Google Analytics is an industry tool that you’ll hear thrown around a lot. It gleans useful information for your website such as unique visitors, time on site, user demographics, and much more.
Now you might be wondering, “doesn’t Pardot already provide all this information that I need?” However, The Pardot Google Analytics Connector provides an extra layer of discovering how people are first finding you and coming to your website. This is important information you can turn around and use to generate leads.
All of this becomes particularly convenient when you’re running AdWords to bring new visitors to your site.

Setting It Up:

Setting up the Google Analytics Connector is a simple process once you understand the steps. You simply navigate to Admin, Connectors, click add connector, select Google Analytics, and click create connector.
You’ll have to opportunity to create Pardot campaigns and associate prospects to Pardot campaigns from Google Analytics campaigns.
If you have Connected Campaigns enabled, leave this option off. Otherwise you’ll end up with a lot of additional campaigns that work differently than your already established campaigns.

Related Article: Connected Campaigns

How To Interpret The Data:

The next thing about the Google Analytics Connector you’ll need to understand is UTM, which stands for Urchin Tracking Module. The UTM is the data that the connector automatically gathers and assembles for you on Prospect records in Salesforce.
All of these UTM parameters are important pieces of data that can be used to establish new leads, see if your AdWords are working at max efficiency, and much more.
Campaign
The title of your marketing initiative.
Medium
How the message was sent to user. i.e. email, social, cpc.
Source
Where the user was brought from, such as Google or Bing.
Content
This section can be used to tell the difference between variations in a campaign.
Term
This is the keyword that was used in paid search campaigns.

What To Keep In Mind:

There can be a confusion with first setting up the Pardot Google Analytics Connector. Customers can oftentimes be confused when the Google Analytics fields aren’t populated on all prospects. Just remember it’s only grabbing values for first prospect interaction. Already existing prospects won’t receive the same data.
Keep in mind if you turn on the optional setting, the Google Analytics campaign with override the Pardot Campaign. If this is the desired effect then it can be incredibly useful! However use with caution and do not turn on this option if you already have Connect Campaigns set up.
The Pardot Google Analytics Connector can be a marvelous tool to help understand the first touch aspects of how leads are getting to you. How you utilize the connector is up to you and can have limitless options! But regardless it can definitely be of the utmost value to you and your organization.
Have questions? Fill out the form to receive a complimentary walkthrough of Pardot Google Analytics Connector.
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