Google Analytics Breakthrough

15 Integrating Google Analytics with CRM Data

As critical as Web analytics data is, it can never provide a complete picture of customer analytics. Through cost-data import and Google AdWords auto-tagging, we can determine cost per lead conversion, but how do we know if those leads were qualified? Google Analytics (GA) Ecommerce tracking can readily reveal the revenue that our email and social campaigns have generated, but how can we assess the long-term value that each of these channels provides? How can we determine the content on our site that is driving our best customer engagements overall?

Integration between Web (or mobile app) analytics and data stored in your organization’s customer relationship management (CRM) system is the key to understanding complete, long-term return on investment (ROI) of our digital properties and our marketing channels.

Long-Term Perspective

As stated above, the main purpose of integrating GA and CRM data is to provide a more complete, long-term perspective on the marketing channels and content interactions that first engage your customers when they visit your website or download and use your mobile app. This integration can be particularly helpful in the following scenarios:

• Business-to-business (B2B). Long sales cycle in which the customer interaction moves from website or mobile app interactions to direct contact with the sales team.
• Software-as-a-service (SaaS). Subscription-based model in which customers either cancel or renew.
• Ecommerce. ...