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 support@gaconnector.com

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.

Salesforce and Facebook Ads integration

In this article, we’ll show you how to integrate Facebook Ads information into Salesforce. With this integration, you’ll be able to see:

  • which of your Leads and Opportunities came from Facebook Ads;
  • which Facebook Ads campaigns, ad sets and ad creative brought the most revenue, Opportunities and Leads.
Salesforce and Facebook ads integration

Salesforce and Facebook Ads integration

How does the Salesforce & Facebook Ads integration work

  1. People come to your website from Facebook Ads.
  2. When web visitors land on your website, they are tracked by GA Connector — a tool that enables this integration.
  3. After they submit a form on your website, their tracking information is saved to Salesforce Leads and Opportunities created upon the form submission.

Here is how Facebook Ads information will look like in your Salesforce leads:

Facebook ads tracking info in Salesforce

Facebook ads tracking info in Salesforce

You’ll also know if your leads are coming from other sources, such as Google Ads, referrals, SEO etc.

How to implement this

To implement this integration, go to our website and sign up for a free 30-day trial of GA Connector.

If you have any questions about this integration, feel free to contact us directly.

Microsoft Dynamics CRM & Google Analytics integration

With MS Dynamics CRM and Google Analytics integration, you’ll be able to:

  • Know the source of each lead and sale.
  • Calculate the revenue coming from each marketing campaign, keyword, blog post, ad creative etc.
  • Measure the ROI and sales impact of each marketing activity.

MS Dynamics CRM & Google Analytics integration

How it works

  1. You website visitor comes to your website and fills out one of your web forms.
  2. This integration code on your website identifies the source, medium and other Google Analytics information about this visitor.
  3. When the form submission appears in your MS Dynamics CRM, it already has Google Analytics information associated with it:
Google Analytics data in Microsoft Dynamics CRM

Google Analytics data in Microsoft Dynamics CRM

How to implement this

To implement this integration, go to our website and sign up for a free 30-day trial of Microsoft Dynamics CRM & Google Analytics integration.

If you have any questions about this integration, feel free to contact us directly.

Closed Loop Marketing for Salesforce

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

What is closed-loop marketing? And what does it have to do with Salesforce?

In this article we’ll show how you can implement closed-loop marketing and closed-loop analytics in Salesforce.

So the idea behind closed-loop marketing is that sales and marketing teams are aligned under a common goal (usually revenue and profits).

In the traditional model, sales and marketing teams are disconnected. Therefore, the marketing team has to measure their performance using KPIs like:

  • impressions
  • clicks
  • form signups

Although it looks harmless, it can lead to two serious problems:

  • focusing on channels that bring traffic but few sales;
  • and overlooking channels with less than impressive traffic stats that nonetheless bring a lot of sales.

Some traffic sources will bring you lots of unqualified leads that will only waste the time of your sales team. Others may bring fewer form submissions, but those will be the ones that actually lead to closed deals.

A better way to measure marketing performance

Thankfully, there is a better way — closed-loop marketing. And it’s achieved through closed-loop analytics.

Closed-loop analytics looks something like this:

Closed loop reporting with Salesforce data in Google Analytics

Closed loop reporting with Salesforce data in Google Analytics

This closed-loop marketing report combines both marketing stats (sessions, users) and Salesforce information (leads, opportunities, the amount from closed won deals).

This allows the marketing department to see which campaigns and activities actually result in sales, and optimize campaigns accordingly.

How to implement closed-loop marketing in Salesforce

Here is how you can close the loop between sales & marketing using our app called GA Connector:

Step 1: Import Google Analytics information into Salesforce (and use it to build reports)

GA Connector automatically tracks last-click, first-click and other information about your Salesforce leads coming from the website:

Web visitor information in Salesforce

Web visitor information in Salesforce

Step 2: Build reports with Google Analytics information in Salesforce

After web visitor information is imported into your Salesforce, you can use it to build reports like this one:

Salesforce report with Adwords campaigns

Salesforce report displaying Opportunities by campaign

Step 3: Import Salesforce information into Google Analytics

GA Connector can also automatically import Salesforce data into Google Analytics, helping you achieve closed-loop marketing in Salesforce.

