Brian Cliette

How to Integrate Salesforce with Google Analytics for Optimized Retargeting Efforts

You’ve got Salesforce. You’re using Google Analytics. But are they talking to each other? If not, you’re missing out on a powerful tool for boosting your marketing efforts. By integrating these two powerhouses, you can gain in-depth insights into customer behavior and fine-tune your retargeting strategies.

Salesforce integration with Google Analytics is more than just a technical setup—it’s about bridging the gap between your sales data and consumer behavior online. Think of it as creating a holistic picture of your customer journey, from initial interaction to final sale.

So how do you achieve this fusion? It’s simpler than you might think—and the potential benefits for your business are too significant to ignore. Let’s explore how to integrate Salesforce with Google Analytics for better retargeting.

Understanding the importance of retargeting in marketing

Let’s dive right into why retargeting is a game-changer for your marketing strategy.

Retargeting, as you may know, is a form of online advertising that helps keep your brand in front of bounced traffic after they leave your website. You’ve probably experienced this phenomenon yourself. You visit a site, check out a product or service, and then see ads for that same product on different websites you visit in the following days.

Why does this matter? It’s all about conversion rates. For most websites, only 2% of web traffic converts on the first visit. Retargeting is designed to help businesses reach the 98% of users who don’t convert right away.

Here are some key stats:

Statistic Explanation
Only 2% Of web traffic converts on the first visit
Other 98% Users who don’t convert immediately

Now let’s put it in perspective with an example: suppose you run an e-commerce store selling shoes and have been experiencing low sales despite high website traffic. By integrating Salesforce with Google Analytics and enabling retargeting features, you could track individuals who visited your site but didn’t make a purchase. Later on, when these potential customers are browsing other websites or social media platforms like Facebook or Instagram – bam! They come across an ad showcasing those stylish sneakers they viewed earlier on your site.

This might just nudge them towards completing their abandoned transaction – thereby increasing your sales without significantly raising costs!

So here’s what we’ve learned so far:

  • Retargeting helps keep your brand fresh in the minds of potential customers
  • It aids in boosting conversion rates
  • It allows for better utilization of ad budgets by targeting people already interested in what you offer

Remember though; while retargeting can be incredibly effective when used correctly, it’s not a standalone solution. It should be just one part of a comprehensive and diverse digital marketing strategy.

What is Salesforce and Google Analytics?

Wondering what Salesforce and Google Analytics are? Let’s dive right in. Salesforce, simply put, is a widely recognized customer relationship management (CRM) platform. It’s your go-to tool for managing all interactions with customers and potential clients – it helps you to keep track of every phone call, email or meeting ever happened.

  • Salesforce centralizes customer information
  • Makes it accessible in real time
  • Enables team collaboration

With Salesforce, you’re not just interacting with customers; you’re building relationships that last.

On the other hand, there’s Google Analytics – your data-driven powerhouse. Ever wondered how visitors find their way to your website? Or what they do once they get there? That’s where Google Analytics comes in handy.

  • Google Analytics provides detailed statistics about website traffic
  • Identifies sources of web traffic
  • Analyzes user behavior on-site

It lets you peek into your audience’s behavior so you can fine-tune your strategy accordingly.

But here’s the kicker: while both tools are impressive on their own, integrating them takes everything to a whole new level. When integrated properly, these tools can work together like a well-oiled machine, helping you understand customer behaviors better than ever before.

In the following sections of this article, we’ll show you how to make this integration happen and why it’s beneficial for better retargeting strategies. So stay tuned!

Why integrate Salesforce with Google Analytics?

You might be wondering, why should you bother integrating Salesforce with Google Analytics? Well, let’s dive into that. By blending these two powerful platforms, you’re essentially creating a powerhouse of data-driven insights. This combination enables deeper understanding of your customers’ behaviors and preferences.

When it comes to customer relationship management (CRM), few tools can outperform Salesforce. It’s capable of capturing rich customer data from multiple touchpoints across the sales cycle. However, on its own, it doesn’t give you a complete picture of your digital interactions.

Meanwhile, Google Analytics excels in tracking website interactions. It measures how users find and engage with your site along their journey and offers comprehensive reporting capabilities about web traffic.

Now imagine merging these strengths! You’d gain a holistic view of the customer journey across both online and offline environments. Plus:

  • You’ll better understand how different marketing activities influence user behavior.
  • You’ll identify trends in user behavior that could lead to more conversions.
  • Your retargeting efforts will become more effective as you’ll have access to granular data at an individual level.

Moreover, think about the time saved by not having to switch between two platforms constantly! Integrating Salesforce with Google Analytics allows for a smooth transition between CRM and web analytics data within one unified platform.

So yes, integration does require effort—but trust us; it’s worth it!

Step-by-step guide to integrating Salesforce with Google Analytics

First off, let’s get you started on the right foot. You’ll need access to both your Salesforce and Google Analytics accounts. Make sure you’ve got your login details handy before proceeding.

To kick things off, navigate to Salesforce and click on ‘Setup’. In the Quick Find box, type in ‘Google Analytics’ and then select ‘Google Analytics Setup’. This is where you’re going to link your Google account. Click on ‘New Account’, enter your Google Analytics ID (you can find this in the Admin section of your Google Analytics account), and then hit save.

