How to Connect Google Analytics 4 to Salesforce – Step-by-Step Guide

Published: May 24, 2024 - 8 min read

Hannah Recker

In today’s data-driven business landscape, integrating your tools can make all the difference. Connecting Google Analytics to Salesforce is a powerful way to streamline processes and enhance decision-making.

This blog will guide you through the advantages of this integration and provide detailed methods to achieve it using Coefficient, Zapier, and Stitch.

Advantages of Connecting Google Analytics to Salesforce

  • Enrich lead and customer data: Combine website behavior data from Google Analytics with Salesforce records for a more complete view of your leads and customers.
  • Optimize sales and marketing efforts: Use Google Analytics data to identify high-value leads and target them with personalized sales and marketing campaigns.
  • Measure campaign effectiveness: Track the impact of your marketing campaigns on lead generation and revenue by combining Google Analytics and Salesforce data.

Connect Google Analytics to Salesforce: 3 Methods

Connecting Google Analytics to Salesforce gives businesses a complete view of their customers’ journeys, from website visits to sales. Different solutions allow marketers and sales teams to analyze data, automate processes, and make informed decisions.

SolutionBest For
CoefficientSpreadsheet users seeking to combine Google Analytics and Salesforce data for a holistic view of the customer journey, enabling analysis and enrichment of lead and opportunity records.
ZapierCompanies looking to automate specific actions based on Google Analytics data, such as triggering follow-up emails or updating Salesforce records when certain events occur on their website.
StitchBusinesses that need ETL (Extract, Transform, Load) capabilities that ensure data integrity and consistency across platforms.

How to Connect GA4 to Salesforce

Method 1: Coefficient – No-Code, User-Friendly

Coefficient connects your spreadsheet to all your business data without a single line of code. It provides a user-friendly interface and automatic data updates, making it a reliable option for both technical and non-technical users.


  • Simple, no-code setup
  • Automatic data updates
  • Affordable pricing plans


  • Scheduled automations are not free forever

Connecting Google Analytics to Salesforce with Coefficient

Step 1. Install Coefficient

For Google Sheets

Open a new or existing Google Sheet, navigate to the Extensions tab, and select Add-ons > Get add-ons.

Select Get Add-ons option in Google Sheets Menu Bar

In the Google Workspace Marketplace, search for “Coefficient.”

Search and Choose Coefficient from Google Workspace

Follow the prompts to grant necessary permissions.


Launch Coefficient from Extensions > Coefficient > Launch.

Launch Coefficient Data Connector in Google Sheets

Coefficient will open on the right-hand side of your spreadsheet.

Coefficient Sidebar in Google Sheets

For Microsoft Excel

Open Excel from your desktop or in Office Online. Click ‘File’ > ‘Get Add-ins’ > ‘More Add-Ins.’

Find Coefficient Add-in from Microsoft Office Store

Type “Coefficient” in the search bar and click ‘Add.’

Add Coefficient Add-in to Excel from Microsoft Office Store

Follow the prompts in the pop-up to complete the installation.

Once finished, you will see a “Coefficient” tab in the top navigation bar. Click ‘Open Sidebar’ to launch Coefficient.

Coefficient Sidebar in Microsoft Excel

Step 2. Importing Google Analytics Data

Click Import from…’

Click on Import from in Coefficient

Scroll down and select Google Analytics 4 (GA4) as your data source.

Choose Google Analytics 4 as your data source in Coefficient sidebar

Note: When you begin a GA4 import for the first time, you will need to connect/authorize Coefficient to access your Google Analytics 4 data.

Follow the prompts to grant Coefficient access to your Google Account.

Choose the Google Account to connect

Start your GA4 export to Excel by clicking ‘Start From Scratch.’  

Choose GA4 as import data option and select Start from scratch to start importing

Step 3: Define Which Data to Import

Select the GA4 property you want to import from the Import Preview window.

Click ‘Next’ to continue.

Choose GA4 property to import data from

The Import Preview window shows a sample of the data from the fields you select.

Click inside the white box area for each section to search for the fields you need to export to Excel.

Select data to be connected from GA4 to Google Sheets using Coefficient

You can also customize your import by adding filters, sorts, or limits as needed. The sample data will be updated based on what customizations are added.

Preview for GA4 Data Export to Google Sheets using Coefficient add-on

Click the ‘Import’ button in the top right corner.

Your GA4 export to Excel will appear in your spreadsheet.

GA4 Data Exported into Google Sheets

Step 3. Export Data from Your Spreadsheet to Salesforce

Before starting, make sure you’ve connected to Salesforce. 

Then, navigate to Coefficient’s menu. Click “Export to…”

Choose Export option in Coefficient sidebar

Choose Salesforce from the list of available data sources.

Choose Salesforce as the data source in Coefficient sidebar

Select the tab and header rows in your spreadsheet that contain the data you want to export.

Define your tab and header row.

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Select tab and headers rows of the data exported to Salesforce from Google Sheets using Coefficient

Note: Coefficient will automatically map the fields for you if the data in the sheet came from an import from Salesforce using Coefficient.

