I have a workflow where I use a CRM system and want to track conversion events in Google Analytics with specific values attached. My goal is to connect advertising performance with actual business results.
Here’s my current setup: When a new deal gets created in my CRM, I use Zapier to send this information to Google Analytics as an event. I configured the Zapier action to use GA’s event tracking feature with custom category, action, and label parameters that match my analytics goals.
The problem is that these events aren’t showing up in my acquisition reports in Google Analytics. I’ve been testing the integration but no data appears.
I noticed there are two important fields in the Zapier setup:
- Customer Client ID
- User ID
The documentation mentions that the Customer Client ID should be a unique identifier to prevent Google from ignoring duplicate events. It suggests using a random UUID format.
I’m considering adding some JavaScript to capture session identifiers on my lead forms and passing those values through the integration. Has anyone successfully implemented something similar? What’s the best approach to ensure these conversion events get properly recorded in Google Analytics?
This is definitely an attribution timing issue. Zapier fires events after the session ends, so GA can’t link them back to the original traffic source. I’ve dealt with this exact problem tracking lead conversions from our sales pipeline. I tried measurement protocol calls with client ID mapping, but honestly, the bigger fix was changing how I approached reporting. Skip the acquisition reports - they won’t work here. Instead, create custom segments and goals that focus on the actual conversion events. Here’s the thing: post-session events don’t show up in standard acquisition flows because users aren’t actively browsing when the CRM trigger fires. If you’re on GA4, set up enhanced ecommerce tracking - it handles offline conversions way better than Universal Analytics. Also check out Google’s offline conversion import feature. It’s built exactly for this scenario.
had the same issue b4 too! you def need the client ID, otherwise GA won’t link your events properly. don’t use random UUIDs, just get the _ga cookie from ur site and send that via Zapier. it’ll make sure the events connect to the sessions.
You’re dealing with session attribution issues. When Zapier sends events to GA after deals close, there’s usually a big time gap between the original website visit and the CRM trigger. This breaks GA’s ability to connect conversions back to where the traffic came from. I’ve dealt with this exact problem in B2B lead tracking. The fix isn’t just about Client ID - you need to capture the original GA session data when someone first converts, then carry it through your entire funnel. When someone fills out your form, grab their Client ID, campaign source, medium, and UTM parameters. Store all this in your CRM with the lead record. Then when Zapier fires the conversion event later, include that original attribution data in the payload. This lets GA properly attribute the conversion to the original traffic source even though the event happens days or weeks later. Without storing this data, your conversions will either show as direct traffic or won’t appear in acquisition reports at all.