Get Google Analytics data into Sugar CRM with this simple tool

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

Sugar CRM

One of the significant ways to drive marketing efficiency is to understand marketing attribution -that is, knowing which marketing channels and campaigns are performing excellently and which ones are doing poorly. This knowledge will help you redirect your efforts if needed.

You can do this by sending Google Analytics data, such as channel and landing page information, into your Sugar CRM. With this, you can create reports to show you precisely the channels and campaigns bringing in the customers, revenue and leads.

Read more to learn how you can use Attributer to transfer Google Analytics data into Sugar CRM.

What is Attributer?

Attributer collects technical information about your site's visitors, including referrers, UTM parameters, devices, etc., to figure out how they arrived at your website. It is basically a piece of code that you put in your website designed to do this.

With the data collected, Attributer will categorise each visitor into different channel groups, such as paid social, paid search, organic search, etc., and store this information in the visitor's browser as a cookie.

Every time a visitor fills out a form on your site, Attributer will use the stored data in the cookie to populate hidden fields you've added to your website forms earlier.

And when the visitor finally submits the form, data such as the UTM parameters, devices, the lead's email, name, and contact number will be passed onto Sugar CRM.

4 steps for integrating Google Analytics data into Sugar CRM

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

1. Add hidden fields to your forms

Step 2

To start integrating Google Analytics data into Sugar CRM, add hidden fields to all of the lead capture forms you're using. These hidden fields are:

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

Form-building tools (like Jotform, Typeform, Gravity Forms, etc.) make it easy for users to add hidden fields, so take advantage of this function. If your website uses custom HTML forms, you can simply add to your form fields.

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

Step 5

Understanding where your site’s visitors are coming from and the data inputted when they fill up your forms, Attributer will use Google Analytics data to populate the hidden fields you’ve added.

For instance, if you were a marketer at Sugar CRM and a user arrives on your site from a brand campaign in paid search, Attributer will fill up the hidden fields like so:

  • Channel = Paid Search
  • Channel Drilldown 1 = Google
  • Channel Drilldown 2 = Brand campaign
  • Channel Drilldown 3 = Sugar CRM

Besides the channel information, Attributer would also record the first landing page the visitor sees (i.e., and this page’s group (i.e., features).

3. Google Analytics data is passed into Sugar CRM

Step 4

Ultimately, once a visitor finally submits a form on your site, all of the data on the channel and landing page and the lead’s name, phone number, email address, and many more are passed into your CRM.

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

Step 7

When the channel and landing page data are flowing into your CRM, it is now possible to create reports using the existing reporting tools in your CRM software.

Once you have the reports ready, you will be able to easily spot and determine which channels are driving the most leads, have the highest conversion rate, and have the highest closed-won deals.

What data gets passed into Sugar CRM

Attributer was created to collect all the information marketers need to be informed of how their efforts are paying off. We believe that there are basically two key elements to attribution.

  • Channel - How exactly did visitors arrive on your website? Is it through Referral, Paid Social, Paid Search, or Organic Search?
  • Landing page - What specific content on your website was successful in bringing visitors in? Is it a free ebook, a short listicle, or a long-form article?

Here's a closer look at these key elements.

1. Marketing channel data

Attributer collects the data on what channel your leads come from (i.e., paid search, organic search, paid social) as well as additional information on each channel (i.e., For paid search, it also collects the keyword, ad group, campaign, etc.)

2. Landing page data

Attributer also gathers information on the first page the visitor lands on your site (i.e., along with its category (i.e., blog).

This feature is conducive to instances when you look at related content as a whole. For example, you will be able to view the number of leads your entire blog section has generated. In addition, you will also be able to zero in on each blog post and its respective generated leads and customers.

What you can do with Google Analytics data in Sugar CRM

When the Google Analytics data has been transferred to Sugar CRM, it can be beneficial in more ways than one:

1. Report on channels

When you have Google Analytics data inside Sugar CRM, running reports that will provide you insights on the following queries is possible:

  • How many leads did your Google Ads generate?
  • What's the lead to opportunity conversion rate of leads from your Google Ads?
  • How many opportunities did your Google Ads generate?
  • How much pipeline has been generated from Google Ads?
  • How many Closed-Won deals have come from your Google Ads?
  • How much revenue has been closed from customers from your Google Ads
  • What's the overall ROI of your Google Ads (spend/revenue generated)?

Running any report can be done inside Sugar CRM's native report builder. For easy viewing, you can add these reports to a Sugar dashboard. If you want to run more advanced reports, you can choose to acquire any analytics and business intelligence tools that integrate with Sugar CRM.

2. Tailor sales follow ups

Knowing what channel a lead has come from, what ad they clicked, and what page they landed on can be used to tailor your follow-up messages.

For instance, you’re a sales rep for Dropbox, and you saw that someone landed on your page via a Google search about sharing large files. Since you know this, you’ll have a good idea of what they want to get from your product. From there, you can customise your follow-up strategy.

For example, you can focus on discussing how efficient Dropbox is in sharing large files in your email and demos. You can also send them case studies about other customers who mainly use it for sharing large files.

With your tailored follow-up strategies, your conversion rate will inevitably improve, as you were able to present the customer with a solution to their needs.

3. Report on content

Since Attributer also gathers data on each lead's landing page and landing page group, you can also create reports that show you how your website content is performing.

For example, you can run reports to show you insights on the following questions:

  • How many leads did I get from my collection page?
  • Which product pages have got me the most leads?
  • Which product pages are converting people into customers?
  • What's the ROI of my blogging efforts?

With these reports, you can also see how specific sections of your site perform. For example, you might find out that while your blog is getting a lot of leads and visitors, just a few of them actually convert into customers. So you can make a decision whether to continue your blog or allocate your time and efforts elsewhere.

Wrap up

With all the benefits of having Google Analytics data inside Sugar CRM, it can be helpful for any type of business.

If you’re like us and many others who want Google Analytics data right inside Sugar CRM, Attributer could provide you the solution. It is effortless to set up and once it is working, running detailed reports and dashboards in Sugar CRM is possible. These can show you how your content, campaigns, advertising, and many more perform.

On top of it all, Attributer is free to start. What are you waiting for? Start your free trial today and see if it works for you.

Get Started For Free

Start your 14-day free trial of Attributer today!


About the Author

Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.