Integrate Google Analytics data with Zuora

Integrating Google Analytics data, such as channel and landing page insights, into Zuora can significantly enhance your reporting capabilities. This integration helps you identify the sources of your signups, customers, and revenue.

Are you aware of which marketing channels and campaigns are driving the majority of your customer acquisitions and revenue? Google Analytics is a powerful tool for gathering this information, but it doesn’t provide insights into which visitors convert into paying customers, their payment amounts, lifetime value, or churn rates.

To gain deeper insights, you need to transfer Google Analytics data to your billing platform, allowing you to organize revenue reports by channel and campaign.

In this article, we’ll explore how Attributer can facilitate the integration of Google Analytics data into Zuora.

What is Attributer?

Attributer is a simple piece of code that you embed on your website. It tracks where your visitors originate by collecting technical data. The tool categorizes each visit into channels like paid social, paid search, and organic search, storing this information in a cookie on the visitor’s browser.

When a visitor signs up for your product, Attributer sends the channel information along with the lead’s details to Zuora.

With this data in Zuora, you can answer questions such as:

• How many customers originated from my Google ads?
• What is the average Monthly Recurring Revenue (MRR) from customers acquired through LinkedIn ads compared to Facebook ads?
• What is the churn rate for customers who found us through organic Google searches?

4 Simple Steps to Integrate Google Analytics Data with Zuora

Using Attributer to connect Google Analytics data to Zuora is straightforward. Follow these four steps:

1. Add Hidden Fields to Your Forms

Start by incorporating multiple hidden fields into your signup forms, including:

• Channel
• Channel Drilldown 1
• Channel Drilldown 2
• Channel Drilldown 3
• Landing Page
• Landing Page Group

Alternatively, you can implement a simple JavaScript snippet to extract data from the cookie and send it to Zuora upon form completion. This method is particularly useful for users signing up via Google or Facebook without filling out a traditional form. For more details, refer to our help article.

2. Automatically Populate Hidden Fields with Google Analytics Data

Attributer tracks where your visitors come from. When they complete a form, it automatically fills in the hidden fields with Google Analytics data.

For instance, if a visitor arrives at your site from a brand campaign in paid search, the hidden fields might be populated as follows (depending on the UTM parameters used):

Additionally, it captures the visitor’s first landing page and its corresponding group.

3. Google Analytics Data in Zuora

Every time a visitor submits a form on your site, the Google Analytics data and lead details stored in the cookie are sent to Zuora.

4. Generate Reports to Analyze Lead, Customer, and Revenue Sources

What Data is Transferred to Zuora?

At Attributer, we believe two key factors are crucial for effective attribution:

• Channel: How did a visitor arrive at your site? This could be through organic search, paid search, paid social, referrals, etc.
• Landing Page: What content attracted the visitor? This could range from feature pages to blogs and ebooks.

To help you answer these questions, we’ve designed Attributer to provide all the necessary information.

1. Marketing Channel Data

Attributer automatically collects data on the channels from which your leads originate (e.g., paid social, paid search, organic search) and additional details for each channel (e.g., campaign, ad group, keyword for paid search).

2. Landing Page Data

Attributer also captures the first page a lead visits on your site, along with its category. For example, a lead might first see dropbox.com/blog/best-file-storage-tools, categorized under “blog.”

This data is invaluable for assessing the overall performance of your content. You can evaluate how many leads your entire blog generates and drill down into individual blog posts’ lead and customer conversion rates.

Utilizing Your Data

Once the Google Analytics data is in Zuora, you can leverage it in various ways:

1. Channel Reporting

You can create reports that answer critical questions such as:

• How many signups did you receive from your Google ads?
• What is the signup-to-customer conversion rate for leads from Google ads?
• How many customers were generated through your Google ads?
• What MRR or ARR has resulted from your Google ads?
• What is the lifetime value of customers acquired via Google ads compared to other channels?
• What is the overall ROI of your Google ads (spend vs. revenue generated)?

You can generate these reports using Zuora’s native reporting tools or export the data to analytics and business intelligence tools for more advanced reporting.

2. Content Reporting

Since Attributer captures landing page data, you can also create reports to evaluate your content’s performance. For example, you can answer questions like:

• How many signups did my blog generate?
• Which blog posts produced the most signups?
• Which posts converted visitors into customers?
• What is the ROI of my blogging efforts?

You can analyze how different sections of your site perform in converting visitors into customers. For instance, if your blog attracts many visitors but few convert, you may choose to adjust your content strategy accordingly.

Conclusion

Attributer is an invaluable tool for integrating Google Analytics data into Zuora. Its easy installation allows you to generate detailed reports and dashboards within Zuora, offering insights into content performance, advertising campaigns, SEO efforts, and more.

Best of all, you can try it for free! Start today and discover how Attributer can benefit your marketing efforts.

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