Google Analytics as a data warehouse is a method of logging non-web business events, such as sales calls or CRM stage changes, into Google Analytics through Zapier so they can be reported alongside marketing data.
Google Analytics is a timeline-based event tracking platform that happens to specialize in web events: a page view is an event with additional context attached. Using Zapier, any event can be sent to it, and it provides a usable interface out of the box plus integrations with third-party tools such as Google Sheets, at no cost for the standard version.
This method was written for Universal Analytics, which Google stopped processing data for on July 1, 2023 (July 1, 2024 for Analytics 360). Universal Analytics "Goals" do not exist in Google Analytics 4, where the closest equivalent is marking an event as a key event. The instructions below are kept as originally written and describe the retired product.
Instructions
To create you just create a measurement and then use “Events” in Google Analytics to track the stuff that you want to. Then in google you can create “Goals” based on when certain event actions take place.
For example create an event in google analytics for every time someone calls the sales line in ring-central, then a goal so that you can report on things like google ads cost per phone call. You can log all sorts of activities in google analytics, even things like copper state changes or events that take place in copper or name your CRM.
Special thanks to 📝Greg Moser, founder of 📝ShipCalm, a 3PL based in San Diego.
Watch
https://www.screencast.com/t/lfk3LlFQh