here’s an example of the impact integration has on the sales cycle:
Use Case #2: Marketing ROI Analysis via Acquisition Costs & Lifetime Value
Google Analytics 360 and Salesforce integration helps marketers in B2B subscription services easily compare acquisition costs against customer lifetime value over a given period in real-time. The automated process doesn’t require any additional time to groom data and tie it back to the marketing channel responsible for the conversion. The result? A better understanding of the real ROI of each marketing channel.
Use Case #3: Run remarketing campaigns using Salesforce purchase history
Previously, it was difficult for brands to sync customer purchase history within Salesforce Sales Cloud to the Google Ads cookie, and also challenging to run remarketing campaigns with user acquisition in Google Marketing Platform and Sales Cloud as the CRM.
This integration allows you to create audience segments based on Salesforce conversion events for remarketing campaigns in Google Marketing Platform. You can sync a common user identifier across the two platforms, and use it to connect purchase history in Salesforce to Google.
Google Analytics 360 And Salesforce Integration For Attribution
Integrating these platforms also supports advanced attribution modeling. Move beyond last-click methodology and connect your offline and online conversions to the attribution modeling using Google Attribution 360. You’ll also see more details about the behavioral results of your marketing campaigns.
Customer interaction types that integrate include:
Website data – behavioral data from websites and web-based applications.
Mobile data – behavioral data from native mobile apps.
Advertising data – ad serving data from paid search, paid social, video, smart TV, and display advertising channels.
CRM data – data from your CRM platform (i.e. Salesforce) with information on your customers, including purchase history and customer service inquiries.
Email data – data from email marketing & campaign automation software, touching existing and prospective clients.
Offline data – data from physical direct mail, in-store purchases, and call center interactions
In the flow diagram above, we’ve included some of the tools you can leverage for attribution reporting, Display and Video 360, Google Analytics 360, and BigQuery. We’ve outlined how these different components integrate into the broader marketing & advertising technology ecosystem.
Google Analytics 360 and Salesforce helps you optimize bids and understand your customer identity. The best part? You can activate your offline data in Google Ads and across all of the tools in the Google Marketing Platform.
Learn more about the tools in Google Marketing Platform, and how our team can help you elevate your digital marketing strategy with marketing tools and the power of data-driven insights.