How to get Google Analytics data into Freshsales CRM

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

Lead Profile Freshsales

Being able to plan out your next marketing move involves knowing which of your current campaigns, channels & content are working and which ones aren't.

But if you're just using Google Analytics and all you can see is visitors and maybe goal conversions, then it's not enough. You need to be able to see which channels and content are driving not just visitors, but leads, customers, and ultimately revenue.

Only then can you make informed decisions about what marketing initiatives to execute on to drive growth.

So how do you get this kind of data into Freshsales CRM to be able to run the right reports?

In this article, we'll show you the 4 simple steps to integrate your Google Analytics data into Freshsales CRM.

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 Freshsales 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 Freshsales CRM

Using Attributer to integrate Google Analytics data into Freshsales CRM is easy. Here's how to do it in 4 easy steps:

1. Add hidden fields to your forms

Add Hidden fields

To get started integrating Google Analytics data into Freshsales CRM, the first thing you need to do is add Hidden Fields to your lead capture forms. Just like the name suggests, Hidden Fields are fields that are technically on your lead capture forms but don't actually show to visitors.

Most tools for building web forms have an option for adding hidden fields, so this part should be pretty easy. Alternatively, if you're utilizing a custom HTML form on your site, you can just add input type="hidden" to the form fields you want to hide.

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

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 Freshsales CRM

UTM data sent to CRM

In Step 3, data from Google Analytics is passed into Freshsales CRM software. When a visitor submits a form on the website, the Landing Page and Channel information is added to the hidden fields and passed into Freshsales CRM. This is in addition to the details the visitor entered into the lead capture form, such as name, phone, and email.

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. Freshsales 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, how much revenue each of your campaigns have generated, etc.

What data gets passed into Freshsales CRM

For us at Attributer, the top two key elements to attribution are the following:

  • Channel - This shows how visitors landed on your website. Examples: Referral, Paid Social, Paid Search, Organic Search, etc.
  • Landing Page - This shows what content on your website attracted visitors to check you out. Examples: blog, ebooks, features, etc.

In view of this, we developed Attributer so that it gathers all the channel and landing page information you need.

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 captures the first page leads see when they get to your site (I.e. along with the landing page category (I.e. Blog). This all happens quickly and automatically.

This is really helpful when you're looking to view related content as a whole. You'll be able to see the number of leads generated by your entire blog and also focus on the number of leads and customers brought in by individual blog posts.

Wrap up

If you're wanting to get Google Analytics data into Freshsales 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 Freshsales 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