10 Most Powerful Google Analytics Integrations

Google Analytics provides powerful insights that help marketers track the effectiveness of their online marketing initiatives. In turn, marketers can improve the performance of each marketing channel.

As online marketing has evolved, a number of Google Analytics integrations have been developed to enhance data quality. The result? Marketers are able to track the Google Analytics metrics that are most important to their business.

Top 10 Google Analytics Integrations

Below, we’ve compiled a list of 10 Google Analytics integrations that will help enhance your data quality and thus online marketing performance. Here’s a quick list if you don’t wish to read the full article below:

  1. CRMs
  2. CallRail
  3. DoubleClick DCM
  4. Shopify
  5. Zendesk
  6. Facebook
  7. Marketo
  8. WordPress
  9. VWO
  10. Hootsuite

CRM and Google Analytics Integrations

Google Analytics is great at tracking marketing data such as lead referral sources and conversion rates, but it needs a hand when it comes to sales information such as revenue.

When marketers integrate Google Analytics with CRMs such as Salesforce, they’re able to create reports that show the real dollar value of each digital channel i.e. organic, PPC and social media.

From there, businesses are able to invest more resources into their most profitable marketing channels and put a hold on those that aren’t working.

By neglecting this integration, marketers would be stuck with only half the picture, as marketing and sales would be disconnected.

How to integrate CRM data with Google Analytics

To integrate CRMs such as Salesforce and Google Analytics you can manually importing data between the platforms. Though, doing so requires you to follow lengthy step-by-step processes.

To help simplify the process, we built an app called GA Connector. It’s a tool that seamlessly integrates Google Analytics and CRM data, eliminating the need for any manual work.

To integrate Google Analytics with your CRM, follow this simple 3-step process:

  • Sign up for a free 30-day trial
  • Head into GA Connector and select the CRM that you wish to integrate with Google Analytics
  • Follow the provided steps to complete the integration

From here, you can create powerful Google Analytics attribution reports that tell you exactly where your sales are coming from. As a result, you will gradually stop paying for leads that don’t convert.

CallRail and Google Analytics Integration

Google Analytics is great at tracking online conversions, but it doesn’t provide you with any information about offline conversions such as phone calls.

CallRail is a Google Analytics integration that allows you to track phone calls as if they’re online conversions.

You can measure call conversions from all marketing channels, including organic search, PPC and social media.

Thanks to real-time reporting, CallRail instantly get notifies you every time a phone call is received.

When you integrate CallRail and Google Analytics, you can track which marketing campaigns deliver the highest ROI and invest accordingly.

How to integrate CallRail and Google Analytics

To perform this integration, you will need a subscription to the CallRail Essentials Plan or higher. If you already have this package, follow the steps below:

  1. Head to your company profile inside CallRail
  2. Click Settings
  3. Choose Google Analytics from list of integrations
  4. Enter your website URL and click Create.

CallRail will then try to automatically detect and input your Google Analytics ID through the code on your website.

You can also manually enter your Google Analytics ID if automatic detection doesn’t work.

DoubleClick Campaign Manager and Google Analytics Integration

DoubleClick Campaign Manager (DCM) is Google’s attribution software. It tells marketers which ads perform best and which channels achieve the highest ROI.

The software is designed to integrate with Google Analytics 360 (previously known as Premium), Display and Video 360, Search Ads 360 and Google Tag Manager.

DCM is designed to do two things. Firstly, to track conversions, giving marketers insight into which channel provides the highest ROI.

Secondly, Google’s DCM tracks clicks and impressions, giving insight into individual ad performance.

How to integrate DoubleClick Campaign Manager and Google Analytics

Creating a regular Google Analytics account isn’t enough. DCM is designed to be integrated with Google Analytics 360.

Begin by enabling Advertising Reporting Features in Google Analytics 360 and ensuring you have the required account-level permissions to create links in both platforms.

The way in which you link the two platforms depends on your permission levels. Google details this in their step by step guide here.

Shopify and Google Analytics Integration

Shopify is cloud-based e-commerce platform that allows individuals and entities to create an online business from the ground up.

With Shopify, users are provided with a simple interface to create and customize an online store without the help of web developers thanks to its themes and online store builder.

Users can sign up to a free 14-day trial before they subscribe to a plan. Pricing for Shopify ranges from $30 per month to $300 per month.

Users that integrate Shopify and Google Analytics can automatically track website visitor information such as acquisition channels, conversions and revenue.

How to integrate Shopify and Google Analytics

This integration requires you to perform a simple 4-step process. It goes as follows:

  1. Go to the Shopify Admin menu
  2. Click on Online Store and then Preferences
  3. Paste your tracking code in the Google Analytics section
  4. Head to your Google Analytics account and enable ecommerce tracking

Once you complete these steps, you will be able to track user activity on your website in real time.

Zendesk and Google Analytics Integration

Zendesk is a help desk-style software that focuses on customer support and retention through tools such as support, chat, call centre solution and knowledge base.

As a software, it also slightly crosses over into CRM territory. With Zendesk, marketers can consolidate data about leads and opportunities, which they can then nurture to build long-term relationships.

Zendesk provides a variety of pricing plans to suit individual business needs, meaning the software is accessible to both small business and large enterprises.

By integrating Zendesk and Google Analytics, marketers are able to track customer information such as through which marketing channel each customer was acquired.

How to integrate Zendesk and Google Analytics

To integrate Zendesk and Google analytics, you need to subscribe to a third-party software called LeadsBridge. Then, take the following steps:

  1. In LeadsBridge, click on Bridges followed by the Add New button
  2. Choose a name for the Bridge and then select Zendesk as the source and Google Analytics as the destination
  3. Setup your Zendesk by inputting the name of your integration, choosing the segmentation concept and then clicking the authorize button.
  4. Setup Google Analytics through LeadsBridge by entering your Google Analytics tracking ID.
  5. Setup fields mapping through Google Analytics.

Once you perform the integration, you can perform a test by creating a test lead via LeadsBridge.

Facebook and Google Analytics Integration

Facebook is the world’s largest social media network, with more than two billion active monthly users.

