Events / Marketers

[Webinar] Solving Marketing Attribution with Salesforce & Google Analytics

By Lucy Mazalon

With Google retiring their Universal Analytics (GA3), organizations now have less than 25 days to switch over to GA4. Even if you have already made the switch, there’s no better time to assess how much you’re getting out of Google Analytics – especially when it comes to attribution between GA and Salesforce data.

Aligning your Salesforce pipeline with GA goals can give you a wealth of insight into which digital campaign moments are resulting in revenue-driving conversions. However, most marketers are limiting themselves to options that don’t take all conversion moments into account – namely Lead Source, First Touch, and Last Touch influence models. 

Join Romain Blanc (Heeet) and Lucy Mazalon (Salesforce Ben & The DRIP) to discover:

  • Why Lead Source, First Touch, and Last Touch Attribution are masking other valuable interactions that contributed to the won Opportunity (and are therefore worth investing budget in).
  • The three challenges you’re facing when it comes to achieving the ‘holy grail’ of attribution – capturing micro-conversions, syncing cost data from Google’s platforms, and the ‘big P’ (privacy).
  • How a robust solution can supersede any of the DIY options currently available to you.

The Author

Lucy Mazalon

Lucy is the Operations Director at Salesforce Ben. She is a 10x certified Marketing Champion and founder of The DRIP.

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