CRM Integration with Google Analytics Explained

Insights | 05 Jan, 2017
Analytics Manager, Lewis Fantom, looks at how you can use CRM data combined with Google Analytics data to gain a holistic view of the full user journey.

CRM systems allow you to look at business data and user journey data together, giving you the ability to explore online and offline touchpoints, joined together to make informed decisions for marketing. 

There are different CRM systems you may use such as Salesforce, Oracle or a custom CRM, should that be the right solution for you. 

There are two ways that Universal Analytics allows you to achieve this:

1. Using Data Import to periodically export a file from your CRM system and load it into Google Analytics,

2. Using Measurement Protocol to automatically upload this data into GA.

Watch the video to learn more about how we can build segments of users based on their position in the sales cycle, how you can optimize their journey, and subsequently increase in ROI using additional tools in the Google Stack.  

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