The days of businesses being separated into silos are long gone. Businesses today are interconnected in ways that were never possible before. This interconnectedness is made possible by the internet and digital technologies, which allow businesses to collect data from a variety of sources. One such source of data is Google Analytics. As one of the most popular web analytics tools, Google Analytics has become a valuable tool for businesses of all sizes. What you may not know, however, is that Google Analytics data can be integrated with offline business systems data. In this blog post, we will explore how this integration can help you better understand your online and offline customers, as well as track key performance indicators (KPIs).

What is Google Analytics?

Google Analytics is a web analytics tool that helps you understand how your website is performing. The data it collects can be used to improve your website’s visitor experience and help you better understand how your online marketing efforts are working.

One way Google Analytics can join offline business systems data with online data collected by Google Analytics is through “event tracking.” This feature allows you to identify the actions taken on your website by individual visitors, such as clicking a link or filling out a form. By understanding the behavior of your visitors in this way, you can create more effective marketing campaigns that cater specifically to their needs.

Google Analytics also provides valuable insights into traffic sources and where your website traffic is coming from. By sorting your traffic data by source, you can identify which channels are contributing the most traffic to your site. This information can help you determine which marketing efforts are producing the best results and allocate resources accordingly.

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How Does Google Analytics Work?

Google Analytics is a free web analytics tool that allows website owners to track the traffic and behavior of their visitors. Google Analytics stores data in cookies, which are small files that websites place on visitor computers to identify them. Cookies can also be used to track the activities of users across different websites.

One way to combine online and offline data is by using the “Google Tag Manager.” This plugin lets you create “tags” (shortcodes) that automatically send data from your website’s Google Analytics account to your desired Google Sheets spreadsheet or dashboard. For example, you could create a tag that extracts all visits from desktop devices and sends that information to a separate sheet in your spreadsheet, or you could tag all blog page visits with the URL of the blog post they came from so you can see which posts are getting the most attention.

Other ways to merge offline data with online data include connecting your Google Analytics account to Drip Feeder, SumoMe’s email marketing automation tool, and Clicky, an email marketing software provider. These tools allow you to collect email addresses and other contact info as well as clickstream data (the details of people who clicked on links in emails) from your website. Once you’ve connected these tools, you can use them both to measure how well your email campaigns are performing and identify which messages are converting better.

What Can Join Offline Business Systems Data With Online Data Collected By Google Analytics?

Google Analytics is a powerful online analytics tool that can collect data from websites and applications across the web. This data can be used to track user behavior, measure success, and make informed decisions about marketing and website design.

While Google Analytics can gather data from offline business systems, there are some features that may not be available. One solution is to join these systems' data with Google Analytics data. This can be done by using the “Import From” feature in Google Analytics.

Once the data has been joined, it can be analyzed to determine how users interact with the website or application and what marketing channels are most effective. Additionally, this information can help to improve website usability and encourage customer loyalty.


Google Analytics is an excellent tool for understanding how your website is performing. However, it can be difficult to merge data collected by Google Analytics with other offline systems (such as sales data). If you are looking to integrate Google Analytics data with other offline systems, consider using a solution like Zapier. Zapier allows you to connect different apps and services together, which makes it easy to combine the data from Google Analytics with other offline systems.

Wylder Elio
I am a WordPress Developer, who has been programming for over 8 years. I have expertise in PHP, JavaScript, HTML and CSS. In addition to this, I also know SEO and Technical SEO as well as how to make your website rank on Google’s first page of search results.