by Jaeho

30/05/2018

Google Analytics

Integration between Salesforce Sales Cloud and Google Analytics 360 (1)

Due to increasingly diverse funnels and touch points, there’s a growing need for technologies that can analyse and optimise sales funnels. HubSpot’s State of Inbound 2017 report says that converting leads into sales is the highest goal for companies. [1] [2] This is achieved first by converting a lead, and then by influencing through securing multiple digital touch points during the customer’s lifecycle. This partnership between Salesforce and Google Analytics presents an important implication for this point.

1. What will be changed with this data integration?

You will be able to develop and implement strategies based on the data to turn the leads into actual sales. More specifically:

1.1 You will be able to send Salesforce Sales Cloud’s (SFSC) lead or opportunity milestone changes to Google Analytics 360 (GA360). This will allow GA360 to identify how each touch point of the digital channels influenced the final decision making through the Channel Report, Behavior Report, and Custom Funnel. Simply put, you will be able to understand how your customers decided to make the final purchase after the lead submission.

1.2 You can create a Goal not only for lead generation but also offline sales conversions. It can be imported as a campaign goal in the AdWords and DoubleClick ad platforms. You can also use Smart Bidding on the above platforms to do more ML-based automated bidding. This type of goal also allows you to use A/B testing and attribution modelling to lift up offline sales on Google Optimize or Attribution. In short, you can create a digital marketing campaign with a goal of offline sales conversion that is both measurable and optimisable.

1.3 You can make an audience list which has undergone lead creation or any sales funnel in GA and target or plan a remarketing campaign for them in AdWords and DoubleClick. This means that you can target or retarget someone who has been missed in the middle of a sales funnel, and convert them through your ads.

1.4 If you have already imported CRM data (which is great!), the process is now very simple. You no longer need to create a data schema or manually upload. With just a few clicks, you can easily and automatically upload your CRM data to GA360.

AS-IS: We could only understand until the lead submission as data.

TO-BE: Through the integration, we will get more insight to understand whole picture.

2. When was it announced?

The partnership was announced at Salesforce’s conference in November 2017, and version 1 launched in January 2018. This version enabled us to import Milestone data from SFSC to GA360.

3. What should be done for the integration?

3.1 You must have access to Google Analytics 360 and Salesforce Sales Cloud. This integration does not apply to Google Analytics Standard users.

3.2 You need a setting for data usage and configuration. Please check the following checklist.

  • Step 1 – Identify user
    • Decide which identificator to use: ClientID and/or UserID
  • Step 2 – Access to SFSC
  • Step 3 – Configure SFSC
    • Create GACLIENTID, GAUSERID, and GATRACKID for lead and opportunity
    • Enable History tracking and Map the fields
  • Step 4 – Edit lead form
    • Add the custom tracking fields if you need
    • Set the custom tracking fields value if you need
  • Step 5 – Link GA to SFSC
    • Create a SFSC data set
    • Authorize SFSC
  • Step 6 – Configure to import
    • Import Milestones (Lead and/or Opportunity) and set a schedule
  • Step 7 – Test
    • Import data (More > Fetch Now)
    • View data (after 26 hours) on Events Report
      Or check Custom Report with Data Source = sfsc

3.3 See Google’s article for more detailed integration features.

In the next article, we will explain the practical application and some situations which can occur. Please feel free to contact us if you have any questions or need help opting-in.

Sources

1. https://www.hubspot.com/marketing-statistics

2. http://www.stateofinbound.com/emea

Comments

Leave a comment

Your email address will not be published.