Consumers use Facebook to connect with their friends and brands they love while businesses utilize Facebook as an advertising platform.

With Facebook, businesses can create ads based on target audience interests and demographic information

Marketers can go one-step further by utilizing the Facebook Pixel. With the Pixel, they can re-target website visitors and track conversions.

Facebook and Google Analytics don’t integrate directly, but you can track Facebook ad performance by creating UTM parameters.

How to track Facebook campaign information through Google Analytics

There are four main types of UTM parameters that you can create to track Facebook ad performance through Google Analytics.

  •       utm_source: identify traffic source i.e. Facebook
  •       utm_medium: identify the traffic medium i.e. social media
  •       utm_content: identify visitor based specific ad or link pointing to same URL
  •       utm_campaign: identify the name of the Facebook campaign

Without these parameters, measuring Facebook ad and campaign performance using Google Analytics would not be possible.

Once you utilize these UTM parameters, you will gain insight into which Facebook ads and campaigns result in the highest number of conversions.

Marketo and Google Analytics Integration

Marketo is a marketing automation software that helps businesses with lead management, email and mobile marketing, consumer marketing and customer base marketing.

With Marketo, marketers can gain an increased understanding of their customers and track conversions and sales with automated marketing campaigns.

The platform also records and stores personal customer information i.e. name, email, mobile number and residential address.

On its own, Google Analytics does a great job of telling marketers where customers come from, but it doesn’t give insight into who those customers are.

By integrating Marketo and Google Analytics, you will be able to understand how different market segments respond to your marketing efforts.

How to integrate Marketo and Google Analytics

One of the ways in which you can integrate Marketo and Google Analytics is by following Marketo’s step-by-step guide.

If you’re looking for a more automated way to integrate Marketo and Google Analytics then you can try Zapier. It’s an automation tool that integrates 1,500 different apps.

WordPress and Google Analytics Integration

WordPress is an open-source content management system (CMS) used by both individuals and large businesses to create websites.

With WordPress, users can create anything from personal blogs to full-blown e-commerce stores. Websites can be built using one of millions of available templates or from the ground up.

In fact, approximately 30% of all websites have been created using WordPress, giving it the highest market share of any CMS.

Examples of WordPress websites include the blogs of TV personalities from CCN, Mashable and TechCrunch.

By integrating WordPress and Google Analytics, marketers are able to track information about users visit their website, which will in turn help with their marketing efforts.

How to integrate WordPress and Google Analytics

The best way to integrate WordPress and Google Analytics is with the help of a plugin. There are well over 50,000 free plugins available for WordPress.

An easy-to-use WordPress we recommend is called Insert Headers and Footers. To install this plugin:

  1. Head to your WordPress navigation menu and go to Plugins followed by Add New
  2. Search for Insert Headers and Footers then install and activate the plugin
  3. Head back to the navigation menu then go to Settings followed by Insert Headers and Footers
  4. Copy and paste your Google Analytics tracking code into the Header area of the plugin

It is also possible to perform this integration without a plugin, however, the method ads no real benefit. You would need a developer to access the backend of your website.

VWO and Google Analytics Integration

The purpose of VWO is to help increase conversions and sales by optimizing the customer experience on your website.

It’s an A/B testing and conversion optimization platform that helps you increase sales by providing you with an overview of how users interact with your website.

By utilizing the software, marketers can create better landing pages to increase user engagement, lower bounce rates and increase conversion rates through features such as heatmaps.

VWO also integrates well with CMS platforms such as WordPress, Magento and Shopify. With this software, there is no need for coding when testing your website.

When you integrate VWO and Google Analytics, you will be able to filter data about your website visitors based on Google Analytics metrics such as technology, traffic channel and source/medium.

How to integrate VWO and Google Analytics

In VWO, create a New Test. Once you have completed creating the test, select Google Analytics under Integrate with Third-Party Products section.

Note: you will need to insert a slot number, which you will save for later.

Next, you will create reports in Google Analytics. To do so, go to Google Analytics and then head to the Reporting tab. Here you will click Create New Segment.

Select Conditions and using the dropdown menu in the main panel select Custom Variable (key xx).

Note: the key needs to match the slot number you entered in VWO.

Finally, type the test ID of the reports you wish to view and then click Preview to view the report.

Hootsuite and Google Analytics Integration

Hootsuite is a social media management tool that allows marketers to manage multiple social media accounts simultaneously.

Social media networks that the platform supports include Facebook, Instagram, Twitter and YouTube.

The three main benefits of Hootsuite are its scheduling, monitoring and inbuilt analytics features, helping marketers gain more insight into their audiences.

There are over 200 metrics that marketers can measure using Hootsuite, including campaign, audience and individual post engagement, as well as ROI.

There are a variety of available Hootsuite packages, with prices set according to the number of profiles and users that are required.

How to integrate Hootsuite and Google Analytics

The best way to integrate Hootsuite with Google Analytics is through the use of UTM parameters. In Hootsuite, you can set this up during campaign creation.

To perform this integration, follow these steps:

  • During step two of Ads Design activate Goal Tracking, by checking the “track this campaign with Google Analytics” box, located at the bottom of the page.
  • Enter the source as well as medium UTM parameters, which will be added to all links within the campaign.
  • Give the specific campaign a name
  • Finally, enter a custom name for the content your serving i.e. “ad-variation-b”. Also, under placeholder, select Ad Name.

Supercharge your marketing by tracking offline conversions

All of the integrations we have mentioned above are great at performing what their designed to do, including:

  • Tracking Sales and spending (Salesforce)
  • Testing how users interact with a website and what content they engage with most (VWO)
  • Collecting and storing personal and demographic information about customers (Marketo)

However, none of these integrations connect marketing and sales, meaning business aren’t able to track the exact ROI of their marketing activities.

This is where GA Connector comes in. After you integrate any of these tools with Google Analytics, you can use GA Connector to integrate Analytics with Salesforce.

The result? You will be able to get a 360-degree view on how your marketing activities and optimizations affect ROI and thus engage in real revenue-driven marketing.

To try GA Connector, sign up for a free 30-day trial and follow the simple process to integrate Google Analytics with Salesforce or other CRMs.

