IMO, Google Analytics is more meant for your web analytics data. I'm not saying that you technically can't load your email performance data and build reports in it, but that might be a lift in terms of building and managing the custom integration with Marketo, unlike platforms like Tableau which can integrate with Marketo OOTB to extract the activity data out of it.
To give some idea, you can use Marketo's Bulk Extract Activities API to extract the email activities data out of Marketo and feed it to GA4. Another way to transfer email metrics and activities from Marketo to Google Analytics is to use a third-party integration platform, but with middleware, as you'd probably know, you'd be limited to things that it supports as compared to building a custom connector using platform APIs.
When it comes to moving data around, I usually recommend following these best practices:
- Plan your transfer carefully. Before you start transferring your data, it is important to plan your transfer carefully. This includes deciding which email metrics and activities you want to transfer, and how you want to transfer them.
- Test your transfer. Once you have planned your transfer, it is important to test your transfer to make sure that it is working properly. This includes testing the data that is being transferred and the way that the data is being transferred.
- Monitor your transfer. Once you have started transferring your data, it is important to monitor your transfer to make sure that it is still working properly. This includes monitoring the data that is being transferred and the performance of the transfer.
Also, I’d like to mention here that email performance data, especially the clicks and opens are usually not a very good measure of success due to email scanners and bots. I think more solid engagement data such as form fills, progress through the funnel, etc. are a better source of overall marketing success.
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