It really depends on your goals and preferences, but here are a few things to consider:
- Where do you prefer to have your data and reports? For example, if you’re most comfortable in Google Analytics reports, CRM-to-GA integration might be a better choice for you.
- Do you need to know the source of each individual lead (e.g. for sales)? In that case, you need a GA-to-CRM integration.
- Do you need multi-channel attribution? Google Analytics provides better multi-channel attribution reports, and CRM-to-GA helps to leverage them better.
- How much time and money are you prepared to spend on this integration? CRM-to-GA is a bit harder to implement, and it’s also more expensive.
You can get a free trial for both and see for yourself.