Does anyone know if the free version of Google Analytics (GA) can be integrated with Salesforce Marketing Cloud or do we have to purchase Google Analytics 360 ?
Sorry, it will only work with the paid version - already had a few clients ask about this.
If you look at Salesforce resources, you will see that it says:
You must be a Salesforce Marketing Cloud customer with Journey Builder enabled in your account and be a Google Analytics 360 customer.
And now the resources from Google Analytics:
To be able to use the main feature of this integration, which lets you use GA360 audiences as entry source in Journey Builder, you will need the paid version.
If you however only want to track (in GA) the traffic coming to your website from SFMC emails, including tracking at subscriber, email and campaign level, you can use a free feature called Web Analytics Connector. Read more here: https://help.salesforce.com/articleView?id=mc_wa_web_analytics_connector.htm&type=5&sfdcIFrameOrigin=null
There is also a paid for service, a managed package to install in Salesforce (not yet an AppExchange partner though...) called GAConnector which I have used with a couple of clients now (with Pardot & Salesforce).
It surprasses the level of details on all out-of-the-box connectors without the Google Analytics 360 price tag and is relatively easy to configure (no need for Dev help/only admin changes). You can add up to 20+ Google Analytics (including Google Ads info) on any Salesforce Objects (especially Leads/Opportunities/Contacts/Accounts) and send Salesforce objects conversion information to your Google Analytics view to enhance your reports.
The Google 360 pricing does not make complete sense as almost every single online business uses marketing campaigns and thus needs to know and analyse ROI and attribution to the best of their ability! Now for big enterprise clients they could use GAConnector as a proof of concept to build a business case to purchase Google 360...