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