Yes, you can connect Google Analytics 4 (GA4) to your Customer Relationship Management (CRM) system. This connection is typically achieved through intermediary platforms or direct integrations, allowing for the transfer of website behaviour data collected by GA4 into your CRM for a unified view of customer interactions.
As of December 2025, the primary method for integration remains via connectors offered by platforms like Zapier, Make (formerly Integromat), and dedicated marketing automation tools such as HubSpot, Salesforce Marketing Cloud, and ActiveCampaign – all commonly used by Australian SMBs. These platforms act as a bridge, enabling data flows triggered by GA4 events (e.g., form submissions, page views, purchases). Google now includes enhanced data modelling within GA4, improving the accuracy of user identification, which benefits CRM matching. Direct integrations are available with some CRMs, like Salesforce, and are becoming more common. Data privacy is a key consideration; ensure any integration complies with Australian Privacy Principles (APPs) under the Privacy Act 1988, particularly regarding consent and data handling. In 2026, Google is expected to further refine its BigQuery export functionality, potentially offering more streamlined, direct data transfer options for businesses with in-house data analytics capabilities.
Ultimately, connecting GA4 to your CRM involves using a third-party tool or a direct integration to transfer website activity data, providing a more holistic customer profile within your CRM system.
