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Set Up the Email to Web Conversion GA4 App

The Email to Web Conversion GA4 app connects your web analytics and email data into one dashboard. The app simplifies data harmonization between emails and traffic. Setting up the app involves classifying your Google Analytics campaign names and email campaign names so that they match.

REQUIRED USER ROLE
To install Marketplace apps Admin

To install the Email to Web Conversion GA4 app, you need:

  • Google Analytics account for web analytics data, and you must have UTM campaigns defined for your emails.
  • Salesforce Marketing Cloud or Marketing Cloud Engagement (Pardot) account for email data.
Note
Note If you installed the older version of this app (Email to Web Conversion app) and you want to access your GA4 data, you must reinstall the new app (Email to Web Conversion GA4).
  1. Install the Email to Web Conversion GA4 app.
    1. In Marketing Cloud Intelligence, on the Marketplace tab, select Apps.
    2. Select the app, and click Get it Now.
  2. Connect your Google Analytics data.
    1. To create a Google Analytics data stream, enter your authentication details, and select the websites to pull data for, and then click Next.
    2. To use an existing Google Analytics data stream, select it from the dropdown list, and then click Next.
    Note
    Note If, because the Get Campaigns checkbox isn’t selected in the data stream’s settings, you don’t define a data stream to bring in campaign data, Marketing Cloud Intelligence adds the campaign data after the app is installed.
  3. Connect your email data. You can connect to either Marketing Cloud or Marketing Cloud Engagement (Pardot). You can also choose whether to connect to an existing data stream or create one.
    1. To create a data stream, enter your authentication details to either Marketing Cloud or Marketing Cloud Engagement (Pardot), and click Next. A message informs you that the data stream is being created. You receive an email when the data stream is created, and you can then continue with installing the app.
    2. To use an existing data stream, select it from the dropdown list, and click Next.
  4. Match your Google Analytics campaigns with your email campaigns.
    1. Click Get Started.
    2. Select the relevant dimension that represents your email campaign names. By default, Message Send Name is selected.
    3. Change the date range if needed. For example, if no data appears and you know that there was data in September, change the date range to September. By default, the time range uses the previous month.
    4. To export your Google Analytics data so that you can work on it later, click Export File.
    5. Click Next.
  5. Classify your Google Analytics campaign names.
    1. To explicitly define the final campaign name, click Use Contains.
      1. If you’re classifying only a few campaign names, manually enter the information in the Contains and Final Campaign Name columns, and click Next. For example, in the Contains column, enter ABC, and in the Campaign Name column, enter ABC Campaign.
      2. If you’re classifying many campaign names, click Upload File, and download the CSV template file to ensure that you use the correct headers and columns. Enter the information in the file, upload it, and then click Next. A preview shows you which names have been classified.
    2. To create final campaign names by matching terms, click Use a Pattern.
      1. Enter your delimiter, select the position of the campaign name that you’re extracting, and click Apply. For example, to use the first term in your campaign name, select Position 1. All words in position 1 with the selected delimiter are highlighted.
      2. Create an exact match for the position to classify the campaign names.
      3. If you’re classifying only a few campaign names, manually enter the information in the Contains and Final Campaign Name columns, and click Next. For example, in the Contains column, enter ABC, and in the Campaign Name column, enter ABC Campaign.
      4. If you’re classifying many campaign names, click Upload File, and download the CSV template file to ensure that you use the correct headers and columns. Enter the information in the file, upload it, and then click Next.

        After you upload the file, a blue checkmark appears next to the classified names, and the progress bar shows how many names were classified. On the right side, all the extracted campaign names appear with their final campaign names.

    3. Save your changes, and click Next.
  6. Classify your email campaign names.
    Important
    Important Your Marketing Cloud or Marketing Cloud Engagement (Pardot) final campaign names must be the same as the Google Analytics final campaign names. Otherwise, the app can’t match the two sets of data and calculate your email-to-web conversions.
    1. To use the same naming rules as defined for Google Analytics, select Apply the same naming rules as defined for Google Analytics. This option lets you start from what you’ve already defined and change it to match the naming convention that you have for your email campaigns.
    2. To leave your email data as is, select Skip and keep my web analytics data as is.
    3. To explicitly define the final campaign name, click Use Contains.
      1. If you’re classifying only a few campaign names, manually enter the information in the Contains and Final Campaign Name columns, and click Next. For example, in the Contains column, enter ABC, and in the Campaign Name column, enter ABC Campaign.
      2. If you’re classifying many campaign names, click Upload File, and download the CSV template file to ensure that you use the correct headers and columns. Enter the information in the file, upload it, and then click Next.
    4. To create final campaign names by matching terms, click Use a Pattern.
      1. Enter your delimiter, select the position of the campaign name that you’re extracting, and click Apply. For example, to use the first term in your campaign name, select Position 1. All words in position 1 with the selected delimiter are highlighted.
      2. Create an exact match for the position to classify the campaign names.
      3. If you’re classifying only a few campaign names, manually enter the information in the Contains and Final Campaign Name columns, and click Next. For example, in the Contains column, enter ABC, and in the Campaign Name column, enter ABC Campaign.
      4. If you’re classifying many campaign names, click Upload File, and download the CSV template file to ensure that you use the correct headers and columns. Enter the information in the file, upload it, and then click Next.

        After you upload the file, a blue checkmark appears next to the classified names, and the progress bar shows how many names were classified. On the right side, all the extracted campaign names appear with their final campaign names.

    5. Click Next.
  7. Complete the installation.
    1. If you want to change any names, click Review.
    2. To install the app, click Finish.