How to Connect Google Analytics to AgentForce

Connecting your Google Analytics data to AgentForce lets you see the direct link between your marketing efforts and agent performance. However, getting this done isn't as simple as clicking a single "connect" button. This guide will walk you through practical, step-by-step methods to link these two platforms and build a unified view of your customer journey.

Why Connect Google Analytics to AgentForce?

First, let's talk about why this is worth your time. When your website data and your agent activity data live in separate silos, you're missing the full story. Answering critical business questions becomes a painful process of manual data exports and guesswork. When you connect them, you unlock a much deeper level of understanding.

Imagine being able to confidently answer questions like:

• Which marketing channels (e.g., Google Ads, Organic Search, Social Media) are driving the most conversations in AgentForce?

• What is the conversion rate from a website visit to an actual qualified agent lead?

• How has our last blog post or marketing campaign impacted the volume of inquiries our agents are receiving?

• Where are users dropping off on our website before they even get a chance to interact with an agent?

By connecting these two systems, you move from making assumptions to making data-driven decisions that can improve both your marketing ROI and your operational efficiency.

The Main Challenge: No Direct Integration

You may have already discovered that AgentForce doesn't offer a native, one-click integration with Google Analytics 4. This is a common situation with many specialized SaaS tools. They focus on excelling at their core function but don't always build direct connections to every other tool in a typical marketing stack.

But that doesn't mean you're stuck. With the right workflow, you can create a reliable bridge between these two platforms. The most popular and flexible approach involves using a spreadsheet, like Google Sheets, to act as a middleman.

Method 1: Using Google Sheets to Merge Your Data

Google Sheets is the perfect tool for this job because it's free, powerful, and has excellent integrations for pulling in data automatically. This process has three main steps: getting your GA4 data into a sheet, getting your AgentForce data into the same sheet, and then combining them to create unified reports.

Part 1: Automatically Import Google Analytics Data into Google Sheets

The goal here is to get your website performance data into a spreadsheet without having to manually copy-paste it every week. The best way to do this is with the official "GA4 Reports Builder for Google Sheets™" add-on.

1. Install the Add-on: In an empty Google Sheet, go to Extensions > Add-ons > Get add-ons. Search for "GA4 Reports Builder" and install it. You'll need to grant it permission to access your Google account.

2. Create a New Report: Once installed, go to Extensions > GA4 Reports Builder for Google Sheets™ > Create a new report. A sidebar will open on the right.

3. Configure Your Report: This is where you tell the add-on what data you want. Start with a simple setup:

   • Report Name: Give it a clear name like "Daily Website Traffic".

   • Account & Property: Select the correct Google Analytics account and property you want to pull data from.

   • Date Ranges: Choose a range like "Last 30 Days."

   • Dimensions: These are the "what" you want to measure. Click "Add dimension" and select Date and Session source / medium. This will show you traffic broken down by day and by marketing channel.

   • Metrics: These are the numbers you want to see. Click "Add metric" and select Sessions, Total Users, and Conversions.

4. Run the Report: Click the "Create Report" button at the bottom. A new tab named "Report Configuration" will appear with all your settings. From there, go back to Extensions > GA4 Reports Builder > Run reports. After a few moments, a new tab will appear with all your requested data, neatly organized.

5. Schedule Automatic Refreshes: This is the most crucial step for automation. Go to Extensions > GA4 Reports Builder > Schedule reports. You can set it to run automatically every day, week, or hour. We recommend setting it to run every morning.

Now, you have a Google Sheet that is always up-to-date with your key Google Analytics metrics.

Part 2: Export Your AgentForce Data

Next, you need to get your agent activity data. While waiting for a direct integration, the most common method is exporting a CSV file from AgentForce.

1. Log in to your AgentForce account.

2. Navigate to the reporting or analytics section.

3. Find the data you want to analyze, such as "Conversations per Day," "Leads Generated," or "Agent Performance."

4. Adjust your date range to match the one you used for your Google Analytics report (e.g., the last 30 days).

5. Look for an "Export" or "Download" button and choose the CSV format.

6. Once you have the CSV file, go back to your Google Sheet.

7. Go to File > Import > Upload and select the CSV file from your computer. Choose "Insert new sheet" to keep it organized. Name this new sheet "AgentForce Data."

This part is still manual, but it's often a quick process you can do once a week or once a month, depending on your reporting cadence.

Part 3: Combine and Analyze the Data with VLOOKUP

You now have a single Google Sheet with two tabs: one with your automatically refreshing GA4 data and one with your manually imported AgentForce data. The final step is to combine them. To do this, you need a common data point - a "key" - that exists in both datasets. The easiest one to use is the Date.

Let's say your 'AgentForce Data' tab has Date in column A and Leads Generated in column B. Your 'GA4 Data' tab has Date in column A and Sessions in column B. You can use a formula called VLOOKUP to pull "Sessions" from the GA4 tab directly into the AgentForce tab.

In your 'AgentForce Data' sheet, click on an empty cell in row 2 (e.g., C2) and type the following formula:

Here's what that formula means:

• A2: This is the date you want to look up.

• 'GA4 Data'!A:B: This tells the formula to look for that date in columns A and B of your 'GA4 Data' sheet.

• 2: If a match is found, bring back the value from the 2nd column of the specified range (in this case, the Sessions column).

• FALSE: This ensures you only get an exact match for the date.

After pressing Enter, you can drag this formula down to apply it to all your rows. Now, right next to the number of leads generated each day, you'll see the number of website sessions for that same day. You can use this new combined table to calculate a daily conversion rate (Leads / Sessions) or to create charts that visualize the relationship between your marketing activity and agent performance.

Method 2: Using Zapier for Event-Based Connections

If you need a more real-time connection and are less concerned with historical analysis, a tool like Zapier is an excellent alternative. Zapier acts as an automation platform that connects different apps. Instead of looking at aggregated data, you can use it to send information to AgentForce every time a specific action happens on your website.

For example, you could create a "Zap" that triggers every time someone fills out a "Contact Us" form on your website.

Here's what a simple workflow would look like:

1. Trigger: New Form Submission. The trigger would be a new submission in your website form tool (like Gravity Forms, HubSpot Forms, or Webflow Forms).

2. Action: Create Lead in AgentForce. The first action would be to automatically create a new lead or record in AgentForce using the person's submitted details (name, email, etc.).

3. Action (Optional): Add row to Google Sheet. A second action could add a new row to a Google Sheet. Crucially, most form builders can capture the UTM parameters (source, medium, campaign) of the user who submitted the form. Your Zap can pass these UTM parameters into the Google Sheet alongside the lead information.

This method doesn't connect directly to your Google Analytics account, but it achieves a similar goal: it ties a specific conversion event (a form fill) back to the exact marketing channel that drove it. This is incredibly powerful for tracking the performance of your paid ad campaigns or content marketing efforts.

Final Thoughts

While AgentForce and Google Analytics don't connect directly out of the box, building a bridge between them is entirely possible. By using tools like Google Sheets as a data hub or setting up automated Zapier workflows, you can finally connect your marketing spend to tangible business outcomes and create a comprehensive view of your customer's journey.

Manually merging CSV files and wrestling with spreadsheet formulas certainly works, but it demands ongoing time and effort that could be better spent acting on the insights. That's why we built Graphed. We connect directly to your data sources like Google Analytics, ad platforms, and CRMs, letting you build live, real-time dashboards just by asking questions in plain English. Instead of building the reports yourself, you can simply ask, "Show me a comparison of website sessions from Google Analytics and leads generated in my spreadsheet," and get a live, automated dashboard in seconds.