Brian Cliette

How to Integrate Salesforce with Google Analytics: Your Key to Superior Social Media Advertising

Striving for better social media advertising? Integrating Salesforce with Google Analytics could be the ace up your sleeve. This powerful combination not only enhances your understanding of customer behavior but also helps you make data-driven decisions that can significantly boost your advertising campaigns.

Salesforce, a leading CRM platform, gives you an in-depth view of your customers. When this is linked with Google Analytics, a comprehensive web analytics service, you’re able to grasp how users interact with your content across various platforms and devices. Understanding these interactions allows for improved targeting and personalization in your social media advertising efforts.

Taking advantage of these two tools doesn’t have to be daunting. With some guidance, you’ll find it’s relatively straightforward to link Salesforce with Google Analytics and start reaping the rewards in no time. Read on as we delve into the step-by-step process that will set your business on the path to more effective social media advertising.

What is Salesforce?

Ever wondered about Salesforce? Well, you’re not alone. It’s a question many individuals in the world of business and marketing find themselves asking. To put it simply, Salesforce is a renowned customer relationship management (CRM) software that helps businesses connect with their customers in a whole new way.

So what does this mean for you? Imagine having all your customer data – from sales and marketing to service and commerce – neatly organized in one platform. That’s exactly what Salesforce offers. It provides an all-encompassing view of every single customer interaction across your entire business.

But here’s where things get exciting. Salesforce isn’t just any CRM tool; it’s also cloud-based. This means you can access its features anytime, anywhere, as long as you’ve got internet connectivity. No need for complicated installations or hefty equipment!

Now let’s talk numbers, shall we? As of 2020:

  • Over 150,000 companies use Salesforce
  • The company enjoys a market share of 19.8%
Number of Companies Using Salesforce >150k
Market Share 19.8%

It’s clear that the appeal of Salesforce reaches far and wide.

Salesforce isn’t just about managing relationships though; it’s also packed full with features designed to boost productivity and drive growth – everything from artificial intelligence (AI) capabilities to social media integration tools.

To sum up, Salesforce stands out as more than just a CRM system – it’s an innovative tech solution truly geared towards enhancing your overall business performance.

What is Google Analytics?

Before diving into the integration process, it’s essential to understand what Google Analytics is. Essentially, Google Analytics is a free web analytics service provided by Google that provides in-depth statistics about website visitors. You’ll find it offers valuable insights such as who your site visitors are, where they’re coming from, and how they’re interacting with your website.

Google Analytics collects data through a JavaScript code embedded on web pages you want to track. Once installed, it starts collecting data whenever someone visits those pages. It’s like hiring an investigator to track user behavior on your site!

The advantage of using Google Analytics isn’t just its comprehensive data collection but also its robust reporting capabilities. You can generate detailed reports about everything from traffic sources to user demographics and behavior patterns. The platform categorizes these metrics into audiences, acquisition, behavior, and conversions.

With this power at your fingertips, you’re better equipped to make informed decisions about how best to engage with your audience – be it tweaking site design for easier navigation or optimizing content for better conversion rates.

  • Audiences: This report gives you demographic information (age, gender) about your visitors as well as their interests.
  • Acquisition: Here you can see how people are finding your site—whether through organic search results or referral sites.
  • Behavior: This section shows what visitors do once they land on your page: which links they click on, how long they stay on the page etc.
  • Conversions: Lastly (but certainly not least), Conversions tracks whether users complete desired actions such as making purchases or signing up for newsletters.

So now that we’ve gotten some insight into what Google Analytics is all about let’s move onto integrating it with Salesforce for enhanced social media advertising!

Why integrate Salesforce with Google Analytics?

Here’s the thing, you’re already utilizing Salesforce to manage your customer relationships. It’s an integral part of your business operations. But what about Google Analytics? This powerful tool provides insight into how visitors interact with your website. So it begs the question: why not bring these two powerhouses together for a more comprehensive overview of your social media advertising strategy?

