London, UK · Serving UK/EU · GBP pricing
GA4 to Back Office integration. Connect Google Analytics data to Business Systems.
Connect GA4 to your business systems for complete visibility.
GA4 captures website behaviour brilliantly, but it exists in isolation. Marketing sees one picture in GA4, sales sees something different in the CRM, finance has yet another view in the ERP system, and nobody can connect online behaviour to actual business outcomes.
The result is partial visibility, manual data reconciliation, and decisions made without complete information. Marketing can't prove ROI, sales doesn't know which campaigns drive quality leads, and finance can't connect advertising spend to revenue realisation.
Marc Alexander implements GA4 to back office integrations that bridge these gaps. Rather than leaving GA4 isolated, Marc connects it with CRM systems, ERP platforms, billing systems, and other business-critical tools, creating unified data flows that give every team complete visibility into the customer journey.
Based in London and working across the UK and EU, Marc has built dozens of GA4 integrations for businesses from growing companies to established enterprises, always focused on connecting systems to drive better decisions, not just moving data around.
Why integrate GA4 with Back Office systems
Connect marketing activity to revenue outcomes
GA4 shows website visits and conversions, but revenue happens in billing systems weeks or months later. Integration connects marketing touchpoints to actual revenue, proving which campaigns drive profitable customers, not just activity.
Give sales teams visibility into lead behaviour
Sales representatives see leads in the CRM but have no context about website behaviour. Integration surfaces GA4 data in CRM records, showing which content prospects engaged with, what drove them to convert, and how to personalise outreach.
Enable accurate customer lifetime value calculation
LTV requires combining acquisition data from GA4 with transaction history from billing systems and retention patterns from CRM. Integration enables true LTV calculation that accounts for the complete customer relationship.
Eliminate manual data exports and reconciliation
Teams currently export GA4 data to CSV, manually match it with CRM records, and build spreadsheets to connect the dots. Integration automates this entirely, delivering unified data without manual work.
Support multi-touch attribution across systems
Attribution requires seeing the complete customer journey from first website visit through final purchase and beyond. Integration connects GA4's digital touchpoints with offline interactions tracked in CRM and transactions recorded in business systems.
Improve marketing efficiency through closed-loop reporting
Marketing optimisation requires knowing which efforts drive not just leads but qualified, high-value customers. Integration closes the loop from campaign through to customer quality and revenue, enabling smarter budget allocation.
Enable predictive modelling using complete data
Accurate predictions require both behavioural data (from GA4) and outcome data (from business systems). Integration provides complete datasets for churn prediction, conversion forecasting, and customer segmentation models.
Ensure GDPR compliance across systems
Data protection requires consistent handling of user data across all systems. Integration enables proper consent management, data deletion requests, and compliance with privacy regulations that span both analytics and business systems.
What Marc integrates GA4 with
CRM systems (Salesforce, HubSpot, Pipedrive)
Marc connects GA4 with CRM platforms to surface website behaviour in customer records, sync conversion events to CRM as leads or opportunities, attribute offline conversions back to digital touchpoints, enable lead scoring based on website engagement, and provide sales teams with behavioural context for outreach.
ERP systems (SAP, Microsoft Dynamics, NetSuite)
Integration with ERP platforms enables connecting GA4 acquisition data with fulfilment and revenue recognition, attributing online marketing to actual revenue realised, analysing customer profitability including acquisition costs, and creating unified reporting across marketing and finance systems.
E-commerce platforms (Shopify, Magento, WooCommerce)
Beyond standard GA4 e-commerce tracking, Marc implements advanced integrations that sync customer lifetime purchase history, attribute repeat purchases to original acquisition channels, connect product inventory data with website behaviour, and enable sophisticated product and customer analytics.
Billing and subscription systems (Stripe, Chargebee, Recurly)
For subscription businesses, Marc integrates GA4 with billing platforms to track subscription lifecycle from acquisition to churn, calculate accurate customer acquisition cost and LTV, attribute revenue to marketing channels with proper timing, and analyse upgrade, downgrade, and retention patterns.
Marketing automation platforms (Marketo, Pardot, ActiveCampaign)
Integration connects website behaviour with email engagement, enables lead scoring combining GA4 and email activity, syncs GA4 audiences to automation platforms for targeting, and provides complete view of prospect engagement across channels.
Customer support systems (Zendesk, Intercom, Freshdesk)
Marc connects GA4 with support platforms to understand which customer segments require more support, analyse how website experience affects support ticket volume, identify product or UX issues through combined analytics and support data, and calculate true customer service costs by acquisition channel.
