How Conversion works with Google Analytics
Conversion connects to Google Analytics to bring web engagement and conversion data into the segmentation and reporting you do in Conversion. It works alongside the Conversion tracking script, which records page visits, classifies them into traffic channels, and ties them to a contact once the visitor identifies themselves through a form or an email click.
What you can do
Web engagement in segments
Combine how buyers engage with your site with contact, company, and Salesforce fields in one audience, then use it for emails, workflows, and ad audiences.
Traffic channels on every contact
The Conversion tracking script classifies each visit into a channel such as Paid Search, Organic Search, or AI Referral, and new contacts keep their first-touch channel and UTM values.
Visits that start workflows
Page visits recorded by the tracking script can trigger workflows, filtered by URL, UTM parameters, referrer, or traffic type, so a visit to a high-intent page can route a lead or alert sales.