How to Add UTM Parameters to Google Ads (automatically)

Right now, auto-tagging is the default way to track Google Ads campaigns. However, it’s still practical to add manual UTM tags in order to capture them in your lead/contact forms for example.

However, you don’t need to add UTMs to your final URLs in Google Ads. You can do this automatically using URL suffixes (previously we used tracking templates for this, but this solution stopped working in 2018).

How to enable UTM tracking in your Google Ads campaigns

  1. Click the Campaigns tab and select the campaign you want to track.
  2. Click Settings  — Additional settings (in the bottom)  — Campaign URL options.
  3. Set Final URL suffix to utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}
  4. Click Save.

Final URL suffix in Google Ads

Can you use UTM parameters and auto-tagging together?

Yes, you can use UTM parameters and auto-tagging together. We tested this many times with our customers, and we haven’t seen any negative impact.

But just to be safe, you can enable the auto-tagging override setting in Google Analytics – Property Settings – Advanced Settings – Allow manual tagging (UTM values) to override auto-tagging (GCLID values).

Would you like to capture these UTM parameters in your lead/contact forms? Check out this article.

How to Capture UTM Parameters in Your Contact Forms

It’s crucial to find out the source of your leads, because it allows you to track the performance of your marketing campaigns. It lets you do two things:

  • Turn off marketing channels that don’t convert.
  • Double down on channels that have good ROI.

So how can you find out where a lead came from?

There are two common ways to approach this:

  1. Just ask your leads where they found you. This approach works to an extent, but it’s not very accurate. Many people don’t remember or don’t remember the important details like which ad variation they clicked.
  2. Use Google Analytics goals. A much better approach, but it still has a serious drawback: it doesn’t tell you the source of each individual lead. Therefore you won’t know the traffic source that generated your sales, unless people purchase directly on your website instead of going through a sales process.

So what’s the best approach in our opinion? Use specialized software for capturing lead sources, such as GA Connector.

How to capture lead sources using GA Connector

While GA Connector is marketed as CRM & Google Analytics software, at its core GA Connector is a UTM & referrer tracking tool that lets you save lead tracking information to a CRM of your choice.

  1. Sign up for a free trial of GA Connector here.
  2. Select a place where you store your leads. It can be either a specialized CRM system, or something simpler like Excel spreadsheet. GA Connector supports most customer database types and most contact forms.
  3. Finish the setup.

Viola! Now you’ll be able to capture UTM parameters in your contact forms + capture additional information such as leads’ geolocation.

Here’s an example of a lead in one of the popular CRM systems (Salesforce) with tracking information that GA Connector captured:

Web analytics data in CRM

Closed Loop Reporting: Everything You Need to Know

Traditionally, there has been a disconnect between marketing and sales teams in business. The marketing team is concerned with generating leads while the sales team focuses on turning those leads into paying customers. Neither department usually has any insight into each other’s data, leading to a lack of cohesion. This is where closed-loop reporting comes in.

What is closed loop reporting?

In a nutshell, closed loop reporting fills the gap between marketing and sales data. As a result, both teams are able to focus on marketing channels that deliver maximum ROI.

Typically, marketing teams collect data about leads using marketing automation systems i.e. Hubspot and analytics software such as Google Analytics. Sales teams, on the other hand, use CRMs such as Zoho to turn leads into paying customers. Each team only has information about half the marketing funnel.

Closed loop reporting gives marketing teams valuable insight into which channels bring in the most qualified leads. From there, businesses can increase their focus on the most effective marketing channels.

How does closed loop reporting work?

It all starts with the visitor and how they got to your website. When a new visitor arrives, a cookie is uploaded to visitor. The cookie attributes the visitor to a source i.e. email, allowing you to know how each visitor entered your website.

Next, the cookie tracks visitor actions on your website i.e. pages visited, typical paths followed and actions taken.

As visitors navigate your website, they can submit information to capture forms that you have setup throughout your landing pages. At this point, they become a lead and you store this information in a CRM.

When the lead makes a purchase, CRM software is used to credit the sale to its original source i.e. email. The marketing loop is now closed.

From here, you can create closed loop reports that tell you which marketing channels generated the most customers.  

What are the benefits of closed loop reporting?

Closed loop reporting benefits marketers by providing comprehensive information about the best and worst leads sources. From here, businesses can improve their overall marketing efforts.

Focus on the most effective marketing channels

Marketers that utilize closed loop reporting can allocate more resources to channels that bring in the most qualified leads. For example, if PPC generates more conversions per lead than social media, marketers increase their PPC spend and decrease resources dedicated to social media ads.

Validate your marketing efforts

When you implement a closed loop reporting process, you will be able to substantiate all your inbound marketing decisions with powerful data. For example, let’s say you have decided to drive more traffic to your website by blogging. Using closed loop reporting, you will have evidence about how many leads each article generated, as well as how many leads converted. From there, you can validate your marketing efforts and not rely on vague claims.  

Gain 360-degree insights about your customers

A closed loop reporting systems enables you to track your entire customer journey throughout your website. As a result, you can track lead behaviour throughout your website, as well as create an ideal customer profile based on demographic data. From there, you can more effectively nurture leads by making informed decisions using these two sets of information.

Accelerate your sales cycle

Utilizing these powerful insights about your leads, you can decrease the amount of time it takes for them to convert. By identifying which content your leads engage with most, you can focus you can promote the right content to the most qualified leads.

For example, if more leads convert after engaging with email marketing content vs social media, you can focus on generating leads through capture forms placed throughout landing pages throughout your website. Then, you can re-target those leads through EDM campaigns.

Set realistic KPIs

When you close the loop between your marketing and sales data, you now have powerful insights about visitor-to-lead and lead-to-conversion ratios for all your marketing channels. As a result, you can set realistic targets with regard to how many new leads and customers you can expect per channel.

Lower your costs per lead

With comprehensive information about your inbound marketing efforts, as well as the ability to set realistic expectations, you’re able to lower your cost per lead. Utilizing the information you have about your customer profiles as well as their behaviour, you can utilize the most effective channels and content types to drive sales.

