Pardot Knowledge Base

Google Analytics Connector Overview

Last Updated: Aug 22, 2016 | Print this Article
 

The Google Analytics Connector is designed to simplify the flow of information between Google Analytics, Pardot and your CRM system. The connector will allow those using Google Analytics Keyword Tags in URLs to pass those tags into Pardot. Once the tags are in Pardot, the fields can be synced with a compatible CRM system, allowing you to use the CRM reporting features to run custom analysis on your tags. Data will be collected from all five of the Google Analytics tags: campaign name, medium, source, content, and term.

Optionally, you can enable the connector to create a new Pardot campaign based on your Google Analytics campaign tag and also use that value for your prospects' Pardot campaigns. This will automatically generate a new campaign, if there is not already one by that name, for any new prospects coming in from tagged URLs. This feature will also set new prospects' Pardot campaigns to that value (rather than only populating the Campaign field in the Google Analytics section of the record).

Keep in mind that UTM is updated for the first touchpoint only.

You must add Google Analytics tracking code to your Pardot assets to use this connector. See Tracking Google Analytics Conversions for instructions.

Instructions

  1. Navigate to Admin > Connectors.
  2. Press + Add Connector.
  3. Click Google Analytics.
  4. If you would like to automatically create Pardot campaigns from the values pulled in through the Google Analytics "utm_campaign" parameter, and also set a prospect's Pardot campaign with that value (rather than only populating the Google Analytics Campaign field), you will want to enable  "Automatically create Pardot campaigns and associate prospects to Pardot campaigns from Google Analytics campaigns."
  5. Press Create connector to activate the connection.
Google Analytics Connector

Once the connector is activated, the Google Analytics data will appear in a dedicated table located below the custom fields section on each prospect profile. This information will only be populated for prospects originating from a Google Analytics link. In other words, if they were already in the system and then later click a tagged link, Pardot will not change their campaign or populate this section.

The "utm_source" value captured by the Google Analytics parameters will populate the Source field in the Google Analytics section of the record, and also be set for the default Source field.  The "utm_campaign" value captured by the Google Analytics parameters will populate the Campaign field in the Google Analytics section of the record, but it will not be set for the Pardot Campaign field unless the option in Step 4 above is enabled in the connector settings.

Syncing With Your CRM

If you would like to enable syncing with Salesforce, you will need to download the newest version of the Pardot composite application. During the installation wizard, you will see several additional Google Analytics fields that you can add to your lead and contact layouts using Salesforce's drag and drop layout editor.

Note: Google Analytics fields are proprietary Pardot fields and sync behavior is set to use Pardot's value. This behavior cannot be edited. For more information, see How do Pardot default fields map to Salesforce fields?.

If you are using SugarCRM, you can download the newest version of the Pardot installer package, which will include the Google Analytics fields listed below.  You can also create these fields manually.

Syncing with Microsoft Dynamics CRM and Netsuite must be set up manually by creating custom fields within your CRM which will connect with the Pardot fields. To do this, you'll need to set up five fields in your CRM using the following field names (must be an exact match):

  • pi_utm_campaign
  • pi_utm_medium
  • pi_utm_source
  • pi_utm_content
  • pi_utm_term

When the connector is enabled, Pardot will automatically attempt to sync to these fields in your CRM system.

Viewing Tags on Prospect Records

The Google Analytics table on prospect records shows UTM parameters associated with their first touchpoint. Google Analytics Terms Prospect Records

More Information on Google Analytics Tags

For an easy way to create tagged links, visit Google's URL Builder.


For more information on tagging links using Google Analytics, refer to Google's Custom campaigns article.

FAQ

A prospect clearly clicked a link with UTM parameters supplied, but their Google Analytics table is blank. Why?

Pardot only supplies Analytics data on the prospect record if the prospect's first touchpoint is a URL with UTM parameters. The most common cause of blank Analytics data is the prospect's first touch point being something other than the UTM-tagged URL. In other words, they already had a first touch point before they clicked, and it did not contain UTM parameters.

Example 1:

  1. Visitor accesses a page on your website with Pardot tracking code
  2. Visitor clicks a link with UTM parameters
  3. Visitor fills out a form and converts to a prospect

Result: no Analytics data is present on the prospect record since the first touch was a webpage, not a tagged URL.

Example 2:

  1. Visitor clicks a link with UTM parameters
  2. Visitor accesses 20 different pages on your website
  3. Visitor converts to a prospect by filling out a form

Result: Analytics data is supplied by the URL they first clicked regardless of all other pages they visited

Notes:

  • If the first visit cookie is ever lost or cleared by the visitor, their first touch point will be reset when a new cookie is set
  • Only the first touch will capture UTM parameters, even if the Analytics table is blank and a link is later clicked with UTM data present

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