[UA] Use Salesforce data in Analytics

This article shows you some of the ways you can integrate Salesforce Sales Cloud data into your Analytics reporting and exploration.

In this article:

• Track Salesforce milestones
• Gain insights from your data using segments
• Grow customer value with remarketing audiences
• Track performance across all online traffic channels
• Visualize your user journeys with Custom Funnels

Track Salesforce milestones

You can track imported Salesforce milestones using event goals in Analytics. For example, you can create a goal to treat a Lead form milestone of "Closed - Converted" as a conversion, as shown below:

To create a "converted leads" goal

Create a new goal and configure it as follows:

1. Set the goal type to Event
2. Set the event conditions to:
   1. Category Equals to Lead
   2. Action Equals to Change
   3. Label Equals to Closed - Converted*
3. Lead forms don't provide a value parameter, but you can leave the Use the Event value as the Goal Value for the conversion option enabled when creating Opportunity goals.
4. Name your goal and then click SAVE (not shown in the example above).

*The actual value of the event label depends on your implementation.

Milestones imported from Salesforce as Leads or Opportunities have the following parameters and values. See the Notes below for details.

Name	Lead form value	Opportunity form value
Event Category	Lead	Opportunity
Event Action	New | Change	New | Change
Event Label	Lead status	Opportunity stage
Event Value	N/A	Opportunity amount

Notes

Hit Type is always event.

Event Category is always Lead for Lead data, and Opportunity for Opportunity data.

Event Action is New for newly submitted Leads, and for the initial Opportunity stage as a result of a newly converted Lead. Event Action is Change for all other imported Lead statuses and Opportunity stages.

Event Label will vary, depending on the Lead status or Opportunity stage the sales event is in.

Analytics goals are calculated differently from Google Ads and Google Marketing Platform conversions. If you import Analytics goals to these other platforms, you may see different numbers in your reports in each platform.

Gain insights from your data using segments

Segments help you understand your customers better. You can create segments that combine your Salesforce Sales Cloud milestones and any other available dimensions and metrics to gain insights about your on- and offline sales and marketing performance.

For example, you can create segments that incorporate your sales milestones to identify high performing geographies, uncover your users' online research behavior patterns, or find out which of your informational pages performed the best and resulted in sales.

Here's an example of creating a segment that includes your converted leads:

To create a "converted leads" segment

Create a new segment and configure it as follows:

1.  Under Advanced, select Conditions
2.  Set the Filter to Users Include, then configure 3 "AND" conditions:
3.  Event Category contains Lead
4. Event Action contains Change
5. Event Label contains Closed - Converted
6. Name your segment and then click SAVE.

Grow customer value with remarketing audiences

Audiences let you target specific groups of users you for reengagement, for example, with Google Ads campaigns or Optimize experiments. You can use audiences to leverage cross- and up-selling strategies to further grow your customers’ value.

For example, you can export your converted leads segment to Google Ads and Google Marketing Platform, and then use the audience list to find high-value lookalikes via Similar Audiences.

Salesforce offline conversion event data is imported in the form of Measurement Protocol hits. Data sent via the Measurement Protocol can be used in remarketing lists for search ads (RLSA), and Google Display Network ads if the data is sent within 30 days of the users' most recent visit.

Data from User ID Views is not eligible for remarketing.

Track performance across all online traffic channels

Create a Custom Report to understand the performance and ROAS of all your paid and unpaid traffic channels. You can include imported Salesforce milestones to identify how effectively your marketing efforts drive sales leads. Use Custom Segments to further dissect and explore these channel-driven audiences to better inform your new customer acquisition efforts. For example, you can leverage Demographic and Interests insights on fully converted or qualified leads.

Visualize your user journeys with Custom Funnels

Custom Funnels let you visualize the entire user journey, from online research to lead submission to conversion. To use Custom Funnels with your Salesforce Sales Cloud data, track the pages and form submission events involved with Analytics. For example, a funnel can track all the pages involved in a customer researching a new credit card, culminating with completing an form requesting a call back from a sales representive.

The Custom Funnel report can help you better understand your customer's end-to-end sales flow, identify drop-off points, optimize the user's online and offline experience and, ultimately, improve the results of your marketing efforts.