How you can implement closed loop reporting:

In order to gain 360-degree insights about your customers, you need to bridge the gap between Google Analytics and your CRM. You can setup closed loop reporting for your sales funnel by following three simple steps, using our app called GA Connector. With GA Connector, you’ll be able to see your Salesforce data in the reports you build using Google Analytics. 

Here’s how you can implement closed loop reporting using GA Connector:

  1.   Sign-up for a FREE 30-day commitment-free trial.
  2.     Next, begin the setup process by selecting your chosen CRM and following the provided steps.
  3.     Build powerful closed loop reports with comprehensive data on your leads and customers.’

Once you have completed these three easy steps, you will have access to comprehensive insights about your marketing ROI in your CRM. From there, you will be able to see exactly how effective each marketing channel is and make decisions about which channels to pursue.

Get started now and create powerful closed loop reports when you sign up for a free trial at GAConnector.com.

How to Import Conversions from Salesforce into Google Adwords

Google AdWords and Salesforce integration is imperative for digital marketers with significant ad spend. When you link two, all your conversion data will be located in one place. As a digital marketer or PPC agency, you will be able to:

  • Determine if the AdWords marketing channel generates a positive ROI for you.
  • Track which of your AdWords campaigns are most effective.
  • Effectively manage ads through informed decisions about ad groups and keywords
  • Learn which campaigns actually result in Salesforce leads and opportunities.

When integrated, the relationship between AdWords and Salesforce works through a special cookie called GCLID (Google Click ID). The cookie can be used to accredit offline Salesforce conversions to an ad group or keyword. In this article, we will show how you can access these powerful insights through AdWords conversion tracking in conjunction with Salesforce.

Why You Should Implement AdWords Conversion Tracking with Salesforce?

Synchronize Sales and Marketing Data

When you integrate Google Ads and Salesforce, critical insights about leads, contacts and opportunities will seamlessly pass between the two platforms. As a result, you will significantly increase data quality and marketing campaign effectiveness.

Additionally, by linking Google AdWords and Salesforce, you can send all this powerful data to Google Analytics as well. This will help you understand exactly how much revenue specific ad groups, keywords or even entire AdWords campaigns are generating.

Gain Comprehensive Customer Insights

Follow your customer’s journey through your website from start to finish. With the combined power of Salesforce and Google AdWords, you will have a complete overview of your marketing sales funnel, including: via which landing page visitors enter your website; what pages they visit; and where they exit, regardless of if a sale is made or not.

By integrating Salesforce with AdWords, you can see what’s working on your website and what isn’t. From there, you will be able to optimize your website for an engaging user experience. In turn, you will be enhancing the buying experience for your customers.

Convert Higher Quality Leads

With 360-degree insights about your visitors, you will gain a comprehensive insight into customer behavior. See which ads qualify the best leads and what information those leads look for on your website. You can gain valuable insight into:

  • the different types of leads different ads bring in;
  • discover AdWords that bring the best leads;
  • bid on more expensive keywords with increased certainty that they will generate leads that convert.

In essence, you can focus on generating the highest value leads. There’s no sense in focusing on leads with a higher likelihood of leaving your website without making a purchase. Using the combined power of AdWords and Salesforce, you can see where your most valuable leads are coming from. You can also identify and focus on marketing channels that produce the most ROI.

Maximize ROI

Google AdWords and Salesforce help you know exactly where every dollar you spend goes. With the ability to analyze individual keywords, ad groups and entire campaigns, you can optimize your marketing spend and maximize ROI.

How to integrate Salesforce with Google AdWords

Below, we’ve provided you with a comprehensive guide on how to integrate Salesforce with Google AdWords. Before you start, however, you will need to perform some groundwork to ensure the process is smooth.

Before you start

  • Make sure that you’re logged in as a System Administrator. This will give you the appropriate permissions to proceed with Google AdWords and Salesforce integration.
  • Make sure that auto-tagging is enabled in your Google AdWords account. To do this:
    • Login to your Google Ads account
    • Select “All Campaigns” on the left-hand side of your screen
    • Click on “Settings”
    • Two tabs will appear along the top of the page. Select “Account Settings”
    • Choose the “Auto-Tagging” option and click on the “Tag the URL that people click through from my ad” check box. Then, click “Save”.
  • You will need permission to edit your website code.
  • Ensure your Salesforce account allows you to create custom fields and enable field history tracking.
  • You will need to have access to Salesforce’s web-to-lead feature, to send lead information from your website into Salesforce Leads object.

Now you’re good to go.

Step 1: Configure Salesforce

  1. Click the cog located on the top right-hand side of your screen. Then click “Setup”.
  2. Click “Object Manager” located along the horizontal bar. You should arrive at the following screen.
  3. Scroll down and click “Opportunity” then on “Fields and Relationships”, located on the left-hand sidebar.
  4. Click “New” then select “Text” and click “Next”.
  5. Enter the following parameters
  6. Click “Next” and on the screen that follows click “Save”.
  7. Click “Set History Tracking”, located on the right. Then, select “Enable Opportunity Field History”. Finally, select the fields you wish to track and click “Save”.Note: You will repeat Step G for Accounts, Contacts and Leads as well. For more info visit the following officially help docs article Track Field History for Standard Objects
  8. Return to the “Object Manager” menu and click “Lead”. Repeat all of the above steps except for Step G.

Step 2: Website Configuration

During this next step, you will allow your website to save the Google Click ID (“GCLID”) as a cookie and then carry that value to your new GCLID Salesforce field. Copy and paste the following code into the header of your website.

Tip: Instead of manually inputting the code to the header of each webpage, platforms such as WordPress have plugins that automatically apply the code to all website pages e.g. Insert Headers and Footers

Create Salesforce Web-to-lead form:

  1. Return to Salesforce, head to the web-to-lead section and setup your forms following the standard process.
    Tip: Type “web to lead” in the search bar located on the left-hand sidebar to access this section.
  2. Ensure you include the GCLID lead field in the form.
  3. Search for the HTML code GCLID: and delete the maxlength and size tags.
  4. Edit the field type so it is “hidden” rather than “text.”  This will make sure that the field does not show up on the form and is rather hidden from the website user.
  5. Copy and paste the following code between the FORM HTML tags i.e. <form>…</form> on your web forms<input id=”xxxx” name=”xxxx” type=”hidden” />
  6. Include the following code in the header of every webpage with a web-to-lead form.