Now that we’ve got that sorted out, it’s time for a bit more configuring:

  • Go back into your Google Analytics account.
  • Navigate to Admin > Property Settings > Advanced Settings
  • Enable ‘Salesforce Data Import’
  • Save those changes!

Once done with these steps, you’re successfully integrated Salesforce with Google analytics! But wait; there’s one more thing: setting up retargeting.

For retargeting configuration:

  • Head over to the Audiences section within Google Ads.
  • Create a new audience list using data from your connected Salesforce account.
  • Use this list for ads specifically aimed at people who have interacted with your business previously.

And voila! That’s how seamless it is to integrate salesforce with google analytics for better retargeting. By integrating these two powerhouse platforms, you can leverage customer insights like never before and create marketing campaigns that really hit home.

Remember though, as powerful as this integration may be, it still doesn’t replace good ol’ fashioned relationship building! So keep engaging personally with clients while letting technology assist in reaching them more effectively.

Setting up Google Analytics in Salesforce

If you’re looking to boost your retargeting efforts, integrating Google Analytics with Salesforce can be a game changer. But how do you go about setting it up? Don’t worry, we’ve got you covered.

First and foremost, you’ll need access to both your Salesforce and Google Analytics accounts. You must be an administrator for both these platforms. Once logged in, the real work begins.

It’s all about the tracking code from Google Analytics at this point. You have to copy this piece of JavaScript code from your GA account and paste it into Salesforce. Here’s how:

  • Navigate to your GA account
  • Go into “Admin” settings
  • Select “Tracking Info”
  • Click on “Tracking Code”

You’ll find the JavaScript code here that needs copying onto Salesforce. Now, head over to Salesforce.

In Salesforce:

  • Go into Setup mode
  • Navigate to “Sites”
  • Choose the site where you want to add analytics
  • Paste the tracking code from GA into HTML Body section

Remember not to alter any part of this script when pasting as it might lead to inaccurate or no data being captured by Google Analytics.

And voila! Your integration is done!

But hang on a sec – are we finished? Not quite! It’s critical that after completing these steps, you test out if everything functions as expected. Visit various pages on your site while keeping an eye on Real-Time reports in GA; they should show activity if set up correctly.

This setup enables powerful insights right at your fingertips through enhanced visibility of customer behavior patterns. Armed with this knowledge, optimizing marketing efforts becomes significantly simpler and more efficient.

Setting up tracking codes in Google Analytics

Getting started with integrating Salesforce and Google Analytics, it all begins with setting up your tracking codes. It’s critical to understand that these small snippets of JavaScript code are the key players behind the scenes. They’re responsible for collecting data from your website and sending it back to Google Analytics.

So, how do you set them up? Follow these simple steps:

  1. First, sign into your Google Analytics account.
  2. Next, select the ‘Admin’ option on the lower left side of your screen.
  3. From there, navigate to the ‘Tracking Info’ section under ‘Property’.
  4. Click on ‘Tracking Code’. Here you’ll find your unique tracking ID and Global Site Tag (gtag.js) – this is what you’ll need to integrate with Salesforce.

Now that we’ve covered where to find them, let’s talk about how they work. These tracking codes are added directly into the HTML of each page on your website – usually within the head tag before any other scripts or CSS files load onto a user’s browser.

When a visitor lands on your site, their interactions are recorded by these scripts and sent back to Google Analytics for processing and analysis. This includes information like geographical location, device used, pages visited – even actions taken like clicks or form submissions!

What’s more intriguing is that all this data can be segmented and analyzed in countless ways within Google Analytics itself – providing valuable insights into user behavior patterns which can then be fed back into Salesforce for better retargeting strategies.

Remember: Treat these tracking codes as invaluable assets! They’re not just pieces of code; they’re powerful tools capable of gathering a wealth of information about your users’ online activity – which is absolutely critical when planning any successful retargeting campaign.

Configuring Data Syncing Between Salesforce and Google Analytics

Starting the process of syncing your data between Salesforce and Google Analytics is simpler than you might think. This integration enables you to transfer information seamlessly, ensuring that all your marketing efforts are well-targeted and effective.

First off, let’s talk about what exactly “data syncing” means. Essentially, it’s a way for two different platforms or systems to share information with each other. When you sync Salesforce and Google Analytics, you’re allowing these two powerful tools to communicate. They’ll exchange data like customer behavior patterns or sales trends, which can then be used to refine your marketing strategy.

To kick start this process, you’ll need to connect your Salesforce account with Google Analytics. Begin by logging into both platforms. In Salesforce, navigate to ‘App Manager’ under the ‘Setup’ menu. Here’s where you’ll create a new connected app for Google Analytics.

