Connect anonymous Google Analytics Interactions with website Forms

[F_Mages]

Hi experts,

I'm currently integrating Google Analytics with the SAP Marketing Cloud.

Our use-case is the following:

- User clicks on the website and is tracked with Google Analytics

- After that, User fills out a Marketing Cloud form with Contact information, e-mail etc.

My question is now:

How can I match the anonymous interactions to the contact information from the forms?

As I am not able to save personal information in GA I can't connect the interactions to the e-mail or name of my contact.

Using this guide: https://www.sap.com/cxworks/article/472869283/integrating_clickstream_data_from_google_analytics#Int...

I managed to set-up the integration. I can only identify the contact if I send him a e-mail campaign with the SAP Outbound ID attached.

Is there anyway to do this? Other marketing solutions simply use a munchkin-code which is put on the website...

Best Regards

Florian

[philipp_eicker · Accepted solution]

Hi Florian,

your use case can be solved with the Match & Merge scenario. (https://help.sap.com/viewer/fb595d8341b54c4d8803a60fe3f49564/2102.500/en-US/9db5e08d0e14403db788a1106df6352a.html)

Prerequisite of course is that you track an additional id that you can link to the contact, please make sure to follow the Google Analytics Terms of Service.

Best regards,

Philipp

[F_Mages · Accepted solution]

Thank you Philipp. We made it work using a separate id & using Merge & Match.

Florian

[angelahlincy]

Hi Alessandro,

Thank you for reaching out.

In the scenario mentioned,

Day 1 : Data is retrieved from GA to SMC with SAP Outbound ID and those interactions are attributed to the same contact to which the email is sent.

Day 2: The New Navigation Data will be attributed to the same Contact only if the contact is an identified contact (with user id as same as in SMC)

If the contact browses through the website and then log in as an identified contact (with user id same as in SMC), then the initial interactions before login are fetched in a Anonymous Contact and the later interactions are fetched and attributed to the identified contact. Later these two contacts can be merged using an application job for administrators called "Contacts: Match and Merge Contacts with Google Analytics Queries". Please check these links for more details.

Querying Contact Data from Google Analytics | SAP Help Documentation

Overview of Match and Merge Scenario| SAP Help Documentation

Best Regards,

Angelah