Benefits of CRM Integration With Google Analytics

Google Analytics enables the measurement of the effectiveness of all marketing channels. It is a great platform that stores the online behavioural data of visitors. Now, if we integrate Google Analytics with a CRM then the overall productivity increases manifold. This is because CRM has additional data stored about the customer’s offline activity.

The CRM integration can help in getting data that can further be used to run different types of campaigns such as SMS, calling, emails, etc. for tapping the warm and hot leads. These are the traditional campaigning strategies that can be used by almost everyone while making a product or a service offer a tough battle against all competitors.

In the case of online marketing, the first party cookies are used for exclusively reaching out to the visitors of a website while they surf other websites on Ad Networks such as Double Click, Amazon, Google Display Network, etc. In the case of lead generation and e-commerce websites, in case we combine the CRM with Google Analytics then a platform can be created for user segments for carrying out online remarketing.

Why Integrate CRM with Google Analytics?

The Google Analytics integration with CRM helps in creating custom reports, remarketing audiences, segments, etc. This is because of more comprehensive customer insight. In other words, if Google Analytics gathers general audience patterns, CRM binds some user peculiarities to a specific User ID or Customer ID.

In addition, the CRM system stores detailed data on selling some products. For instance, you can classify some items by a supplier and transfer the indicators to a Google Analytics account while widening some specifications of the marketing performance reports and simplifying the process of comparing the key performance indicators between two systems.

The implementation of Google Analytics alone cannot be used for tracking some purchases and transaction data which can affect the final figures as well. However, the system in tandem helps in avoiding this problem because factual reports can be received on the marketing and business effectiveness.

Google Analytics helps with demographic analysis, traffic sources, visit duration, location details, product views, session numbers, technical aspects, etc. On the other hand, CRM helps with sales, lead nurturing, customer age bracket and gender, products returned, email survey feedback, user loyalty, etc.

With the Google Analytics integration with CRM, the immediate features that can be availed are:

1. No requirement for data structuring which largely simplifies the work of executors and the cost of the implementation as well.
2. Preliminary verification can be done which reduces the occurrence of problems in the future. You can check before loading to prevent any errors.
3. The system gets notified in case of any failures as it takes into account the specifics of Google Analytics Management API. In case it is necessary, support can be provided for troubleshooting.
4. There is immense flexibility in using data which means that it is possible to use information from internal databases for generating GBQ reports.
5. The integration does not require any involvement of specialists in the IT field. This functionality can be intuitive.

The CRM integration with Google Analytics can open new opportunities for working with new clients. With this integration, targeting will be as precise as possible. In essence, this integration enables remarketing, segmenting, and building custom reports.

Benefits of CRM Integration with Google Analytics

The overall benefits of using data from a CRM can be talked about limitlessly. There is a wide range of data that can open up new opportunities for further advancement. The main difference from Google Analytics, familiar to all of us, is the binding of information to the users.

Below, we will see the benefits of CRM integration with Google Analytics one by one.

1. Improved Monitoring

You can know all about a user and how that user has previously interacted with a company. In addition, CRM integration helps in forming an analysis that allows for more monitoring.

Buyers can be segmented by the frequency of purchases and the average check while uploading information to Google Analytics for getting maximum results. This also makes it possible to create audiences that can be later used for remarketing.

It must be noted that it is best to start the integration process by ensuring that both platforms have a common data key, particularly when the integration is being done for remarketing. You can either display a CRM ID on your website or shift this to Google Analytics in a custom dimension form. In addition, you can also shift each customer ID produced by Google Analytics to your CRM.

Most people choose to display a CRM ID because of the simplicity that the option offers. This is a small ID setup modification that does not take much time. After the creation of a common key, you can transfer the CRM information to Google Analytics using the Data Import function. Another option is to create measurement protocol hits.

For receiving the CRM data in the Google Analytics account, you can create segments. Find the desired number of customers and pass the list to AdWords. You can also run a remarketing campaign when the synchronization gets finished.

2. Analysing Ad Performance in Detail

Let’s say that you have a part of users who make purchases from your brand continuously. Now the integration of CRM and Google Analytics can help you in preparing individual offers for these users which will further increase their loyalty towards your brand as well.

You can also stimulate consumers who have not been using services for a long time by using the targeted marketing strategies. For shoppers with a low average bill, you can offer them to purchase related products. Basically, the system stores information that can allow you to track the effectiveness of some products.

