The problem with getting to the bottom of how your members are interacting with your website is accuracy.

Usually the most accurate way to understand this behaviour is by using Google Analytics in the methods outlined in Part one but this doesn't account for the sorting members from non-members.

Nor does it solve the problem of sorting the different types of members that make up your member base as a whole. Seeing that there's a clear difference between the behaviour of two distinct types of member groups is incredibly illuminating, and that's just the tip of the iceberg of what's possible once you're able to segment by member type.

And that's what we're going to go through in this article.

How does this work?

The first thing to make absolutely clear is there is no direct link between CRM and Google Analytics, so the security of your CRM remains as normal. If we've implemented Google Event tracking on your website in the past, it's a fairly similar process; we're dynamically generating snippets of html code around the relevant element on the website. These snippets of html code fire off a signal to Google Analytics which records this data and assigns it to the session or user.

The basic process is:

  1. Website calls data from the CRM when a member logs in
  2. Website uses data from CRM to give user permissions
  3. This CRM Data is then dynamically sent to Google Analytics by the website
  4. Google Analytics then assigns these data points to the members session in Google Analytics.

The official Google Analytics guide for this process can be found here but be warned, it's VERY technical and probably contains a lot of information that doesn't really apply to how this would be used on a membership website. Despite this I would still very much recommend reading the article as it might spark some more ideas as to how your organisation can potentially benefit from the linking of CRM data to Google Analytics.