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Google Analytics and Salesforce Marketing Cloud Integration

Don’t be left in the dark. Get a clearer picture of your Marketing Cloud campaign performance in Google Analytics or with built-in dashboards. With this blog post, you will learn how to connect your Salesforce Marketing Cloud with Google Analytics so that data from the two platforms can be seamlessly integrated.

Google Analytics & Salesforce Marketing Cloud integration process

The integration between Google Analytics and Marketing Cloud will allow you to see how your emails are performing more holistically by tracking and measuring data. It delivers email engagement and conversion data from Google Analytics right into Marketing Cloud to assist marketers so they can quickly analyze the top-performing content. Marketers can even use Marketing Cloud data to build new custom audiences in Google Analytics and deliver more tailored ads & content.

With the Marketing Cloud’s user-friendly admin UI, marketers can easily update tracking parameters for links in emails. They will also be able to update Google Analytics view and properties as well as configure the integration!

To get started, Follow these 5 easy steps to set up Google Analytics for Marketing Cloud.

Set up a Google Analytics Integration User:

To make sure that all of your organization’s properties and views are recorded in only one Google Analytics, we recommend creating a dedicated separate account. This Google Analytics account will be used to authorize Marketing Cloud to access Google Analytics data.

Click your name (on the top from the Setup settings) > Select Apps > Click Google Analytics Integration (on the left menu) > Click the Link Account button

Configure access to Google Analytics Views:

Select the dedicated Integration user you created above and click Allow.

The page will shift back to the Google Analytics Integrations Setup page. You will see a green checkmark in front of your username once the integration is successful!

Click the Manage button and then choose a property and a view. 

The Journey builder dashboard will show all Google Analytics Goals set in the selected view.

Set up Web URL Tracking Parameters:

Last but not least, This step is about configuring the URL link parameters that will be appended to all messaging links. The Parameter Management Setup page will appear after you click Manage from the Manager Tracking Parameter section.

If you are already using the Web Analytics Connector to append UTMs then update or deactivate it first. And also ensure that the Web Analytics Connector isn’t being used with any other emails in Marketing Cloud.

Update utm_source & utm_medium parameters, and then decide if utm_campaign should represent the Message Name or stand set manually for each communication. Click Save.

You can further set GA4 property tracking for Web. And App links if your organization is using GA4.

Test the Integration:

For testing the integration, we suggest sending a sample through Journey Builder and finishing a goal on the site that coincides with one of the Google Analytics goals that are created in your Google Analytics account. Wait for 10-15 minutes after you send the email, and navigate to the Journey Analytics dashboard. If the integration is successful, you will see Goal Completion and Site Usage data populated.


The insights you need to make a firm decision are right in front of your eyes.  With Google Analytics and Marketing Cloud integration, it’s easy for marketers like yourself who have been wondering how their campaigns perform across both platforms can see all the information that matters most at one time!


References:

Abhilasha Dabral

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