A website conversion takes place when a desired goal, such as requesting a demo or registering for a product by filling out a form, has been met by a visitor. The higher the conversion, the greater the sales. Therefore, many companies focus on increasing this website conversion rate through well-aligned marketing strategies and goals. It is necessary for companies to review the results of their different online marketing approaches at regular intervals and make related changes in goals and strategy when needed.
A marketing analyst, CEO, or executive needs a medium through which to monitor the website traffic analytics. Some of these are: how many visitors come in; where they come from; which pages they see; how much time they spend on a page; goal completion; qualified leads; converted leads; and opportunities. An online marketing dashboard would be an ideal solution for this monitoring. In this blog post, let’s see how to track a website’s conversion rate with Salesforce data and traffic sources with Google Analytics data through an online marketing dashboard using Bold BI.
What is Google Analytics and Salesforce data?
Google Analytics is an online web analytics service that helps you track and reports website traffic. It allows you to analyze the visitors on your website. It monitors and provides analytic details on website visitor engagement each and every moment and uses them to increase your website conversion rate.
Salesforce is a customer relationship management (CRM) platform. CRM helps companies stay connected to customers, understand customer needs, and improve profits. With Salesforce CRM, marketing people can convert qualified leads into contacts, accounts, and opportunities.
To get a complete view of visitor-to-customer conversion, including traffic sources, from an online marketing dashboard, you need to integrate both Salesforce and Google Analytics data into it.
KPIs for website traffic sources and conversions
We’ll consider the following KPIs in the online marketing dashboard to track the customer conversions and their traffic sources.
- Opportunity by Landing page, Source/Medium, and Campaign
- Conversation Rate by Campaign
- Opportunity Amount by Campaign, Landing page, and Source/Medium
Now let’s start creating an online marketing dashboard with these KPIs.
Creating an online marketing dashboard
- To create a new dashboard, click the + icon in the navigation bar on the left.
- As a result, the Create Dashboard window opens with four options.
- Choose Start from Scratch. A window opens to create a new dashboard. Enter a name and click Add and Design. Finally, the Dashboard Designer page opens with a new blank dashboard.
Now, let’s see how to prepare data using Bold BI to showcase these KPIs.
Connecting to Google Analytics and Salesforce
Connect to Google Analytics and create a data source named Google Analytics – Campaign with the following URL to get the campaign source/medium details.
https://www.googleapis.com/analytics/v3/data/ga?ids=ga%3A187395042&start-date=2019-01-01&end-date=2019-08-21& metrics=ga%3AnewUsers%2Cga%3Asessions%2Cga%3Agoal1ConversionRate& dimensions=ga%3Acampaign%2Cga%3AsourceMedium&max-results=10000
Likewise, create a data source named Google Analytics – Landing Page with the following URL to get the campaign Landing Page details.
https://www.googleapis.com/analytics/v3/data/ga?ids=ga%3A168191430&start-date=2019-01-01&end-date=2019-08-21& metrics=ga%3AnewUsers%2Cga%3Asessions%2Cga%3Agoal1ConversionRate& dimensions=ga%3Acampaign%2Cga%3AlandingPagePath&max-results=10000
For more details on establishing connections with Google Analytics, refer to this documentation.
Connect to Salesforce and create another data source named Salesforce – Opportunities.
To get the opportunities and lead source details, use the following query.
SELECT Name, StageName, Amount, LeadSource, Type FROM Opportunity
This will return the Opportunity table with the following details that you need.
- Opportunity Name, Stage Name, and Amount
- Lead Source
- Opportunity Type
For more details on establishing connections with Salesforce, refer to this documentation.
Finally, the created data sources will be added in the DATA SOURCES panel.
Integrating Google Analytics and Salesforce data sources
To relate the Google Analytics and Salesforce data, you need to create a new data source by joining the already-created two data sources. Bold BI allows you to join tables in two or more different data sources provided they were extract-mode connections. As Google Analytics and Salesforce work in extract mode in Bold BI, let’s create a new data source joining table GA from the Google Analytics – Campaign data source and Opportunity from Salesforce – Opportunities.
Click the edit icon near the Google Analytics – Campaign data source item in the DATA SOURCES panel.
Now, the editing view of the data source opens. In the left panel, the Shared Tables pane remains collapsed at the bottom.
Finally, this pane displays the data sources that you have permission to access. By default, the data sources you created previously for this or any other dashboard will be listed here.
Joining with shared tables
- First, choose the data source whose table needs to be joined. In our case, the Salesforce – Opportunities data source needs to be selected. Subsequently, expand it.
- After that, drag the Opportunity table into the design view.
- Select the Join icon in the toolbar of the table design view to open the join editor.
- Create a relationship between the two tables through the Campaign and LeadSource columns as shown in the following.
Create an expression column in the Salesforce – Opportunities data source to calculate the opportunity count.
Likewise, edit the Google Analytics – Landing Page data source and join the table with the one under Salesforce – Opportunities.
Finally, the data sources are ready to configure with dashboard widgets.
Configuring data to the widgets in a dashboard
- Add the required widgets to the blank dashboard that you created in the beginning.
- Configure the widgets in the dashboard with corresponding data sources as described in the following table.
|Opportunity by Campaign|
|Opportunity Stage by Campaign|
|Opportunity Amount by Campaign|
|Opportunity by Landing page|
|Conversation Rate by Lead Source|
|Opportunity Amount by Landing page|
|Opportunity by Source/Medium|
|Opportunity Amount by Source/Medium|
Finally, the dashboard is ready. Now you can share this online marketing dashboard with your sales and marketing teams, CEO, and analysts by enabling access permission to it and then simply copying the URL from the address bar and sharing. Refer to this overview for more detail on sharing dashboards.
We hope this article helps you monitor online marketing performance with analytics data from Google Analytics and Salesforce through a dashboard using Bold BI. If you have any questions or need clarification, please use the comments section available below. You can also contact us by submitting your questions on the Bold BI contact page, or if you already have an account, you can log in to submit your support question. Bold BI dashboards now come with a 15-day free trial with no credit card information required. We welcome you to start a free trial and experience Bold BI for yourself.