Google Analytics 4 is now compatible with Salesforce Marketing Cloud.

The Sales Marketing Cloud interface may now connect Google Analytics 4 properties to Salesforce Marketing Cloud.

For the first time, anyone who previously used the same setup with Universal Analytics 360 can now integrate both GA4 standard and 360 attributes.

Why do we care? You may sync audiences from Analytics to Marketing Cloud using GA4 and Salesforce Marketing Cloud. You can then leverage these audiences in your Salesforce email and SMS direct-marketing campaigns to reach your target audience more effectively.

Use Marketing Cloud to synchronize audiences. After connecting Analytics and Marketing Cloud, you may sync audiences within Marketing Cloud. These audiences will be displayed in Analytics under Admin > Audiences in the Audiences list. It may take up to 24 hours for the audiences to be visible and ready for targeting in Salesforce Marketing Cloud.

This is how it works. When a user clicks through from a Marketing Cloud campaign and the link sends the Marketing Cloud Subscriber ID (SFMC ID), Analytics identifies and retains the SFMC ID alongside your other Analytics first-party data.

When you finish configuring Salesforce Marketing Cloud, any audiences you establish in Analytics and sync with Marketing Cloud are populated as a list of SFMC IDs in Marketing Cloud.

Requirements. Google has stated that there are some criteria in place to enable integration between Salesforce Marketing Cloud and GA4 properties:

• Create audiences in your Google Analytics property that you want to use in Salesforce.
• Ensure your URLs are tagged with the Marketing Cloud Subscriber ID.
• Configure the Google Analytics Integration for Marketing Cloud in Marketing Cloud
• Marketing Cloud’s Journey Builder