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GA4 vs CRM Attribution: Why Numbers Don’t Match (and What to Do)

Understand why GA4 and CRM attribution disagree in B2B and how to reconcile channel reporting with pipeline and revenue outcomes.

Published February 13, 2026

  • ga4
  • crm
  • attribution

If GA4 and CRM disagree, both systems might be partially right. They are measuring different parts of reality.

Why numbers diverge

  • GA4 captures observable web behavior, not full sales context
  • CRM includes sales interventions, offline context, and manual edits
  • Attribution windows and models differ by platform
  • Source fields are often overwritten during lifecycle workflows

Reconciliation framework

1) Standardize definitions

Define exactly what counts as:

  • lead
  • qualified lead
  • opportunity
  • closed-won revenue

2) Capture source at conversion time

Store in CRM:

  • original landing page
  • UTM fields
  • first touch and last touch logic

3) Validate with closed-won sampling

Manually trace 5-10 recent wins. If these cannot be reconciled, strategic reporting is not reliable yet.

4) Use each system for its strength

  • GA4: behavior and directional channel signals
  • CRM: pipeline and revenue truth

For a practical reconciliation plan across GA4, GTM, and CRM, start at Offer.

Need help applying this to your stack?

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