You’ll be able to see Salesforce data in most standard Google Analytics reports, as well as to build custom reports like this one:

Closed loop reporting in Google Analytics

Closed loop reporting in Google Analytics

 

If you’re interested in implementing closed-loop analytics in Salesforce with GA Connector, you can get a free 30-day trial of the app or contact us if you have any questions.

Retired Salesforce for Google AdWords alternatives (full overview)

Looking for some sort of Adwords and Salesforce integration script or plugin?

Look no more: in this article, you’ll find a comprehensive overview of all Salesforce & Adwords integration methods currently available.

Since Salesforce for Google AdWords retired in 2013,  we created this article with an overview of all the alternative integration methods currently available.

Method 1: Native Google Ads Conversion Import for Salesforce®

Pros: free; allows importing most important Salesforce conversions directly to Adwords.

Cons: limited number of data points to import; doesn’t let you see Adwords information in Salesforce.

About this method:

As mentioned in this Google Ads help doc, “you can configure your Google Ads account to record a conversion for any or every lead status and opportunity stage you track in your Salesforce account”. And because it’s a native integration made by Google, you can rest assured that it is stable.

However, this method doesn’t let you import any custom Salesforce data points to Adwords. For example, you may have custom fields configured to store important information about Leads/Opportunities, that you also want to send to Adwords. Unfortunately, Google Ads Conversion Import for Salesforce® won’t allow you to do that.

Method 2: Manual import of Salesforce data into Adwords using spreadsheets

Pros: free; full flexibility (you can import any Salesforce data into Adwords).

Cons: complex to set up; requires a lot of time on a regular basis.

Here is how you can implement this method:

  1. Set up offline conversion tracking in Adwords and save GCLID to Salesforce.
  2. Export Salesforce report with GCLID and your conversions to Google Ads.
  3. Import these Salesforce conversions into Google Ads.

Method 3: Use GA Connector to combine Salesforce & Adwords data in Google Analytics

Pros: easy to set up; full flexibility (you can import any Salesforce data into Adwords); support from our team.

Cons: requires a small monthly fee.

GA Connector takes a different approach to Salesforce & Google Adwords integration. Instead of connecting Salesforce and Adwords directly, it connects them through a proxy of Google Analytics.

It offers the following advantages:

  • You can track other channels too, not just Adwords (such as SEO, Facebook Ads and any other channel that Google Analytics can track).
  • Google Analytics reports are more powerful than the Adwords ones. Having both Salesforce and Adwords data in Google Analytics lets you build powerful reports that utilize powerful Google Analytics capabilities, such as segments, multi-channel attribution etc.

You can read more about this Salesforce & Adwords integration method here.

Or, you can go directly to the GA Connector website and sign up for a free 30-day trial.

Salesforce and Google Adwords Connector

https://www.youtube.com/watch?v=FN2PZ4qhi3A

Do you actually need this Salesforce & Google Adwords integration?

If you’re spending any significant amount of money with Adwords, then the answer is a resounding yes! A Salesforce and Google Adwords integration will help you skyrocket sales driven by your Adwords and other online marketing campaigns.

Why? Because it’s crucial to know the ROI of each of your campaigns, ad groups, and keywords. Otherwise, you’re just flying blind, not knowing whether you should increase your ad spend or stop your campaigns.

That’s where a Salesforce and Google Adwords integration comes into play.

Salesforce and Adwords integration

Without this connection, it’s pretty much impossible to tell whether your Adwords campaigns have any real impact on sales.

And when your Salesforce CRM is integrated with Adwords, you can build amazing reports that help you answer questions like:

  • Does Adwords bring positive ROI?
  • Which of your campaigns is the most profitable one?
  • Which keywords and ad group should you turn off or improve, and which should you should invest more in?

What reports can you build after integrating Google Adwords with Salesforce?

