How to integrate Google Analytics with Agile CRM

See how easily you can integrate Google Analytics data, such as channel and landing page, into Agile CRM so you can learn which of your marketing channels and campaigns are effective in generating leads, customers, and revenue.

Agile CRM

Knowing which marketing channels and campaigns are generating the most of your leads and customers will provide you with a significant advantage when it comes to using your time, effort, and resources, and it could also help you grow your business more efficiently.

If you don't have enough information on the results of your marketing efforts, you are likely wasting precious marketing budget, and it will be difficult for you to drive growth for your business.

By integrating Google Analytics data (like channel and landing page) into Agile CRM, you can make informed decisions by running reports that provide precise information on the exact channels and campaigns driving in the numbers.

In this article, you will learn how to integrate Google Analytics data into your Agile CRM using marketing attribution tool Attributer.

What is Attributer?

Simply put, Attributer is a piece of code you install on your website. Once it’s up and running, Attributer will collect data about your visitors, such as referrers, UTM parameters, devices, etc. to help you find out how they arrived on your website.

With this information, Attributer then groups each visitor into different sections of channels (paid search, organic search, paid social, etc.) and keeps this information in a cookie in the visitor’s browser.

Attributer will then use this stored data to complete the hidden fields in your website every time a visitor completes a form.

Once the visitor submits the form, information such as the UTM parameters and other marketing attribution data are passed to Agile CRM along with the visitor’s name, email, contact number, etc.

4 steps for integrating Google Analytics data into Agile CRM

Using Attributer to capture UTM parameters in Agile CRM is easy. Here's how to do it in 4 easy steps:

1. Add hidden fields to your forms

Step 2

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 (like Jotform, Typeform, Gravity Forms, etc) 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 fills the hidden fields with Google Analytics data

Step 5

Attributer tracks where your website’s visitors are coming from, and when they fill out any form on your website, it would complete the hidden fields using Google Analytics data.

Let’s pretend I was a marketer at Dropbox, and a visitor arrived at my website from a brand campaign I was running on paid search; Attributer would then fill up the hidden fields as follows:

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

Aside from the channel information, Attributer would also capture the visitor’s first landing page (i.e., and the first landing page’s group (i.e., features)

3. Google Analytics data is passed into Agile CRM

Step 4 (1)

When a visitor submits the form on your website, all of the data gathered on the Channel and Landing Page 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

Step 7

In the final step, you have the landing page and channel data inside Agile CRM, so you can now create reports via your existing reporting tools, such as Agile CRM reports or your BI software.

With the data sent in via Attributer, you would be able to easily determine which of your channels have brought in the highest number of leads, see the number of closed-won deals that have come from every channel, identify the conversion rate to opportunity, and assess other performance indicators.

What data gets passed into Agile CRM

At Attributer, we believe that there are two key elements to attribution:

  • Channel - How did the visitors arrive at your website? Usually one of organic search, paid search, paid social, referral, etc.
  • Landing page - What content on your site led them there? It could be your features pages, blog, ebooks, etc.

Attributer was built to gather all the needed data to provide answers to these questions.

1. Marketing channel data

Attributer automatically monitors the channels where your lead came from (e.g: paid search, organic search, paid social). Additionally, it also include details on each channel (e.g: for paid search, it also captures the campaign, ad group, keyword, etc.)

2. Landing page data

Attributer captures the first page your visitor sees on your website (e.g: and the page’s category (blog).

This feature is convenient for viewing related content as one entity. This means you can view how many leads your entire blog section has generated and how many leads each blog post has garnered.

What you can do with Google Analytics data in Agile CRM

Having the Google Analytics data in your Agile CRM can prove helpful in lots of ways, such as:

1. Report on channels

With Google Analytics data available inside your Agile CRM, you can create reports that provide answers to the following questions:

  • How many leads did your Facebook Ads generate?
  • What's your Facebook Ad lead to opportunity conversion rate?
  • How many opportunities did your Facebook Ads generate?
  • How much pipeline did you get from Facebook Ads?
  • How many closed-won deals have originated from your Facebook Ads?
  • How much revenue has been secured from customers from your Facebook Ads?
  • What's the overall ROI of your Facebook Ads (spend/revenue generated)?

You can run the reports in Agile CRM's report builder and add them to a dashboard for easier viewing. Also, you can go for one of the hundreds of analytics tools that integrate with Agile CRM to generate more advanced marketing reports.

2. Tailor sales follow ups

Having the information on what channels your leads come from, which ads made them click, and what pages attracted them to your website allows you to get to know them better and this will help you send more targeted marketing messages to them.

For instance, you are a sales rep for Dropbox, and someone lands on your website from a Google search about sharing large files.
With this information, you know what they want to achieve with your product and design your follow-up accordingly.

In your marketing emails and efforts, you can discuss how Dropbox is the best in sharing large files and back it up with case studies from happy customers who mainly use Dropbox for this exact purpose.

With this strategy, you can ultimately increase profits as you’re able to zero in on how your product or service can provide and satisfy the lead’s needs.

3. Report on content

Also, Attributer monitors data on each lead’s landing page and the page’s group. With this information in your Agile CRM, you can run reports on how a particular content in your website is performing.

You can run reports that provide answers to the following questions:
- How many leads did my blog get?
- Which blog posts are generating the most leads?
- Which blog posts are turning visitors into Customers?
- What is the ROI of my blogging efforts?

With this information, you can also look at how specific sections of your site are performing in terms of customer conversion rate. As an example, your blog may be attracting lots of leads, but very few of them are actually being converted into opportunities and customers. Knowing this, you can now choose to put your time and resources into something else.

Wrap up

If you’ve been looking for a way to transfer Google Analytics data into your Agile CRM, then Attributer can help you do that.

Attributer is easy to set up, and once it’s running, you will be able to create detailed reports and dashboards right inside Agile CRM.

These reports will help you reach informed business decisions by showing how your content, campaigns, and SEO efforts are performing.

And the best is that you can start for free! Try your free trial now.

Get Started For Free

Start your 14-day free trial of Attributer today!


About the Author

Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.