Google Analytics Integration

Calculate the complete LTV of paying customers and the long-term ROI of ad spend even when sales happen weeks after the initial ad click with Google Analytics API integration combined with Able CDP first-party tracking and attribution

Google Analytics is the most popular web and app analytics platform, however 30-40% of conversions in Google Analytics often have a 'direct' or incorrect source, as well as not being attributed to the actual landing page that the customer first saw or found in an organic search engine. This happens because Google Analytics creates a separate session for the returning customer when a different device is used or if browser privacy features block Google Analytics cookies. These issues become even more pronounced when a deal is closed offline, in a CRM or when a subscription payment is taken after a trial period, as well as in apps where the subscription event happens on a separate app domain not connected with the marketing website.

Able also connects to the new Google Analytics 4, helping to start accumulate data there before Universal Analytics shuts down in July 2023. Able makes it easy to migrate to GA4 as no changes to tracking are required to integrate with Google Analytics 4 Measurement Protocol API; Able's implementation of the integration takes care of transforming the events as required to be sent to GA4.

Able CDP tracks website page views and form submissions to attribute each customer to the original source. It records Google Analytics Client Id for each lead and attributes all future conversions to it, allowing you to report the complete LTV by source correctly in Google Analytics.

Understand What Drives Sales

Map customer journey to each purchase

Able offers an off-the-shelf integration between your CMS/CRM and Google Analytics to track each customer payment and their entire journey from the landing page to purchase. Able integrates any web form with any major CRM system, tracking lead sources and sending form lead to CRM and marketing services along with the UTM and referrer parameters. In addition to reporting sales by source within CRM, this allows to visualize journey of each paying customer in Google Analytics.

Understand What Drives Sales

See Complete LTV Of Each Paying Customer

Back-end tracking improves quality of conversion data and captures LTV of follow-on upsell purchases

Able attributes back-end conversion to the original visitor using it's own database. It attributes the purchase conversion to the original visit using first-touch attribution and sends conversions directly to Google Analytics API not relying on browser tracking. This allows Able to track, attribute and integrate purchase conversions that happen long time after the original visit that produced a lead has happened.

See Complete LTV Of Each Paying Customer

Place The Data In Everyday Tools

Upgrade Google Analytics with Able CDP data to see exact performance and revenue of each channel and landing page even when sales happen weeks after the initial ad click

Once Able CDP is integrated, it feeds constant data into Google Analytics, allowing to leverage its reporting features.

Place The Data In Everyday Tools

How does it work?

Build an entire journey of each customer from the first ad click

Attribute 99% of your sales

Connect Google Analytics with other software without coding

Able CDP is a low-cost solution that combines browser tracking with server-side API integrations, linking website activity and Facebook or Google Ads click IDs with server-side sales to build a complete journey of each customer across website and back-office tools. This allows to visualise journey of each paying customer in Google Analytics looking up a customer in Google Analytics User Explorer by Client Id.

All purchases made by the same customer are attributed to the past lead and visitor activity automatically and sent to Google Analytics Measurement Protocol API throughout entire customer lifecycle, no matter how long it is or whether the tracking cookies are present at the time of conversion.

Able gets conversions from external systems such as CRMs, e-commerce platforms and payment providers right into Google Analytics without a need for complex integrations or data mapping.

Read how Able CDP works in our docs

Able Customer Data Platform is easy to set up


Sign up for a free trial account.


Connect Able to your CRM, payment system or send custom conversions using its REST API.


Connect Google Analytics Measurement Protocol API to allow Able CDP to send conversions attributed to the original ad clicks to a Facebook Pixel or Offline Event Set

Start a proper attribution with Google Analytics and Able CDP integration in 5 minutes

Sample Integration Scenarios


How to Send Purchases to Google Analytics

Send attributed Purchases to Google Analytics from any source, such as a sending a closed won CRM deal, a successful Stripe Invoice payment or an e-commerce purchase that has been successfully paid.

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How to Send Leads To Google Analytics

The easiest way to attribute leads to Google Analytics user ids is to use Able Customer Data Platform, which does it automatically.

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First Click Attribution In Google Analytics 4

Google Analytics 4, also known as GA4, is a new version of Google Analytics. A major difference many website owners and web marketers notice is its sole reliance on last click attribution. It results in unexpected traffic sources shown for meaningful conversions such as purchases that happen later in the funnel.

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UTM Sources as Accurate as Possible

Our product is focused on back-end conversions. Able uses first-touch attribution to attribute sales to the original visitors and send purchases to Google Analytics and ad platforms eliminating incorrect and 'direct' conversion sources.

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“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.

Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.

And so we've been focusing on paid search, which does have return on investment.”

— Bryan Brinton, Co-Founder, Aluvii Software