By Andrew Garberson / June 27, 2018 DoubleClick Google Analytics 360 Industry News Starting in June 2018, DoubleClick Digital Marketing and the Google Analytics 360 Suite have combined forces and are now called the Google Marketing Platform. The announcement is part of an intentional unification of Google’s analytics and media products in pursuit of an even stronger marketing ecosystem, which reflects Google’s intentions when it announced the GA 360 Suite in March 2016: Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.” This move should not come as a surprise. Like Google Analytics (formerly Urchin) and Google Attribution (formerly Adometry), DoubleClick was an acquisition (in 2008), which is worth more to us as marketers as part of a complete suite than by itself. Today the two tools already work together, with native integrations … [Read more...] about New Google Marketing Platform Merges DoubleClick and Google Analytics 360 Suite
Salesforce google analytics
By Tyler Norris / June 12, 2018 Google Analytics Google Analytics 360 announced in 2017. The latest feature to become available pulls campaign data and website performance metrics from Google Analytics and makes it available within Salesforce Marketing Cloud. One of the big challenges with email marketing tools has been the lack of insight into site behaviors. Typically, actions that occur outside of email, or landing page templates generated by the tool, are largely invisible or tracked in a separate tool. Google Analytics can often serve as our data hub, measuring the success of different campaigns from different tools. With key campaign data in Salesforce Marketing Cloud and directly associated with your email campaigns, marketers can get a more complete picture of their email journey and mobile marketing efforts and how they ultimately affect website behavior and conversions. Metrics available in the Marketing Cloud interface include: Site Usage Pageviews Sessions … [Read more...] about Google Analytics 360 and Salesforce Marketing Cloud Integration
By Dan Wilkerson / May 9, 2018 Analytics Google Analytics Google Tag Manager There are many situations where it would be helpful to have the source, medium, and other campaign information for a user’s session. For example, we may want to capture the source / medium of a session when a user submits a Contact Us form to store inside of Salesforce. This used to be very easy to do; in Classic Analytics, campaign information would be stored in the __utmz cookie, right on the user’s browser. Universal Analytics moved campaign processing from the user’s browser to Google’s servers, eliminating the __utmz cookie (and easy access to that data). So how can we retrieve that information with Universal Analytics? The proper way to do it is to store the users Client ID in a 3rd-party system and a Custom Dimension, then run a periodic script to retrieve the data via the Reporting API and sync it between systems. However, for many clients that kind of implementation is out of … [Read more...] about Reusing Google Analytics Campaign Information with Google Tag Manager
If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting everything you can out of it? Here at Cardinal Path, we help our customers extract the most value they possibly can from data, and that means leveraging the most powerful, obscure, underutilized bells and whistles of Google Analytics’ standard and 360 products. Here’s a checklist that can help ensure you’re taking advantage of the many value-added features within Google Analytics. Enable and activate those core configurations and features! We’ll start out with the basics. There are a lot of settings, configurations and core features to work through, but each of them can be used to help you clean up your data, make reports easier to use, and ultimately help you make data-driven decisions more … [Read more...] about Are you leveraging these underutilized Google Analytics features?