The Advantages of Connecting Salesforce Marketing Cloud + Google Analytics: Part 2

Dakota VanOs – September 9, 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.

Justin is back for part 2 of The Advantages of Connecting Salesforce Marketing Cloud and Google Analytics.

Missed part 1? Watch it here.

Hey everyone, I'm Justin Kasbohm and I'm a Salesforce Developer at Digital Mass. Today, I'm back to talk to you a little more about the Salesforce Marketing Cloud and Google Analytics integration. This time we're going to be focusing on features you can unlock in SFMC when it's connected to Google Analytics 360.

Unlocking Journey Builder features with Google Analytics 360

As some of you may know, one of Salesforce Marketing Cloud's most useful and powerful tools is Journey Builder. Now, you can do alot with this marketing automation tool. In general, you create and design 1:1 customer journeys and manage the customer life cycle. Where Journey Builder gets even better is when you leverage Google Analytics 360.

Benefits of Audience Activation

The first benefit is audience activation using the Google Analytics 360 entry source in Journey Builder. You can add consumers to your Marketing Cloud journeys when they take certain actions on your website. For example, when an online purchase is made, you can use Journey Builder to send order confirmations emails. In other words, you can use all of your extensive behavioral data collected in Google Analytics 360, in Journey Builder.

Viewing Google Analytics 360 data in Salesforce Marketing Cloud

Secondly, you get to view your Google Analytics 360 data next to Marketing Cloud data in the journey analytics dashboard. You can see all of the journey level reporting that you're used to, plus goal measurement, e-commerce metrics, site usage, and Constant Contact statistics. If goals are set up in your Google Analytics 360 account, you can view things like goal completions, goal value, and your goal conversion rates... all inside of Salesforce Marketing Cloud.

This integration is something that more people should take advantage of. Being able to utilize, interact with, and visualize your Google Analytics 360 data in your Marketing Cloud business unit unlocks all sorts of possibilities. Thank you.

About the Developer:

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

Justin always wanted to work in the ever-changing tech industry because he knew he would never get bored. Since joining us he's added three Salesforce certifications to his belt: Platform Developer l, Salesforce Marketing Cloud Email Specialist, and Salesforce Marketing Cloud Admin.