Enrich Google Analytics Data with a CDP

June 4, 2018 | By

GA Connection

If Google Analytics is your preferred digital marketing analytics solution, you can enrich Google Analytics data for deeper analysis by integrating your own first-party data captured in the person-level profiles of a customer data platform (CDP). By passing this data from BlueConic’s CDP to Google Analytics, you can:

  • Deduplicate unique visitors and converters that visit your website from multiple devices and browsers to gain a more accurate understanding of CPA, converter rate, and attribution
  • Analyze performance for the segments your business cares about most, as opposed to working within the limitations of Google Analytics’ segmentation capabilities

WHY ENRICH GOOGLE ANALYTICS WITH FIRST-PARTY DATA FROM BLUECONIC?

Use Google Analytics for reporting and analysis, but make it more powerful with rich, first-party data

Many marketers use Google Analytics for reporting because it provides insight into site traffic, conversion rates, bounce rates, visitors’ geolocations, page performance, and many other metrics reported at an aggregate level. There are many great insights to be gained from Google Analytics so it’s no wonder why it’s so widely used. However, once you’re knee deep in the data, you might start to see some of the shortcomings of conducting analysis based on aggregate-level data only.

BlueConic’s out-of-the-box Google Analytics connection allows you to enrich the data in your existing Google Analytics account with your own first-party data that is captured across all of your disparate data sources and platforms such as CRM, data warehouse, email, adtech, etc. The connection can feed segment-level or profile property-level data from BlueConic to Google Analytics.

HOW IS BLUECONIC DIFFERENT THAN GOOGLE ANALYTICS?

The key difference between BlueConic’s CDP and Google Analytics is in their understanding of the individual.

Google Analytics has no understanding of data at the individual person level – it’s all about the aggregate. On the other hand, the data captured in BlueConic’s CDP is persistently stored at the individual person level in profiles. This results in two important advantages:

  1. BlueConic can merge individuals’ data as it collects more information in real time and learns that two separate profiles are actually the same unique individual, automatically merging the two profiles into one.
  2. BlueConic’s single view of the customer is more accurate because it eliminates duplicated users that are tracked multiple times across different browsers and devices.

ENHANCE GOOGLE ANALYTICS SEGMENTATION:

Push your rich, first-party audience segments from BlueConic into Google Analytics to gain new insights

Google Analytics is extremely flexible, but it falls short in areas of intent-based and behavior-based segmentation. By using BlueConic’s CDP in conjunction with Google Analytics, you’ll be able to analyze more robust segments on the analytics side.

Here are a few examples of real-time segments captured in BlueConic that you can send to Google Analytics for deeper audience-based performance analysis.

Funnel Step Segments:

BlueConic enables marketers to segment their audience based on where each individual is within the marketing funnel. Push these segments to Google Analytics for performance analysis.

GA Funnel Visualization

Intent-Based Behavioral Segments:

BlueConic provides real-time behavioral segments that every marketer should be monitoring to more effectively understand intent at the individual level. These segments can help marketers quickly identify customers that are suddenly in market to buy. Or conversely, customers who are at risk to churn.

  • Visitors from the past 7 days
  • Highly frequent visitors
  • Visitors with a high momentum
  • Visitors with a low momentum
  • High intensity visitors
  • Recently active visitors

Learn more about the five behavioral profile properties provided in BlueConic that power these behavioral segments.

Behavioral Segments GA

Engagement Scoring:

You can capture engagement score as a profile property in BlueConic to better understand each individual’s level of engagement with your brand.

By passing engagement score to Google Analytics, you can conduct analyses for far more granular segments. These segments represent varying degrees of engagement based on specific interaction events that you define and score. This is a much more sophisticated way to analyze engagement, rather than just looking at active users in aggregate or relying on basic metrics like bounce rate and session duration.

TURN INSIGHTS INTO ACTION:

Use real-time behavioral data to go from insights to action in a fraction of a second.

Coming up with actionable insights is one thing. The greater challenge has always been executing the very actions the data is supposed to support. Google Analytics allows you to conduct many analyses that come with actionable insights. However, it becomes a challenge to act or react to this information when it’s disconnected from a marketing execution platform.

When all of your first-party data is consolidated within a CDP like BlueConic, you are able to not only improve your analysis, but also easily act on insights by connecting BlueConic to the rest of your marketing technology ecosystem to activate marketing programs based on the audiences you care about most. BlueConics offers dozens of out-of-the-box connections to the activation platforms you’re already using.

GA connection overview

Want to learn more about how to enrich Google Analytics with your own first-party data using BlueConic’s connection?

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