5 Simple Hacks that Bring the Power of Google Analytics and Salesforce to Your Sales Team

Which are the top platforms to track your website’s visitors and convert them into customers, according to you?

Undoubtedly, Google Analytics and Salesforce tops the chart, right?

Google Analytics serves as a great platform to keep track of all the activities that happen on your site.  It analyzes the activities of visitors to your site from the time that they land on it until the time they are converted to customers.

Moreover, the good thing about the Salesforce platform is that it enables you to target customers and even repeat customers.

Now, what if you could use these two platforms together and get the best of both worlds?

These two platforms, if used together, will enable your business to get a complete end-to-end picture of all the visitor activities happening on your website.

This tracking will be possible from the time that a visitor (whether a first-time or repeat visitor) arrives at your site to the time he or she makes payment for your products or subscribes to your services.

This would make your online marketing and customer relationship management tasks much simpler.

However, you need to be aware of the different hacks or tips that can leverage the combined power of Google Analytics and Salesforce for your sales and marketing team.

Let us take a closer look at the different ways to get the most accurate information about your site’s visitors from Google Analytics and Salesforce.

Modeling Your Funnel in Salesforce Using Multiple Google Analytics Profiles

Business People Meeting Planning Analysis Statistics Brainstorming Concept

By default, Google Analytics creates a profile that gives an unfiltered view of your website with all the raw analytics data.

However, if you want to get microscopic details about a particular product category or about the visitors from a particular country, then you need to use some filters.

The best way to do this is by creating multiple Google Analytics profiles. You can do this by copying from the default profile and adding filters as per your needs.

This hack would be of use to you, if you are responsible for only one particular product category of your company’s website. Also, if you have recently implemented marketing strategies for that product category.

This is because you and your team would obviously want to know the impact or results of your marketing strategy on your product category. And not about its impact on the overall website which can be achieved through this hack.

For this purpose, it helps to have a separate Analytics profile for the specific directory of your website that will give you detailed reports.

You may also wish to see the impact of your marketing strategy from only one particular geographical region; for example, from the region where you expected better conversions.

Again, you can create a separate profile to check such bifurcated details with regard to your site’s visitors.

In short, this tactic of creating multiple profiles enables your team to devise specific marketing strategies that can better convert your leads in Salesforce.

Tracking the Google Adwords Results in Salesforce Using Google Analytics Campaign Tags

Your marketing team may be trying out various ad campaigns with the use of Google Adwords and keywords.

But just imagine the improvement your team can make if you know what keywords have been searched and which campaigns have brought in the most leads in Salesforce.

You would then basically be able to track which links were clicked by visitors to arrive at your site and become customers.

This is possible by using Google Analytics campaign tags for all your advertising URLs.

You simply have to add particular parameters, such as “utm_campaign” or “utm_source” towards the end of your advertising URLs, while creating the custom campaigns.

Once this is done, you can take note of the leads in Salesforce from the custom campaign values displayed in the Analytics reports.

To carry out this process successfully, you can use the Campaign Tracker for Google Adwords and Analytics.

Helping Google Analytics Identify a Repeat Site Visitor

maxresdefault (2)You would agree that your main task begins when a site visitor is converted into a customer.

So, it is important to realize that you can also use your sales and marketing tools to sell various other products or services to your existing customers through direct contact or automated marketing. 

However, it is difficult for Google Analytics to identify a visitor as a repeat visitor if he or she visits your site from a new device or the same device after deleting all internet cookies.

This is where Salesforce can step in and help the Analytics tool easily identify a repeat visitor to your site so that it is not considered as a first-time visitor.

When a first-time visitor makes a successful purchase or subscription on your site, you need to pass that user’s Google Analytics ID to Salesforce. The following code can be used by your developers to track and save that ID:

ga(function(tracker) {
var clientId = tracker.get(‘clientId’);

Once the user ID is obtained, you can use it to track all the clicks back to your site.

For this purpose, when you target your users with emails containing links to your website, you need to use that user ID at the end of the site URL (something like “?gaid=XXXXXX”, where XXXXXX refers to the unique user ID).

The user ID is important and needs to be used irrespective of whether you tag your site’s Google Analytics with Google Tag Manager or with a direct script on the site.

Obtaining Scores in Google Analytics for Multiple Segments of Converted Leads

You would already know that an exciting aspect of Salesforce is that you can score leads even while using automated marketing tools.

But you might not know that you can also leverage more out of these scores by making them available in Google Analytics and by understanding the customer’s behavior for the different segments.

This can be done by tagging all your converted leads to get such specific segment-wise statistics.

You can use a similar marketing strategy as used for tracking the user ID discussed earlier. You simply need to add the parameter to get a score at the end of the URL that you share with your customers in emails.

For example, you can extend your URL with “gaid=XXXXXX&Is=Y”, where Y represents the score of your user or lead.

You can even track this score in a custom dimension in your Analytics tool. You can then create marketing lists to aim different advertisements at different leads with different scores.

The objective is to implement the best possible marketing and promotion strategies for different sets of customers or for those with different scores, in this case.

Fetching Details of Traffic Sources for Every User that Gets Converted into a Customer2bfd6c0

You may already be aware of the wonderful feature named “multi-channel funnels” that Google Analytics possesses.

This feature helps you learn the various traffic sources or marketing mediums that your converted leads go through before getting converted.

In other words, many first time visitors to your site may not turn into a successful lead when they first visit it.

Before becoming converted leads, visitors may visit your site multiple times through any email link, social media ad or sponsored ad on the Google search engine.

You can view the percentage of your visitors that go through such multiple marketing channels from your Google Analytics account under the “Conversions” section.

You will further be glad to learn that you can get these details on an individual customer basis in Salesforce itself.

All you have to do is download the GetSetReff script directly to your website or Google Tag manager.

This script smartly saves a cookie in your user’s browser to store traffic source information and engagement level data, such as the time spent on your site.

Once the user gets converted into a customer, you can save the cookie data along with the user data in Salesforce.

You can thus keep track of all the paid marketing channels through which your lead has been converted. The best part is that you get this data for every successful customer from your site.

We hope that the above information helps you implement better sales and marketing strategies to get more sales for your business. Do you have any questions or points to add here? Feel free to drop us a note below and thanks for reading!


Images Sources: Funnelwise, YoutubeLinkedin



Published by

Ohad Oren

Ohad Oren is Co-Founder and COO of ONDiGO. Prior to ONDiGO he Co-founded several start-ups. Ohad has years of experience in Sales and Business Management. You can follow him on twitter on @OrenOhad

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