Easy way to get Google Analytics data into Pipedrive

Get the data on what marketing channels and campaigns are effective in generating leads and customers by integrating Google Analytics data into Pipedrive

Lead profile Pipedrive

Did you know that you can run Pipedrive reports that show exactly which marketing channels are driving most of your leads, customers & revenue?

You can do this by integrating data from Google Analytics into Pipedrive. By sending Landing Page and Channel data into Pipedrive, you'll be able to see which channels and marketing campaigns are not just bringing visitors to your website, but are responsible for driving leads, customers, and of course, revenue.

In this article, we'll show the 4 simple steps for integrating Google Analytics data into Pipedrive.

What is Attributer?

Basically, Attributer is a piece of code you place on a website.

When site visitors arrive on a page on your website, Attributer takes a look at the technical info from those visits to determine where the users came from. It's the same data that Google Analytics and other web analytics software look at, so you can be assured it's accurate.

Based on this technical data, Attributer then assigns a channel (like Paid Search, Organic Search, Paid Social, etc) to the visit and it stores this information as a cookie in the users' browser.

When the user completes a lead form on your site (I.e. your request a demo or contact sales form) and submits it, Attributer passes the Channel information together with the lead's details into Pipedrive.

Once this data is inside your CRM, you can run reports that show which channels and landing page drove the most leads, most opportunities, most customers, and most revenue.

4 steps for integrating Google Analytics data into Pipedrive

Using Attributer to capture UTM parameters in Pipedrive is easy. Here's how to do it in 4 easy steps:

1. Add hidden fields to your forms

Add Hidden fields

The first step towards integrating data from Google Analytics into Pipedrive is adding Hidden Fields to your lead forms. In case you're unfamiliar with them, Hidden Fields are basically just form fields that exist on your lead capture forms, but aren't visible to the end-users.

The hidden fields you want to add are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page Group
- Landing Page

If you're using a form-building tool, it's should be as easy as dragging in a 'Hidden Field' to your form, or perhaps setting an existing field to be hidden. If you're working with custom HTML forms, you can use input type="hidden" to define a hidden input field.

2. Attributer automatically completes the hidden fields with Google Analytics data

Populate hidden fields

After Attributer is installed on your website and the hidden fields have been added, Attributer starts monitoring where visitors come from. When they complete and submit a form on your website, Attributer populates those hidden fields with data from Google Analytics. This is done automatically in the background and the visitor never sees anything.

Let's say you're Dropbox and someone searching for cloud storage solutions comes across your brand campaign in Paid Search and clicks on it. Once the visitor submits a lead form on your website, Attributer completes the hidden fields as follows:

Channel = Paid Search
Channel Drilldown 1 = Google
Channel Drildown 2 = Brand Campaign
Channel Drilldown 3 = Dropdox

On top of the Channel information, Attributer also captures the visitor's first landing page (for instance, www.dropbox.com/features/cloud-storage) as well as the first landing page group (i.e. Features).

3. Google Analytics data is passed into Pipedrive

UTM data sent to CRM

Finally, when a visitor submits the form on your website, all of the Channel data (derived from the UTM parameters) and the Landing Page data is passed into Pipedrive along with the name, email, phone, etc of the lead.

4. Run reports to know what channels are driving leads, customers & revenue

Know channels

With the landing page and channel data in your CRM, you can then run reports using your preferred reporting tool, for example, an existing business intelligence software or the default reporting functionality in Pipedrive.

With the data provided by Attributer, you would be able to see which of your channels are driving the most leads, the number of Closed Won deals coming from each channel, the conversion rate to Opportunity, and other critical metrics."

What data gets passed into Pipedrive

There are two key elements to attribution: channel and landing page.

Channel answers the question "How did visitors get to my website?" It's usually one of the following: Organic Search, Paid Social, Paid Search, or Referral.

Landing Page answers the question "Which of my site content got the visitor there?" It could be a blog post, an ebook, a list of features, or what have you.

We built Attributer to help you answer these two questions. As a result, the following data gets passed into Pipedrive by Attributer:

1. Marketing Channel Data

Attributer captures marketing channel data automatically so you'll know where your leads originate from. It will capture the high-level channel (like Organic Search, Paid Social, Paid Search, etc.) as well as capturing further details on each channel (for Paid Search for example, it also gets data on Ad Group, Campaign, and Keyword).

2. Landing Page Data

Attributer automatically collects landing page data (page and category) as soon as a visitor reaches your site.

The landing page is the first place a visitor arrives on (I.e. dropbox.com/blog/best-file-storage-tools). Atrributer captures this as well as the page's category (in this example, Blog).

This not only allows you to see what landing pages are generating traffic and leads, but what type of content on your site. For instance, you're blog likely has hundreds of posts, all of which bring in a couple of leads per post per month. So by capturing the landing page category, you can see how the blog is performing as a whole (as well as drill down into individual blog posts).

Wrap up

With Attributer on your side, getting Google Analytics data into Pipedrive has never been easier.

The simple setup process means anyone can soon be creating detailed reports and dashboards in Pipedrive that show you the performance of everything from your Paid Search campaigns through to your affiliate networks, SEO, content marketing, and more.

What more can you ask for? Try Attributer for free today!

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month