, we grappled with our own digital marketing organization's highly customized analytics solution for website reporting. While the custom solution provided many benefits for advanced analysis, it was time-consuming to produce basic reports and difficult to understand for many stakeholders. We couldn't natively integrate with Google Ads or measure those ads along with other paid media channels.
The next step was to integrate Salesforce's own CRM data with Analytics 360 and then Search Ads 360. Analytics 360 helps us optimize the website experience and journeys across different marketing channels, plus it integrates with Salesforce Marketing Cloud, triggering personalized customer email journeys. Search Ads 360 allows us to optimize our media buys based on the customer interactions recorded in Analytics 360.
We now deliver more relevant and engaging user journeys for our customers using the Google Marketing Platform's full capabilities and the power of the Salesforce Customer 360 Platform together.Since moving to GMP, the difference is night and day. Salesforce's Analytics 360 implementation has completely modernized our digital marketing analytics infrastructure. Now there is one holistic interface for reporting across Salesforce-owned sites.
Since Analytics 360 supports better identification of traffic sources through auto-tagging and product linking, we can ensure the appropriate channels receive credit for the traffic and actions driven to Salesforce.com. These product features create increased visibility into which paid digital media efforts are effective — whether display, paid search, or social — allowing our digital marketing teams to develop more targeted and effective media campaigns.
Accurate, easy-to-use, and data-rich website reporting and analytics don't have to be complicated or elusive. Learn more about how Salesforce used GMP in the full
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