What are the benefits?
Pairing the two datasets allows your team to better allocate your resources according to that information. Google Analytics can only track what results in a lead. Without integrating the two systems, data stored in Google Analytics related to prospect’s initial online engagement with your brand will remain disconnected from new data being captured down-funnel.
The marriage of data allows you to:
- Attribute real live-sale conversions with their respective origin (channel, campaign, keyword, etc.)
- Allocate paid media dollars towards channels, affiliates, and keywords that demonstrate the highest sale conversion rate
- Focus on website optimization efforts that result in sales, not just a lead conversion
How does it work?
When a user navigates to your site, Google Analytics assigns them a unique identifier by default which follows them to track information related to their session throughout their journey on your site. Once this user submits enough information to become a lead, their information is sent into Salesforce. The first step of the integration is sending that user’s unique identifier, together with their contact information, into Salesforce (this is not done by default). If logged-in functionality exists, it is possible to tie this back to a Salesforce ID for enhanced visibility, such as cross-device tracking and attribution.
IndianMark executes this through a custom script implemented via Google Tag Manager. As a lead is qualified in different steps of the funnel and their profile is updated in Salesforce, we’re able to send lead statuses as they’re updated back into Google Analytics through Measurement Protocol and match them with the original unique ID. This opens the door for companies to analyze the traffic and onsite behavior patterns that result in desired sales within the interface.
Read in more detail about our experience integrating Salesforce and Google Analytics for one of our higher education clients.