Access Reports in Analytics Builder and Google Analytics 360

Learning Objectives

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

  • Create reports in Analytics Builder.
  • Configure your Google Analytics 360 Integration Dashboard.

Measure Your Marketing

As you know, your marketing messages and journeys offer a great deal of customer insights—including things like clicks, opens, and unsubscribes. But what if you want to move beyond message stats and get more comprehensive reporting? This module shows you how one digital marketer gathers, processes, and analyzes reporting from many different sources. We chose the examples in this module to represent several key marketing activities that are found in Marketing Cloud.

  • Messages and journeys
  • Web traffic
  • Social media
  • B2B communications

To get the necessary information, we focus on these tools. 

  1. Analytics Builder
  2. Google Analytics 360
  3. Social Studio reports
  4. Pardot B2B Marketing Analytics
  5. Datorama

Each source of data can stand on its own, but we show you how to combine and analyze all of the information in Datorama for maximum insight.

In this module, we assume you are an admin with the proper permissions to create and review reports in the tools we mention. If you’re not an admin, that’s OK. Read along to learn how your admin would take the steps in a production org.

Let’s get started!

Meet Isabelle Givens

Isabelle Givens smiling

Isabelle Givens is the digital marketing manager at Northern Trail Outfitters (NTO), and—as you might imagine—she’s in charge of bringing together lots of marketing information from many different sources. After all, her department handles a wide range of digital data points, like:

  • Email and mobile interaction data from Marketing Cloud
  • Web traffic data from Google Analytics 360
  • Twitter and Facebook data from Social Studio
  • Communications with vendors via Pardot B2B Marketing Analytics

Isabelle knows she needs to bring all of this information together to better understand NTO’s marketing program. And since a unified data view doesn’t happen by chance, she plans to get to know each tool (and its data) a little better. First up, Isabelle logs in to Marketing Cloud, where she can access reports in Analytics Builder and via the Google Analytics 360 integration. Let’s start with Analytics Builder.

Marketing Cloud Reports in Analytics Builder

Marketing Cloud already offers a robust amount of messaging data via the built-in reports. Those reports come courtesy of Analytics Builder, a tool that offers cross-channel reports for all Marketing Cloud accounts. Marketing Cloud includes standard reports that are a key element in any digital marketer’s toolbox, including:

  • Account Send Summary: An overall view of your account’s send and response data.
  • Campaign Email Tracking: A collection of send tracking data related to a single email campaign.
  • Single Email Performance by Device: A comparison of how an email performs on desktop versus mobile devices.
  • Contacts Counts: A total of all contacts included in your accounts.

Isabelle uses Analytics Builder to create a couple of standard reports that help her measure her efforts. She starts by evaluating the performance of her sends through Journey Builder. Analytics Builder offers two Journey builder reports: a summary of Journey Builder sends, as well as a day-by-day breakdown of send information. She follows these steps to prepare her reports.

  1. Select Reports in Analytics Builder.
  2. Select Journey Builder Email Send Summary and Journey Builder Email Send Summary by Day from the Report Catalog.
  3. Click Create.
  4. Select the report parameters.
  5. Click Submit.
  6. Select the delivery option.
  7. Click Save.

Google Analytics 360

Isabelle also refers to the Google Analytics 360 dashboard to view information on how her journeys are performing. Warren Mehta, an IT systems specialist at NTO, already configured the Google Analytics 360 integration with Marketing Cloud. He included the UTM parameters on NTO’s websites to communicate behavioral data back to Google Analytics 360. These parameters are added to links used in your journeys and websites to help track contact behavior and bring analytics information into your Google Analytics 360 dashboard.

With that work out of the way, Isabelle uses the Google Analytics 360 dashboard to see how well the email messages performed overall. She can also gain some insight on how those email messages impacted NTO’s ecommerce metrics.

Google Analytics 360 screen showing NTO ecommerce statistics

Plus, she can review how those email messages prompted contacts to interact with NTO’s websites.

Google Analytics 360 screen showing NTO site usage statistics

Finally, she can take a look at how the content included in those email messages performed. Google Analytics 360 screen showing content performance from a journey

Here’s how Isabelle builds her Google Analytics 360 dashboard to show this information.

  1. In Marketing Cloud Setup, navigate to Apps, and select Google Analytics Integration.
  2. Expand the Integration section, and click Select Views.
  3. Isabelle adds these tiles to her dashboard.
    • Google Analytics Goal tile
    • Email Performance tile
    • Google Analytics Ecommerce tile
    • Google Analytics Usage tile
    • Google Analytics Content tab
  4. Click Save.
  5. Click Update.

These tools give Isabelle insight into how her journeys are performing in Marketing Cloud. But NTO’s conversations with its customers don’t end there. Isabelle needs to check in on their social media presence, too. So she moves on to Social Studio.