Google Analytics

CRM Integration

The data stored in the Google Analytics tracking cookies can be used in other applications. After all, the cookies are standard first-party cookies that can be accessed by JavaScript or server-side application code. One popular way to use Google Analytics cookie data is with a CRM system.

Google Analytics stores marketing data in a cookie. This data can be extracted from the cookie and added to a lead generation form. When the visitor submits the form, the marketing material that the visitor responds to is connected to other information that the individual provides (usually her name and other contact information). Knowing the marketing message that an individual responds to is a valuable piece of information for a sales team.

If the contact form is integrated with a CRM application, like SalesForce.com or NetSuite, it may be possible to store the marketing information with the individual's contact information. Direct CRM integration depends on the CRM platform. Some systems allow form fields to be pulled directly into the application. Check with your CRM provider for information about your specific system.

The technique described next has many different applications and should serve as a template for your implementation.

As I've discussed before, Google Analytics stores all visitor referral information (i.e., marketing information) in the __utmz cookie. The data can be extracted and manipulated using very simple JavaScript. The basic process to extract and use the data ...