Salesforce integration with Google Analytics 360 - what it means for marketers

Blog | 08 Nov, 2017

This year at Dreamforce, Salesforce’s annual user conference, a partnership with Google was announced. Product integrations with Google Cloud Platform, G Suite and Google Analytics 360 were unveiled, with anticipated rollout starting early 2018.

Here we’ll take a quick look at what’s been covered in the announcement, and what this means for marketers.

What is it?

Integrating Salesforce (or other CRMs) with Google Analytics has typically been a time consuming and challenging implementation, with standard methods requiring the use of Data Import (manually uploading CMS data) or Measurement Protocol (automated upload of CMS data) within Google Analytics. Jellyfish have a recent blog post on the process, which can be found here.

Google Analytics 360 collects a vast amount of behavioural data, and Salesforce collects user-centric data. Combining the two data sets together is a hugely valuable process, and is a powerful way to provide enhanced marketing and personalised on-site experiences for customers.

A native integration between Google Analytics 360 and Salesforce means there are no longer technical boundaries, so less time is spent on implementation allowing more time for insights.

What are the benefits?

Aside from the obvious time saving, turnkey integrations between platforms such as Google Analytics 360 and Salesforce will help shape the industry, where a holistic view of full customer journeys’ are considered the standard. A breakdown of what will be available in what tools has also been published:

Data from Sales Cloud will be available in Analytics 360:

  • Offline conversions can now be used when using Google Attribution 360, allowing for a greater understanding of the ROI of each marketing channel
  • Audiences and Segments can be created based on offline interactions such as “Qualified Leads” or “Customers who have been sent Quotations”.

Data from Marketing Cloud will be available in Google Analytics 360:

  • Customer Interactions and touchpoints from Marketing Cloud will be available in Google Analytics 360 to be used within audience creation.

Data from Google Analytics 360 will be available in Marketing Cloud:

  • Audiences created in Google Analytics 360 will be available for use in Marketing Cloud across areas such as Email, Mobile (SMS and Push Notification) and Social.
  • Analytics data from Google Analytics 360 will be available in Marketing Cloud for further insights on campaign performance.

What’s next?

In summary, this partnership represents a huge step forward within the industry and allows marketers to act on both online and offline data in order to make best use of their marketing.

Availability is due from early 2018, and will be for Google Analytics 360 customers. If you’d like to find out how Jellyfish can help you better understand your requirements - Get in touch with the team today.

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