In a nutshell, Google Adwords connection with Salesforce allows you to build two types of reports:

1. Salesforce reports and dashboards with Google Analytics data in them. For example, this dashboard allows you to see how many closed won Salesforce opportunities were originated from each Adwords campaign:

Salesforce report with Adwords campaigns

2. Google Adwords reports in Google Analytics with Salesforce information in them. For example, this report shows how much revenue was generated from each Adwords campaign:

Google Analytics with Adwords and Salesforce information combined

Google Analytics with Adwords and Salesforce information combined

You can also utilize powerful Google Analytics multi-channel attribution reports to look at the impact of online marketing on sales from different angles:

Model Comparison Tool with Salesforce conversions

Assisted Conversions (imported from Salesforce)

Best way to connect Google Adwords with Salesforce

There are a few methods to implement this connection, but we consider GA Connector the best one, because:

  • With GA Connector, the connection is happening seamlessly. You don’t have to manually import anything.
  • It allows you to see Adwords data in Salesforce, as well as to combine Salesforce & Adwords data in a powerful Google Analytics report. Hell, you can even plug in your favorite BI tool to see all your data there.

How to implement this integration

  1. Connect your Google Adwords and Google Analytics if you haven’t yet.
  2. Go to GA Connector website and sign up for a free 30-day trial.
  3. Select Salesforce as your CRM and follow the instructions.

As a result, all three systems will be connected: Adwords <–> Analytics <–> Salesforce. And you’ll be able to see Adwords data in Salesforce (as well as combined Adwords & Salesforce report in Analytics).

Any questions about this integration and the implementation? Feel free to contact us.

Salesforce and Contact Form 7 Integration (the easiest method)

Our customers often asked us what is the best & easiest way to integrate Contact Form 7 with Salesforce.

To answer this question, we have researched the currently available methods to automatically save CF7 submissions to Salesforce. And in this article, we’re sharing the simplest method we could find.

This method:

  • Is free (doesn’t require installing a paid plugin).
  • Doesn’t require coding skills (most solutions we found require knowing a little PHP).
  • Can be implemented in just 5-10 minutes.

Here is how you can integrate Contact Form 7 submissions with Salesforce CRM:

  1. Download this free Contact Form 7 Salesforce plugin.
  2. Install the plugin and activate it.
  3. Open your WordPress dashboard and click on “Salesforce” on the left menu. Then, click on “Salesforce Accounts” and log in with Salesforce as shown on the screenshot below:
    Salesforce Connection
  4. After connecting your Salesforce account, go to the “Salesforce Feeds” tab and create a new feed. You’ll need to select your Salesforce account and the Contact Form 7 form you want to connect.
    Salesforce Feed
  5. Map the CF7 fields with the corresponding Salesforce fields
    Field Mapping

 

Viola! Now your Contact Form 7 submissions will automatically appear in your Salesforce account!

One more step to really make this integration shine…

There’s still one problem with this Salesforce & CF7 integration:

When Contact Form 7 submissions appear in your Salesforce account as leads, you won’t know where they came from: Google, Facebook or some blog post somewhere on the internet.

To solve this problem, we built GA Connector. It’s a tool that allows you to see from which page, traffic source, keyword, country, city etc your leads are coming from:

Google Analytics metrics in CRM

You can sign up for a free trial of GA Connector to track your Salesforce leads here.

Top 4 Most Important Google Analytics KPIs

If you’re trying to make your business succeed online – you’re probably already aware of how important getting a solid handle on Google Analytics should be for you. There’s a huge amount of data that can be used to analyze, adapt and fine-tune how users behave on your site. This means you can better understand their motivations, and improve your optimization strategy to make better use of them – and ultimately make more money.

Google Analytics has a range of Key Performance Indicators, or KPIs. There are tons of different stats and metrics that give you a detailed view of all sort of different information related to your site and how your users interact with it. There’s a ton of information available – probably more than you actually need. If you’ve felt a little overwhelmed by the sheer amount of data, you’re not alone.

We’re going to look at a few of the most relevant and important KPIs for your business, recommended by a number of successful influencers in this industry – so you can drill down on the metrics that really matter without wasting too much time and effort on those that are less important.

What are the best KPIs for your business?

