Integrating Customer Relationship Management (CRM) data into Google Analytics 4 (GA4) can provide valuable insights into your customer's journey and behavior. Your company’s internal database, such as an ERP or CRM system, may store a lot of valuable information that you can use to increase sales.
In this blog post, we cover the process of importing CRM data into GA4, and how you can benefit from the revenue (internal CRM) data integration into Google Analytics 4 which helps in identifying the user behavior data from your website and match with final transactions.
Note: This article on integrating CRM with Google Analytics was originally published in 2017 and is updated with new context to suit the current state of marketing analytics and trends in 2023
Firstly, CRM systems can be used to store the detailed information about your customers: their gender, age, interests, marital and parental statuses, pets, car ownerships, and a lot more. One could argue that Google Analytics 4 also provides information about the age, gender and interests of website visitors.
That’s true, but this information isn’t bound to a particular user, their Client ID or User ID. In addition, CRM data can be used for RFM analysis and customer segmentation based on purchase recency, frequency, and spending.
The additional data about the customers and the results of RFM analysis can be sent into Google Analytics 4 and used to create new custom reports, segments, and remarketing audiences.
For example: you can offer a loyalty program or special discounts to your best customers who buy often and spend a lot; send out some interesting promo emails to return those who haven’t bought from you for a while; and offer accessory products to those who often make small purchases.
Speaking of segments, take a look at how boodmo, India’s largest online marketplace for auto components, managed to optimize advertising spend and improve the LTV with cohort analysis.
Secondly, A CRM system contains detailed product information, including internal classifications and supplier data. CRM integration with Google Analytics 4 allows you to track purchases for specific products from different suppliers and traffic sources. It helps analyze profitability by comparing profits to revenues across various channels.
However, Google Analytics 4 data may not match your ERP system due to missing information on order cancellations, returns, offline transactions, and phone orders. It may also miss tracking some website purchase data due to JavaScript issues. Importing data directly from CRM to Google Analytics can lead to distorted data as it cannot be modified once processed, including adjusting numbers or adding past transactions.
Sending data about customers and margins into Google Analytics directly from your website is not the best option either, and here’s why:
How can you tackle this problem and use for analysis all the data that is stored in your CRM? Here’s the solution: upload the data from your internal system into Google BigQuery, and transfer the data from Google BigQuery to Google Analytics using OWOX BI Pipeline.
Google Analytics 4 (GA4) offers a more flexible and integrated data collection and analysis approach than its predecessor, Universal Analytics. When it comes to integrating CRM data with other data in GA4, here's how it can be done:
GA4 primarily focuses on tracking user interactions on your website or app. However, you can use Google Analytics 4 with other Google tools and services to import and analyze CRM/ERP data indirectly. Here's a step-by-step procedure for this process:
Step 1: Prepare Your CRM/ERP Data
Step 2: Set Up Data Import in Google Analytics 4
Step 3: Map Identifiers
Step 4: Review & Save
Step 5: Trigger Data Import
Step 6: Analyze Data
Step 1: Data Preparation
Step 2: SFTP Server Setup
Step 3: Export CRM/ERP Data
Step 4: Create a Data Import Schema in GA4
Step 5: Set Up Data Import in GA4
There’s a number of ready-made libraries and applications you can use to send the data from your CRM into Google BigQuery (see the article in our Help Center for more details). The upload can be automated, i.e. the data in Google BigQuery will always be timely and relevant.
OWOX BI also has a connector for Salesforce → Google BigQuery, as well as for most of the other popular internal systems like: Hubspot, Fibery, Pipedrive, Zoho, SAP and so much more.
Another benefit is that your company’s IT specialists won’t have to make changes to the website, as there are ready-made integrations. In addition, you can retrieve all the necessary information, instead of having to choose what you need now and redo the settings every time you need something else.
The query will retrieve the data you need in the "key—value" format. For example, user number 2346 — owns a car. Save this query in your OWOX BI project — you’ll be able to simply select it when automating the data transfer into Google Analytics 4.
OWOX BI Pipeline allows you to automatically import the data retrieved by the query into Google Analytics 4. You only configure the data transfer once, and all future data uploads will be performed without your direct participation (see our documentation for more details). Detailed information about the data transfer will be available on the pipeline page in the OWOX BI interface.
As a result, your data will be integrated as shown on the flowchart below:
As a result, you’ll obtain additional data by CRM integration with Google Analytics 4 , which will allow you to create custom reports and segments of your visitors. You’ll also be able to create remarketing audiences, using detailed information about your customers, and never offer irrelevant products to your customers. Showcase diapers to families with babies, and cat food to cat lovers. Just don’t get those two mixed up :)
How do you create remarketing audiences? Comment and share your experience and thoughts about this post!
You can import various types of CRM data into Google Analytics 4, including but not limited to:
- Cost data
- Item data
- User Data by User ID
- User Data by Client ID
- Offline event data
To import data into Google Analytics 4 (GA4), follow these steps:
- Access GA4: Log in to your Google Analytics account and select the GA4 property you want to import data into.
- Data Streams: In the Admin section, navigate to the Data Streams tab.
- Data Import: Click on the Data Import option.
- Create Data Import: Click the +New Data Import button.
- Choose Data Type: Select the type of data you want to import (e.g., CRM data).
- Configuration: Configure the data import by specifying the source data file location and mapping the data fields to GA4 dimensions and metrics.
- Schedule: Set up a schedule for data imports if you want to update the data regularly.
- Save: Save the data import configuration.
CRM in analytics refers to the integration of Customer Relationship Management data and processes into analytics platforms like Google Analytics. It allows businesses to combine data from their CRM systems with website and app analytics data to gain insights into customer behavior, track conversions, and improve customer engagement.
Yes, you can integrate CRM (Customer Relationship Management) systems with Google Analytics 4 (GA4) to enhance your analytics capabilities and gain a deeper understanding of your customer interactions.
Integrating a CRM with Google Analytics can provide valuable insights into customer behavior and improve marketing efforts by identifying key trends and patterns.
Benefits include tracking customer behavior across multiple channels, improved lead generation and conversion, and a better understanding of customer lifetime value.
Best practices include setting clear goals and objectives, mapping out the customer journey, defining key metrics and segments, and regularly reviewing and optimizing the integration.