Note: When Salesforce generates the HTML code, it will include the ID and you will replace “xxxx” with that id.

Step 3: Configure Google AdWords

In this final step, it’s time to login to your account and setup AdWords conversion data to automatically import into Salesforce.

  1. In Google AdWords, click the “Settings” menu, located along the top right and then click “Linked Accounts”.
  2. Click “Details”, located under the Salesforce option.
  3. Click on “Link” and then follow the prompts in the popup window to login to your Salesforce account.
  4. You should arrive at the following screen.
  5. Hover over the yellow warning sign and click “Configure”.

Setting Up Conversions

  1. The following screen should appear.
  2. Go to the “Conversion Action” column and “Create a conversion” and name it.
  3. Follow the prompts in the following screen i.e. “Select action you’d like to track?”.
  4. Click “Create and Continue”
  5. Click “Done”

You have now successfully setup Google AdWords conversion data import for Salesforce.

How to Also Track Conversions from Organic Search Facebook Ads, and More

Google Adwords conversion tracking is an amazing tool for tracking Adwords conversions, but what about other channels?

To understand how all of your marketing channels perform, we built GA Connector. GA Connector is a tool that integrates Salesforce and other CRMs with Google Analytics.

GA Connector allows you to see the source of each Salesforce Lead and Opportunity right in Salesforce. You’ll know whether a sale came from SEO, Facebook Ads, Adwords or any other channel:

With this data, you  can build powerful marketing ROI reports right inside Salesforce.

GA Connector also lets you import stats on closed deals from Salesforce to Google Analytics:

Allowing you to see deals closed by your sales team inside Google Analytics.

Sign up for GA Connector if you want to find out exactly where all of your sales are coming from.

How to SKYROCKET Your SEO ROI (by focusing on the RIGHT keywords)

In this article, we’ll talk about how you can maximize the ROI of your SEO (Search Engine Optimization) and content marketing.

What is SEO ROI?

Simply put, SEO ROI is a metric that shows how much money was generated compared to your marketing investment. If SEO ROI is negative, you’re losing money. If it’s positive, you’re generating more money than you spend.

SEO ROI is calculated like this:

SEO ROI = (Gross Profit – SEO Investment) / SEO Investment

Why ROI is the most important SEO metric

So the problem is that in digital marketing in general, and especially in SEO, is that a lot of people are used to measuring results by looking at sessions from organic traffic, clicks, keyword rankings, click-through rate etc. Why? Because that’s what Google Search Console and Google Analytics provide us with!

However, these are vanity metrics, and they can be extremely misleading when you’re trying to estimate your SEO ROI, and here is why.
Let’s say you’re doing content marketing for one of these WordPress plugins that help you optimize page speed, just as an example.

Every time to decide to create a new piece of content, you have two options.

Option #1: you can create generic content about WordPress. It can even go viral and generate lots of views.
But how many of these people will actually buy your speed optimization plugin?
Sure, some of them may read your WordPress article and see a popup about your speed optimization plugin and decide to buy it.
But it will probably only be a small percentage.

Option #2: you can create content specifically about WordPress speed optimization.
Even if this content doesn’t attract a lot of visitors, it is very likely to convert extremely well.

Because the people who are interested in a WordPress speed optimization article, are very likely to be interested in a solution that solves this problem.

In the next section, we’ll dive deeper and explain why this happens and how you can apply this to your content marketing and SEO strategy.

Stages of awareness

Before making a purchase, people go through different stages:

Awareness stages

  1. First, they aren’t even aware of the problem, not to mention the solution. They go through life thinking about other things, solving other problems. And it’s usually quite hard to convince people to make a purchase at the stage.
  2. Then, people become aware of the problem. In our WordPress speed optimization example, maybe they started getting complaints that the website is too slow. Or maybe they read a new study about the increasing importance of website speed for Google rankings.
  3. Next, they become solution aware and are seeking to understand why the solutions work.
  4. Finally, they are almost ready to buy and just want to understand which solution will work for them.

Obviously, the deeper someone is in the funnel, the more likely they are to buy. Not only the people in the late stages convert better, they are also easier to sell to. They usually require shorter sales cycles and generally are less work for your sales team.

How to find topics that attract people on the right stages

It’s usually easy to distinguish keyword phrases by the awareness stage intuitively.
In our WordPress plugin example, someone who is problem-aware will search for terms like “website speed and google ranking” or maybe “website speed checker google”.
A solution-aware person would search for something like “wordpress speed optimization”.
Someone who’s comparing different solutions would be searching for something like “best wordpress speed optimization plugin”.

High-intent vs low-intent keyword

Of course, the keywords with the highest intent may be the ones that are the hardest to rank for (although it’s not always the case).
In which case you may want to take a step back. For example, if solution comparison keywords are too competitive, you may want to find more keywords from the “solution aware” phase to put your SEO efforts in.

The fastest way to add more sales through SEO

However, the fastest way to add more sales through SEO is to check the stats of the keywords you already rank for, and then double down on the keywords that convert the best.
This part is tricky though, because in 2011 Google has stopped showing organic keywords. You can’t even see which keywords result in more conversions anymore.

The are some tools that can help you solve this (to a degree). For example, Keyword Hero. It tries to match your traffic’s keywords with the sessions in Google Analytics.

But the problem with using this approach alone is that it only gives you visibility until the user leaves the website. And if your sales process doesn’t end on the website, you end up not knowing which inquiries resulted in sales.

You see, same as lots of visitors don’t necessarily translate into lots of leads, lots of leads also don’t necessarily translate into sales. That’s why you need to know for sure, which keywords are the buyer keywords.

SEO ROI Calculation

To measure which keywords are the buyer keywords, you can use our tool called GA Connector. It lets you see the source of your sales: whether someone came from Google Organic search results or another source, and also which landing page did they see. Which in turn allows you to guess with a high degree of certainty which keyword brought this sale.

