bradh

Salesforce Google Analytics Integration: GAFUSION

Est. Reading Time: 5 minutes

GAFUSION is the best Salesforce Google Analytics integration product available. And here is why.

There are a couple of products and methods for “integrating” Salesforce and Google Analytics but none of them provide the full level of automation, insights, reporting capabilities, and ease of implementation as GAFUSION. This is because GAFUSION acts as the matching middleware between your Google Analytics account and Salesforce CRM creating a truly integrated system.

What other integration methods do.

If you search Google for Salesforce and Google Analytics you will find several website that provide information on integrating Salesforce with Google Analytics. The highest ranked and most widely used method for integration is discussed here http://www.e-nor.com/blog/google-analytics/integrate-salesforce-and-google-analytics. This is a good method and one that we used until we had GAFUSION.  However, as analytics became more sophisticated, this method became insufficient.

What this essentially does is when a prospect fills out a salesforce form on your website, a script will extract the prospects source, medium, and keyword data from the Google Analytics cookies. It will then pass that information through hidden form fields directly into your Salesforce account along with your prospect. As mentioned, this is great, if all you want to do is see source and medium data tied to your leads.

The problem with this method is that all of your conversion data is now outside of Google Analytics. Google Analytics is probably one of the worlds most powerful analytics platforms available. Google has spent untold amounts of money buying one of the most sophisticated analytics platforms available at the time and assembled a team of the smarted engineers in the world to work on and enhance the analytical capabilities of the product for nearly 8 years resulting in an unbelievably sophisticated analytics platform when properly configured. And all this “integration” method will allow you to do is see the source/medium of the lead.

What you still can’t do:

  1. See how leads who ultimately converted interacted with the website between becoming a lead and turning into a customer.
  2. Apply multi-channel reports to evaluate variance in attribution models and understand how channels behave in a multi-touch world.
  3. Overlay the data in the visualization such as the trending charts and easily compare YOY across multiple mediums.
  4. Evaluate variances in offline conversion rates across days, weeks, months, YTD, compared against YOY or previous timeframes with a click.
  5. Understand the nature of how social channels play a critical touch-point in the overall digital purchase cycle.
  6. See how changes in technology use from desktop to mobile affects website usage and conversions.
  7. Use the Salesforce data inside of the Google Analytics platform, which was designed for analysis. Salesforce was designed as a CRM, not an analytics platform.

Why GAFUSION Salesforce integration is different.

The biggest difference is that GAFUSION provides a true integration that marries your GA data and your Salesforce data and puts all that data including offline conversions back into Google Analytics allowing you to use Google Analytics as your analysis platform rather than trying to use Salesforce as your analysis platform for your website. GAFUSION provides Salesforce with a truly two-way integration to Google Analytics allowing you to see how goal funnels, advanced segments, navigation paths, and any other reporting dimension in GA affects your prospects across all revenue channels.

The key to making this work is by using GAFUSION’s centralized conversion database which acts as a turnkey middleware system between Salesforce and Google Analytics. It does all the heavy lifting of executing matching algorithms based on your attribution rules. Once GAFUSION matches Google Analytics sessions to your salesforce customers data, it does the work to format the data and push data into Google Analytics based on your businesses back-end data export. As a result, you get an automated system that pushes your customer data tied to their specific website sessions directly inside Google Analytics. You can view your offline revenue channels as though they were purchased through your website.

If this sounds like exactly what you need, it’s because it is. It was built to solve this specific challenge. Installing GAFUSION is simple too. All we need is to update your GA tracking code to use a custom GAFUSION tracking code and push the data from salesforce into GAFUSION through a standard xml feed. You can determine what data to push into Google Analytics and what frequency. Do you want your retail transactions pushed daily? No problem!

Quit wasting time with other integration methods that don’t provide you the ability to actual perform analysis and get your GAFUSION up and running in as little as a week. To learn more watch the quick 4 minute video here or register for a webinar here.