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With the introduction of Google Analytics (GA) Premium Edition, GA users can now work with their CRM and CMS systems to customize and target individual site visitors.

This is big.

Imagine tying information from GA to groups of identifiable individuals in your CRM, creating segments and campaigns so targeted that it will feel like cheating – how powerful!

I’ve come across many people who know or have heard about this integration but are not sure what to do once it’s in place, or at least where to start. I would dare to guess this is the case for majority of people out there. But wonder no more…

Let’s explore some of the more basic scenarios you could start leveraging should you have access to this data.

GA Premium Scenario

Imagine you’re in charge of a travel information service in Nevada. You’re a Google Analytics Premium Edition user and have a solid implementation. You create a segment of visitors that fit the following criteria:

  • Are subscribed to your mailing list
  • Viewed 7 pages from your “Las Vegas” section,
  • Landed on your “Vegas in Winter” campaign conversion form but didn’t convert – almost, but no conversion.

Great! Now, imagine you could know those users names, emails and mailing addresses*! How useful do you think it would be for these visitors if you could target emails and content for what they’re obviously looking? …I know, beautiful. An increase in relevance and decrease in distraction for your email campaigns gives a remarkable advantage.

GA + CRM Setup

The setup really depends on your CRM and would likely require a different post to explain. There’s a good chance your developer will know what to do, so I’m not going to delve into any technical talk. Plus, every case is rather unique.  (We can always help, of course!).

The basic concept is the following:

  1. GA issues a unique identifier to a visitor (i.e. 123). Every time that visitor returns he/she will be identified (via cookie) as the same person.
  2. Once the visitor performs an action that identifies them, i.e. fill a contact form, the CRM is now able to associate all the history from 123 (in GA) to a new contact file (i.e. ABC).

So what would this allow you to do? Let’s explore some of the more basics below.

Opportunities with the CRM

As I’ve hinted above, integrating your CRM with Google Analytics allows super targeted email (or snail mail) campaigns. Below are a few basic scenarios, including dimensions and metrics, you can pull to create powerful segments.

Target: Visitor Interests

Dimension / Metric needed from Google Analytics: Page / Pageview

Logic: 7 or more pageviews for a group of pages – i.e. your “Las Vegas” section of the site

Campaign purpose: Increasing relevancy is a proven method to increase conversions. In other words, people will pay more attention to what they like. It’s likely those who spend time in your gambling section like gambling, so send them information about gambling!

Possible Email Subject Line:  Vegas Baby! Here are the deals you need to know!

Target: Location-based

Dimension / Metric needed from Google Analytics: Region / Visit

Logic:  Region (in the case of the US, the State) visit is more than 1 AND more than 5 pageviews in a visit (to better qualify the group)

Campaign purpose: Location based campaigns can be very effective. If you have ability of creating discounts, then how about creating a campaign targeted to a State?

Possible Email Subject Line: Live in California? This deal is for you.

Target: Social Focus

Dimension / Metric needed from Google Analytics: Socially Engaged / Visit

Logic: Socially Engaged = Yes

Campaign purpose: For those who like to leverage social media for promotions and contests, getting the ball started with those people who you already know is a logical move. A campaign promoting your new Twitter contest to this group will give a solid start to your campaign.

Possible Email Subject Line: Free Trip to Grand Canyon! Pls ReTweet.

Target: Email Remarketing

Dimension / Metric needed from Google Analytics: Socially Page / Pageview

Logic: Form (or funnel step) page = more than 1 AND thank you page = 0

Campaign purpose: Go after visitors who have already shown interest in a product or service by partially completing the process. Give them a discount, or at least a reminder of what they thought they wanted.

Possible Email Subject Line: Las Vegas: You know you want to go.

Opportunities With Your CMS

Your CMS can also work with Google Analytics to allow super targeted content. The logic, however, should dictate what content should the visitor see when they come to the site. For those who like skiing, the show ads and offers for ski. For those who like hiking, then make the site relevant for hiking.

I will write a part two titled: “Google Analytics and CMS Integration”… or something catchy-er.  Because I, for one, would love to stop seeing ads meant for 13-year old while I’m browsing.

Thoughts to Take From the GA-CRM Integration

Leveraging GA and your CRM for more powerful emails is definitely a worthy move. It might take a little bit to set up, but once you’re collecting data, you’ll be reaping benefits for years to come.

Beyond the scenarios above, you could start building up your logic to target an even more relevant group. Start thinking about those dimensions and metrics that define a profitable visitor segment and… BAM! See your conversions rise.

*I should point out that collecting Personal Identifiable Information (PII) in Google Analytics goes against Google Analytics Terms of Service. However, Google Analytics Premium Edition users are allowed to match personal identifiable outside Google properties– that includes your CRM.


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