Connect GA4 to your CRM and back office
GA4 knows which campaign brought someone in. Your CRM and billing know whether they became a customer and what they were worth. Marc Alexander joins them up, so you see which marketing produces revenue.
What you get.
- Each lead's source carried into your CRM
- Closed-deal revenue sent back to GA4 against the campaign that started it
- Channels compared on customer lifetime value, not cost per lead
- Sales can see the pages and campaigns behind each enquiry
- Scheduled data flows with checks and alerts, instead of monthly spreadsheets
- Documentation and training for your team
How it works.
Discovery and design
Marc talks to marketing, sales and finance, reviews each system and picks the simplest method that will hold up.
Build
He builds the connections and data mapping, two-way sync where needed, and monitoring so failures get noticed.
Test
Numbers are reconciled between systems, and consent and deletion requests are checked end to end.
Launch and hand over
It goes live under close monitoring, with documentation and training on using the joined-up data.
Pricing.
Simple CRM integration
£1,500 to £2,500
One CRM such as HubSpot or Salesforce, syncing leads and their source.
Standard back-office integration
£2,500 to £4,000
GA4 and your main CRM or billing system, with custom mapping and monitoring. The most common choice.
Multi-system integration
£4,000 to £7,000
Several systems, such as CRM, billing and support, with attribution across them.
Enterprise data platform integration
£7,000 to £15,000
GA4 brought into your existing data warehouse and reporting stack.
Project work is invoiced 50% at the start and 50% on completion. See all prices.
Straight answers.
Which CRMs can GA4 connect to?
Any CRM with an accessible API or a reliable data export. That covers Salesforce, HubSpot, Pipedrive, Zoho and Microsoft Dynamics, and most custom or legacy systems too, though older systems sometimes need middleware.
Does personal data end up in GA4?
No. Google's terms don't allow personal data such as names or email addresses in GA4. The link between systems is a unique ID with no personal meaning, and consent choices are respected on both sides. Personal data stays in the CRM, where it already lives.
Can data flow both ways?
Yes. A common pattern sends leads and their source from the website into the CRM, then sends closed deals back to GA4 so revenue is credited to the campaign that started it.
How long does it take?
A simple CRM integration usually takes 4 to 5 weeks, a standard back-office integration 5 to 7 weeks, and a multi-system integration 8 to 12 weeks. How quickly your system administrators can give access and answer questions makes the biggest difference.
Do we need developers on our side?
Not necessarily. The technical build is covered. You will need someone who can grant access to each system, explain how your sales or billing process works, and help test.
What happens when one of our systems changes?
Small updates rarely matter. A new CRM, a changed form or a new billing platform will need the integration adjusting. That can be quoted as a small project, or covered by a monthly retainer at £500 to £2,000 a month.
More detail: systems it connects
- CRM: Salesforce, HubSpot, Pipedrive, Zoho, Microsoft Dynamics
- ERP and finance: SAP, Microsoft Dynamics, NetSuite
- Ecommerce platforms: Shopify, Magento, WooCommerce
- Billing and subscriptions: Stripe, Chargebee, Recurly, for upgrades, downgrades and churn
- Marketing automation: Marketo, Pardot, ActiveCampaign
- Support: Zendesk, Intercom, Freshdesk
- Data warehouses and reporting: BigQuery, Snowflake, Redshift, Data Studio, Power BI, Tableau
Custom and legacy systems work too, given an API or a dependable export. The design picks direct API, middleware or a warehouse in between. Projects over £2,000 can be split into milestones. Ongoing maintenance is available on a monthly retainer, £500 to £2,000 a month.
More detail: where he has done this before
As Senior Web Analytics Specialist at Knight Frank, an in-house role, he linked the company's forms database to GA4 and to the LeadPro CRM with a unique ID on every submission, so an enquiry could be followed from the website to the CRM. The Knight Frank case study covers how it worked.
Before that, at WorldFirst, he built BigQuery workflows that joined website analytics data with transaction data, and brought Google Ads and Facebook Ads cost data in through Funnel.io, so channels could be compared on customer value.
Not sure your GA4 numbers are sound? Fix that first: an integration built on broken tracking spreads bad data further.
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Related work.
Ask about an integration.
Tell Marc which systems you use and what you want to see joined up. He replies within one working day.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].