Integrating Salesforce Marketing Cloud with Google Analytics 4

Akanksha Chandan
2 min readSep 20


steps to integrate ga4 with salesforce marketing cloud

Data is a valuable asset for businesses.

But if you can’t measure it, you can’t improve it. Salesforce Marketing Cloud and Google Analytics are among the robust tools that have enabled businesses to leverage data and make informed decisions.

Imagine what are the possibilities if we integrate these two.

Picture this: You’re the captain of a ship navigating through the vast and intricate seas of digital marketing. Every move you make, every decision you take, has a direct impact on the course of your brand’s success. But how can you chart a precise course when you can’t see the entire ocean?

Enter the dynamic duo of Google Analytics 4 and Salesforce Marketing Cloud — the ultimate allies in your quest for unparalleled customer understanding.

Imagine having a telescope that lets you peer into the minds of your customers. With this integration, you’ll get more than just a glimpse; you’ll get a 360-degree panoramic view of your customer journey.

Prerequisites for Integrating Google Analytics 4 With Salesforce Marketing Cloud

  • Ensure you have administrative access and appropriate permissions for both GA4 and Salesforce Marketing Cloud accounts.
  • Set up a GA4 property in your Google Analytics account and create a data stream to collect data from your website or app.
  • Have a valid Salesforce Marketing Cloud account and access to the necessary features and tools for integration.
  • Check if the Salesforce Marketing Cloud Connector for GA4 is installed and set up correctly because this connector will facilitate the data transfer between GA4 and SFMC.
  • Ensure that you have a data-sharing agreement in place between your organization, Google Analytics, and Salesforce Marketing Cloud, complying with privacy and data protection regulations.
  • Define the data points you want to transfer between GA4 and Salesforce Marketing Cloud, such as events, conversions, or audience segments.
  • Ensure compliance with relevant data protection and privacy regulations, such as GDPR or CCPA, throughout the integration process.
  • Set up a testing environment to verify the integration before deploying it in a production environment. This allows you to validate data accuracy and functionality.
  • Familiarize yourself with the documentation and resources provided by both Google Analytics and Salesforce Marketing Cloud regarding their integration capabilities, best practices, and troubleshooting guides.
  • Establish a unified user identity management system or strategy between GA4 and Salesforce Marketing Cloud to ensure accurate data attribution and segmentation.

To learn more about the steps to integrate SFMC with GA4 and their benefits, download this eBook — The Ultimate Guide to a Successful Google Analytics 4 and Salesforce Integration



Akanksha Chandan

MBA — Marketing & International Management | Senior Marketing Specialist | Sprouting Interest in Psychology