The integration of Google Analytics 4 properties with Salesforce Marketing Cloud through the Sales Marketing Cloud interface has now been made available to users. This integration is open to both GA4 standard and 360 properties, providing a similar setup to those who were previously using Universal Analytics 360. The ability to sync audiences from Analytics to Marketing Cloud allows for targeted email and SMS direct-marketing campaigns within Salesforce. This seamless integration offers a more effective way to reach and engage with the desired audience.
Once the Analytics is linked to Marketing Cloud, users can synchronize audiences within Marketing Cloud and view them in the Admin > Audiences tab in Analytics. It may take up to 24 hours for the audiences to become visible in Salesforce Marketing Cloud and ready for targeting. In order to make this work, when a user clicks through to the site from a Marketing Cloud campaign, and the link sends the Marketing Cloud Subscriber ID (SFMC ID), Analytics automatically detects and stores the SFMC ID with other Analytics first-party data. Audiences created in Analytics and synchronized with Marketing Cloud are populated in Marketing Cloud as a list of SFMC IDs after completing the setup within Salesforce Marketing Cloud.
However, there are specific requirements to enable integration between Salesforce Marketing Cloud and GA4 properties, according to Google. These requirements include the creation of audiences in the Google Analytics property, tagging of URLs with the Marketing Cloud Subscriber ID, and the configuration of the Google Analytics Integration for Marketing Cloud in Marketing Cloud’s Journey Builder.
For more information, Google recommends reading their guide on setting up an offline conversion import from Salesforce into Google Ads. This integration between Google Analytics 4 properties and Salesforce Marketing Cloud offers a way for users to effectively target and engage audiences through Salesforce email and SMS direct-marketing campaigns. It provides a seamless connection of Analytics data to Marketing Cloud, offering a more targeted and efficient method for reaching the audience.
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