Zoho CRM + Google Analytics: More Targeted Marketing Strategies
26 May 2021
Do you know which campaign strategies get you better customers and which ones cost you money by drawing low-quality leads that never buy? Since web analytics tech doesn’t provide access to stats on transactions completed outside of companies’ platforms, far too many firms don’t realize exactly how their various methods generate sales. This covers transactions that were completed over the internet, by text, or in person. Since this information isn’t included in web analytics applications, it’s difficult to know which platforms, keywords, and ads drive sales, even if it’s simple to figure out which ones get the most form fills.
Different types of clients are attracted to various traffic outlets. As a result, instead of engaging in networks that draw the most profitable customers, you might be wasting too much money creating leads that don’t buy or buy very little.
We created GAconnector, two-way integration between Zoho CRM and Google Analytics, to address this problem.
It imports Google Analytics campaign data into Zoho CRM to help you figure out where the leads come from.
It exports data from Zoho CRM to Google Analytics, enabling you to compare marketing channels based on real sales rather than just form fills.
Campaign data in Zoho CRM.
To help you understand where the leads come from, GAconnector imports campaign data, traffic source data, and marketing information from Google Analytics into Zoho CRM. After the data is imported, each Zoho CRM lead will have a segment named “Google Analytics”:
This is essential information to have when qualifying leads and making initial deals. It also allows you to see which outlets pull in the most important consumers.
You’ll need to add a script on your website to import this kind of campaign data into Google Analytics. This script saves form fills in Zoho CRM as leads, along with their source, medium, campaign, and other details.
Google Analytics data from Zoho CRM.
Only such information about website users was processed by Google Analytics and other web analytics software: traffic sources, number of trips, number of conversions, and so on. Closed deal statistics, which are saved in CRM applications like Zoho CRM, are the missing bits. By combining CRM and Google Analytics results, you can assess the effectiveness of online marketing channels based on real sales figures. Zoho analytics helps to analyze your data.
You can create reports like the one below by importing Zoho CRM data into Google Analytics:
Here are a few ideas for using this information to improve your marketing campaigns:
Turn off channels with negative ROI that bring users who fill out forms on your site but never actually buy stuff.
Discover which Adwords keywords bring which types of clients. It’s often the case that certain keywords attract specific types of clients.
Find out which channels bring quality leads and which channels attract people who are not actually interested in buying.
Find out which channels bring in “fast money” – people who decide to purchase quickly.
Find channels that bring customers with the highest lifetime value (the total amount of money a customer brings in, including initial and repeat purchases).
Bid on expensive keywords with the certainty that you are making a profit from them. Learn when it’s worthwhile to bid on expensive keywords that generate small numbers of high-value leads.
Create a segment in Google Analytics to analyze the behavior of only those who are marked offline as qualified leads. You can compare their behavior to that of other visitors in order to optimize your website for the kind of visitors who actually spend money.
If you have multiple authors writing articles on your website, find out which authors bring the most valuable customers and deserve a bonus.
A/B test your landing pages based on actual revenue, not just the number of conversions generated. If you’re only optimizing your landing page for conversions, you might end up choosing the page that attracts many low-quality leads instead of attracting a handful of valuable customers who will spend a fortune.
Discover channels that repeatedly bring problematic customers (e.g. people who constantly return items they purchased or call customer support twice a day).
Find out which channels bring the leads with the highest lead score from Zoho SalesIQ.
Having offline information from Zoho CRM in Google Analytics allows you to perform advanced remarketing campaigns, such as:
Sending up-sell ads to recent buyers.
Sending highly segmented ads based on customer behavior (people who contacted your customer service, rate a product, installed your app, participated in your contest, etc.).
Offering different ads for low-income and high-income customers.
How it works.
Every time you make edits in Zoho CRM, the GAconnector app recognizes your changes and sends it to Google Analytics. For example, if you change the revenue generated by a client from $0 to $1000, Google Analytics will receive a request from GAconnector that tells it to do the following:
change metric “revenue” for a user with ID XXXX to 1000
GAconnector knows which Zoho CRM lead corresponds to which website visitor because of the script we add to your website. When someone fills in the form on your website, this script automatically creates a Zoho CRM lead and adds a field called “user ID,” which identifies the user. Think of the user ID as coordinates that help GAconnector understand where to put information about a Zoho CRM lead within Google Analytics.