Revenue Attribution: Google Analytics + Salesforce
Which marketing brings in paying customers? askotter reads Google Analytics and Salesforce together and answers it for your business, by text.
How does revenue attribution with Google Analytics and Salesforce work for a small business?
askotter reads Google Analytics and Salesforce side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From Google Analytics
- Sessions and pageviews, User demographics and geography, Traffic source and medium.
- 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 Analytics or Salesforce. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads Google Analytics and Salesforce side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our GA4 setup work.
How Google Analytics and Salesforce records line up
Google Analytics 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 revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From Google Analytics that means purchase events with their transaction ID and session source. From Salesforce it means closed-won amounts and the lead source on each contact.
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 Analytics on its own
GA4 sees what people do on the site. It does not see refunds, repeat purchases made offline, or the deal a lead turned into later.
Timing. GA4 collects events in near real time, and Google says standard reports can take 24 to 48 hours to finish processing.
Access. The GA4 Data API with read access to the property.
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
- How to Track AI Traffic in Google Analytics. It is already in your analytics. It is just filed under Referral with everything else.
- SEO Forecasting: What the Models Get Wrong. Every SEO forecast is a chain of estimates multiplied together. Understanding which link is weakest tells you how much to trust the number.
Services that use these connections
Other analyses: Google Analytics + Salesforce
Questions about Google Analytics + Salesforce
Do I need a developer to connect Google Analytics and Salesforce?
How is askotter's Revenue Attribution different from what Google Analytics shows on its own?
Google Analytics + 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.