  • Step 1: Click on ‘New Connected App’
  • Step 2: Fill out the required details
  • Step 3: Enable OAuth settings
  • Step 4: Add authorized redirect URIs (which will be provided by Google)
  • Step 5: Save the changes

The next step involves getting down in the weeds of Google Analytics settings:

  • Go to ‘Admin’, then click on ‘Data Import’
  • Choose ‘Create’, select ‘Salesforce Sales Cloud’ from the dropdown list
  • Fill out necessary fields including name and time zone
  • Select ‘Overwrite hit data’ under import behavior
  • Finally, click on ‘Save’

Once these steps are completed successfully, there’s a handshake agreement in place between both platforms – they’re ready now to share valuable insights!

Remember though that while setting up is one thing; optimizing this integration is another feat altogether! It’s important for continuous monitoring of this setup so that any discrepancies can be identified early & resolved quickly – making sure you’re always getting the most accurate, up-to-date data.

And there you have it! You now know how to configure data syncing between Salesforce and Google Analytics for better retargeting. Let’s move on to the next part of our journey – understanding how this integration can be leveraged for maximum benefit.

Analyzing Retargeting Data in Google Analytics

So, you’ve integrated Salesforce with Google Analytics and now it’s time to dive into the data. Understanding how to analyze your retargeting data can be a game-changer for your marketing strategy. With a little know-how, you’ll be able to use this information effectively.

First off, let’s talk about Acquisition Reports. These are powerful tools that show where your visitors came from before landing on your site. By looking at these reports, you can see which of your retargeting efforts are paying off. For instance, if you’re seeing an increase in traffic from social media after launching a new ad campaign there, that’s a good indication those ads are working.

Next up is Behavior Reports. They’ll give you insight into what users do once they’re on your site. Are they bouncing right away? Or maybe they’re sticking around and visiting multiple pages? This information is crucial because it not only shows if people are interested in what you have to offer but also gives hints about potential areas for improvement.

Now let’s look at Conversion Reports – the real meat of any analysis! Here’s where you’ll see things like how many users completed a desired action (like making a purchase or signing up for your newsletter). If conversions aren’t as high as you’d like them to be, examining these numbers closely might help pinpoint why.

And don’t forget Audience Reports! They provide valuable demographic info about who’s visiting your website – age, gender, interests – which can help tailor future marketing efforts more accurately.

  • Acquisition Reports: Shows where traffic originates.
  • Behavior Reports: Provides insights on user behavior on the website.
  • Conversion Reports: Highlights completed actions by users.
  • Audience Reports: Offers demographic details about visitors.

Analyzing retargeting data isn’t just about understanding past performance; it’s also vital for planning future strategies. With Google Analytics and Salesforce working together, you’re armed with the best tools to make informed decisions for your business.

Tips for maximizing retargeting with Salesforce and Google Analytics

You’re already on the right track if you’ve decided to integrate Salesforce with Google Analytics. This powerful combo can help streamline your marketing efforts, making them more efficient. But how do you get the most out of this integration? Here are some practical tips to help you maximize your retargeting efforts.

First off, it’s crucial to define clear goals for your retargeting campaigns. What are you trying to achieve? Whether it’s boosting sales, increasing website traffic, or improving brand awareness, having specific objectives will guide your strategy and measure success.

Next up is audience segmentation. Both Salesforce and Google Analytics offer robust tools for segmenting your audience based on various factors like demographics, behavior, location, and more. By segmenting audiences effectively, you’ll be able to deliver personalized ads that resonate with each group.

Don’t forget about tracking conversions! You need a way to determine whether your retargeting efforts are paying off or not. Fortunately, both platforms provide comprehensive conversion tracking tools that allow you to monitor the effectiveness of your campaigns in real time.

Remember these points:

  • Define clear goals
  • Segment audiences effectively
  • Track conversions diligently

Finally, keep testing and refining your strategies based on data collected from both platforms. Constantly analyzing this information will give insights into what’s working well and what needs tweaking in future campaigns.

By following these steps closely and consistently leveraging the features offered by both Salesforce and Google Analytics – not only can you run effective retargeting campaigns but also create a strong foundation for all future marketing initiatives.


After delving deep into the world of Salesforce and Google Analytics integration, it’s clear that this strategy is crucial for your business’s retargeting efforts. By synchronizing these two powerful tools, you’re set to gain an enhanced understanding of your customer base and refine your marketing strategies.

Looking back, you’ve learned how to link Salesforce with Google Analytics. You’ve understood how this integration can augment your audience segmentation and improve retargeting accuracy. Whether you run a small startup or a multinational corporation, these insights are invaluable.

Let’s quickly recap some key takeaways:

  • Salesforce and Google Analytics integration boosts data sharing between sales and marketing teams.
  • The combined data improves the visibility of customer journey touchpoints.
  • This in-depth insight aids in creating personalized retargeting campaigns.

No doubt, there might be challenges along the way as you strive to integrate these platforms. It could be technical hitches or discrepancies in data interpretation. However, with patience and perseverance combined with expert assistance when needed, seamless integration is achievable.

Remember that technology keeps evolving; keep yourself updated about new features or modifications in both Salesforce and Google Analytics platforms. This readiness not only ensures smooth running but also helps leverage all available resources for better results.

In short, integrating Salesforce with Google Analytics isn’t a luxury—it’s a necessity for any company serious about its online presence and customer engagement. Your business deserves the best chance at success; don’t let this opportunity pass by!

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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