Steps to Integrating a CRM Platform with Google Analytics
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Steps to Integrating a CRM Platform with Google Analytics

Steps to Integrating a CRM Platform with Google Analytics

Do you know how to integrate your CRM platform with Google Analytics?

Integrating your CRM platform with Google Analytics is essential to ensure that you gather the most data available to provide your customers better experiences.

Your CRM system stores a lot of valuable information essential for you to increase sales but if you combine this system with Google Analytics, you can improve your CRM lead management efforts by knowing more about your customer’s user behaviors.

While Google Analytics is a very beneficial tool, your organization should be utilizing, it is missing some essential features that only your CRM platform can offer. One of these features is the amount of information that can be stored. CRM systems can store more detailed information about your customers like their gender, age, and even interests. While Google Analytics also provides this type of information, it is not bound to one user making it impossible to cater to your individual customers.

Another way CRM systems help Google Analytics is by storing detailed information about the different products you offer your customers. CRM systems are essential when it comes to providing this information because you most likely have an internal classification of your products that is very different from the one you offer on your website and to suppliers. Knowing how your organization classifies products is essential to be able to properly understand revenues and which channels drive the most profitable traffic. Combining your CRM system with Google Analytics makes it possible to create and understand structured reports that will improve the way you market your products.

How to Integrate CRM to Google Analytics

Google Analytics CRM integration not only combines two essential tools your company needs to offer better customer experiences but to increase your ROI as well.

Step 1
The first step in your Google Analytics CRM integration is to set up data transfer from your internal system into Google BigQuery. You can achieve this by utilizing one of the many ready-made libraries and applications available to send data from your CRM system into Google BigQuery. You can even make this upload automated to ensure that the data in Google BigQuery is always timely and relevant.

Step 2
The second step to integrate your CRM system with Google Analytics is to create user-level custom dimensions for the information you need in Google Analytics. To create these dimensions, navigate to Admin, then Property, then Custom Definitions, and then click New Custom Dimension. Make sure you choose the User scope when the dropdown list appears.

Step 3
The third step in this integration process is to create an SQL query. This query will retrieve any data you need in a key-value format. Once you save this data into a known folder you can simply select it when automating any data you wish to transfer into Google Analytics.

Step 4
The final step to integrate your CRM system with Google Analytics is to set up an automatic data transfer from Google BigQuery to Google Analytics. You can achieve this by using OWOX BI Pipeline which allows you to automatically import data retrieved by the query into Google Analytics. It is important to note that you only configure the data transfer once and all future data uploads after that will be performed without you needing to perform the action.

Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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