{"id":284,"date":"2020-05-29T19:35:00","date_gmt":"2023-06-06T19:35:46","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=284"},"modified":"2023-07-20T07:32:55","modified_gmt":"2023-07-20T07:32:55","slug":"google-analytics-marketing-cloud-integration","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/google-analytics-marketing-cloud-integration\/","title":{"rendered":"How to Adjust Your Marketing Cloud and Google Analytics 360 Integration to Keep Your Data Accurate"},"content":{"rendered":"\n

Fluctuations in ad spend, work from home mandates, and more consumer time spent online \u2014 These are a few of the recent shifts having sudden and drastic impacts on the visits to your company\u2019s web site.<\/p>\n\n\n\n

For those who count on Salesforce Marketing Cloud<\/a> and Google Analytics 360<\/a> for actionable marketing insights and tools that help you understand your customers<\/a>, it\u2019s a good idea to take a closer look at what\u2019s behind the traffic changes and make the appropriate adjustments as needed.<\/p>\n\n\n\n

Here are some practical tips to enhance your Analytics 360 instance so you can collect clean and accurate data, optimise your integration with Marketing Cloud<\/a>, and, most important, give your customers what they need:<\/p>\n\n\n\n

Use filters to manage IP exclusions and bot traffic<\/b><\/h2>\n\n\n\n

Filter settings help keep data quality at its best for Analytics 360 users. They manage things such as IP address exclusions or bot traffic identifiers. With many or most employees now working from home, it\u2019s likely your website is getting more internal traffic from workers using the corporate VPN. You can expand the filters to exclude this kind of IP traffic<\/a> from your main reporting views. The native Analytics 360 bot filter is also effective, and this article<\/a> gives additional guidance on filtering out broader spam traffic.<\/p>\n\n\n\n

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Exclude work-from-home employee IP addresses

in Google Analytics view settings.<\/i><\/p>\n

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Update campaign tags to track new marketing efforts<\/b><\/h2>\n\n\n\n

Campaign tagging is necessary to ensure you get credit for the traffic and actions you drive to your website. By updating digital ad click-through URLs in an organised way, you can accurately attribute web traffic and subsequent conversions to the proper digital marketing<\/a> channels like display, paid search, and social.<\/p>\n\n\n\n

A strong campaign tagging approach combined with a sound taxonomy process will ensure objectivity across all media and all agencies. It will also enable you to optimise against trustworthy data. To create a robust and scalable taxonomy, keep these steps in mind:<\/p>\n\n\n\n