There is data on product margin and sales that can be used to create reports that demonstrate the detailed benefits of certain items in the assortment. This way, it can be understood which advertising activities are profitable. It is not possible to do something like that with just Google Analytics.

3. Cost Per Lead Metrics

Regardless of the business they might be in there are some ways that companies approach digital marketing. They either spend a fixed budget on digital marketing hoping it will bear results in increased leads or they count how many leads they receive per month from different campaigns while optimising the average cost per lead.

On the other hand, there is an evolved way of doing this which is adopted by some other companies. There are some companies that count the number of new customers received per month from different campaigns and optimise the average cost per month.

In addition, they also calculate the lifetime value of a customer versus the initial investment on getting that customer and optimising for a maximum peak. Businesses that adopt the last two methods are the ones who can succeed quickly above their competitors while overcoming any storm since they have an upper hand in business intelligence which can be easily maximized with the Google Analytics integration with CRM.

4. Analyzing Reaction on Content

Another reason why it is important to integrate Google Analytics with your CRM or lead management tool is that the integration helps in segmenting and analyzing the target audience reaction to the content.

To put this simply, the Google Analytics engagement and conversion metrics such as pages per session, bounce rate, attribution, times on-site, etc. can help in the segmentation of data by channel for seeing which content provides the highest engaged audiences. In case you use tracking URLs, you can even trace back to which piece of content performs best.

Even though not an explicit measure of content value, bounce rate can be combined with the time on page metric to understand the content value. In case a page has a high bounce rate and low page time then that denotes a poor value. However, if a page has a high bounce rate and a high time on the page then that means the content was engaging and solved the needs of a user. 

By the integration of Google Analytics with the CRM, you can combine the data with your lead data to see how the different segments of the target audience respond to the content. This knowledge can be accurately used in adapting your content to more accurately targeting the audience that you went to.

5. Tracking Revenue From All Sources

In case you are like most other businesses then your CRM system does not show you the source of your web leads. This can be causing you to spend a large part of your budget on low-quality leads that do not convert.  It is important to understand that you need more than just form fills and goal completions for making important marketing decisions.

It will not be enough for measuring your form fills because different traffic sources attract customers of different quality. There is a possibility that one channel may be capable of generating high converting long term clients but many times the other one can generate nothing but unqualified leads. One of the best ways to evaluate a marketing approach is to track the revenue it generates.

Google Analytics does not track offline revenue and as a matter of fact, most sales do not happen online. A maximum share of sales gets closed either on the phone or in person. By default, Google Analytics does not have access to these sales which means that you have no idea how much revenue was generated by a certain approach, ad, article, or even a keyword. This will result in spending money on leads that do not purchase anything.

6. Cross-functional Insights

Data is an important part of a growing business in a digital-first economy and it is available through Google Analytics easily. However, until the CRM integration happens, it is mostly not sorted, cleaned, analyzed, and made actionable for multiple teams who have a single and shared view of important information shared by a customer.

For instance, businesses of all sizes use Google Analytics for relying on digital marketing metrics and monitoring their website traffic. However, these businesses can learn quickly that the tools alone are not so useful for providing recommendations. In addition, marketing analytics do not translate across other departments.

With the integration of the CRM system, a comprehensive analysis of the customer’s online activity can be attained that paints a holistic picture of their needs. When a company is designed to maintain clean data in this way, the CRM can be used for collaborating, tabulating, and customizing data in a report for unique department needs.

The important differentiator lies in all reporting centres around the customer needs that eventually enables all teams to make decisions while keeping them at front and centre. Businesses can empower their teams with a single and unified view of the customer which serves as one of the biggest benefits of a CRM system integration. This also extends to other benefits once you have usable data.

Reports can be run to see where the opportunities are, how well they interact with leads and customers, sales trends, customer service efforts, and more. This informs each experience delivered to customers including all the online features.

Conclusion

All the team members in a business can gather important data and insights with the integration of a CRM system with Google Analytics. This helps in working together to provide exceptional customer-centric experiences.

Moreover, the data can be easily organized and presented by a CRM platform while leading to a better understanding of customers. This leads to better messaging and outreach which can be done with automation and further helps in an efficient customer service processes. As a result, the teams collaborate easily and reduce any siloes.

Out of all the benefits, using CRM integration for powering a more efficient company is one of the biggest. It can help in managing better customer relationships and better businesses.

In case you wish to have your Google Analytics integrated with a CRM then reach out to Encaptechno for immediate support. Our CRM consultants will help you get the best results with the integration.