Integrate Google Analytics with CRM for Digital Remarketing

Integrate Google Analytics with CRM for Digital Remarketing

Google Analytics is a tool that helps you measure effectiveness of your marketing channels. It stores online behavioral (web and/or app) data of your visitors. However, your CRM has additional data stored with your customer’s offline activity.

Using your CRM data, you can run different types of campaigns such as email, SMS & calling campaigns for your warm and hot leads. These traditional campaigning strategies are used by all and hence your product/service offering has to fight a tough battle against your competitors.

The case is slightly different in case of online remarketing. Since online remarketing is carried out using the first party cookies, it means you can exclusively reach out to visitors of your website while they are surfing other websites on Ad Networks (like Google Display Network, DoubleClick, Amazon, etc.). Specifically, in case of lead generation and ecommerce websites, if we combine the two data silos (GA and CRM), then we can create a platform for user segments and carry out online remarketing with smart and effective remarketing lists.

Let’s move to the next section to understand few use cases and the steps to implement this.

First we will discuss about Lead Generation websites and then for ecommerce websites.

Lead Generation Websites

Typically, for lead generation websites, the flow is such that traffic lands to your website from different sources and shows interest. Hence, a lead is generated. Post lead generation, the sales activity starts and CRM tracks the sales funnel.

Online Lead Conversion Funnel

online lead conversion funnel

Offline Sales Conversion Funnel

offline sales conversion funnel

Following are some most common attributes that are available in Google Analytics as well as CRM for a generating and evaluating a lead.

Google Analytics

  • Marketing channel that brought the user
  • Number of sessions
  • Average time on website
  • Pages visited
  • Demographics
  • Geographical information
  • Device information
  • Last visited
 CRM

  • Current stage of sales process (e.g. Stage A -> Stage B -> Stage C -> Lead closed)
  • Type of lead (Cold/Warm/Hot)
  • Lead income
  • Gender
  • Occupation type
  • Age bracket

You can create smart remarketing lists for

  • Users who have visited your website but have not yet submitted a lead. (Non-converters)
  • Users who have recently submitted lead and are yet on stage C  of conversion funnel. (Recent lead but sales process not moving ahead may be because of temporary unavailability of user)
  • Leads from organic channel but have not yet started sales funnel steps. (These users came organically by searching and so have a very strong intention to buy)
  • Users from organic medium and after submitting lead they have lead income as > XYZ
  • Users who came to site from facebook who are from age bracket of 21-25 years & profession as working professional & gender as male
Here are the different types of remarketing campaigns that can be run:
  • Ads creating for brand awareness
  • Ads providing a limited offer
  • Ads providing discount coupons
  • Call campaigns having direct business phone numbers
  • Video campaign showing a demo of your product

Ecommerce Websites

In the general flow of ecommerce websites, users complete transaction on the website and CRM records post sales activities. Users might return the products they purchase call up at call center for some assistance; & provide feedback through email survey. Let us list down few common attributes that are available for a user in Google Analytics as well as CRM.

Google Analytics

  • Marketing channel that brought the user
  • Number of sessions
  • Average time on website
  • Products views
  • Demographics
  • Geographical information
  • Device information
  • Last transacted

CRM

  • User loyalty
  • Goods returned
  • Customer care rating
  • Email survey feedback

You can create smart remarketing lists for

  • Users with high user loyalty.
  • Users who have browsed products after refunding a transaction. (They had issue with a specific product but do not mind purchasing a different product)
  • Users who have added products to cart and are in general happy with customer care service. (Users already happy with service and just need to be slightly pushed)
  • Users from metro cities with decent email survey feedback. (Their feedback show that they are happy and being from metro we can try doing an upsell)
Here are the different types of remarketing campaigns that you can run:
  • Ads creating brand awareness
  • Ads providing discount coupons
  • Ads showcasing 24×7 customer support
  • Video ads showing product features

Here we have understood the different scenario under which a user can be retargeted.

However, key here is an integration of GA and CRM. The steps mentioned below shows the how can you integrate and create remarketing audience, though it might involve a bit support from technical team.

1. Preparation for Integration

The primary requirement for GA and CRM integration is availability of a common key between the two data sets. This can be done by either of two ways: –

a. Expose the CRM ID onto the website and pass it to GA as a custom dimension.
b. GA generates a unique Client ID for each unique visitor. Pass this Client ID to your CRM for every user.

The first approach requires a very small implementation update to expose an ID to front-end (as a hidden field). The second approach requires a change in the CRM API and adding a field in CRM database to store an additional field. Thus, first approach is comparatively easier than second one. Alternatively, if CRM ID cannot be exposed to front-end, then phone number or email address can be hashed to generate a unique ID which can be sent to GA.

2. Uploading CRM Data  into GA

Once a unique key has been setup in both the systems, we then have to upload CRM data to GA. To do this, there are two methods, (1)  Data Import feature and (2) by sending Measurement Protocol hits.  There are few limitations also for each of these methods. These methods have been explained here.

Depending on the exact use case, the implementation team at Tatvic has designed few workarounds and automated the implementation process.

3. Create GA segments for verification

Once the data has been uploaded to GA, create segments in GA and verify if the number of users in the segment is equal to the expected number of users that need to be remarketed

4. Build Audience list

Once the above verification step is done, we can export the same segment to Adwords/DoubleClick as a remarketing list. Once the list gets synced and sufficient audience size is achieved, campaigns can be configured and remarketing can be started.

Also keep in mind:
1. For Google Analytics premium clients, BigQuery can also be used to identify user segments.
2. Remarketing lists creations for Google Display Network(GDN), Doubleclick Bid Manager (DBM) and Search Ads (RLSA) have their own limitations in terms of time period within which a user can be added to audience lists.

Data sent via the measurement protocol can be used to trigger RLSA list addition only if it is sent within 6 hours of those users’ most recent visit. For addition to a display remarketing list, the data must be sent via the measurement protocol within 10 days of those users’ visit.

To summarize, our experts at Tatvic have created online remarketing campaigns by combining GA and CRM data for our clients, which has helped them in generating new business and in-turn increase revenue.

For more information, & assistance on integrating your CRM with GA, drop us your details on the comment section below. We will be glad to assist to you!!

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Ravi Pathak
Ravi is the co-founder of Tatvic and expert at managing different web analytics tools. Ravi actively works on conversion optimization projects to improve conversion rate and test newer hypothesis with e-commerce companies.
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