How to Integrate Google Analytics

Overview

Triblio's Google Analytics integration pushes account-level firmographic and campaign data into GA. You can then use this data to build GA reports and segments based on account name, industry, personalization views, sales stages, and more. There are two main uses for this integration:
  • Measuring your ABM program
  • Creating account-based GA segments for retargeting in Google Ads

Steps To Fully Integrate Google Analytics

  1. Build Custom Dimensions
  2. Syncing Custom Data From Salesforce
  3. Building GA Reports

Build Triblio Custom Dimensions in GA

Note: You need to have admin access to both Google Analytics and Triblio to complete this setup  

  1. Login to Google Analytics and navigate to the 'Admin' tab (click Admin at the bottom of the left hand menu)
  2. Under 'Property' expand 'Tracking Info' and choose 'Tracking Code'
  3. Copy/take note of your 'Tracking ID' and paste it somewhere easily accessible, you will enter it into Triblio at step 16
  4. In Triblio, navigate to the 'Setup' tab and go to 'Websites & API' then click 'Third Party'
  5. In the 'Third Party Firmographic Tracking' section make sure the button to the right is toggled to 'Enabled'. When enabled, the button will be blue and you will be able to see the Type, Script and Actions as seen in the photo below). 
  6. Make sure 'Preserve Google Analytics tracking on Triblio campaign content' at the bottom is also enabled. 
  7. The script that appears in the 'Script' column needs to be on your website and is also located in the Basic Setup section.
    • This script was likely added as part of onboarding. If you are unsure, ask your CSM to check if the script is on your website and functioning properly. 
  8. Back in GA in the 'Admin' tab - at the bottom 'Property' section click 'Custom Definitions' and choose 'Custom Dimensions'
  9. Note: In free GA accounts, you can have a maximum of 20 custom dimensions. Custom dimensions cannot be deleted once created but can be reused/repurposed.

  10. Click the red button at the top, '+ New Custom Dimension'
  11. To name it, make sure it describes what the dimension will show.

    Triblio Tip

    There are many different data points you can push from Triblio to GA. Out-of-the-box dimensions available are:

    • Account Name
    • Sic Code
    • Is ISP
    • Employees
    • Revenue
    • Region
    • Country
    • Domain
    • Naic Code
    • Employees Code
    • Revenue Code
    • Custom Data


    There is also an option to push 'Custom Data' from Triblio to GA. The 'Custom Data' field uses synced Salesforce records to post data. This is done by syncing custom data from Salesforce or manual Custom Data uploads. Some common examples of 'Custom Data' are:

    • Account Type
    • Opportunity Name

  12. Under 'Scope' we recommend choosing 'Session' form the dropdown 
  13. Make sure the 'Active' box is checked.

  14. Click 'Create' - a page will load titled "Created Custom Dimension - Example Codes for This Dimension", scroll to the bottom and click "Done"
  15. Take note of the 'Index' value your Custom Dimension was assigned - this will be in the second row of the chart that populates titled "Index"
  16. In Triblio, (make sure you are still on the 'Web Site & API Management' page) under 'Actions', choose 'Edit Custom Dimensions'
  17. First, paste in your GA Tracking Code (found & copied at step 3) in the top input.
  18. At the bottom of the modal that opened, choose a dimension from the drop down that matches the dimension you created in GA. The two most common are 'Domain' and 'Custom Data'. Add the 'Index' number from GA to the 'Custom Dimension Index' input and click 'Add'.

Syncing Custom Data from Salesforce

  1. In Triblio, navigate to the 'Setup' section and then choose the 'Salesforce' tab then click 'Syncs' under Advanced
  2. Click 'Add Custom Data Sync'
  3. For the Merge Key choose a descriptive name using camel case (capitalize each word and leave no spaces), then choose the Entity and Field to merge with. For Default Merge Value type in '(not set)'. Click 'Save'
  4. Note: Salesforce custom data does not sync immediately so it doesn't overwhelm the SFDC API. Once the sync is created, check back in a few days to see if it is ready.

