Automation has now become an indispensable part of every software and service, Salesforce Marketing Cloud is a packet of digital marketing automation and analytics. It’s good to see website analytics and email data that run together seamlessly and where we require it. More profits have come out with the partnership between Google Analytics 360 and Salesforce. It allows trailing campaign data and website performance metrics from Google Analytics and makes it available within Salesforce Marketing Cloud.

With this integration, transactions that occur outside of email, or landing page templates generated by the tool are traced. Google Analytics serves as a data hub covering the success of different campaigns from different tools, marketers can get a more comprehensive picture of their email journey and mobile marketing efforts and how they affect website behaviour and conversions.

Integration has allowed a new set of metrics accessible in the Marketing Cloud interface:

  • Site Usage
  • Sessions
  • Bounce Rate
  • Goals
  • Goal Completions
  • Goal Value
  • Goal Conversion Rate
  • Abandonment Rate
  • E-commerce
  • Ecommerce Conversion Rate
  • Revenue
  • Transactions
  • Average Order Value

Till now, there was no way to view Google Analytics data along with email metrics. The most simple solution to this problem has always been to use constant campaign tracking parameters, export data from diverse systems, and mix them together in a third reporting suite. Now the process has become simple which means marketers have perspicacity at an arm’s length. It tracks traffic on the website, check clicks to the website and determine the source of traffic on the site. Google Analytics 360 provides easy reporting. The integration uses campaign tracking parameters from emails to correlate website visits with a Marketing Cloud campaign.

When you connect this data with the offline exchange and qualified lead data from Salesforce Sales Cloud, we are proposing the free-flowing marketing data paradise we’ve all fantasised of.

With this increased feature, we as a Salesforce Consulting Partner are delighted as we can provide our customers with satisfying solutions.

About Author
Uditi Jain
Uditi Jain
Uditi contributes as Business Analyst for Salesforce services at Girikon. She started her career in analysis, directing first on business development and later moved to business analysis and project management. She has worked with other Salesforce consulting companies to drive sales success and manage post/pre-sales. When she's not geeking out on the work, she can be seen watching movies.
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