How to integrate Google Analytics with Close CRM

Learn how you can incorporate data from Google Analytics, such as Channel and Landing Pages, into Close CRM so that you can quickly and easily determine which marketing channels and online campaigns are generating you not just website visitors, but also leads, customers and revenue.

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Did you know that you can run reports in Close CRM 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 Close CRM. By sending Landing Page and Channel data into Close CRM, 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 Close CRM.

What is Attributer?

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

When a visitor lands on your site, Attributer gathers all the technical information from that visit and uses it to determine where the visitor originated from.

Using that data, Attributer then categorizes the visit into a standardized set of marketing channels. These are the same channels you see in Google Analytics, such as Organic Search, Paid Social, and Paid Search.

Next, Attributer stores the categorized technical data as a cookie in the browser used by the visitor. Then when the site visitor submits a lead form, Attributer passes that Channel & Landing Page information into Close CRM (alongside the standard lead details like name, email, etc).

Once you have accurate Channel and Landing Page data inside your CRM, you can then use your existing reporting tools to understand what marketing channels and initiatives are actually driving the leads that convert into customers and revenue.

4 steps for integrating Google Analytics data into Close CRM

Using Attributer to capture UTM parameters in Close 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, you need to add some Hidden Fields to your lead capture forms. These hidden fields are:

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

Most form-building tools make it easy to add hidden fields, or if you're using a custom HTML form on your website then you can simply add input type="hidden" to the form fields.

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

Populate hidden fields

Attributer keeps an eye on where your site's visitors originate from. When they complete a lead form on the site, Attributer automatically uses Google Analytics data to populate the hidden fields you've put in earlier.

Imagine you're Dropbox and a visitor lands on your website via a brand campaign on Paid Search or PPC. Attributer would complete the hidden fields in this way:

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

Attributer would also capture the first landing page (i.e. and landing page group (i.e. Features) of the visitor, in addition to Channel data.

3. Google Analytics data is passed into Close CRM

UTM data sent to CRM

In the third step, Attributer passes Google Analytics data into Close CRM. This happens when a visitor submits a lead form on your website. Attributer gets all of the Channel and Landing Page data and sends it off to your CRM together with the contact information of the visitor (now a 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 Close CRM.

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 Close CRM

At Attributer, we believe there are essentially 2 key elements to attribution:

  • Channel - How did they get to your website? Usually one of Organic Search, Paid Search, Paid Social, Referral, etc.
  • Landing Page - What content on your site attracted them there? It could be your Features pages, your blog, your eBooks, etc.

As a result of this, we built Attributor so that it collects all the information you need to answer the above questions.

1. Marketing Channel Data

With Attributer, marketing channel data is captured automatically. You'll be able to see which channels are bringing in leads (Paid Search, Organic Search, Paid Social, etc.) as well as further details on each marketing channel (For Paid Search, for instance, Attributer will also capture Ad Group, Keyword, Campaign, etc.).

2. Landing Page Data

Attributer automatically captures the first page the lead sees on your site (I.e. as well as the category of the page (I.e. Blog).

This is good for being able to view related content as one entity. For instance, being able to see how many leads your entire blog generated as well as being able to drill down into how many leads & customers each individual blog post generated.

Wrap up

Attributer is the tool to use if you're looking to get Google Analytics data into Close CRM easily. Setting it up is a simple process, and as soon as it's up and operational, you can run detailed reports and create dashboards in Close CRM that show you everything from how your ad campaigns are performing to how your SEO efforts are going.

What's more, it costs nothing to get started. Claim 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