Google Analytics Integration for Marketing Cloud Engagement

To use Google Analytics capabilities to track and analyze journey activity, integrate Google Analytics with Marketing Cloud Engagement. You can also view the resulting metrics directly in Marketing Cloud Engagement. Google’s native authentication creates a secure link between your Marketing Cloud Engagement instance and your Google Analytics account.

To use this integration, your Marketing Cloud Engagement account must have the Google Analytics Audiences SKU. You must also have at least a Marketing Cloud Engagement Enterprise 2.0 account. For more information about these requirements, contact your Salesforce account representative.

This integration supports Google Analytics 4 properties. It supports both the free version and the paid Google Analytics 360 enterprise version.

You can revoke the integration from a Google Analytics account. For the integration, Google recommends that you designate a primary company account to track all your properties and views. For more information, see the Google Hierarchy of organizations, accounts, users, properties, and views.

Before you configure the Google Analytics Integration for Marketing Cloud Engagement:

• Confirm that you have admin permissions for Marketing Cloud Engagement and the Google Analytics account and property.
• Create a Google Analytics tracking code, and add the code to your website’s pages.
• If you want to receive conversion data, enable ecommerce in your Google Analytics account. Ecommerce is available only in a paid Google Analytics 360 account.

• Google Analytics Integration for Marketing Cloud Engagement
  The Google Analytics integration for Marketing Cloud Engagement uses Google Analytics 4 (GA4), which offers free and paid versions. You can use either version with Marketing Cloud Engagement.
• Integrate Google Analytics with Marketing Cloud Engagement
  Set up the integration between Marketing Cloud Engagement and your Google Analytics account.
• Google Analytics Audiences
  When you activate a Google Analytics audience in Marketing Cloud Engagement, a persistent user ID is created in both systems. With this user ID, you can collect data about customer behaviors and create Google Analytics audiences to use in Journey Builder.
• Journey Analytics Metrics
  Learn about the metrics and dashboard tiles available on the Journey Analytics dashboard with the Google Analytics 4 integration. View journey performance against the goals you set and email and site metrics all in one place. App and web conversion events appear in context with your journey’s native metrics. To display the metrics that matter most to you, customize your dashboard’s appearance.
• Google Analytics Tracking
  To get web and mobile app metrics in the Journey Analytics dashboard, set up Google Analytics 4 (GA4) tracking for app and web. You can analyze how mobile app conversions impact web behavior.
• Google Analytics Integration FAQs
  Review answers to frequently asked questions about the Google Analytics Integration for Marketing Cloud Engagement.