Google Analytics metrics in CRM
You can start a free trial of GA Connector here.

Salesforce and Google Analytics Integration

The purpose of Salesforce and Google Analytics integration

If you spend any significant amount of money on online marketing, you know this little-known fact: not all leads are the same.

Even though they appear the same in Google Analytics reports, some of these leads may be ten times more valuable as the others. The problem is figuring out which are which.

Find out which marketing channels generate high-quality leads

Some of your marketing campaigns may be bringing lots of leads that rarely buy and only waste the valuable time of your sales team. While other channels may bring very few leads, but a good percentage of these lead become long-term customers who end up spending a lot of money with your company.

But do you measure this? It all comes down to a metric called “revenue per lead”:

Revenue per lead: Google Ads vs Facebook

Salesforce and GA integration gives you a 360 view of your marketing campaigns

The goal of marketing basically comes down to bringing a steady stream of lukewarm leads that will end up having high revenue per lead. To achieve that, you need to figure out which exact marketing channels, campaigns, blog posts, keywords etc are more likely to bring those leads.

This is exactly where Salesforce and Google Analytics comes in handy. It gives you a 360 view of your marketing campaigns, and lets you see the ROI of each channel, campaign, and keyword. So you can double down on marketing activities that work, and turn off things that only waste your budget and attention.

The benefits of Salesforce and Google Analytics integration

Salesforce and Google Analytics connection

In the nutshell, Salesforce and GA integration lets you track you the source of each Salesforce Lead and Opportunity. And then use this information to build reports that tell you exactly which marketing activities you should focus on.

Why? Because without this kind of connection you’re basically flying blind. If you’re selling “offline” to people who came from online marketing, it’s the only way to know if you’re spending money on low-quality leads or not.

How to implement Salesforce and Google Analytics integration

There are three options to implement this integration:

  1. Use native Salesforce and Google Analytics integration. Good option, but it only works for Google Analytics 360 which starts at $150,000/year. At the time of writing this article, Google doesn’t have any plans to support the Free edition of Google Analytics.
  2. Implement a custom integration. You can hire an agency or task in-house developers to implement a custom integration. Not a bad option, but it usually takes a lot of time and effort.
  3. Use GA Connector – a tool designed specifically to integrate Salesforce with Google Analytics. It lets you do the same as the previous two options, but without breaking the bank or spending many months working on the implementation.

How Salesforce and Google Analytics integration works

GA Connector imports Google Analytics into Salesforce Sales Cloud. You’ll be able to see analytics data for each Lead and Opportunity:

Google Analytics data imported to a Salesforce Lead

Google Analytics data imported to a Salesforce Lead

GA Connector comes with pre-built reports and dashboards that let you analyze how many opportunities and revenue were generated by each campaign, channel, page, keyword etc:

Google Analytcs dashboard in Salesforce

Google Analytcs dashboard in Salesforce

GA Connector also brings Salesforce data into Google Analytics:

Salesforce data in Google Analytics

Salesforce data in Google Analytics

Adwords ROI: The Most Important Metric for Your Ads

Why ROI on your Google Adwords spend is so important

Why ROI on your Google Adwords spend is so important

If you’re trying to improve your digital marketing campaigns and measure how well your online business is really doing, you’re probably already aware how important Return on Investment – ROI is, especially the return on advertising spend on platforms like Google Adwords. The reality is – the most important metric for Google Ads is ROI. Not impressions, not clicks, not CTR, but ROI. Because in digital advertising, it all comes down to money spent vs money generated. Everything else is secondary.

Far too many people get caught up trying to increase clicks or looking trying to tweak user experiences to that they spend a few more seconds on a certain page, without taking a step back to look at the bigger picture. When looking at analytics, you’ll be presented with a lot of raw data, and lots of this can be useful in optimizing your site – but don’t get lost in the data. Make ROI on ad spend your priority – it’s the most important metric you’ve got.

In this article, we’re going to look at some of the issues associated with calculating ROI and how to measure ROI on your advertising spend – specifically on Google Adwords. While Google does give you it’s own ROI – you’ll come to see how this calculation isn’t accurate for most normal business, so it probably isn’t accurate for you, either. We’ll give you the information you need to calculate your ROI effectively and easily – so you can start making changes to grow your business.

How other metrics might mislead you

How other metrics might mislead you

The trouble with good reporting tools like Google Analytics is that they sometimes provide you with too much data. While some people might be able to make use of all of it – most don’t, and nor do they need to. But there’s one metric you really need to take seriously when analyzing how well your business is doing – and that’s your ROI for advertising spend – or return on advertising investment. This can also be known as ROAS.

Other metrics, like CTR and conversion rates are useful – but they can also be misleading. You see, getting obsessed with how many clicks a page or site is getting is a mistake many businesses make. While more clicks are generally better for your business – they don’t give you an accurate ideaof how well you’re really doing. They especially don’t give you a good idea of how well your search engine advertising is really doing – because they don’t take into account the money they generate.

CTR Google Ads

 

To really know how well your marketing is doing, you need to analyze how much money your Adwords advertising spend is really generating. That’ll take into account your advertising costs and the profit that’s gained from it.

While you can simply subtract your advertising spend from your generated sales total – there’s a problem with this sort of calculation. It’s too crude. You won’t know exactly which of your adverts have done well, and which haven’t. You might have an overall total, but you won’t know where it came from and how you got to it. You won’t know where to increase advertising spend and where to cut back.

Revenue stats in Google Analytics

That’s why you need a detailed and clear way of looking at your advertising spend and integrating the right tools and techniques into your reporting. That way you can ignore irrelevant metrics and only get the information that’s most relevant to you when spending your marketing dollars.

There’s also another problem with simply trying to increase clickthrough rates rather than improving your advertising ROI metrics. You could be getting more and more worthless clicks that aren’t really valuable to your business. If you target the wrong (passive) keywords and wrong target audience you might get tons of hits – but they might be a complete waste of time and money. Some traffic sources simply provide more of the wrong sort of visitor that’s never really likely to spend money on your site.

