How to Integrate CRM Data with Google Analytics Correctly

In this article, we will guide you through the process of integrating CRM with Google Analytics.

Combining customer data with your website’s performance metrics is essential for gaining deeper insights into user behavior, tracking conversions, and improving your marketing strategies. We’ll walk you through the steps for integrating popular CRM platforms with Google Analytics, providing actionable tips on google analytics CRM, and guidance along the way.

Why Integrate CRM Data with Google Analytics?

Integrating CRM data with Google Analytics helps businesses gain a complete view of their customer journey. By combining customer insights from your CRM with web analytics, you can better understand how marketing efforts lead to conversions, track customer behaviors, and make more informed decisions. This integration improves reporting accuracy and helps you tailor your marketing strategies by providing deeper insights into customer interactions across different touchpoints. Moreover, with the right integration, your CRM can help you track the full customer lifecycle, from acquisition to retention, alongside Google Analytics' performance metrics.

Google Analytics data to CRM integration helps create custom reports, segments, and remarketing audiences due to more detailed individual customer insights. In other words, if Google Analytics gathers general audience patterns, CRM bounds user peculiarities to a specific Customer ID or User ID. Moreover, your CRM system stores more comprehensive data on selling products. For instance,  you can classify items by a supplier. Transferring these indicators to your GA account allows you to widen the specifications of your performance reports and simplify the process of comparing your KPI between these two systems.

As you know, GA cannot track some of the purchase and transaction data which strongly affects your final figures. But the systems in tandem allows avoiding this problem and receive factual reports on your marketing and business effectiveness.

Core Google Analytics features:

• Demographic analysis;
• Traffic sources;
• Technical aspect (devices used);
• Visit duration;
• Location;
• Product views;
• The number of sessions

CRM shows the following data:

• Stage of the sales process;
• Type of lead;
• Customer age bracket and gender;
• Products returned
• User loyalty
• Email survey feedback.

If you are planning to link your CRM and Google analytics data for remarketing campaigns, we would recommend starting the integration process from ensuring both platforms have a common data key.

Basically, you can choose the following scenarios of CRM systeme google analytics:

• Display CRM ID on your website; shift this to Google Analytics in a custom dimension form;
• Shift every customer ID produced by Google Analytics to your CRM.

Most people choose the first option because of its simplicity. Slight ID setup modification will not take much of your time up. The second solution requires more complex changes, but its reliability and efficiency are proven.

After creating a common key, transfer the CRM information to Google Analytics using the Data Import function. Another option is sending Measurement Protocol hits. Both methods provide the desired effect.

To receive the CRM data in your Google Analytics, you need to create segments. Determine the desired number of customers and pass this list to AdWords. Run a remarketing campaign when the synchronisation is finished.

How to Integrate ZOHO CRM with Google Analytics?

ZOHO is software developed for dealing with marketing and eCommerce challenges. Merchants using this CRM cannot track the whole information scope since GA analyses only website actions. Purchases by phone or email are omitted, which negatively affects the total revenue reports. The Google Analytics Zoho CRM integration ensures managing this issue.

The GA connector was developed to facilitate data transfer. It works in the following two ways:

• Provide ZOHO with GA information on a customer origin identification;
• Transfer CRM statistical data to GA, ensuring the comprehensiveness of information for an effective marketing analysis.

The first path stipulates a separate GA section for every lead in the ZOHO CRM. It provides information on the most active lead sources. The second option allows uploading information to GA, which usually saves only general details about customers, including conversion rate, visits duration, page visits, and so on.

Zoho CRM Google Analytics integration allows obtaining the missing data, including actual revenue, customer interests, and others, which allows you to make more effective marketing decisions. It helps merchants achieve better results than their competitors who only use GA for analysis even if reported correctly.

Updated after integration, CRM tracking shows origin channels each customer came from. This becomes possible to investigate what time each client needs to make a purchase, as well as to determine sources which bring permanent revenue. Moreover, you can identify channels bringing difficult customers who often ask for refunds or complain.

How to Integrate HubSpot CRM with Google Analytics?

To transfer data between your HubSpot and Google Analytics accounts, you need to use additional tools. In this article, we will describe LeadsBridge. You can connect your data, following these steps:

1. Create a LeadsBridge account and add a new bridge with a name and label. Choose HubSpot as the original point of the bridge, and GA as a destination.

2. Set a name for the HubSpot CRM and GA integration;

3. Set a name for the HubSpot CRM and GA integration;

4. Choose a preferable segmentation concept;

5. Confirm authorisation;

6. Allow LeadsBridge access to the HubSpot data;

After receiving the approvement, begin configuring Google Analytics designation:

1. Enter an integration title in the defined place;

2. Integrate GA with LeadsBridge by typing an application name and the tracking ID;

• Select the Admin section in GA;
• Click on Property;
• Look at tracking data;
• Find and copy the tracking ID.

3. Select receiving messages with notifications of every new customer;

4. Fill out the special fields with relevant information;

5. Determine HubSpot and Google Analytics data necessary to transfer;

6. Choose customising options for correcting contact information;

7. Identify elements you will not transfer (omit this stage in case of transferring all data);

8. Add more fields choosing this option in the Custom Fields section;

9. Select necessary options from a list.

HubSpot Google Analytics tracking should be checked in a testing environment to eliminate possible issues. Use the LeadsBridge tools to run the test and wait until everything is finished. Make sure the button turns green, which indicates that the synchronisation is completed and save the results. Now, you can enjoy successful integration. The bridge activation ensures implementing all goal details with HubSpot and Google Analytics connection.

