Customer Journey Mapping: Google Ads + Salesforce
What do customers do before they call or book? askotter reads Google Ads and Salesforce together and answers it for your business, by text.
How does customer journey mapping with Google Ads and Salesforce work for a small business?
askotter reads Google Ads and Salesforce side by side so it can map the path customers take across your accounts. The whole path in one view, with every visit and decision point on it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From Google Ads
- Campaign performance, Keyword data and quality scores, Ad group and creative performance.
- From Salesforce
- Leads and opportunities, Account and contact data, Pipeline stages and velocity.
- Status
- Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
- Not for
- Replacing Google Ads or Salesforce. Both keep working exactly as they do now.
What do customers do before they call or book?
On paper the path is simple: someone sees an ad, visits the site and books. In real life they search twice, read reviews and come back days later on a different phone. Each tool sees only its own piece.
How askotter handles it
askotter reads Google Ads and Salesforce side by side, so it can map the path customers take across your accounts.
A person checks the result before it reaches you. This is part of our Google Ads management work.
How Google Ads and Salesforce records line up
Google Ads and Salesforce both keep the UTM source, medium and campaign values from the visit, so activity lines up campaign by campaign even when no single person can be matched.
Shared between the two: the UTM campaign tags.
What customer journey mapping uses from each
Customer journey mapping needs the order of events for one person.
From Google Ads that means the search term and click time for each visitor. From Salesforce it means lead conversion date and opportunity stage history.
These two tools hold no shared customer identifier, so per-customer answers need a third connected tool that each side can match, such as GA4 or your CRM. Daily totals work with these two alone.
Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
What each tool sees on its ownShow less
Google Ads on its own
Google Ads counts the conversions it can see through its own tag. It cannot tell a refunded sale from a kept one, or a junk lead from a good one.
Timing. Google Ads credits a conversion back to the date of the click, so yesterday's conversion count can still rise for days.
Access. The Google Ads API with read access to the account.
Salesforce on its own
Salesforce sees leads, accounts and opportunities. It knows which campaign produced a lead only when someone records it there.
Timing. Salesforce opportunity stages move when someone updates them, so pipeline data is as current as the team's CRM habits.
Access. A connected app with read-only access to Lead, Contact, Account and Opportunity.
Related guides
- Why Your Google Ads Aren't Converting (And How to Fix It). Clicks without conversions is the most expensive problem in marketing.
- Performance Max for Local Businesses: Where the Budget Goes. The campaign type that decides for you, and the reporting that follows.
Services that use these connections
Other analyses: Google Ads + Salesforce
Questions about Google Ads + Salesforce
Do I need a developer to connect Google Ads and Salesforce?
How is askotter's Customer Journey Mapping different from what Google Ads shows on its own?
Google Ads + Salesforce is coming soon
Talk to us about your timeline, and we will confirm the launch date before you commit.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.