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Break marketing-sales data silos

Understand users better by integrating your CRM with Google Analytics

iconImplementation time : 45 minutes

By implementing this playbook you will be able to get a 360-degree of view of your customers in one place.

The Blueprint

CRM integration with CustomerLabs CDP and then integrating CRM data with GA4 (Google Analytics) line diagram representation

The 4 steps involved in this process are as follows, 

  1. Integrate your CRM with CustomerLabs CDP
  2. CustomerLabs CDP will receive event data from your CRM
  3. With Google Analytics integrated with the CDP, your CRM event data will be sent to GA
  4. Create more hyper-targeted segments in Google Analytics for your marketing efforts

The Process

Step 1: Choose your CRM as a Source

Select the CRM that you want to integrate with CustomerLabs CDP from the Sources section. Some of the popular CRMs that you can integrate with CustomerLabs CDP include:

  • Hubspot
  • Freshsales
  • Pipedrive
  • Zoho CRM
  • LeadSquared and more
Sources integration page in CustomerLabs CDP showing CRMs like Salesforce CRM integration, Hubspot, Freshales, Pipedrive, Zoho CRM, etc., to bring data into GA4 for analytics of CRM data

In the case of Hubspot integration, follow the steps to authenticate your Hubspot account from inside CustomerLabs CDP without any coding. 

Step 2: Map incoming data

Post integration, check sample data to filter and map incoming CRM information. You can easily categorize incoming customer information into relevant attributes. For example Lead name, email, phone number can be grouped under User Traits. In the same way lead company-related information can be clubbed under Group Traits and much more.    

Step 3: Obtain a unified user view

CustomerLabs CDP will then match existing website behavior information with CRM information using advanced identity resolution. This will help in attaining the complete customer information in one place.

Step 4: Create custom user segments

Segment the leads based on Location, Stage, Owner or any information and save the segment

Audience segmentation screen in CustomerLabs CDP that lets segment CRM audience and sending it to Google Analytics (GA4)

Step 5: Add GA as a destination in the CDP

Select Google Analytics as a destination in the CDP & add the tracking code to finish the setup. Post integration you will be able to view CRM information in Google Analytics, which you can use it to analyze & understand user journeys better.

Google Adwords integration configuration settings


  • Break marketing-sales data silos  

Get started with CustomerLabs CDP

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