Close the loop: GA4 → CRM → Marketing attribution

The Challenge

Marketing teams can't prove ROI because analytics and CRM data live in separate worlds. You know which campaigns drive traffic, but not which ones drive revenue. Sales teams close deals without knowing which marketing touchpoints influenced the decision.

How It Works

1. 1

   Connect GA4 to CRM using client ID and UTM parameter passing.

2. 2

   Map CRM deal values back to campaign sources and content.

3. 3

   Build attribution model (first-touch, last-touch, or multi-touch).

4. 4

   Create unified dashboard showing campaign → pipeline → revenue.

The Result