Data warehouses (BigQuery, Snowflake, Redshift)
For organisations with existing data warehouses, Marc integrates GA4 into warehouse architecture, enabling unified reporting across all business systems, advanced analytics on complete datasets, and consistent data governance across the organisation.
Business intelligence platforms (Tableau, Power BI, Looker)
Integration feeds GA4 data into existing BI infrastructure, creating unified dashboards combining analytics with business metrics, eliminating separate analytics and business reporting, and providing consistent data across all stakeholder views.
How Marc implements GA4 to Back Office integrations
Week 1-2: Discovery and architecture design
Marc conducts stakeholder interviews across marketing, sales, and operations, audits current GA4 configuration and back-office systems, identifies key data flows and integration requirements, maps business processes to data integration needs, and designs integration architecture balancing functionality with maintainability.
Week 2-3: Technical implementation planning
Marc documents technical specifications for integration, determines appropriate integration approach (API, middleware, data warehouse), establishes data transformation and mapping logic, defines error handling and monitoring requirements, and creates implementation plan with clear milestones.
Week 3-5: Integration development and testing
Marc develops API connections or data pipelines, implements data transformation logic, configures bi-directional sync where required, builds monitoring and alerting for integration health, and conducts thorough testing across all integration touchpoints.
Week 5-6: Validation and quality assurance
Marc validates data accuracy across systems, tests edge cases and error scenarios, ensures proper handling of data updates and deletions, verifies GDPR compliance and consent handling, and confirms integration performs reliably under production load.
Week 6-7: Deployment and training
Marc deploys integration to production with careful monitoring, trains teams on using integrated data, documents integration architecture and maintenance procedures, establishes ongoing support arrangements, and monitors initial production operation closely.
Common GA4 to Back Office integration patterns
Lead attribution and CRM sync
GA4 captures lead source and behaviour. When leads convert, integration syncs them to CRM with complete attribution data. Sales sees which campaigns, content, and touchpoints drove each lead. When deals close, revenue attributes back to original marketing touchpoints.
Customer lifetime value calculation
GA4 tracks acquisition channel and initial behaviour. Billing systems track all subsequent transactions. Integration combines these, calculating LTV by acquisition channel, showing true marketing ROI, and enabling proper valuation of customers versus just initial conversions.
Multi-touch attribution across online and offline
GA4 captures digital touchpoints (website visits, ad clicks, email opens). CRM tracks offline interactions (calls, demos, meetings). Integration creates unified journey view, enabling attribution models that credit both digital and human touchpoints appropriately.
Product analytics combining usage and revenue
For SaaS products, GA4 tracks feature usage and engagement. Billing systems track subscriptions, upgrades, and churn. Integration connects behaviour to revenue outcomes, identifying which features drive retention, which usage patterns predict churn, and how to optimise onboarding.
Marketing automation with behavioural triggers
Website behaviour triggers marketing automation. High-intent actions in GA4 automatically start email sequences in marketing automation platforms. Engagement level determines personalised content. Integration closes the loop from behaviour through nurture to conversion.
Support ticket correlation with customer journey
Support systems log customer issues. GA4 captures pre-purchase and onboarding behaviour. Integration correlates support needs with acquisition channel and onboarding experience, identifying which marketing sources drive high-maintenance customers and which UX issues generate support burden.
GA4 to Back Office integration pricing
Marc offers flexible integration services based on complexity and systems involved:
Simple CRM Integration: £1,500 - £2,500
Basic GA4 to CRM connection syncing leads and basic attribution data. Suitable for straightforward lead generation businesses using HubSpot, Salesforce, or similar platforms. Includes configuration, testing, and documentation.
Standard Back-Office Integration: £2,500 - £4,000
Complete integration connecting GA4 with primary business system (CRM or billing platform). Includes bi-directional sync, custom data mapping, error handling, monitoring, training, and documentation. Most common package for growing businesses.
Advanced Multi-System Integration: £4,000 - £7,000
Comprehensive integration connecting GA4 with multiple back-office systems (CRM + billing + support, for example). Includes complex data transformation, data warehouse intermediary if needed, advanced attribution logic, and extensive training.
Enterprise Data Platform Integration: £7,000 - £15,000
Enterprise-grade integration connecting GA4 into existing data warehouse and BI infrastructure. Includes architectural design, ETL/ELT development, data governance implementation, cross-system reporting, and comprehensive documentation.