How to Integrate Salesforce CRM with Google Analytics

This integration takes more effort. To set up the Analytics Salesforce Sales Cloud integration, you must have full access to the Salesforce objects and fields.

1. Create three custom fields in the Salesforce account to store GA tracking codes: Field name, API name, field length — you can call them as you wish and switch the read-only option on. These fields must be in both the Lead and Opportunity objects.

2. Configure the Opportunity and Lead objects. Set up the determined objects, ensuring that field tracking is activated. Given configuration enables producing hits when new data is coming. Match the Lead and Opportunity object fields.

3. Edit your lead view for saving tracked data:

• Create additional tracking fields using JavaScript;
• Look at the code transferring user and client IDs;
• Determine the tracking ID;
• Determine the tracking code values mentioned above.

4. Create Salesforce CRM cloud information scope in the following way:

• Open the Property section in Google Analytics;
• Select the Data Import section;
• Create a set choosing Salesforce from the list;
• Get familiarised with offered terms and conditions, accept them and enter your data;
• Run the authorisation using Data Source panel;
• Select Salesforce site among credentials;
• Enter login and password to Salesforce Google Analytics data cloud;
• Match Salesforce fields with equivalent GA tracking IDs using configurations;
• Import data from appropriate Salesforce lead fields. The usual options include ranking, sphere, ID, the number of employees, expected income, etc. There are other fields which you can add additionally;
• To exchange Salesforce CRM and Google Analytics information, select the fetch function in the Uploads section;
• The appeared status confirms or denies operation success.

Run a final test and check the results in your Google Analytics account. In case of a failure, analyse the errors. Review setups gradually, following the instructions.

How to Integrate Pipedrive CRM to Google Analytics?

Many business owners consider Pipedrive an easy and user-friendly platform. Developers tried to simplify all the processes of analysing CRM data. Pipedrive and Google Analytics integration takes minimal time. The connecting process is similar to data transferring from the HubSpot CRM. There are many tools you can use for integration, but LeadsBridge in one of the most popular. Creating a bridge ensures successful integration, which can be done by using a LeadsBridge valid account.

Follow these steps:

1. After naming the bridge, set Pipedrive CRM as an original data channel. Google Analytics becomes a target source;

2. Indicate the integration name to begin authorisation;

3. Allow LeadsBridge access to the Pipedrive information. You will receive a blue message meaning the operation was successful.

4. Start the Google Analytics setup with typing the integration name and integrate LeadsBridge with GA using a tracking ID.

5. Go to the Admin section in your GA account and choose a correct Property.

6. Find and copy the tracking ID in the property Tracking info.

7. Pipedrive Google Analytics integration enables receiving emails with notification of every new lead.

8. To map your CRM information with your Google analytics fields, match the information fields you need to pass or type this manually. Pass the data as a static value or customise information with the help of functions.

9. Run a test to ensure everything is in order. Create an experimental lead entering relevant data and send it to the Google Analytics account. Confirm actions turning the toggle up and activate lead synchronisation.

If successful, the right button turns green. Finish configurations. Now, you can take advantage of the integration. If any problems appear, please make a revision, following the instructions.

Integrating CRM Data with Google Analytics via BigQuery

Using Google BigQuery to import CRM data into Google Analytics enables more advanced data analysis and reporting. BigQuery acts as an intermediary, allowing for the seamless transfer of large datasets.

Steps on how to connect Google Analytics to CRM:

1. Set Up BigQuery: Configure Google BigQuery to receive CRM data by creating a connection between your CRM system and BigQuery.
2. Automate Data Import: Use automated pipelines to regularly push CRM data into BigQuery for real-time insights.
3. Link BigQuery with Google Analytics: Enable BigQuery export in Google Analytics to import CRM data directly into your analytics reports.
4. Analyze the Data: Use BigQuery’s advanced SQL capabilities to analyze CRM and Google Analytics data together, uncovering deeper insights about customer behavior and conversion performance.

By integrating CRM data into Google Analytics via BigQuery, you unlock powerful reporting capabilities and a more nuanced understanding of your audience.

‍Common Mistakes and Challenges in CRM Integration with Google Analytics

‍Integrating CRM data with Google Analytics can provide powerful insights, but it’s important to avoid common mistakes and challenges. Some of these include:

• Data Quality Issues: Inaccurate or incomplete data from your CRM can lead to poor insights.
• Inconsistent Tagging: If your Google Analytics tags aren’t set up correctly, the CRM data won’t sync accurately.
• Complex Integration: Depending on your CRM, the integration process can be technical and time-consuming. Consider consulting an expert to avoid integration issues.

By addressing these challenges, you can ensure a smoother integration process and gain valuable insights from both platforms.

Next Steps: Get Expert Advice

Now that you understand the benefits of linking Google Analytics to CRM and how to connect CRM with Google Analytics, it’s time to take action. If you’re ready to enhance your data-driven marketing strategy, contact our team of experts for a personalized consultation or service tailored to your business needs.

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