How to integrate Google Analytics data into Salesforce

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

CRM Profile

Do you know which marketing channels and campaigns are responsible for driving the majority of your leads and customers?

If not, it's likely you are wasting your precious marketing budget and won't know how to drive growth for your organization.

There is a solution though.

By integrating Google Analytics data - such as Channel & Landing Page- into your Salesforce instance, you can run reports that show you exactly what channels and campaigns are driving leads, customers & revenue.

In this article, we'll teach you how you can use Attributer to integrate Google Analytics data into Salesforce.

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 Salesforce 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 Salesforce

Using Attributer to capture UTM parameters in Salesforce 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 monitors where your visitors are coming from and then when they complete a form on your website, it populates the hidden fields with Google Analytics data.

As an example, if I was Dropbox and a visitor came to my website from my Brand campaigns in Paid Search, it would populate 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 information on Channel, it would also capture the visitors first landing page (I.e. dropbox.com/features/cloud-storage) and the first landing page group (I.e. Features)

3. Google Analytics data is passed into Salesforce

UTM data sent to CRM

Finally, when a visitor submits the form on your website, all of the Channel & Landing Page data is passed into your CRM along with the name, email, phone, etc of the lead.

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

Know channels

Once the channel & landing data is inside your CRM, you can then report on it using your existing reporting tools (I.e. Salesforce 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 for each channel is, how many Closed Won deals have come from each channel, and much more!

What data gets passed into Salesforce

At Attributer, we believe there are essentially two 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 Attributer so that it collects all the information you need to answer the above questions.

1. Marketing Channel Data

Attributer automatically captures what channel your leads come from (I.e. Paid Search, Paid Social, Organic Search) as well as further detail on each channel (I.e. For Paid Search, it also captures the Campaign, Ad Group, Keyword, etc)

2. Landing Page Data

Attributer automatically captures the first page the lead sees on your site (I.e. dropbox.com/blog/best-file-storage-tools) 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.

What you can do with the data

Once the Google Analytics data is inside Salesforce, it can be useful in a number of different ways:

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

With this Google Analytics data inside Salesforce, you can run reports that show you things like:

  • How many leads you got from your Facebook Ads
  • What's the Lead to Opportunity conversion rate of leads that came from your Facebook Ads?
  • How many Opportunities have been generated by our Facebook Ads?
  • How much Pipeline has been generated from Facebook Ads?
  • How many Closed Won deals have come from our Facebook Ads?
  • How much revenue has been closed from customers that came from our Facebook Ads?
  • What's the overall ROI of our Facebook Ads (spend/revenue generated)?

You can do this in Salesforce's own report builder and add these reports to a Salesforce dashboard for easy viewing, or you could one of the hundreds of analytics and business intelligence tools that connect to Salesforce to run more advanced reports there.

2. Report on what content is working best

Because Attributer captures data about the landing page (and landing page group) of each lead, you can also run reports that show you how certain content in your site is performing.

For instance, you could build reports that show things like:

  • How many leads did I get from my blog
  • Which blog posts have got me the most leads?
  • Which blog posts are converting people into Customers?
  • What the ROI of my blogging efforts?

You can also see how certain sections of your site perform in terms of conversion rate through to customer.

So for instance, you might be able to see that while you're getting a lot of visitors and leads from your blog very few of them are actually converting into Opportunities and Customers and so it might be worth putting your precious time and resources elsewhere.

3. Personalise your lead follow up to close more deals

When you have information about what channel the lead came from, what ad they clicked, and what pages they landed on, you can use it to send more targeted follow-up messages.

As an example, if you’re a sales rep at Dropbox and you can see that someone has come form a Google search and landed on your page about sharing large files you’ll get a good idea of what they were hoping to achieve with your product and can tailor your follow up accordingly.

In your emails & demos you could talk about how great Dropbox is for sharing large files and you could send them case studies about other customers who primarily use it for sharing large files.

This will ultimately increase your Lead to Customer conversion rate as you’re able to speak directly to how your product or service can solve the problem each lead is trying to solve.

Wrap up

If you're wanting to get Google Analytics data into Salesforce, 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 Salesforce 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