How To Marry Up Your CRM With Google Analytics

In this post, I'll cover how you can benefit from combining the data from your CRM system with the user behavior data from your website.
What is there in your CRM and ERP systems that is missing in Google Analytics?
What is there in your CRM and ERP systems that is missing in Google Analytics?
#1: Detailed information about your customers
#1: Detailed information about your customers
One could argue that Google Analytics 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, you can use the information in your internal system for RFM analysis and create customer segments based on the recency of their latest purchase, buying frequency, and the total amount of money spent by each customer.
The additional data about the customers and the results of RFM analysis can be sent to Google Analytics 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 thanks to cohort analysis.
#2: Detailed info about the products you're selling
#2: Detailed info about the products you're selling
It's also clear that you're not showcasing your product margins on the website. However, having this information brought into Google Analytics and structured in reports, you'll be able to quickly compare profits with revenues and understand which channels are driving the most profitable traffic.
It's also important to remember that the information about purchases in Google Analytics may not coincide with the information in your ERP system. This happens because Google Analytics doesn't provide any information about order cancellations, returns, offline transactions and purchases made over the phone. Also, Google Analytics may fail to track some of the purchase and transaction data on website pages, because of the JavaScript not rendered in the browser.
If sent from the CRM directly into Google Analytics, this data may be distorted, as Google Analytics doesn't support data reprocessing. In other words, once the data is processed, it cannot be modified — you can't change any numbers or add transactions from previous periods.
Sending data about customers and margins into Google Analytics directly from your website is not the best option either, and here's why:
How to send data from CRM / ERP systems into Google Analytics?
How to send data from CRM / ERP systems into Google Analytics?
Step #1:
Set up data transfer from your internal system into Google BigQuery
Step #1:
Set up data transfer from your internal system into Google BigQuery
Another benefit is that, your company's programmers 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.
Step #2:
Make the necessary settings in Google Analytics
Step #2:
Make the necessary settings in Google Analytics
Step #3:
Create an SQL query
Step #3:
Create an SQL query
Step #4:
Set up the automatic data transfer from Google BigQuery to Google Analytics using OWOX BI Pipeline
Step #4:
Set up the automatic data transfer from Google BigQuery to Google Analytics using OWOX BI Pipeline


Benefits of the solution
Benefits of the solution
mixed up ;)
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