How to integrate Google Analytics data into Pipedrive

Learn how to integrate Google Analytics data, such as Channel & Landing Pages, into Pipedrive so you know what marketing channels & campaigns are generating your leads, opportunities & customers

Lead profile Pipedrive

Are you wasting your marketing budget?

If you don’t know which marketing channels and campaigns are responsible for driving most of your company’s leads and customers, then it's possible you are spending money on things that aren't working.

So how do you know what's working and what isn't?

By integrating Google Analytics data - such as Channel and Landing Page- into Pipedrive, you can create reports that show you which marketing channels & campaigns are driving your leads, customers, and revenue and ultimately make better decisions about how to allocate your resources to grow.

In this article, you are going to learn how to use Attributer to integrate Google Analytics data into Pipedrive.

What is Attributer?

Attributer is a bit of code that you can install on your website to help you capture Google Analytics-style data on your visitors.

When a visitor arrives at your website, Attributer looks at a bunch of technical information about the visitor (such as referrer, UTM parameters, device, etc.) to determine how this visitor got to your website.

Attributer then uses this information to categorise each website visitor into a series of Channels like Organic Search, Paid Search, Paid Social, etc. (the same channels Google Analytics uses). Attributer then stores this information in the cookie of your visitor's browser.

Then, when someone completes a form on your website, it writes the data into a series of hidden fields you add to your forms.

Finally, the UTM parameters and other Google Analytics data is submitted to Pipedrive whenever the visitor submits the form with their name, phone number, email, etc.

Attributer was originally created by a marketing consultant who needed to get Google Analytics data into his client's CRM to identify which channels were driving leads, customers & revenue.

"I originally built it to use on my client's website, but then I realised it could be useful for any businesses everywhere."

Today, Attributer is used on hundreds of websites and provides attribution information on over 3 million visitors to those websites each month.

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

You need to add some Hidden Fields to your lead capture forms to get started. These hidden fields are:

  • Channel
  • Channel Drilldown 1
  • Channel Drildown 2
  • Channel Drilldown 3
  • Landing Page
  • Landing Page Group

If you use form-building tools like Gravity Forms or Jotform then you can simply drag in a 'hidden' field to your form.

See our Help Site for step-by-step instructions on how to do this.

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

Populate hidden fields

Once you've added the hidden fields to your forms, Attributer will monitor the source of your website visitors and each time they fill out a form on your site, Attributer will use Google Analytics data to populate the hidden fields.

For instance, if I was Dropbox and was running ads in Paid Search, the hidden fields will be populated as follows (depending on the UTM parameters Dropbox is using):

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

Apart from this information on the Channel the visitor arrived from, it would also obtain the visitor's first landing page group (I.e. /Features) and the first landing page (I.e. dropbox.com/features/cloud-storage).

3. Google Analytics data is passed into Pipedrive

UTM data sent to CRM

When a visitor submits the form on your website, all of the Channel & 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 Google Analytics data in Pipedrive, you can then use your existing reporting tools (I.e. Pipedrive reports or a dedicated analytics tool) to report on it.

You should be able to create reports that show you which Channels and Campaigns are bringing in the most leads, the conversion rate of each channel, how many closed won deals you've gotten from each channel, and more!

What data gets passed into Pipedrive

At Attributer, we believe that attribution has two vital elements:

  • Channel – From what source did your visitors access your website? Usually, the Channel would be any of Paid Search, Organic Search, Paid Social, Referral, etc.
  • Landing Page – What content attracted them to come to your website? The content could be your ebooks, features pages, blog, etc.

Attributer helps you collect information to answer the questions above. This is why we built Attributer.

1. Marketing Channel Data

Attributer lets you know which channel your leads are coming from (I.e., Paid Social, Paid Search, Organic Search) as well as provides more details on each channel (I.e., For Paid Search, it also records the Campaign, Keyword, Ad Group, etc.)

2. Landing Page Data

Attributer automatically records the first page your website visitor sees (I.e., dropbox.com/blog/best-file-storage-tools) and the page's category (I.e., Blog).

This is good for you to see related content as one entity. For instance, you can view how many leads your entire blog generated and then drill down into how many leads and customers each blog post generated.

What you can do with the data

When the Google Analytics data is in Pipedrive, it can be useful in many ways:

1. Report on what channels are driving leads, customers & revenue

With this Google Analytics data in Pipedrive, you can have access to reports that show you information such as:

  • How many leads have come from your Ads in Facebook
  • What's the lead to opportunity conversion rate of leads from your Ads in Facebook?
  • How many Opportunities have your Google Ads generated?
  • How much Pipeline has been generated from your SEO efforts?
  • How many Closed Won deals have come from LinkedIn Ads?
  • How much revenue has been generated from customers from our Facebook Ads
  • What's the total ROI of our Facebook Ads (spend/revenue generated)?

This can be done in Pipedrive's default report builder and the reports added to a dashboard for simplified viewing. Or you could use one of the many business intelligence and analytics tools that connect to Pipedrive to run more advanced reports.

2. Report on what content is working best

Because Attributer records data about each lead's landing page (and landing page group), you can run reports showing how particular content in your website is performing.

For instance, you could create reports on information such as:

  • How many leads from my blog?
  • Which blog posts got me the most leads?
  • Which posts are converting people into Customers?
  • What is my blogging ROI?

This information can help you see the bigger picture of your marketing efforts (beyond what just capturing Channel data can show you).

So, for instance, you might see that while you have a lot of visitors and leads from your blog, very few of them are converting into Opportunities and Customers, so you might decide to put your precious resources and time elsewhere.

Wrap up

Attributer is a great solution if you want to get Google Analytics data into Pipedrive.

Once you have it up and running, it continues to work in the background sending data into Pipedrive and enables you to create detailed reports on the performance of your content, SEO efforts, advertising campaigns, and more.

The best part is that it is free to start, so start your 14-day free trial today.

Get Started For Free

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