What this add-on does
Most of GA Connector works in one direction: it takes the source information from your website and sends it into your CRM, so you can see where each lead came from. This add-on works in the other direction. It sends data from your CRM back into Google Analytics 4.
That means the events that matter to your business, like a lead becoming qualified, a deal being won, or a specific pipeline stage being reached, can show up in GA4 alongside your website data. You get to see not just which campaigns drove traffic, but which ones drove revenue.
PricingSend CRM Data to Google Analytics is a paid add-on, but it’s free to try and included in the 30-day free trial. See our pricing page for details.
Why send CRM data to GA4
Google Analytics knows what happens on your website. Your CRM knows what happens after, once a visitor becomes a lead and moves through your pipeline. On their own, each tells half the story. Sending CRM events into GA4 closes the loop, so your real business outcomes are attributed back to the campaigns, sources, and channels that created them.
This is what lets you measure things like cost per qualified lead or return on ad spend in GA4, rather than just form fills or pageviews.
How it works
The connection relies on a shared identifier. When a visitor first arrives, GA Connector captures their Google Analytics Client ID and stores it on the lead in your CRM. Later, when something happens to that lead, such as a status change or a closed deal, the add-on sends an event to GA4 using that same Client ID. Google Analytics recognizes the identifier and attributes the event to the original visitor and their traffic source.
PrerequisiteThe GA Client ID has to be saved to your CRM for this to work. That capture is part of your CRM setup, so make sure your CRM integration is in place before configuring this add-on.
Getting set up
Follow the guide for your CRM. Each one walks through saving the Client ID, choosing which events to send, and mapping them to GA4:
Working with events in GA4
Once events are flowing, these articles help you put them to use on the Google Analytics side:
- Setting Up Custom Events in GA4 Reports — find and report on the CRM events you’re sending.
Not sure if you need this?
This add-on is optional. If you only need to see lead source information inside your CRM, you don’t need it. It’s worth setting up when you want your GA4 reports and attribution to reflect what happens deeper in your funnel, not just on your website. If you’re unsure whether it fits your setup, reach out to [email protected].