Ongoing Integration Support: £800 - £2,000/month
Monthly retainer for continued integration maintenance, adapting to system changes, adding new data flows, troubleshooting issues, and optimising integration performance as needs evolve.
All pricing is in GBP. Projects are scoped individually based on systems involved, data complexity, and specific requirements. Implementation timelines typically range from 4-8 weeks depending on complexity.
GA4 to Back Office integration questions
Which CRM systems can you integrate with GA4?
Marc regularly integrates GA4 with Salesforce, HubSpot, Pipedrive, Zoho, Microsoft Dynamics, and other major CRM platforms. Custom CRM systems can also be integrated provided they have accessible APIs.
How does integration handle GDPR and data privacy?
Integration respects consent across systems—users who opt out in GA4 have data properly handled in integrated systems. Implementation includes proper data protection impact assessment, consent management, and compliance with UK and EU privacy regulations.
Can integration work bi-directionally?
Yes. Integration can flow data from GA4 to back office systems and back—for example, pushing GA4 leads to CRM whilst pulling closed deals back to GA4 for attribution. Bi-directional sync enables complete closed-loop visibility.
What happens if our back office system updates or changes?
Integration is built to accommodate system updates where possible, but significant system changes may require integration adjustments. Ongoing support agreements include handling routine system updates and adapting integration as needed.
How do you ensure data accuracy in integration?
Implementation includes thorough validation, data quality checks, error monitoring, and reconciliation processes. Integration is tested extensively before production deployment and monitored continuously after launch.
Can we integrate GA4 with custom or legacy systems?
Yes, provided systems have accessible APIs or data export capabilities. Integration with legacy systems may require additional middleware or data transformation but is typically feasible with proper technical assessment.
How long does integration implementation take?
Simple CRM integrations take 4-5 weeks. Standard back office integrations require 5-7 weeks. Advanced multi-system integrations typically take 8-12 weeks. Timeline depends on system complexity and stakeholder availability.
Do we need technical resources on our team?
Not necessarily. Marc handles technical implementation. However, access to system administrators for credential provisioning, testing support, and understanding business processes is essential. Technical teams are helpful but not required.
What's included in ongoing support?
Ongoing support includes monitoring integration health, troubleshooting issues, adapting to system updates, adding new data flows as requirements evolve, optimising integration performance, and providing guidance on using integrated data effectively.
Can integration connect GA4 with multiple systems simultaneously?
Absolutely. Many businesses integrate GA4 with CRM, billing platform, and support system simultaneously. Multi-system integration is more complex but provides the most complete visibility across the organisation.
After integration, your organisation will have:
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Complete visibility into customer journey from first website visit through final purchase
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Marketing attribution that connects campaigns to actual revenue, not just leads
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Sales teams equipped with prospect behaviour context for personalised outreach
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Accurate customer lifetime value calculation combining acquisition and revenue data
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Automated data flows eliminating manual exports and reconciliation work
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Closed-loop reporting enabling data-driven marketing optimisation
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Finance visibility into marketing effectiveness and customer acquisition economics
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Support teams understanding which customer segments and products need attention
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Unified dashboards showing complete business performance across all systems
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GDPR-compliant data handling across analytics and business systems
Why choose Marc for GA4 to Back Office integration
Nine years of analytics and integration expertise: Marc has built integrations for dozens of businesses, connecting GA4 with CRM, ERP, billing, and support systems across industries. He understands both analytics and business system requirements.
Business process understanding: Marc doesn't just connect APIs—he understands business processes and designs integrations that support how organisations actually operate, not just move data around.
Technical depth across platforms: Marc works regularly with Salesforce, HubSpot, Stripe, Shopify, BigQuery, and many other platforms. This breadth means efficient implementation without learning curves.
Focus on reliability and maintenance: Integrations must work consistently over time. Marc builds with monitoring, error handling, and maintainability in mind, not just initial implementation.
GDPR and privacy expertise: Marc understands UK and EU data protection requirements thoroughly and implements integrations that respect privacy whilst maintaining analytical capability.
Independent specialist: Unlike agencies juggling many services, Marc specialises in analytics and data integration, providing depth that generalists cannot match.
Proven track record: Google Analytics 4 certified with 60+ successful implementations. Work includes Knight Frank, WorldFirst, and VisitBritain.
London-based, works UK-wide and internationally: Based in London, working with businesses throughout the UK, EU, and remotely worldwide.
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