The integration of Salesforce Marketing Cloud (SFMC) with Google Analytics 360 allows users to connect their SFMC account with their Google Analytics 360 account, which enables them to access and use data from both platforms in a single location. This allows users to gain a more comprehensive understanding of their customer's behavior and the effectiveness of their marketing efforts.
Here are some ways the integration works:
- Data import: Data from Google Analytics 360, such as website visitor behavior, can be imported into SFMC, allowing users to segment and target their email and SMS campaigns based on website activity.
- Campaign tracking: The integration allows users to track the performance of their SFMC campaigns by linking them to their Google Analytics 360 account, allowing them to see how many conversions, revenue, and other metrics were generated by their campaigns.
- Cross-device tracking: By linking their SFMC account with their Google Analytics 360 account, users can see how their customers interact with their brand across multiple devices and channels, providing a more complete picture of the customer journey.
- Audience targeting: Using data from Google Analytics 360, users can create custom audiences in SFMC and target specific segments of their website visitors with personalized campaigns.
- Reporting: With the integration, users can access reports and dashboards in both SFMC and Google Analytics 360, allowing them to view and analyze data from both platforms in one place.
Overall, the integration of Salesforce Marketing Cloud with Google Analytics 360 allows users to gain a more complete understanding of their customer's behavior and the effectiveness of their marketing efforts by connecting data from both platforms and using it to improve targeting, personalization, and campaign tracking.
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