How to integrate Google Analytics data into Zoho CRM

Learn how to integrate Google Analytics data, such as Landing Pages and Channel, into Zoho CRM so you can see which marketing channels and campaigns are generating leads, opportunities & customers.

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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 Zoho 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?

Attributer is a bit of code that you install on your website.

When a visitor arrives at your site, it looks at a bunch of technical information about where they came from (the same things Google Analytics looks at) to determine how the visitors got to your website.

Attributer then uses this information to categorise visitors into Channels like Organic Search, Paid Search, Paid Social, etc. (the same channels Google Analytics uses).

Attributer then stores this information in the cookie of your visitor's browser and whenever the visitor completes a form on your website, it writes the data into hidden fields you add to your lead forms.

Finally, the Google ANalytics data is sent to your Zoho CRM whenever the visitor submits the form (along with the information they entered into the form, such as their name, phone number, email, etc.

A B2B marketing consultant created Attributer because he needed a way to identify which Channels and Campaigns are converting into leads, customers and revenue.

"I originally built it to use on my client's website, but then I realised it could be useful for any businesses everywhere."

Today, Attributer runs on hundreds of websites and provides marketing attribution data on over 3 million visitors to those sites each month.

4 steps for integrating Google Analytics data into Zoho CRM

Using Attributer to get Google Analytics data into Zoho 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 Zoho CRM, the first thing you need to do is add a series of hidden fields to your lead capture forms.

Most tools for building web forms (like Gravity Forms, Wix Forms, etc) have an option for adding hidden fields, so this part should be pretty easy.

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

Attributer checks the source of each of your website visitors and when they complete a form on your site, Attributer will use the Google Analytics data to populate the hidden fields.

For instance, if I was a marketer at Dropbox and someone visited my website from my Brand campaigns running in Paid Search, the hidden fields might be populated as follows (depending on what UTM parameters I used behind the ads):

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

Apart from this information on Channel, it would also write into the hidden fields the visitor's first landing page (I.e. and the associated landing page group (I.e. Features).

3. Google Analytics data is passed into Zoho CRM

UTM data sent to CRM

When your website visitor finally submits the form, the Channel and Landing Page data is transferred to your CRM along with the lead's name, phone number, email, etc.

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

Know channels

With landing page and channel data in your CRM, you can then use your existing reporting tools (I.e. Zoho CRM reports, Zoho Analytics or another BI tool) to report on it.

This will allow you to see which channels and campaigns are bringing in the most leads, the conversion rate of each channel, how many closed deals you've received from each channel, and more!

What data gets passed into Zoho 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 lets you know which channel your leads are coming from (I.e., Paid Social, Paid Search, Organic Search) and provides further detail on each channel (I.e., For Paid Search, it also records the Campaign, Keyword, Ad Group, etc.)

2. Landing Page Data

Attributer automatically records the first page your website visitor sees (I.e., and the page's category (I.e., Blog).

This enables you to see related content as one entity. For instance, you can view how many leads your entire blog generated as well as drill down into how many leads and customers each individual blog post generated.

Wrap up

Attributer is a great solution if you want to get Google Analytics data into Zoho CRM.

Once you have it up and running, it simply runs in the background and allows you to see detailed reports in Zoho CRM on the performance of your content, SEO efforts, advertising campaigns, and more.

The best part is that it is free to start, 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