Connecting Salesforce CRM to Google Analytics

Have you been trying to integrate Google Analytics and Salesforce data? Do you want to get insights into your Salesforce data to optimize decision-making? If yes, then this article will answer all your queries.

We will guide you through Google Analytics, Salesforce, and the ways to actually integrate Google Analytics and Salesforce data today. When you integrate Google Analytics and Salesforce data, you get insights into the marketing data that can help you take action to fetch better results.

Salesforce:

Salesforce, without mincing words, is one of the best (if not the best) customer relationship management platforms used by CRM experts the world over.
Its importance in the overall improvement in customer service, creating efficiency, managing database, fostering better communication with clients, and other well-documented benefits cannot be overlooked.

Google Analytics:

On the other hand, Google Analytics 4 (GA4) is one of the most used digital marketing tools and web analytics services out there. Its usefulness in providing accurate data showing how visitors interact on your page cannot be downplayed.

Separately, these platforms fare nicely, but what happens if the two services can merge and work side by side?

We are often asked:

• Can Google Analytics data such as Goal Completion, Campaign Information, and Medium/Source be seen in Salesforce?
• Can I integrate Salesforce’s Customer/Industry Type data on Google Analytics?

Well, yes. From the moment a visitor lands on your website, to how long he or she interacts before the action of purchasing your services or products, all of it can be tracked and joined with your Salesforce data.

Get started for free

Access all your data from your favorite sources in one place.
Free forever plan, no credit card

Try It Now

How to actually connect Salesforce and Google Analytics today

A quick note before the methods: a lot of older guides to this topic (including an earlier version of this one) describe tricks built around Universal Analytics, hidden form fields tied to the __utmz cookie, or Salesforce triggers pushing data into Universal Analytics. Universal Analytics was fully sunset by Google in 2023-2024 and replaced by GA4, so those methods no longer apply. Here’s what actually works with GA4.

1. GA4’s free native BigQuery export, joined with Salesforce data

GA4 offers a free, native export of your raw event data into BigQuery, unsampled, for any standard GA4 property (capped at 1 million events per day on the free tier). Once your GA4 data lands in BigQuery, you separately bring in your Salesforce data, either through Salesforce’s own Data Cloud connector, an ETL tool like Fivetran or Airbyte, or a connector like Windsor.ai, and join the two datasets together with SQL.

This is the most flexible option and the one most data teams actually use, but it does require someone comfortable writing SQL to build and maintain the join.

2. Salesforce Marketing Cloud Intelligence (formerly Datorama)

If your organization is already using Salesforce Marketing Cloud, Marketing Cloud Intelligence has its own GA4 connector, letting you pull Google Analytics data directly into Salesforce’s own reporting layer without a separate BigQuery pipeline. This only applies if you’re already on Marketing Cloud; it’s not available as a standalone add-on for basic Salesforce CRM.

3. A no-code connector (Windsor.ai)

If you don’t have a data team available to build and maintain a BigQuery join, Windsor.ai connects GA4 and Salesforce directly into the BI tool, spreadsheet, or AI assistant you already use, without SQL or an engineer, giving you the same blended view of website behavior and CRM data without building the pipeline by hand.

Conclusion

Following any of the methods above will fuse both your Salesforce and Google Analytics accounts and place you on an eagle’s eye view of the activity on your website. Which one makes sense depends mostly on whether you have a data team ready to maintain a SQL-based join, or want something running in minutes instead. Free forever plan, no credit card, with Windsor.ai.

Get started for free

Access all your data from your favorite sources in one place.
Free forever plan, no credit card

Try It Now