Why Use the Google 360 Connector?

The main advantage of the Google 360 connector is its ability to seamlessly integrate Google Analytics data with Marketing Cloud, enabling marketers to leverage web analytics and conversion data within Journey Builder. However, as noted by teams running Journey Builder, this functionality can also be achieved without the Google 360 connector, as web analytics and conversions can be displayed on the Journey dashboard using other means.

The root cause of the confusion around the Google 360 connector’s value lies in its primary use case: automatically pushing web audiences to Journey Builder via the GA 360 entry source. If this is not a requirement, the connector may not be necessary.

When clients hit this point, we have seen that the utm_tagging ability can already be handled by WAC/Parameter Management, making the connector redundant for this purpose.

Key Considerations

Before deciding whether to use the Google 360 connector, consider the following: the connector’s ability to push GA audiences to Journey Builder automatically is its main value proposition. If this is not a priority, other solutions may be more suitable.

Ultimately, the decision to use the Google 360 connector depends on the specific requirements of the project and the existing technology stack.

Implementation and Best Practices

Google 360 Connector Configuration

// Example configuration for Google 360 connector
// Define the GA 360 entry source
var ga360EntrySource = {
  'name': 'GA 360 Entry Source',
  'description': 'Entry source for GA 360 audiences'
};
// Configure the connector
var google360Connector = {
  'enabled': true,
  'ga360EntrySource': ga360EntrySource
};

Heads up: When implementing the Google 360 connector, ensure that the GA 360 entry source is properly configured to avoid any issues with audience syncing.

Conclusion and Next Steps

Google 360 Connector Checklist

• Determine if automatic audience syncing is a requirement
• Assess existing technology stack and potential redundancies
• Configure the GA 360 entry source correctly
• Enable the Google 360 connector and test audience syncing
• Monitor and optimize the connector’s performance
• Explore additional use cases for the Google 360 connector

What is the primary benefit of the Google 360 connector?

The primary benefit is the ability to automatically push Google Analytics audiences to Journey Builder.

Can web analytics and conversions be displayed on the Journey dashboard without the Google 360 connector?

Yes, web analytics and conversions can be displayed on the Journey dashboard using other means.

Is the Google 360 connector required for utm_tagging?

No, the utm_tagging ability can already be handled by WAC/Parameter Management.

What are the key considerations when deciding whether to use the Google 360 connector?

The key considerations include the need for automatic audience syncing, existing technology stack, and potential redundancies.

How do I configure the Google 360 connector?

The connector can be configured by defining the GA 360 entry source and enabling the connector.