We talked to a number of different authorities in the industry to find out which KPIs worked for them. They all agreed that Google Analytics is a vital tool for any internet business, and here are the KPIs many of them couldn’t do business without.

Conversion Rate

This one is simple – but it’s also one of the most important. You’re probably already aware of what conversion rate means – it’s the ratio of people who “convert” to a single action as a percentage of visitors. It’s the bread and butter of any online business – and a hugely important figure to know.

“Conversion” for your site normally means making a sale or purchase, but it could also include signing up for a mailing list or opting-in to an offer. Knowing what percentage of visitors sign-up or convert to something gives you a good idea of how successful your opt-in pages and other converting methods are. You’ll be able to tweak landing pages or run A/B tests to find what works best and ultimately converts the most visitors.

Knowing how well your site converts visitors is also hugely important in determining how much you can spend on advertising or paid clicks. You’ll know if paying a certain amount per click is worth it depending on how many visitors you’re likely to convert (and how much you’ll make off each of them).

Goals Conversion Rate

Mona from Datapine makes use of a wide range of KPIs for the success of her business. One of the ones she recommends is “goals conversion rate”.

This one is similar to overall conversion rate, but can often be used for more bespoke outcomes like signing up for mailing lists, joining a community or simply leaving a comment. You can adapt your goals and target different actions that you want to optimize for, and this KPI will give you a detailed view of how many of the visitors to a certain page are performing that action.
Again, this makes it easier for you to make tweaks or alter your landing pages to more effectively complete your goals. You can run tests to find out which pages are converting better as well as fine-tuning your sales funnels and other calls-to-action. One you know which of your goals are performing better, you’ll be able to learn from your successes and roll them out across the site to make better conversions on everything.

Page Tracking Metrics

We’re going to include these under this sub-heading, but they actually cover a number of different KPIs related to how visitors perform and interact with your pages – things like bounce rate, pages per session and duration. These are all hugely important KPIs that give you a better understanding of how people are using your site and could help you make more from your visitors.

“Bounce Rate” tells you how many visitors enter your site and then leave immediately. You’ll obviously want to keep this as low as possible, and if you notice a high bounce rate you’ll know that you need to act and look further into why so many users are turned away as quickly as they arrive. Reducing bounce rates plays a huge role in how many visitors might actually act on your site, and therefore how much money you could make.

Other things like “pages per session” and “duration” give more indication of how visitors are behaving on your site. Are they just looing at one thing and then leaving, or are they spending a lot of time looking at tons of different information on your site? This could help you better understand what people are looking for and how good your internal linking structure is at leading users to other parts of your site. All of these are effective in improving the overall optimization of your site.

Revenue on Advertising Spend

This is another important KPIs that was recommended by a key internet marketing influencer. While converstion rates are important, this KPI drills down on exactly how much money you’re making compared to what you spend on advertising. It’s vitally important to know if your advertising efforts are making money for you – and if so, how much. You can look at how many leads certain adverts are getting you, along with their overall ROI. This can help you target more productive advertising streams while ignoring those that aren’t working for you.

You might also come to the conclusion that some forms of advertising simply don’t work for you or your business. Many business owners simply assume their advertising efforts are either working for them or not working for them without really knowing the facts or what is or isn’t effective. With this KPI, you can now how your adverts are working for you. Shahzad Saeed recommends the “revenue on advertising spend” KPI – it helps him get more from her advertising buck.

These key indicators are some of the most important KPIs to look for if you’re just getting started with Google Analytics or want to more effectively analyze how your site is performing and want to make tweaks accordingly. They’re just the start, though – as there are a huge number of other effective KPIs that can give you a better understanding of your site and help you market your business more effectively.

How to Measure Revenue on Advertising Spend (ROAS)?

If you’re looking to measure your ROAS, check out the tool we’ve built called GA Connector. It takes revenue and other data from your CRM (such as Salesforce or Zoho CRM) and imports it into Google Analytics:

CRM-to-GA Integration reports

 

GA Connector also brings your Google Analytics data into your CRM, allowing you to know which marketing channel is responsible for each lead and sale:

GA Connector Information about the website visitors