Disclaimer: This post explores an experimental approach to adding Google Analytics data points to a CRM (e.g., Pardot, Marketo, Hubspot, Act-On). In a hypothetical scenario where one has absolute control of every technical system involved, this can work well; in practice (i.e., IRL) it’s a lot of work, is prone to breakage, and may provide little — if any — ROI relative to the time/resources invested. All have been warned.
You’ve tried the rest, now try the best* way to merge your Google Analytics and CRM datasets.
Integrating Customer Relationship Management, or CRM, data with Google Analytics. It’s been referred to as the “Holy Grail” of web analytics. If you’re in the business of generating leads for your company or client, I don’t need to explain how valuable that could be. After all, if the only thing that your CMO cares about is the number of Sales Qualified Leads (SQLs) in the CRM, then who cares about a 20% lift in form fills from organic search if you can’t definitively say what type of lead they turned into? Nobody cares about your traffic lift because there’s no concrete connection between the 100 lead forms that got filled out and the 25 new SQLs in the CRM that month.
But what if we could see not only how much traffic came from organic search in a given month in Google Analytics, but how many SQLs were produced as a result of that channel’s performance and spend/investment? What if we could perform analysis on the user behavior of “raw prospects” vs. “SQLs” vs. “MQLs” side-by-side?
And what if that’s only scratching the surface (Hint: it is only scratching the surface).
In this post, we’re going to dive deep into how to make that dream a reality using the Measurement Protocol.