Marketing metrics mean nothing if they don't lead to money. To see the true ROI of your efforts, you must master GA4 CRM Integration.
The Problem: The "Lead" Wall
Google Analytics is great at telling you how many people filled out a form. But once that lead enters your CRM, GA4 usually loses sight of them. You don't know if that "lead" became a $50,000 contract or a "disqualified" contact.
Step 1: The Measurement Protocol
Use GA4's Measurement Protocol to send "offline" events (like "Lead Qualified" or "Contract Signed") back into your GA4 property from your CRM.
Step 2: The Unified ID
Ensure you are capturing the cid (Client ID) or uid (User ID) from the web session and passing it into a hidden field in your CRM form. This is the "handshake" that links the web user to the CRM contact.
Step 3: Value Mapping
Assign a monetary value to your CRM milestones. When a deal moves to "Closed Won," fire an event back to GA4 with the actual revenue value. This allows you to use GA4's "Conversion Value" reports to see which ad campaigns actually generated cash, not just clicks.
Step 4: Attribution Analysis
Now, you can use GA4's Model Comparison Tool to see if your SEO efforts assisted the final sale that was eventually closed by an email campaign.
Summary: Integrating GA4 and your CRM turns your data from a "guess" into a "growth engine."