Google Analytics 4

The standard for web and app analytics and attribution. Track user behavior, measure conversions, and gain actionable insights to optimize your marketing efforts.

About Google Analytics 4

GA4 is the source of truth for marketing acquisition. However, the data often mismatches with your CRM or Shopping Cart due to client-side blocking. Integrating GA4 correctly via server-side events or proper tagging is essential to understand true ROI and attribution. GA4 supports both client-side tracking through Google Tag Manager and server-side tracking for more accurate data collection. It offers advanced features like predictive analytics, machine learning-powered insights, and cross-platform tracking (web + app). For complex integrations, consider using automation platforms like Make.com or Relay.app to simplify data sync and custom workflow creation.

Integration Capabilities

Google Analytics 4 has 13 native integrations with leading business platforms. Connect via direct API, webhooks, or third-party automation tools for unlimited possibilities.

Browse Google Analytics 4 integrations below. Green integrations are native and free. Yellow integrations require an automation platform like Make ↗ to sync data.

Common Integration Patterns

→ Marketing Data Sync: GA4 is often integrated with CRM systems like HubSpot or Salesforce to sync conversion data and enhance marketing attribution.
→ Ad Platform Integration: Connecting GA4 with Google Ads or Facebook Ads for seamless conversion tracking and remarketing audience sync.
→ E-commerce Tracking: Integrating GA4 with Shopify, WooCommerce, or BigCommerce to track purchase behavior and revenue attribution.
→ Data Warehousing: Syncing GA4 data to BigQuery for advanced analysis, machine learning, and long-term data storage.
→ Automation & Custom Reporting: Using tools like Make.com, n8n, or Relay.app to automate GA4 reporting, data export, and custom alerting.

Integration Challenges

⚠ Client-Side Tracking Limitations: GA4's client-side tracking is vulnerable to ad blockers and browser privacy features (like ITP), leading to inaccurate data collection.
⚠ Server-Side Implementation Complexity: Setting up server-side tracking requires technical expertise with Google Tag Manager Server Side (GTM SS) or custom code.
⚠ Data Model Changes from Universal Analytics: The event-based data model in GA4 is significantly different from Universal Analytics, requiring reconfiguration of existing integration workflows.
⚠ Attribution Modeling Challenges: GA4's new attribution models (like Data-Driven Attribution) may conflict with existing CRM or ad platform attribution systems.
⚠ API Quota and Rate Limits: High-volume GA4 integrations may hit API limits, particularly when syncing large datasets or real-time data.

Before You Integrate

1. Define Integration Goals: Clearly outline what data you want to sync between GA4 and other platforms (e.g., conversion tracking, audience sync, custom reporting).
2. Choose Tracking Method: Decide between client-side (GTM), server-side (GTM SS), or hybrid tracking based on accuracy and privacy considerations.
3. Map Data Properties: Identify and map key fields between GA4 and your target tools (e.g., 'transaction_id' for e-commerce, 'user_id' for CRM).
4. Set Up Authentication: Ensure you have the necessary API credentials (service accounts, OAuth2) and permissions for both GA4 and the target tool.
5. Test and Validate: Run comprehensive tests to verify data accuracy, sync frequency, and error handling before deploying to production.
6. Monitor Performance: Set up monitoring for integration health, API quota usage, and data quality to address issues proactively.
7. Consider Automation Tools: For complex integrations, use platforms like Make.com or Relay.app to simplify setup and maintenance.