How do you integrate GA4 with other marketing tools and platforms?
GA4 links to Google Ads and BigQuery from its Admin screen, and Tag Manager sends it the events. On sites that spend on ads a server container feeds it, and the raw events go to BigQuery , where we can join them to your CRM. Looker Studio reads it for the reports. It's part of our technical tracking service .
What GA4 links to
GA4 has built-in links to Google Ads and BigQuery. Tag Manager sends it events, and Looker Studio reads it for reports.
What GA4 can't do alone
GA4 doesn't hold your CRM data, so it can't tell you which visit became a paying customer. We get there in BigQuery: the raw GA4 events are joined to CRM stages on a first-party ID.
How we do it
- Tag Manager (browser and server) sends the events GA4 counts.
- The BigQuery link writes every event to a daily table.
- The same conversion definitions go to Google Ads and the other ad platforms.
- Looker Studio reports sit on the same data.
It's part of our technical tracking service.
The tools in this answer
GA4Counts sessions and events. We check it against the raw data before we report from it.Reporting
GTMHolds every tag, in the browser and on the server, so a change goes in once and gets tested before it goes live.Tech
BigQueryKeeps the raw GA4 and CRM data, so we can join a visit to the lead it produced and check any report against the rows.Reporting
Where this came up in our work
- Client work
Hear Me London
A London audiology clinic got local pages, an online hearing test that logs to a sheet and emails the clinic, and server-side tracking behind every booking: 378 online bookings in 15 months, over half from organic search.
Read the story - Client work
Sector7
An award-winning rebuild, 177% more new users in 2025 than 2024, and Jon calls it "executed flawlessly, on time and on budget".
Read the story
Also worth asking
Other answers about the same tools.
What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
How do you handle compliance management for my website?
We work with your cookie consent tool, or suggest one we've worked with, and connect it to your tags so they follow the visitor's choice. How that's wired depends on the project, so we test what your tags actually do. We don't write legal text or give legal advice, so your privacy policy needs sign-off from someone qualified.
What is ad platform integration and why does it matter?
Ad platform integration means joining your website, tracking and CRM to the ad platforms, so they receive the leads and sales that came from their ads. Without it, bidding learns from clicks and form fills instead of customers.
What is CRM and lead flow management?
A CRM is where your contacts and deals live. Lead flow is how an enquiry gets there: the form, the tracking behind it and the follow-up. We connect them so each lead arrives with its source attached.
Still have questions?Talk to us
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- A 15-minute callYour goals, your challenges, and whether we're the right fit.
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- A concrete planAds, a custom build or both, as a one-off project or ongoing.