Data User experience

4 reasons why integrating GA360 and Marketing Cloud create better customer journeys

Fellow Salesforce Marketing Cloud enthusiasts will agree that 2019 began with a bang, as the highly anticipated integration between Google Analytics 360 and Salesforce Marketing Cloud was launched in January.
10 minute read
By Sidney Udechukwu

Fellow Salesforce Marketing Cloud enthusiasts will agree that 2019 began with a bang, as the highly anticipated integration between Google Analytics 360 and Salesforce Marketing Cloud was launched in January.

Digital marketers can now get a complete picture of their customers’ journey between the two platforms, as well as the tools to act on the data insights that Google and Salesforce now share.

If used to its full potential, this integration could transform your customer journeys. Here are our 4 reasons why:

1. The new Journey Builder Dashboard gives great insight into your campaign reports with Google Analytics 360

As great a tool as Journey Builder is, its reporting capabilities are limited to metrics within the Salesforce Marketing Cloud platform. However, with Google Analytics integrated with Marketing Cloud, Salesforce users now have access to several new layers of reporting within the Journey Builder dashboard, such as:

  • Goal Measurement
  • Ecommerce Metrics
  • Site Usage
  • Content Statistics
Source: Google Analytics 360 Integration for Marketing Cloud | https://trailhead.salesforce.com

This capability allows marketers to track cross-channel campaign success, all within the Journey Builder Dashboard, as well as Email Performance metrics native to Marketing Cloud.

2. Go beyond the standardised metrics and find out what content your audience really wants to see

Ever wondered how your email content contributes to the ROI of a campaign? With the Journey Builder dashboard, you now have access to Content Performance. This feature goes beyond standard metrics and lets you get an idea as to how your content is influencing engagement and behaviour after that all important click.

Source: Google Analytics 360 Integration for Marketing Cloud

Users can choose 14 metrics to measure the success of email content, customisable in a dashboard report:

  • Content Name
  • Content Type
  • Unique Pageviews
  • Goal Conversion Rate
  • Goal Completions
  • Average Search (Page) Depth
  • Average Session Duration
  • Abandoned Goal
  • Goal Value
  • Product Revenue
  • Pageviews
  • Average Order Value
  • Ecommerce Conversion Rate
  • Users
Source: Google Analytics 360 Integration for Marketing Cloud

3. Retarget your Marketing Cloud audience within Google Analytics 360

Your reach can now extend beyond the Salesforce Marketing Cloud platform by ring fencing people that have engaged with your campaigns and website, enabling you to create audiences in GA360.

Based on user website or app behaviour, this opens up the ability to activate marketing audience on complementary platforms such as Google Ads and Display & Video 360, enabling you to redouble your marketing efforts to those users.

Source: Google Analytics 360 Integration for Marketing Cloud

You can apply your custom Marketing Cloud audience to your analytics reports, and explore behaviour related to your campaigns.

In addition, you can use the audience as a secondary dimension in reports, and as a dimension in segments, custom reports, and custom funnels.

4. Pave new customer Marketing Cloud journeys by reengaging audiences from Google Analytics 360

Once a Call-To-Action (CTA) has been clicked, your customers’ journey with your brand doesn’t have to end in a weekly Excel report.

A key benefit of integration is the ability to create audiences in Google Analytics 360 based on a users’ rich web and app browsing behaviour, then share and reach them directly through additional other Marketing Cloud channels like email, Social, SMS, or push notifications.

Source: Google Analytics 360 Integration for Marketing Cloud

For example, you promoted a 20% discount campaign for a product or service using Journey Builder a month ago, and a portion of your audience have completed their purchase on your website.

This specific segment can be revisited when you are introducing an upgrade via a soft launch as they are the most engaged. By creating an audience in GA360 for the most engaged customers and sharing it with Marketing Cloud, you can tailor your message more effectively.

If you’d like to find out how optimising your Salesforce Marketing Cloud or GA360 platform could help your organisation reach its marketing goals, drop us a line at contact@ekino.co.uk

Sidney Udechukwu
CRM Technical Manager, ekino London.
Sidney Udechukwu is a BA (Hons) Marketing professional with over 8 years of digital experience in both client and agency side roles. A digital native with a track record of utilising various CRM systems from Pardot, Eloqua and Salesforce Marketing Cloud to exceed business goals.