When you combine Salesforce and Google Analytics, you’re essentially bridging the gap between customer relationship management (CRM) and web analytics. You’ll gain a deeper understanding of customer behavior online, which can directly inform your sales efforts.

Let’s delve into specifics:

  • Salesforce data enhances Google Analytics reports: With this integration, you can send valuable Salesforce conversion data back to Google Analytics. That means enriched reports that provide much-needed context for those all-important metrics like bounce rate or session duration.
  • Google Analytics insights aid Salesforce campaigns: On the other side of things, insights derived from Google Analytics can help fine-tune your marketing campaigns run via Salesforce.
  • Improved ROI tracking: Last but certainly not least is ROI tracking – a must for any serious advertiser! Integrating these platforms allows for more accurate tracking of key performance indicators (KPIs), such as cost per lead or cost per sale.

Don’t just take our word for it, though! A report by Econsultancy found that companies integrating CRM and web analytics saw a 24% increase in sales productivity and a 12% reduction in marketing costs on average[^1^].

In short? Integrating Salesforce with Google Analytics offers an actionable way to leverage data across multiple channels and touchpoints – providing an edge in today’s competitive digital landscape!

[^1^]: Source: Econsultancy “The Business Case for Integration” Report

Step 1: Set up Google Analytics tracking

Before you can begin to integrate Salesforce with Google Analytics, it’s crucial that you have your Google Analytics tracking set up properly. This will lay the groundwork for a successful integration and pave the way for better social media advertising.

The first thing you’ll need to do is create a Google Analytics account if you haven’t already done so. It’s simple and free, and it’s an essential starting point for tracking activity on your site or app.

Once you’ve got your account set up, it’s time to add the Google Analytics tracking code to your website. Here’s how:

  • Go to your Google Analytics admin panel
  • Click on “Tracking Info”, then “Tracking Code”
  • Copy this code and paste into every webpage you want tracked

It might take some time for data to start flowing in, but once it does, you’ll be able to see detailed information about who’s visiting your site – from where they’re coming from, what pages they’re viewing, how long they’re staying on each page, and more.

Now that we’ve covered setting up Google Analytics tracking let’s move onto syncing this with Salesforce in our next section! Remember: having accurate analytics is key in understanding customer behavior and driving more effective social media advertising campaigns.

Step 2: Connect Salesforce and Google Analytics

Now that you’ve got your Salesforce and Google Analytics accounts ready to go, it’s time to connect the two. This is a critical step in ensuring you’re able to track, analyze, and optimize your social media advertising efforts.

Firstly, log into your Salesforce account. Navigate to the ‘AppExchange’ section – this is where you’ll find a slew of apps designed to enhance your Salesforce experience. Search for ‘Google Analytics’ here. You’ll find an app specifically made for integrating Google Analytics with Salesforce. Download and install this app onto your Salesforce platform.

Once the app is installed, you’ll get an option to “Connect” it with Google Analytics. On clicking this button, you’ll be directed toward a new page requesting access permissions for various data points on Google Analytics. It’s essential that you grant these permissions as they allow the integration tool to pull necessary data from GA into SF.

Post granting permissions, there’s one final validation step remaining – mapping fields between SF and GA. Here’s a quick rundown of how it works:

  • User: Typically mapped with ‘User ID’ field in GA
  • Session: Usually linked with ‘Session ID’
  • Page View/Event: These can be tied down with corresponding pages or events tracked in GA

Remember that field mapping may vary based on your specific business requirements but these general pointers should give you a good start.

That’s it! Your Salesforce is now connected with Google Analytics! You’re all set up to leverage unified insights from both platforms for smarter decision making in social media advertising.

Step 3: Customize Google Analytics Reports in Salesforce

Now that you’ve integrated Google Analytics with Salesforce, it’s time to delve into the customization of your reports. This step is crucial; it allows you to tailor information according to your specific needs and preferences.

