Connecting Salesforce CRM Revenue Data with Google Analytics

Laura Caveney
20th October 2020
CRM

If you’re generating leads for your company, then you’ll know just how important it is to have a complete view of your data. Integrating Salesforce with Google Analytics offers a wealth of extra data to help enrich your marketing and lead generation.

Google Analytics is great for tracking all of your online sessions, actions and sales. But what about sales that are closed offline? These sales are often only tracked within Salesforce, or another CRM or offline document.

As a result, while you can see how visitors behave on your website, you don’t get a full view of whether those visitors result in paying customers.

And that’s definitely something you need to rectify.

Editor’s Note: There’s even more you can do with Salesforce. Find out how you can get more out of your marketing so you can track each and every lead by downloading our FREE eBook.

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Why Revenue Attribution Matters To Marketers Who Use Salesforce

Marketing attribution, or more specifically, revenue attribution, is how marketers understand the role each channel and campaign plays in pushing a website visitor down the marketing funnel.

We know that nurturing new leads can take a village (and a whole load of content). Whether that’s PPC ads, social content, email campaigns, SEO blogs, and so much more, as a marketer, you’ve got your work cut out to try and understand how each piece of content works to stimulate a conversion.

Have a think about what you currently report on.

You probably look at metrics like:

And if you track your leads, you probably also monitor metrics like:

That’s great. But it only tells you so much.

Whether you’re analysing campaign performance, looking at ad set performance, or comparing marketing teams, there’s only one metric that matters. Revenue.

 

Why is revenue the best metric?

Revenue is measurable and actionable. It’s the only metric to use when looking at your marketing’s impact on your bottom line.

Take your sales team. They won’t be reporting back on the number of calls they fielded alone. They’ll be reporting on how many calls they had, how many converted into sales, and how much revenue that equates to.

Why should marketing be any different?

Marketing and sales don’t have an easy way to bridge the data gap. You know that marketing impacts sales, but you can’t prove it. And even worse, you can’t see which channels and campaigns are working best.

Linking marketing to sales - salesforce with google analytics

Revenue attribution is the missing link.

By having revenue data assigned to each and every lead in Salesforce, and all of that data being sent to your GA dashboard, you can start to understand what’s working.

 

From there, the gears start turning. Revenue attribution provides you key data to grow and optimise your marketing, which in turn affects sales.

 

Why aren’t marketers reporting with revenue?

A lot of marketers miss out measuring with revenue because they:

And so, these marketers can’t measure all of their marketing efforts with one metric. Instead, reports become fragmented. Reports segment into channels with their own individual metrics. Or reports highlight the potential of marketing alone.

For those who don’t have the luxury of a purely eCommerce website, data is lost at the point a user becomes a lead. The data is passed over to the CRM and the marketer loses all sight of it.

Marketing attribution allows you to rectify that.

 

Data you’re losing without revenue attribution and tracking

Data is the best commodity for a marketer.

Visibility over your website visitors is the only way to properly track your leads.

But offline conversions can get in the way.

Let’s use some examples:

User one

Jane has visited your website from an organic search result. She visits your website three more times. The last session, a PPC ad encourages her to convert via phone call.

ppc ad call tracking salesforce google analytics integration

 

Even if you’re already tracking calls, with this customer journey you’re missing:

 

User two

Meanwhile, Dave has visited your website from a social referral. He visits again directly, and signs up to your email newsletter. Dave visits again from an organic search. He comes across your website three more times, including via a PPC ad, before finally converting through a direct search. Again, he converts via an inbound call.

 

Even if you are tracking calls, with this customer journey you’re missing:

Inbound calls, form submissions and live chat sessions are all entry points that get left untracked. Often, they’re the ones that lead to sales. So, without offline conversion tracking and revenue attribution, we’re basically throwing leads over the wall to sales.

Without tracking and attribution, you can’t see which sessions turn into leads or which leads turn into sales.

 

What can integrating Salesforce and Google Analytics with Ruler help you do?

We bet on a monthly basis, you find yourself asking questions like:

And we don’t blame you.

When you’re investing resources in marketing, you want to see a return. But more than that, you want true visibility.

So, how do we integrate Salesforce and Ruler so that you can track your leads in your CRM, but see the revenue attributed back to the channels and campaigns that generated them in Google Analytics?

b2b attribution - closed loop framework - www.ruleranalytics.com

 

Here’s how Ruler Analytics works.

Our solution allows you to track users’ every touchpoint both before, during and after becoming a lead.

All of this data is passed from Ruler into Salesforce. You’ll be able to see, directly within Salesforce, attribution data per lead.

Meanwhile, in Ruler, you’ll be able to track and record all of your calls, form submissions and live chat sessions (and pass them over to Salesforce).

At the point of sale, your sales team will update a lead as closed in Salesforce. The revenue data they place against that lead will go back through Ruler, which will then fire it into Google Analytics.

Case uses of how Ruler can maximise your Salesforce integration to Google Analytics

Enrich your web to lead data in Salesforce

When a website visitor converts into a lead, you’re used to just getting a new contact in Salesforce, right? Well, with Ruler, we can enrich that data.

You’ll be able to see the lead source, and if they came through paid, the keyword they searched online.

Not only that, you’ll be able to see:

– Landing page they converted on
– Sessions
– Pages viewed
– Touchpoints and data e.g. recorded inbound calls

web to lead form salesforce

 

Send closed/won revenue to Google Analytics

When an opportunity in Salesforce is marked as closed or won, Ruler can automatically send the revenue back into your Google Analytics account.

This allows you to view your marketing data by revenue. And you know what that means? You can confidently say which channels and campaigns are driving the most leads, and the most revenue.

This data visibility allows you to measure ROI and optimise your campaigns based on revenue, and not goals.

tracking facebook ads google analytics - track revenue step 4 - www.ruleranalytics.com
In this example, you can see how much revenue each social channel is working to generate through set goals created with Ruler Analytics

Filter your opportunities by channel

Ever wondered if certain channels work better to drive users from awareness to consideration, or from consideration to decision?

Revenue data often remains stuck in CRM pipelines and may not close for months or years, at which point any insight on marketing impact is lost in the disconnect between sales tools and marketing platforms.

Ruler’s Opportunity stage report allows you to analyse how many potential deals and what potential revenue you have generated at each stage of your pipeline funnel, whilst breaking them down by campaign source or keyword.

Conclusion

Take the guesswork out of your marketing. Take out the vanity metrics, and report back on a metric every business leader cares about: revenue. Integrate your Salesforce with Google Analytics for true visibility of your website visitors and their customer journeys.

Book a demo and getting started tracking every touchpoint and lead with Ruler Analytics.

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