3 Things You Need to Know Before Integrating Google Analytics and CRM
There are so many different ways to connect with your customers, from social media marketing and YouTube videos to pay-per-click ads and SEO rankings. Regardless of which marketing strategy is utilized, understanding the return on investment is essential to making strategic business decisions.
The more data you have available, the better, but putting together this information is not as easy as it looks!
At Improvado, many of the firms we work with have specific problems attributing generated sales and revenue to the marketing source it came from. This is usually caused by a problem with UTM-tags.
Here are 3 common problems associated with attribution based UTM-tags:
You Only Have Visibility into Paid Channels
If you can only see revenue that is generated from paid channels, you are missing valuable insights from other marketing sources that are driving your business.
Since the UTM-tags from other various sources are not being recognized, you cannot pinpoint which sales were caused by social media engagement, SEO rankings, or direct traffic sources at the lead level.
Most businesses are heavily investing in at least one of these channels, but wouldn't it be nice to know how much of your unpaid marketing efforts are converting business?
By working with a firm like Improvado, you get visibility into these channels. You can create any marketing dashboard you need. This allows you to better understand where leads are coming from and what is working for your brand.
You Can’t See the Full User Path
Another common issue we see with attribution based UTM-tags is that you do not see the full path that your users take. Many of the businesses that we work with are shocked to find out that many of the leads they thought came from paid advertisements were initially brought in by SEO efforts.
It makes sense, though. The normal path for most customers is to arrive at your company website through an organic search to then read information about your products. From this point, they will conduct additional research and may click on a paid advertisement – sometimes retargeting – and then make a purchase or sign up for a demonstration.
With greater visibility into the full user path, you can focus on the keywords there are bringing viewers to your webpages and eliminate those that are not beneficial. Brands that have worked with Improvado to do this have seen up to a 26% increase in ROI. This improvement is something that every digital marketer is looking for!
You are Missing Insights into the Account Level Path
The third common mistake that we find is that you cannot see the account level path for B2B companies. The B2B space is unique because there are generally several individuals or departments involved in the decision-making process.
Each one of these individuals interacts with your brand and website, and every one of these actions is important. When you partner with Improvado, we hope you connect every interaction with a B2B lead to create a clear path of how the sale was made.
We split this path into two main stages: discovery and consideration.
The discovery stage ends when someone from the company books a demo with us. This immediately triggers the consideration stage, which is a separate section of the sales funnel.
This distinction is very important because you do not want people to influence the attribution model results after they have already booked a demo - which is the initial goal of your active marketing campaigns.
Google Analytics Best Practices
There are several best practices for using Google Analytics to drive your marketing reporting, but perhaps the most important is the CRM connection - where you store the data that is being collected.
Your CRM system and web analytics software should be kept separately from Google Analytics because neither one of those platforms is designed to give you an end-to-end match. Yes, there are some features available in Google Analytics and a few CRM applications - but typically, these are made for different purposes and do not align with your specific business needs.
Think about it this way: developers design popular analytics platforms for many different businesses to use them. That means the only way to get a customized solution is to combine this data in a separate database to create an end-to-end solution for your business needs.
The best way to connect Google Analytics with your CRM solution is to use ClientID.
ClientID is a unique identifier assigned to every single user on a website. When you match your customers to a ClientID, you can see the entire user journey that led them to become a paying client.
When you pull data using this identifier,you can gather valuable insights about the traffic sources that led them to your website, even if there is no UTM-tag!
How to Get Started
Are you ready to get started with maximizing the insights you gain from Google Analytics?
We work with a wide variety of companies to help them automate their marketing reporting efforts. Our goal is to partner with you to bring data together and transform it in a way that will allow you to present the outputs in a visualized platform. The easiest way to accomplish this is to schedule a call with our team to get started.
Our unique platform can extract all ClientID data from your Google Analytics, meaning that we can retroactively generate reports based on historical data. No tracking code adjustments are required,saving your team significant time and effort!
The only adjustment that you need is to transport the ClientID data to your CRM system if it has not already been done.This identifier is a crucial element of connecting the two different data sources so that you can generate accurate reporting.
We know that every business is different, so we offer a wide range of solutions for various attribution models – for both B2B and B2C. With our tools and Transform module, anyone on your team can adjust your attributions according to your business needs without having to hire an expansive team of engineers.