    Available Data

    The first is using  Custom Dimensions and indexes from your GA account (free GA accounts only allow for 20 custom indexes to be used). This method pulls in synced GA records and individual account information to drill into. It is the most detailed and highest valued report. 
    A common use case is pushing in stage information so you can view how each stage is behaving and drill down to see which accounts from each stage are coming and how they are behaving.  This method also primarily uses custom reports so the information to be pulled in is dependent on your company's needs.
    Here is a list of all the   Custom Dimensions that we can write into GA: 
    • Name - Passes the Triblio identified Account Name
    • Domain - Passes the Triblio identified Domain
    • SIC Code - Passes the Triblio identified SIC code (e.g. 2205)
    • NAIC Code - Passes the Triblio identified NAIC code (e.g. 11020)
    • Employees - Passes the Triblio identified Employee Range. Our Revenue Ranges are:
      • 1 to 10
      • 10 to 50
      • 50 to 100
      • 100 to 250
      • 500 to 1,000
      • 1,000 to 2,500
      • 2,500 to 5,000
      • 5,000 to 10,000
      • 10,000 to 25,000
      • 25,000+
    • Employee Code - Passes the Triblio identified Employee Range as a numeric value (e.g. 1 to 10 = 1, 10 to 50 = 2, etc.)
    • Revenue - Passes the Triblio identified Revenue Range Our Revenue Ranges are:
      • $1 to $1,000,000
      • $1,000,000 to $5,000,000
      • $5,000,000 to $10,000,000
      • $10,000,000 to $50,000,000
      • $50,000,000 to $100,000,000
      • $100,000,000 to $250,000,000
      • $250,000,000 to $500,000,000
      • $500,000,000 to $1,000,000,000
      • $1,000,000,000+
    • Revenue Code - Passes the Triblio identified Revenue Range as a numeric value (e.g. $1 to $1,000,000 = 1, $1,000,000 to $5,000,000 = 2, etc.)
    • Industry - Passes the Triblio identified industry according to NAICS into GA.
    • Sub-industry - Passes the Triblio identified sub-industry according to NAICS into GA.
    • Region - Passes the Triblio identified Region to which the account belongs (Note: this is NOT the source of the traffic from the account but where the account is located)
    • Country - Passes the Triblio identified Country to which the account belongs (Note: this is NOT the source of the traffic from the account but where the account is located)
    • Is ISP - Flags traffic that looks like ISP traffic so that you better filter your reports.
    • Custom Data - Passes any field that exists on the Account or Opportunity level in Salesforce into GA. When Triblio identifies the traffic, we will append the field data to the dimension for you to then filter based on within GA. Custom Data is configured at the bottom of the Syncs setup area, here. There are additional instructions at the bottom of this page.

    #2 Using Google Segments

    The second method was created for retargeting purposes but also serves as a great way to segment GA behavior information.  Creating retargeting campaigns pushes audience segment level information into GA so you can see audience behavior as a whole. This uses GA segments, which don't have a restriction on how many can be used. 
    Note: This does not enable you to drill down into individual account-level information. But, it very useful for understanding the audience as a whole. To see steps on this, refer to articles on creating Google Segments through Triblio. 

    Building GA Reports

  1. 1. In GA, navigate to 'Customization'

    2. Select '+ New Custom Report'

    3. Name the custom report so you know what the information will tell you

    4. Choose the type of report you want to use.

    'Explorer' reports allow you to drill down.

    'Flat Tables' reports show a static view of data.

    5. Choose metric group (e.g., 'Session').

    6. Add a dimension (this is the Custom Dimension we created earlier). For Explorer tables, you can add additional dimensions to drill into.

    7. 'Save' the report.

    8. Once the report is created, you can view it in the customization tab and create a shortcut to it for quick reference.

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