Google Analytics Audit Test #

54

GA4 Client ID Stored with Records Created in CRM / Ecommerce Backend / etc.

Why It Matters:

Critical to understanding site behavior and ROI/ROAS/LTV/CAC.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test evaluates whether your CRM system is capturing the GA4 client ID (client_id) at the point of record creation—typically during lead capture, signup, or checkout.

The client_id is GA4’s anonymous browser-level identifier and is key to linking session-level web activity to downstream sales, demos, or revenue outcomes stored in your CRM.

Without it, you lose the ability to:

  • Attribute marketing spend to actual closed deals
  • Reconcile GA4 behavior with CRM-qualified leads or opportunities
  • Use offline conversion imports in ad platforms (Google Ads, Meta, etc.)
  • Build customer journeys from first click to final sale

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How to Conduct This Test

Basic Tests

  • In your CRM (e.g., HubSpot, Salesforce, Pipedrive), inspect newly created contact or lead records:
    • Is a field like ga_client_id, clientId, or similar being captured and stored?
  • Check your site’s lead or signup forms:
    • Is the _ga cookie value being read and passed through as a hidden field?
    • Is this value being stored via form handler or API in the CRM?
  • In BigQuery, you should be able to join GA4 events by client_id to records exported from the CRM
    • If no such link exists, attribution from GA4 to real business outcomes is broken

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How To Fix

  • Use GTM or custom JavaScript to extract the _ga cookie value or use GA4’s getClientId() function
  • Store this value in a hidden form field on lead gen, signup, or checkout forms
  • Ensure your form handler or CRM API includes this value in the record when creating a new contact or lead
  • Use this client_id to:
    • Link GA4 session data to CRM opportunities
    • Run conversion matchbacks or LTV analysis in BigQuery
    • Power offline conversion uploads for Google Ads
  • Never store PII in GA4, but using client_id to stitch anonymous behavior to CRM records is compliant and extremely valuable
  • Hire a pro to connect your GA4 web behavior with CRM outcomes—so your marketing data finally reflects your real revenue.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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