Salesforce & Google Analytics: Correcting the Great Disconnect

DELVE Experts  /  
April 12, 2018
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The holy grail of marketing is this: measuring every single customer touchpoint — across different channels, platforms, and devices — to build a complete view of customer journey. In doing so, an advertiser gains insight into how best to hit the right audiences at the right time. This cohesive measurement helps advertisers attract new customers, retain existing ones, and increase return at a stable spend. So why is marketing still struggling with disconnection across platforms? Hint: because the industry is only now starting to catch up.

Marketers are Frustrated by Lack of Integration

In a 2015 study by Forrester and commissioned by Google, 150 marketing, analytics and IT decision makers were surveyed regarding their digital channels, media and marketing tools. The study showcased that:

  • “…only 13% of marketers were very confident in their ability to measure ROMI (return on marketing investment)”
  • “only 14% were very confident in their ability to understand contribution of marketing programs to business revenue”
  • “…only 26% of marketers surveyed believed that their marketing analytics tools are well integrated and work seamlessly together”
  • “one third of marketers believed their tools don’t work together efficiently at all”

If you’re a B2B company, or a B2C company that sells high-ticket products and subscriptions, chances are good that you are using Salesforce Sales Cloud as your CRM to manage your sales pipeline. And, of course, your marketing team is likely leveraging some or all parts of the Google Digital Marketing (GDM) Suite of products (Google Analytics, Adwords, DoubleClick…) as a part of your paid media strategy to drive awareness and revenue for your business.

Disconnected Data Between Salesforce and Google Digital Marketing Suite

A major pain point created by using the Google Digital Marketing product suite to acquire new leads, and using Salesforce Sales Cloud to manage those leads, is that the two product suites were not natively integrated. This made it challenging for your marketing team to track conversions in Google Analytics through to offline sales data in your CRM (for ROI analysis), build audience segments based on CRM data for remarketing campaigns, and much more.

Let’s imagine that your company sells car insurance, a simple buyer’s journey might look something like this:

To summarize, there were several conversions in the above example:

  1. Initial conversion – filling out the landing page form
  2. First sale – $1,000 car insurance policy sale
  3. Second sale – $500 motorcycle insurance policy sale

When you check in your Google Analytics account and review your Adwords campaign data, you are able to see the total clicks for this campaign, the total cost, CPC and other data; however, all of the revenue data is missing because it is stored in Salesforce and not synced with Google Analytics. In the example above, the customer made 2 purchases for a total of $1,500, both of which should be attributed to the campaign that originally drove the lead.

As an enterprise marketer, you want this data to be instantly available and automatically synced between your Google Analytics and Salesforce platforms. This will allow you to be able to analyze marketing campaigns in real-time and make the necessary tweaks to make sure that your budget is being allocated in the most optimal way possible. The bigger the scale, the bigger the impact of not having the Salesforce lead and revenue data available within Google Analytics and properly attributed to the GDM channels which drove those sales.

A Giant Leap Forward in Data Integration – Google & Salesforce Partnership

In November of 2017 Google and Salesforce announced a deal to develop integration between their product suites to allow for marketers to “seamlessly connect sales, marketing and advertising data for the first time”. The main integrations can be summed up as:

  • Data from Salesforce Sales Cloud will be pushed to Google Analytics 360 for attribution, bid optimization and audience segmentation.
  • Google Analytics 360 data will be available in Salesforce Marketing Cloud user interface for a more clear picture of campaign performance.
  • Audience segments created in Google Analytics 360 will be available in Salesforce Marketing Cloud for activation through direct marketing channels such as email and text messages.
  • Customer behavioral data from Salesforce Marketing Cloud will be accessible in Google Analytics 360 to build new audience segments for prospecting and retargeting campaigns.  

In January of 2017, these integrations were officially rolled out and both Google and Salesforce plan on making additional enhancements and rolling out more features as time rolls on. In the coming posts, we are going to highlight the key benefits these new integrations will offer, such as increased media efficiency and complete view of the buyer’s journey.


Author Bio:  Leo Sarian is a seasoned entrepreneur with over a decade of experience who specializes in helping B2B companies build and optimize marketing & sales engines. Prior to working with DELVE, Leo was the VP of Growth at Piwik PRO, a marketing technology company focused on data-sensitive industries. He holds a B.S. in Business Administration from the University of Connecticut School of Business, and in his free time enjoys hiking, mountain biking, and spending time with his wife and newborn baby. It is the process that most fascinates Leo, not the significance of the end product.

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