The partnership announcement between Google and Salesforce made big news, mainly because Salesforce Marketing Cloud (specifically Journey Builder) is the first external audience destination officially supported by Google.
The Google Analytics 360 & Salesforce Marketing Cloud Journey Builder Integration
With this integration, it’s now possible to:
- Implicitly link the “identity” of SFMC subscribers to Google Analytics users
- Gain visibility into Google Analytics web data and goals in SFMC alongside Journey data
- Adds Google Analytics tabs to Journey reporting, making it easier to analyze Journeys
- “Expand the reach” of GA360 audiences to email and SMS channels
- Publish Google Analytics audiences to Journey Builder as entry points
- Automatic tagging of email links
- Extend re-marketing campaigns to the Google Ad network and Facebook or other social media platforms
However, this integration has a few notable limitations:
- It requires Google Analytics 360, which starts at $150,000/year
- Published audiences sync to SFMC every 24 hours
- Google Analytics audiences can only be used as a journey entry point, and no other Google Analytics data is synchronized
- It requires Journey Builder, which is only available in SFMC Corporate & Enterprise
Ultimately, if you don’t have Journey Builder and Google Analytics 360, you can’t take advantage of this integration.
Integrating Standard Google Analytics & Salesforce Marketing Cloud using Digioh
Fortunately, Digioh’s flexible SFMC integration works with the standard (free) version of Google Analytics and offers the following benefits:
- Works with basic Salesforce Marketing Cloud; Journey Builder is not required
- Targeting based on Google Analytics segments via email or SMS from Marketing Cloud
- Targeting of Google Analytics segments on-site with Digioh-powered CTAs/lightboxes
- Synchronize any Google Analytics segment to Marketing Cloud data extensions to use for arbitrary targeting (not just Journey entry points)
- If you do have Journey Builder, you can branch based on Google Analytics data
Watch: Google Analytics + Salesforce Integration
Check out our video below for a more detailed walkthrough of our integration:
Visit us at our website to learn even more about our Google Analytics Salesforce Marketing Cloud integration — we’d be happy to answer any of your questions!
