How to combine GA4, ad spend and CRM leads in one report

A monthly client report should show what you spent, what visitors did on the site and how many leads your client accepted as qualified. Decide how each figure will be measured before joining the data.

1. Give each source a clear role

Use ad platforms for spend, GA4 for website activity and the CRM for lead qualification. Agree on the reporting timezone, currency and definition of a qualified lead with the client.

2. Map campaigns before joining totals

Maintain a campaign lookup that maps platform campaign IDs and the campaign labels captured in website and CRM records. Summarize each source by date and campaign before combining totals. Joining individual sessions directly to lead and spend rows can multiply the figures. Put unmapped records in a visible Unknown category so you can reconcile them.

3. Calculate and reconcile the KPI

Divide campaign spend by qualified leads. For example, £1,200 in spend and 30 qualified leads gives £40 per qualified lead. If a campaign generated zero qualified leads, show a blank cost per lead and display the zero lead count alongside it. Check the combined totals against the source reports before sharing them.

4. Document the attribution rule

State how your report assigns a lead to a campaign and whether it counts the lead by creation date or qualification date. Compare campaign results on the same basis each month. Keep an eye on late qualifications and leads with missing campaign values.