The partnership between Salesforce and Google Analytics 360 was announced in 2017. Since then, more benefits have started rolling out. The most recent feature that has become available pulls website performance metrics and campaign data from Google Analytics and makes them accessible in Salesforce Marketing Cloud.
What Will This Integration Do?
The absence of insight into site performances is a huge challenge with email marketing tools. Activities that happen outside email are mostly unseen or tracked in another tool. Google Analytics can work as a data hub that measures the success of various campaigns from different tools.
Because the campaign data are now available within Salesforce Marketing Cloud and also directly linked with your email campaigns, marketers will now have a thorough understanding of their mobile marketing efforts and email journey and how they affect site performances and conversions.
With this integration, Salesforce Marketing Cloud users can access a new set of metrics within the Marketing Cloud interface:
- Page views
- Bounce Rate
- Goal Value
- Abandonment Rate
- Goal Conversion Rate
- Goal Completions
- Average Order Value
- Ecommerce Conversion Rate
How to Integrate Salesforce Marketing Cloud and Google Analytics 360
You will need Journey Builder from Salesforce Marketing Cloud and Google Analytics 360 from Google. You also have to discuss the pricing with a Salesforce support agent and have them activate the integration in your account.
Outgoing emails now have journey campaign information. When a user clicks through to your website from a link in the email, Google Analytics use these campaign data to determine which channel and traffic source should receive the credit for directing the user to the site. Salesforce Marketing Cloud will also have user identifier.
Google Analytics tracks information as user browse your site, purchase items, and complete goals in your site. Then, Google Analytics 360 users can go to Salesforce for easy reporting.