Get Google Analytics data into Sugar CRM with this free 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 Lead Profile

You're using Google Analytics to know what marketing channels are driving visitors to your website, but are you able to identify which of those marketing channels and campaigns are actually responsible for bringing in the most leads and customers?

If you can't really tell, then you may just be wasting your marketing resources. You won't be able to determine what channels are working and which ones aren't, making it more difficult to know how to meet your goals and grow the business.

Don't fret - there's a solution for that.

What you need to do is to integrate Google Analytics data, such as Landing Page and Channel, into Sugar CRM. By doing so, you'll be able to run reports that can clearly show which campaigns and channels are driving the majority of your leads, customers, and revenue.

Follow the steps below to see how.

What is Attributer?

Essentially, Attributer is a small script that you place on your website.

When a visitor arrives at your website, it looks at some technical things to determine where the visitor came from (the same things analytics software like Google Analytics looks at).

It then categorizes it into a series of channels (like Paid Search, Paid Social, Organic Search, etc) and stores it as a cookie in the visitor's browser. Then, when that visitor submits a lead form, it passes that Channel information along with the lead details into your Sugar CRM.

It was originally created by a B2B marketing consultant who saw that almost all of his clients were struggling to know which channels were actually driving leads & customers (as opposed to just visitors, which is easily available through tools like Google Analytics). I originally built it just for my clients to make it easier for me to work with them, but then realized it might be something that other marketers & B2B business owners could use.

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

Add Hidden fields

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 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

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, as well as the first landing page group (i.e. Features).

3. Google Analytics data is passed into Sugar CRM

UTM data sent to CRM

Next, when a site visitor submits a lead form, every bit of landing page data and channel information is passed into your CRM, along with the lead's details (name, email, phone, etc.).

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

Know channels

Once inside your CRM, you can then report on it using your existing reporting tools (I.e. Sugar CRM reports, or your existing BI tool).

You should be able to see what channels are bringing the most leads, what the conversion rate to Opportunity is, how many Closed Won deals have come from each channel, etc.

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 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 the very first page the lead sees upon arrival on your website (for instance, as well as the category of the landing page (i.e. Blog).

This feature helps when you want to view related content as one unit. For example, you'll be able to determine how many leads your blog has generated as a whole, as well as drill-down into the number of leads and customers each of your individual blog posts has brought in.

Wrap up

If you're wanting to get Google Analytics data into Sugar CRM, then Attributer is a great solution.

It's simple to set up and once you have it up and running allows you to create detailed reports & dashboards right there in Sugar CRM that show you the performance of your content, advertising campaigns, SEO efforts, and more.

Best of all, it's free to get started, so start your free trial today.

Get Started For Free

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