Why ROI is the most important metric for Google Ads

Why ROI is the most important metric for Google Ads

If you haven’t integrated the right tools and strategies into your backend – you won’t really know where your sales are coming from. Especially if people opt-in and then a member of your team phones them back later. It’s hard to prove a link or even have any idea how and why someone arrived at your site. That means you won’t really know which adverts are working for you and which aren’t – but this is vital information that’s crucial to the success of your business.

That’s why ROI on Adwords spend is so important.

You need to know which adverts are performing for you, and which aren’t. When you only look at broad profit margins compared to advertising spend, you won’t get the whole picture. Some of your adverts might actually be performing really well, and some might be a complete waste of money.

Once you know the details, you’ll be able to stop those under-performing ads (or make dramatic changes to them), while increasing spend where it’s really working. This sort of information could make a huge difference to how well your business does, and could reshape growth for the better.

How to measure your Google Ads ROI

How to measure your Google Ads ROI

Firstly, Google Analytics data does actually give you an ROI figure – but this is incorrect. It doesn’t know what your other costs are and assumes everything is profit. To get a more realistic figure, you need to include your other costs so that the ROI figure you see is even more accurate. There are a few different calculations you can do to make your marketing ROI figure more accurate, let’s have a look at them:

To calculate your real Adwords ROI, simply use the following ROI formula:

ROI = (revenue x margin – cost) / cost

This gives you a much more accurate figure than Google’s calculation, as it takes your costs and margins fully into account. You can integrate this info manually yourself, but there are also tools (like advertising ROI calculators) out there that can help you without you having to manipulate and edit spreadsheets yourself.

But perhaps more importantly, you won’t know exactly which keywords are performing well for you unless you make a few tweaks to how things are reported. This is important, as you need to know where you’re doing well, and where you aren’t – as we’ve already looked at.

You need to know the exact dollar value of not only each Adwords campaign, but also each individual keyword and advert. It’s the only way to really know what is and isn’t working in your campaigns. And to do it, you need to start using UTM parameters. This will help improve your monitoring so that you can get the data that’s most useful to you.

Google Ads UTM parameters

Simply add these UTM parameters to your destination URLs. After that, your developers can write a script that retrieves these UTMs and saves it alongside each form submission.

You can then use all this information to have a better idea about what people are doing on your site, why they arrived there – and any changes that might need to be made. You can make sure you know which keywords bring you the best customers, the highest spenders, or people that become long-term clients.

You can even find out which customers came from a different channel while still being influenced by one of your Adwords ads. Ultimately, you can calculate a clear and precise advertising ROI for every single advert or keyword, which is one of the most powerful pieces of information you can have in your marketing communications at all.

But fiddling around with UTM parameters isn’t always easy – that’s why the right tools could help integrate everything effortlessly so you can get the exact results you need within seconds.

GA Connector logo

Our software tool called GA Connector can help integrate your analytics into CRMs (customer relationship management tools) like Salesforce. – That means you can have even more precise information about your advertising ROI analysis along with a whole host of more detailed reports and metrics.

Ga Connector lets you easily integrate your advertising campaigns with Salesforce CRM so that you can make the most of a wide range of analytical data. With GA Connector, you can look at a range of important and useful metrics so that you can make the best decision about the direction of your marketing campaign:

Google Analytics metrics in CRM

Want to have the most detailed information on advertising spend available, across multiple platforms, with real-time data and all the tools you need to analyze them? You can by integrating your Adwords campaigns into your CRM platform with tools like GA Connector.

Conclusion

Hopefully, you’ve now seen how important calculating ROI of Google Ads is for your business. You should also be aware of how this digital advertising ROI can sometimes be calculated incorrectly and how other metrics might be misleading. If you want to make the most of your marketing efforts and hopefully grow your business in the long-term – you need to know exactly how people are arriving at your site and why.
Ultimately, you need to know which adverts are working for you and which aren’t – and you can find this out more easily than you might think. Make Adwords ROI your priority, and take your business to the next level.

What is closed loop marketing? (and how to implement it)

Definition: Closed loop marketing is a “holistic marketing funnel where marketing and sales data are connected, allowing you to determine the exact ROI of each and every marketing action”.

John Wanamaker was a 19th century businessman who is considered to be the father of modern advertising. And for many businesses, his quote still rings true today. In fact, this Forbes article cites a study by marketing professor Peter Fader which claims that much MORE than half of all marketing dollars are still being wasted.

But it doesn’t have to be that way!

The solution to the problem expressed in the quote is known formally as “Closed Loop Marketing”.

Closed-Loop Marketing

And thanks to closed loop marketing, it’s now a simple matter to connect your marketing and sales data, allowing you to calculate the exact ROI of every marketing action and every dollar spent

In this article, I’ll walk you through the concept of closed loop marketing and show you how to quickly implement it in your business using your existing CRM and analytics utilities.

https://www.youtube.com/watch?v=wWyYzjXNnYk

Closed loop marketing: What problem does it solve?

In most businesses, the sales and marketing teams are disconnected. They both have the same end goal of generating sales and revenue. But each one can only see half of the sales funnel.

The marketing team knows which online marketing efforts got people to visit the website.

And the sales team knows which leads converted into sales.

But no one on the team has enough data to connect those dots, and and understand which specific marketing efforts actually lead to specific customer sales.

To better understand closed loop marketing, it helps to visualize the sales funnel in 5 stages:

  1. Traffic generation. Here, your marketing team engages in a variety of activities designed to bring traffic to the site.This probably includes various ad campaigns on different PPC networks like Facebook Ads, Google Ads, Bing Ads etc… As well as content marketing, SEO optimization, email blasts etc.
  2. Visitors arrive at your website. Internet users click your ads, your listings in the search engines, links on other sites etc, and arrive at your website.
  3. Visitors become leads.
    A subset of your website visitors submit out a web form on your site, and become leads.
  4. Leads are added to your CRM.
    In this step, information entered submitted via the web form is ported over to your CRM (Salesforce, Zoho, Microsoft Dynamics etc), and the visitors officially become “leads” for your sales team.
  5. Leads become customers.
    Your sales team follows up with those leads, and a subset of them make a purchase, becoming customers.

