Google Analytics 4 (GA4) is now integrated with Salesforce Marketing Cloud, allowing data from Analytics to be used in Salesforce email and SMS direct-marketing campaigns. This enables a smooth and targeted method to reach audiences more effectively. Integration is available to both GA4 standard and 360 properties for the first time to anyone who was previously using the same setup with Universal Analytics 360.
When a user clicks through to your site from a Marketing Cloud campaign, the link sends the Marketing Cloud Subscriber ID (SFMC ID), which Analytics automatically detects and stores the SFMC ID with your other Analytics first-party data. Once setup is complete, any audiences that are created in Analytics and synchronized with Marketing Cloud are populated in Marketing Cloud as a list of SFMC IDs.
To enable integration between Salesforce Marketing Cloud and GA4 properties, there are some criteria in place. These include creating audiences in Google Analytics that you want to use in Salesforce, ensuring URLs are tagged with the Marketing Cloud Subscriber ID, and configuring the Google Analytics Integration for Marketing Cloud in Marketing Cloud. This integration can be used in conjunction with Marketing Cloud’s Journey Builder for a more comprehensive experience.
For more information about setting up offline conversion imports from Salesforce into Google Ads, read our guide on the topic.
Originally reported by Martech: https://martech.org/google-analytics-4-can-now-be-integrated-with-salesforce-marketing-cloud/
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