Get Started with the Analytics 360 Integration for Sales Cloud

Learning Objectives

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

  • Explain what Google Analytics 360 is.
  • Outline the values of the integration with Salesforce Sales Cloud.
  • List the integration requirements to get started.

This module was produced in collaboration with Google, which owns, supports, and maintains the Google products, services, and features described here. Use of Google products, services, and features is governed by privacy policies and service agreements maintained by Google.

Online and Offline, Sales and Marketing, Connecting the Dots

With customer touch points occurring across so many sources, it can be hard for marketing and sales teams to create a complete, accurate view of the customer story. It’s even harder when a large portion of the sales process occurs offline. Like chapters in a book, you need to have them all together for everything to make sense. 

When you have a complete view of the customer, you can understand how effective your marketing has been in delivering sales. You can improve the performance of your digital marketing by optimizing your bids or by focusing on the most valuable audiences. Sales teams can get even more targeted and relevant support to help them progress and close deals.

The sales funnel has a combination of online interactions, such as site browsing, and offline interactions, such as marketing and sales qualification.

What is Google Marketing Platform and what is Analytics 360?

Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. With Google Marketing Platform, you’re in control of your marketing, so you have the flexibility to adapt to the needs of your business and your customers. 

Google Analytics 360*, part of Google Marketing Platform, gives you the tools you need to better understand your customers. Use the insights you learn to take action, such as improving your website, creating tailored audience lists, and more. In addition to the features available in Google Analytics, Analytics 360 provides additional capabilities:

  • Advanced Analysis
  • Unsampled reports
  • Google BigQuery export
  • Data-driven attribution
  • Native integrations with Google Marketing Platform
  • Integrations with Salesforce

*There is an annual license fee for Analytics 360 and Salesforce is an authorized reseller.

How Salesforce and Google Put It All Together

With the Sales Cloud and Google Analytics 360 integration, you can link your accounts and import your Sales Cloud data directly into Analytics 360 and get a more complete view of the entire customer story, whether it happens online, offline, or both. This will help you better optimize your digital marketing and bring more customers to your sales teams.

This integration is designed to save time, get more valuable insights, help you optimize your media, and customize your marketing experiences for specific audiences. 

Save Time. Combining all of these offline and online insights used to be a time-consuming process involving multiple spreadsheets and disparate data. This integration helps you cut down on the wait time from importing offline conversion data and helps you stitch together these insights automatically, updating as often as hourly.

Get More Insights. With Sales Cloud data in Analytics 360, you can see offline sales data alongside your site analytics and media data. For example, is organic search driving more phone sales compared to paid search? With your offline sales data from Salesforce Sales Cloud in Analytics 360, you now have the insights to help you answer this question, and many more.

Optimized Media for Better ROI. Optimize paid media based on offline sales activity. For example, once you’ve created Goals in Analytics 360 based on your Sales Cloud events, you can automatically optimize your search or display campaigns for actual sales that occur offline, instead of optimizing for form submissions on your site. This will likely lead to improved ROI as you spend your digital media budgets on more valuable outcomes.

Intelligently Build Audiences. With Sales Cloud data in Analytics 360, you will be able to more intelligently build audiences based on the intersection of online and offline data. For instance, you can create audiences in Analytics 360 made up of qualified leads from Sales Cloud. You can then reach those customers with more relevant ads, including search ads, display ads, and video ads.

Two Things You Need to Know

There are two key requirements you should keep in mind if you are interested in using this integration.

  1. You must be a licensee of both Salesforce Sales Cloud and Analytics 360 in order to use this integration. This integration is only available to customers who have purchased Analytics 360.
  2. The integration supports sharing data from Sales Cloud Objects Leads and Opportunities. The Leads and Opportunities shared with Analytics 360 must have originated from an Analytics 360-tagged site for the integration to work, and the lead can be created either via an online lead form (native integration) or via a phone call (custom solution adding a call tracking solution).

If your organization uses Custom Objects, you may have to use an alternative setup depending on how those Custom Objects are deployed. Please refer to Unit 3: Dive Into Some Use Cases and Examples and corresponding resources, or consult with your service provider for more details.


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