For most businesses who haven’t implemented closed loop marketing, the problem lies in the fact that the data on the traffic sources that resulted in specific leads (Steps 1-3) is walled off in your PPC and Analytics systems; most commonly Google Ads and Google Analytics. And that’s the only data that the marketing team can access.

Meanwhile, the data on which leads converted into customers (Steps 3-4) is walled off in the CRM, where typically only the Sales team is looking at it.

Even if you were to grant your marketing team access to the CRM, the data is still disconnected.

There’s no way to see which ad, keyword, or piece of content sent each individual customer through the funnel.

It may seem harmless, but it’s the exact situation that Wanamaker described in his quote, and it leads to two problem behaviors on the behalf of your marketing team that harm the entire business:

  1. Focusing on channels that bring lots of traffic but few sales.
  2. Overlooking channels with less than impressive traffic stats but that have sky high conversions rates and ROI.

So without a proper implementation of closed loop marketing, your marketing team can end up doubling down on traffic sources that bring a lot of unqualified, time wasting leads that never convert…

…and turning off traffic sources that bring low traffic levels, but that convert like crazy and lead to high ROI customers.

When you implement closed loop marketing, the marketing team is able to see exactly which marketing efforts resulted in Sales.

They have enough data to calculate the value of those sales, to create a breakdown of revenue and ROI by marketing campaign and, better still…

…to take action on that data – increasing spend on the exact marketing campaigns that are generating not just leads, but SALES.

So how exactly do you implement closed loop marketing in your business?

At a high level, the solution is closed loop analytics. Closed loop analytics allows you to create reports with sales funnel data flowing from your PPC and Analytics tools to your CRM, and vice versa. We’ll talk about specific steps for configuring closed loop marketing and closed loop analytics in a moment.

What reports are available with closed loop analytics?

Before we talk about specific steps and tools for setting this up, let’s cover the type of reporting and data that closed loop analytics offers.

Using Google Analytics and Salesforce as examples, you can create reports like this one that combine marketing stats like sessions and users with Salesforce data like leads, opportunities, and amount from closed won deals.

Closed loop reporting in Google Analytics

This lets the marketing department see exactly which marketing campaigns and activities actually resulted in sales, and then lets them optimize accordingly.

In the CRM, you can see granular marketing data on each individual lead, like the ad campaign that drove them to the site, the first and last keyword clicked, the pages visited on the website, and more.

Facebook ads information in Salesforce

This is crucial business intelligence data that your sales team can use to optimize their sales pitches, track the entire user journey for each lead, and ultimately, close more sales.

Configure closed loop analytics in 3 steps:

Ok, this is probably the part that you’ve been waiting for!

At a more granular level, the solution to implementing closed loop marketing by way of closed loop analytics is to install an app that bridges the gap between Google Analytics and your CRM.

So let’s go ahead and run through the instructions for actually setting up closed loop analytics for your sales funnel in just 3 easy steps using our app, called GA Connector.

  1. Navigate to GAConnector.com and sign up for a free 30-day trial.This step should only take you about 20 seconds, and there’s no commitment or credit card required to get this set up.
  2. Begin the actual setup process for the GA Connector app.Select your CRM, and follow the simple instructions. This will get the data flowing between your CRM and your Google Analytics account.
  3. Start building reports and viewing your closed loop analytics data

This is the fun part!

At this point, you’ll have your CRM data by default in most standard Google Analytics reports, and you’ll be able to build custom reports like this example that shows how much revenue was generated from each PPC campaign.

Google Analytics with Adwords and Salesforce information combined

Google Analytics with Adwords and Salesforce information combined

In your CRM, you’ll be able to analyze the specific google ads campaign, Ad Group, Keyword, pages viewed, and more for each individual lead, and to build reports like this one where you can see how many closed won Salesforce opportunities originated from each Adwords campaign.

And once you’ve followed those 3 steps, you’ve effectively “closed the loop” between your marketing and sales teams.

The marketing team generates more high quality leads for less money.

The sales team has the data that it needs to close more deals and generate more revenue.

And , since most business still see closed loop marketing as some kind of Enterprise-only “big data” voodoo, your competitors will probably be scratching their heads, wondering how your team has suddenly cornered the market in your niche.

YOU get to show your CEO the business-wide improvement in ROI that can be attributed to YOUR decision to implement closed loop analytics.

Everyone wins.

Except, of course, your competitors.

Get started right now and close the loop in your business by signing up for a free trial at GAConnector.com

Questions? Don’t hesitate to leave a comment, or reach out to our team at [email protected]

How to save GCLID (Adwords click ID) to Salesforce

Saving GCLID (Adwords click ID) to Salesforce is an essential part of Salesforce & Adwords integration. In this article, we’ll show you step-by-step how you can do this.

Step 1 – Make sure that Adwords adds GCLID to ad URLs

All you need to do is make sure that auto-tagging is enabled for your Adwords account. In case it’s not, you can do so using these steps:

  1. Sign in to your Google Ads account.
  2. In the left page menu, click Settings.
  3. Click Account settings along the top of the page.
  4. Click the Auto-tagging section.
  5. To enable auto-tagging, check the box next to “Tag the URL that people click through from my ad.”
  6. Click Save.

Step 2 – Create GCLID fields in Salesforce

Create 4 GCLID fields in Salesforce: for Lead, Opportunity, Account and Contact objects. Feel free to skip objects you’re not using.

Make sure to create Text fields with Length=255. They should look something like this:

Create GCLID field in Salesforce

Create GCLID field in Salesforce

Step 3 – Add GCLID hidden field to your forms

Add a hidden field to your forms that looks like this:

<input type=”hidden” id=”gclid”>

Make sure to connect this field with the Salesforce GCLID field you’ve just created.

Step 4 – Add a script that will populate the GCLID hidden field

This script will find a hidden field with id “gclid” and populate it with the actual value of gclid parameter:

It’s best to put it before the closing </body> tag.

Want to learn more about Salesforce & Adwords integration?

You can read our blog post to learn about our preffered method for connecting Salesforce & Adwords.

Also, feel free to contact us if you’d like us to help set up this integration for you.