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Set Up and Administer Your Analytics 360 Integration for Marketing Cloud

Learning Objectives

After completing this unit, you’ll be able to:

  • Explain how to link your Analytics 360 account to Marketing Cloud.
  • Configure accounts, properties, and views.
  • Configure Google UTM parameters.
  • Explain why you should turn on measurement for a Journey.
Note

Note

This unit is available for anyone to take, however, to actually use this integration, all customers must have an Analytics 360 and a Marketing Cloud account with Journey Builder enabled. 

Let’s Get Started

We know what you’re thinking: Let me go get the IT person to help me with this. Wait, before you go, remember in the last unit when we said setting up this integration was so easy even a marketer (you!) can do it? We weren’t kidding.

The way you're used to measuring your marketing efforts is about to change forever.

Before You Begin

There are a few things to remember.

Now let's get rolling.

Link It to Sync It

Google’s native authentication process creates a secure connection between your Marketing Cloud and Analytics 360 accounts, enabling you to observe activity, view reports, and analyze journey engagement all within Marketing Cloud.

Follow these steps to link your accounts.

  1. In the Marketing Cloud Administration tab, navigate to Account and select Google Analytics Integration.
  2. Expand the Data Access Setting section.
  3. Click Link Account.
  4. Select or enter the name of the Analytics 360 account and click Next.
  5. Enter your password and click Next.
  6. A pop-up window displays confirming the information Marketing Cloud accesses.
  7. To accept, click Allow.

Define Your Data Access

Next, you select what Analytics 360 accounts, properties, and views you want to access within Marketing Cloud. This article shows you how.

A quick note about accounts, properties, and views:

These are mechanisms by which you organize your Analytics 360 product licenses, data sources, and reporting views.

  • Accounts represent the Analytics 360 product license for a company and access to the app.
  • Properties are the data source(s) for an account (for example, website, mobile app).
  • Views are the filtered or unfiltered reports based on property data (for example, all traffic to Salesforce.com; all traffic to Salesforce.com/marketingcloud).

Now that you are familiar with what these mean, follow these steps to select your accounts, properties, and views.

  1. In the Marketing Cloud Administration tab, navigate to Account and select Google Analytics Integration.
  2. Expand the Data Access Setting section.
  3. Click Select Views.
  4. Locate the properties and views from the dropdown menu and click the corresponding plus signs.
  5. Click Save.
  6. If the selection is successful, the plus signs change to checkmarks.
  7. Enter a valid email address.
  8. Click Update.

Note

Note

In choosing your account, properties, and views make sure that they match the needs for your Marketing Cloud instance. For example, if you are organized with multiple entities/brands (called Business Units) under a single Marketing Cloud instance, ensure that you are selecting the matching properties or relevant views for the Business Unit you are integrating.

Set Your Measurement Strategy

Now you’re at the point where you need to set your parameters. Don’t worry, you don’t need those dreaded spreadsheets to do that. 

This integration means no more unruly spreadsheets or copy/pasting from link to link, just set your parameters once and ensure that you adhere to your measurement strategy across all journeys.

Follow these steps to set your UTM parameters configuration.

  1. Expand the Tracking Settings section.
  2. Click Edit Parameters.
  3. Enter the campaign source.
  4. Click Edit value for each channel and enter the campaign medium to track.
  5. Click Save.
  6. Enter the value in the pop-up window and click Update.
  7. Select the campaign name from the dropdown menu.
  8. Select the message to track.
  9. Click Save.
Note

Note

Currently these parameters are appended only to email messages in a journey.

Measure Any Journey

Let’s recap.

  • You’ve securely linked your Analytics 360 and Marketing Cloud accounts.
  • You’ve selected your Analytics 360 accounts, properties, and views to use.
  • You’ve configured your UTM parameters and measurement strategy.

The only thing that’s left to do is turn it on—and that’s as simple as checking a box. Follow these steps.

  1. Navigate to the journey you want to track in Journey Builder.
  2. Go to the journey settings for that journey by clicking the settings icon.
  3. To enable tracking for the journey, select the checkbox to Track links for all emails in this journey.
Note

Note

To narrow results, add specific domains to track. By including one or more domains, you see only links pointing to these domains in journey metrics. If no domains are listed, links in journey emails that point to any domain are tracked.

With everything set up between Analytics 360 and Marketing Cloud, you unlock two powerful capabilities of the integration. 

The first is the Journey Analytics dashboard to give you an understanding of how the messages and content in your journey are performing and impacting downstream goals—like conversions on your website.

The second is the unique ability to engage audiences built in Analytics 360 from data like web activity or ad engagement through the Marketing Cloud channels like email or mobile.

You learn more about these capabilities and how to use them in the following units.

Resources

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