Firstly, navigate to the “Reports” tab on Salesforce. Here, you’ll find a multitude of reporting options categorized by different areas like sales, marketing, leads etc. Select “New Report” and choose “Google Analytics Data”. It’s within this area where you can start crafting your customized report.

You’re not limited when customizing these reports! You can select various metrics such as sessions, page views or bounce rates – whatever fits your business best. You can even display data from multiple websites if needed. Don’t forget about filter options too! If there are certain demographics or regions you’re more interested in, use filters to focus on those areas specifically.

The beauty of integrating Google Analytics with Salesforce is that it provides an invaluable level of detail and insight into your customers’ behavior online. For instance:

  • Which pages on your site are most visited?
  • How long do visitors stay on those pages?
  • What sources drive traffic towards your website?

Answers to these questions help in understanding customer behavior better which eventually aids in crafting effective social media advertising strategies.

Moreover, once you’re satisfied with the configurations of your report, remember to save it for future reference!

Finally, don’t overlook the value of exploring different views and formats for presenting data visually within Salesforce – graphs and charts make trends easier to identify at a glance.

So take some time to dive deep into customization! The insights gathered through tailored reports will be instrumental in driving successful social media campaigns. Remember – knowledge is power when it comes to making informed decisions for social media advertising.

Step 4: Analyze Social Media Advertising Performance

Now that you’ve integrated Salesforce with Google Analytics, it’s time to delve into the data and assess your social media advertising performance. By using these two powerful tools in unison, you’ll gain valuable insights that could transform your strategy.

Start off by visiting Google Analytics dashboard. This will present an array of metrics at your disposal such as user demographics, page views, bounce rate and more. You’re not just looking at numbers here; you’re uncovering patterns and trends about your audience.

Next, take a closer look at key indicators like click-through rates (CTR) and conversion rates. These metrics are crucial as they reveal whether or not users find your ads compelling enough to engage with them.

Metrics Description
Click-Through Rate (CTR) Shows how many people clicked on your ad after seeing it
Conversion Rate Indicates how many clicks resulted in desired actions like sign-ups or purchases

Remember, high CTR doesn’t necessarily signify success if conversions are low. It’s all about striking a balance.

In addition to these primary metrics, also factor in costs per action (CPA), return on ad spend (ROAS), and customer lifetime value (CLV). They can provide further depth to your analysis.

  • CPA calculates the cost for each desired action
  • ROAS measures the direct profit made from adverts relative to their cost
  • CLV estimates the total revenue a business can reasonably expect from a single customer

Lastly, don’t forget to evaluate individual campaign performances within Salesforce itself. Look beyond basic data points; consider factors such as sales cycle length and lead quality.

By regularly reviewing this wealth of information, you’ll be better positioned to optimize future campaigns based on what works best for your audience and goals. Remember though – always keep refining! What worked today might not work tomorrow so stay agile and be ready to adapt.


Unifying Salesforce with Google Analytics can bring significant improvements to your social media advertising. You’ve learned the steps, seen the benefits and now you’re ready to harness the power of these two robust platforms.

With a successful integration, you’ll access a wealth of information about your customers’ behavior. Insights on how they interact with your ads, when they’re most likely to make purchases, their demographics – all this data becomes readily available at your fingertips. It’s like shining a spotlight into previously murky waters of customer analytics!

Remember that consistency is key in using these tools effectively. Keep monitoring and adjusting your strategies based on insights gained from this integrated platform. It’s not just about setting up the system; it’s about actively utilizing it for continuous improvement.

There’s no denying that integrating Salesforce with Google Analytics may seem daunting initially. But once accomplished, it provides an unparalleled view into your consumer base and their online behaviors.

In today’s digital age where data rules supreme, leveraging such integrations could be what sets you apart from competitors in social media advertising.

So go ahead! Integrate Salesforce with Google Analytics today and step up your social media advertising game! Remember: every click, every visit, every purchase tells a story – are you ready to listen?

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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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