If you’ve been following along with the Ledgeview Partners blog over the past few weeks, you know that we’ve been recapping key teachings from the Salesforce Trailhead module, “Google Analytics 360 Integration for Marketing Cloud.”

This is a great unit for any marketers or technologists who want to extend and enhance their Marketing Cloud capabilities with dynamic integrations like with Google Analytics 360.

If you haven’t visited the blog in a while and want to recap before diving in, revisit these posts:

In the fourth unit of this module, we learn:

  • “How to enable Marketing Cloud as a destination for Google Analytics 360 audiences
  • How to configure the product link within Analytics 360
  • And… How to Create an audience in Analytics 360 and share to Marketing Cloud”

Once you’ve completed all of the steps in the first three units, you can move beyond the data and “start to take real, actionable steps to engage (or re-engage) your customers based on their behavior.

Salesforce explains that by creating audiences in Analytics 360, you can power journey interactions like email or SMS campaigns in the same ways that you advertise within the Google Ad Suite.

Before you can do this, however, there are a few prerequisites you must complete. ⬇️

Salesforce reminds us that we must complete these steps “in order to enable audience sharing from Analytics 360 and to connect Marketing Cloud subscriber IDs with Analytics 360 clients.”

Once you follow the steps within this unit to authenticate your Marketing Cloud account from Analytics 360, you can create your first Google Analytics 360 audience!

This will help you:

  • “Recapture browse abandoners
  • Recapture goal abandoners
  • Engage influencers
  • Target high-potential converters
  • Connect visitors with helpful resources.”

Follow the next steps in your Marketing Cloud and Google Analytics 360 integration journey when you complete unit four. Dive in to the whole module and maximize the use of your system.

Start the Unit

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