Salesforce And Google Analytics Integration: All You Should Know

Are you looking for a tool that helps you manage and nurture your leads? Salesforce is a great choice. However, when it comes to generating leads for your business, you’ll need a comprehensive view of your lead, and sales data provides a wealth of additional data to help you improve your marketing and lead generation.

For marketers, one of the biggest challenges, according to our research, is generating high-quality leads. But why is that the case? There will be consequences if two critical tools, such as your CRM and website analytics, are disconnected.

We’ll go over the following topics in this blog:

  • If you can link Salesforce Integration to Google Analytics?
  • Why is it essential to connect Salesforce and Google Analytics?
  • What data would you be missing out on if you didn’t have this crucial integration?
  • What is the best way to connect Salesforce and Google Analytics?

Is it possible to link Salesforce and Google Analytics?

The short answer is yes, Salesforce and Google Analytics Integration can be linked.

There are two primary methods for integrating these two apps.

The first method is to make use of Salesforce Cloud Data. This enables you to integrate your sales pipeline with Salesforce-Google Analytics.

You can import offline sales data into your online analytics to better understand what your customers are doing in response to your marketing.

A marketing attribution tool is the second way to connect Salesforce and Google Analytics.

You can connect your CRM and analytics with the help of a tool like a Ruler.

However, it also links all of your other data points.

You can link anonymous website visitors, Facebook, Bing, Google ad data, and all of your other marketing tools and apps.

Before we get into how each of these works, let’s dig a little deeper into the subject.

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Why is it essential to connect Salesforce and Google Analytics?

It’s critical to combine the data from Salesforce Integration with Google Analytics. Consider the following scenario:

Salesforce is your customer relationship management system. It’s the place where your leads live and the tool you’ll use to manage, nurture, and close them.

A web analytics tool is Google Analytics.

It lets you see how your website visitors interact with and engage with your content.

However, there are some significant data discrepancies.

Individual behavior cannot be tracked using Google Analytics.

Salesforce Google Analytics Connector tracks the total number of visitors to your website.

It can’t share individual data, so you won’t be able to see how individual users interact or convert.

This means you’ll only get a broad picture of how users interact with your content, and you won’t be able to see what’s driving key site actions.

Individual Behavior cannot be tracked using Google Analytics

Google Analytics tracks the total number of visitors to your website.

It can’t share individual data, so you won’t be able to see how individual users interact or convert.

This means you’ll only get a broad picture of how users interact with your content, and you won’t be able to see what’s driving key site actions.

Salesforce cannot Link New Leads to Anonymous Website Sessions

When a user converts on your site, you’ve probably set it up so that they’re automatically sent to your Salesforce CRM.

But what kind of information do you get here?

It’ll most likely just be the lead’s information entered or shared.

You won’t be able to trace that lead back to previous website visits they made as anonymous users, leaving you with many unanswered questions.

Google Analytics is unable to scrape and attribute revenue data from Salesforce

While your sales team enters information about closed customers into Salesforce, the information is locked in your CRM.

Because you have missing data links between website visitors, leads, and customers, you can’t scrape that data and send it to Salesforce to Google Analytics, where it can be attributed.

You’ll never be able to measure your advertising in Google Analytics for performance measures like return on investment if you have these missing connections.

What is the best way to connect Salesforce and Google Analytics?

So, we now know that Salesforce Marketing Cloud Google Analytics must be integrated. Do you, however, learn how to do it?

As previously stated, there are two main approaches.

  • Data from the cloud can be connected to Google Analytics Marketing Cloud.
  • Ruler Analytics allows you to connect Google Analytics and Salesforce.

Let’s take a closer look at each one.

Using Cloud Data to Connect Google Analytics and Salesforce

This Salesforce and Google Analytics Integration aims to give marketers a visual representation of their data in an easy-to-understand dashboard so they can see how their direct and online marketing channels are collaborating to drive conversions.

But keep in mind that adequately setting this up takes a lot of time and effort. It also only works with Google Analytics 360.

There’s also very little information about what data you’ll have access to. It’s unclear whether you’ll be able to track offline conversions, view complete customer journeys, and other features.

Google Analytics and Salesforce integration with Ruler Analytics

Continue reading if you want to use Salesforce to connect anonymous website visitors to leads and customers.

Salesforce and Google Analytics have traditionally operated independently. This, however, does not have to be the case.

You can easily integrate Google Analytics with Salesforce using a marketing attribution tool to:

  • Keep track of the entire customer journey.
  • Send information about leads to Salesforce.
  • Data on revenue should be sent to Google Analytics.

The following is a diagram of how Ruler Analytics works.

With our solution, you can track users’ every touchpoint before, during, and after they become leads.

Ruler sends all of this information to Salesforce. You’ll be able to see attribution data per lead directly within Salesforce.

In the meantime, Ruler will track and record all of your phone calls, form submissions, and live chat sessions (and pass them over to Salesforce).

Your sales team will mark a lead as closed in Salesforce at the point of sale. The revenue information they enter for that lead will be sent back to Ruler, then sent to Google Analytics.

How Ruler can help you get the most out of your Google Analytics Salesforce Connector

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Are you unsure how Ruler can help you integrate Salesforce and Google Analytics?

We’ve broken down each benefit of this critical integration to see precisely what you’ll get.

In Salesforce, enrich your web to lead data.

You’re used to getting a new contact in Salesforce when a website visitor converts into a lead. We can, however, enrich that data with Ruler.

You’ll be able to see the lead source and, if paid, the keyword they used to find you online.

Furthermore, you will be able to see:

  • On Sessions, they converted to a landing page.
  • Viewed pages
  • Data and touchpoints, such as recorded inbound calls

Send revenue from closed/won deals to Google Analytics

The Ruler can automatically send revenue back into your Google Analytics account when a possibility in Salesforce is marked as closed or won.

You can now sort your marketing data by revenue. And do you understand what that means? You can say with certainty which channels and campaigns generate the most leads and revenue.

Because of this data visibility, you can track ROI and optimize campaigns based on revenue rather than goals.

Sort your Possibilities by Channel

Have you ever wondered if specific channels are more effective at moving users from awareness to consideration or consideration to decision?

Revenue data is frequently stuck in CRM pipelines for months or years. Any insight into marketing impact is lost during this time due to the disconnect between sales tools and marketing platforms.

The Opportunity stage report from Ruler allows you to see how many potential deals and revenue you’ve generated at each stage of your pipeline funnel, broken down by campaign source or keyword.


Do you want to bridge the gap in your data? It doesn’t have to be complicated or require a computer science degree to integrate Google Analytics and Salesforce. With Ruler, you can implement data tracking and attribution across all of your favorite applications with just one line of code and some Google Analytics Salesforce Connector work.

Remove the guesswork from your marketing strategy. Instead of reporting on vanity metrics, focus on revenue, which is a metric that every business leader cares about. Salesforce Integration Google Analytics to see your website visitors and their customer journeys.


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