Next, select the Salesforce Object you want to export data to, e.g., “Opportunity”, “Contacts”, etc.

Select the action to be done in Salesforce - update,insert,upsert,delete

Then, select the type of action you want to perform—Update, Insert, Upsert, or Delete.

Step 5: Map Fields

Map the fields from your spreadsheet to the corresponding Salesforce fields.

Map the fields between Google Sheets and Salesforce

Note: If you imported data from Salesforce into your spreadsheet previously, Coefficient will auto-detect and map these fields.

(Optional) Specify additional settings such as batch size, whether to export empty cells on an update, and the column for results.

Select the necessary formatting options if required from advanced settings

Note: Batch size is capped at 10,000 rows due to Salesforce API limitations.

Step 7: Select Rows to Export

Confirm your settings and click “Export”.

Confirm the settings to push data into Salesforce from Google Sheets in Coefficient Add-on

Then, highlight the rows you want to update or export. You can choose to export all rows or specific rows.

Highlight the google sheet rows to be updated

After you’re finished, review your settings and click “Export.”

Follow the prompts to confirm your changes.

Click on "Update Rows in Salesforce" to push the data from Google Sheets to Salesforce

In a few seconds, data from your spreadsheet will push to Salesforce.

Data exported to Salesforce successfully using Coefficient add-on

Your spreadsheet will display updated records, along with their export status and the date/time stamp of the update.

Method 2: Zapier


Zapier is an automation tool that connects thousands of apps, including Google Analytics and Salesforce, for easier task management. Zapier is particularly useful for automating repetitive tasks.


  • Easy to use
  • No coding required
  • Integrates with thousands of apps


  • Limitations with complex workflows
  • Premium plans needed for advanced features

Connecting Google Analytics to Salesforce with Zapier

  1. Create a Zapier account: If you don’t already have one, sign up at Zapier.
  2. Log in: Access your account by logging in.
  3. Start creating your automation: Click on “Make a Zap” to begin the process.
  4. Choose Google Analytics as the trigger app: Search for Google Analytics in the trigger app search bar.
  5. Select the trigger event: Choose an event like “New Goal Completion” that will initiate the Zap.
  6. Connect your Google Analytics account: Follow the prompts to log in to your Google Analytics account and authorize Zapier to access your data.
  7. Configure the trigger settings: Specify the account, property, and view you want to use, and any additional settings like goal name or value.
  8. Choose Salesforce as the action app: Search for Salesforce in the action app search bar.
  9. Select the action event: Pick an action such as “Create/Update a Record” that will occur in Salesforce when the trigger event happens.
  10. Connect your Salesforce account: Log in to your Salesforce account and authorize Zapier to access it.
  11. Configure the action settings: Map the fields from Google Analytics to the corresponding fields in Salesforce. For example, map the goal name to a custom field in Salesforce.

Method 3: Stitch

Stitch is an ETL (Extract, Transform, Load) service ideal for teams needing robust data integration capabilities, particularly for analysts and BI teams.


  • Supports multiple data warehouses
  • Automated data pipeline
  • Incremental data updates


  • Requires developer setup
  • Subscription cost for advanced features

Connecting Google Analytics to Salesforce with Stitch

  1. Create a Stitch account: Sign up at Stitch.
  2. Log in: Access your account by logging in.
  3. Navigate to the data sources page: Go to the “Data Sources” section in your Stitch dashboard.
  4. Select Google Analytics: Find and select Google Analytics from the list of available data sources.
  5. Authorize the Google Analytics connection: Follow the prompts to log in to your Google Analytics account and authorize Stitch to access your data.
  6. Select the data you want to replicate: Choose the specific data sets, like sessions, users, or goal completions, that you want to replicate to your data warehouse.
  7. Set up a destination data warehouse: Choose your destination data warehouse, such as Amazon Redshift, Google BigQuery, or Snowflake. Follow the prompts to connect Stitch to your data warehouse.
  8. Add Salesforce as a data destination: Navigate to the “Destinations” section and select Salesforce.
  9. Map the Google Analytics data fields to the corresponding Salesforce fields: Use the mapping interface to align fields from Google Analytics with the appropriate fields in Salesforce. For example, map session data to a custom object in Salesforce.

Connect Google Analytics to Salesforce with Coefficient

Connecting Google Analytics to Salesforce can transform your data management processes, enhance marketing efforts, and provide valuable customer insights. Whether you choose Coefficient, Zapier, or Stitch, each method has its strengths tailored to different needs and technical skills.

Ready to streamline your data integration and improve your business processes? Try Coefficient today by visiting

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Hannah Recker Growth Marketer
Hannah Recker was a data-driven growth marketer before partying in the data became a thing. In her 12 years experience, she's become fascinated with the way data enablement amongst teams can truly make or break a business. This fascination drove her to taking a deep dive into the data industry over the past 4 years in her work at StreamSets and Coefficient.
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