The Advantages of Connecting Salesforce Marketing Cloud + Google Analytics: The Developers Speak: Volume 2, Episode 4

Dakota VanOs – August 24, 2021

The Developers Speak is a video series featuring certified Salesforce consultants at Digital Mass. They come to you twice a month to help bridge the gap between business problems and technical solutions.

On this episode of The Developers Speak, Justin goes over what the Salesforce Marketing Cloud and Google Analytics integrations is, and why marketers should be taking advantage of it.


Transcription:

Hi Everyone I'm Justin Kasbohm and I'm a Salesforce developer here at Digital Mass. Today. I'm going to be talking to you about the Salesforce Marketing Cloud and Google Analytics integration: a little bit about what it is, and then why you might benefit from connecting it. The Salesforce Marketing Cloud and Google Analytics integration provide marketers with actionable cross-channel insights that they can then use to create a more meaningful customer experience. Also, set up a super easy. It starts with a simple one-time authentication process that creates a secure connection between the two accounts. Just make sure that you have admin permissions in both the marketing cloud and Google analytics. Before we start then one of the first things you configure are some UTM parameters. These parameters are appended to the links and URLs in your email or SMS sends. Implementing these parameters allows you to identify the marketing campaigns that are referring traffic to your website.


Now, to get the most out of this integration, I recommend a paid Google analytics 360 account, but don't worry. If all you have is a free Google Analytics account, there are still plenty of perks to connecting it to Salesforce Marketing Cloud. For example, you can add Google analytics tags and other tracking to your marketing cloud CloudPages. Additionally, those UTM parameters that you set up can still be in the email links and all of your sense in both of these cases, the data that you collect here is accessible and reportable in Google analytics, the Salesforce Marketing Cloud and Google analytics integration is something that I think all marketers should use. It's a useful tool that allows people to create more personalized messages, see all of the data in one place, and in the end make smarter marketing decisions. Thank you.

About the Developer:

Justin joined us after finishing his computer science degree from the University of Northwestern.

Heading into college, Justin had his mind made up that he was going to work in the ever-changing tech industry because he knew he would never get bored. Since joining us he's added two Salesforce certifications to his belt: Platform Developer l certification and Salesforce Marketing Cloud Email Specialist.

What excites Justin most about Salesforce

“There’s a lot to love about Salesforce. It’s easy to use, customizable, feature-rich, and always improving. The Salesforce ecosystem is huge and offers an immense amount of functionality, so if you’re driven to learn and grow as a developer, you’ll find it nearly impossible to run out of possibilities.”

Outside of work you’ll catch Justin outside hiking, fishing, trail running, mountain biking.. you name it! He’s also a self-proclaimed movie geek, loves old music, and is one of the last people on the planet that still plays Pokemon Go.

If you want to talk about Salesforce, old movies, or just say hi, connect with him! Justin Kasbohm