In the third unit of the Salesforce Trailhead module, “Google Analytics 360 Integration for Marketing Cloud,” we learn more about the Journey Analytics Dashboard in Marketing Cloud.

In this unit, Salesforce Trailhead covers reports and components of the Journey Analytics dashboard and how to use and customize Engagement Reports on the Overview tab and Content Reports on the Content tab.

The integration between Google Analytics 36- and Marketing Cloud allow users to access “cross-channel and content engagement data for each customer journey in the Journey Builder.”

This makes tracking your marketing campaign’s effectiveness much easier!

Components include:

  • “Google Analytics Goal tile
  • Email performance tile
  • Google Analytics e-commerce tile
  • Google Analytics usage tile
  • Google Analytics Content tab”

This unit is perhaps especially important for any Salesforce users who want to utilize Marketing Cloud more efficiently with their content marketing, website, or SEO efforts.

In this unit, Salesforce teaches us all about what we can do and use in Journey Analytics to create more effective campaigns and get real results faster.

  • Google Analytics Goal Tile:
    • “Displays completed activity for the referral traffic on your website generated by Marketing Cloud messages and journeys.” It helps marketers gain insights into how this integration contributes to their overall campaign success. You can view metrics such as: “Goal completions, Goal value, Goal completion rate, and Abandonment rate.”
  • Goals:
    • Salesforce reminds us that Goals tell us how well our websites or apps fulfill our target objectives. Goals may include leaving a website review or completing a CSAT survey, among others.
  • Email Performance Tile:
    • Allows you to see “essential Marketing Cloud email performance metrics aggregated for each journey in the Journey Analytics dashboard.”
  • Google Analytics e-commerce Tile:
    • Helps you figure out if your emails are resonating with users. Gain access into how many opens and clicks are translating to conversions for you. You can see metrics such as revenue, average order value, and more.
  • Google Analytics Site Usage:
    • Helps you see what website conversions led to more valuable interactions. You can dive deeper into key metrics like page views, sessions, bounce rate, etc.
  • Google Analytics Content Tab:
    • This goes beyond “vanity metrics” to show you how your content is truly influencing engagement and buying decisions.

In the final part of this thorough unit, we learn how to customize our Journey Analytics Dashboard.

There are various ways we can do this. Salesforce teaches us how to:

  • “Select your date range view
  • Compare data over time
  • And… Collapse Tiles.”

As always, I don’t want to take away from you absorbing the knowledge yourself, so I encourage you to take a deep dive into the Journey Analytics Dashboard in Marketing Cloud when you complete the unit yourself!

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Resource:

  • “Get to Know the Journey Analytics Dashboard in Marketing Cloud,” Salesforce Trailhead, 2020, https://trailhead.salesforce.com/content/learn/modules/google-analytics-360-integration-for-marketing-cloud/get-to-know-the-journey-analytics-dashboard-in-marketing-cloud.

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