Definition
Sales force automation (SFA) is a popular CRM (customer relationship management) software that tracks and manages interactions with prospects and customers, as well as stock control, sales processing and analysing sales forecasts. It has become the most dominant CRM lead tracking and sales management software in the world.
It is common to capture the Salesforce ID in Google Analytics via Google Tag Manager as a custom dimension. This allows you to analyse the behaviour of known customers and better understand why a customer did not convert. It also allows you to export data via BigQuery to your data warehouse and merge your web analytics data with backend data.
Use a dataLayer push on your website to send your Salesforce ID with a relevant event (e.g. login or sign_up). This will allow GTM to capture the Salesforce ID and send it to Google Analytics.
Resources:
A/B testing software – Which A/B testing tools should you choose?
Types of A/B tests – How to optimise your website’s performance using A/B testing.
