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How to proper track B2B sales through Google Analytics or your variant

I hope this is the right subreddit. I am trying to figure out how to build the proper way of tracking B2B leads and their conversions.

We are a B2B company, I have installed GA4 and GA-U at my site, also we have a ticket system(but using it as CRM).

E.g. in GA, I have 10 conversions (lead submission, through different channels ) and 10 tickets created in my "CRM" but there(in CRM) I don't have any information about the channel of those leads, only the landing page. Then if my sales rep. will close that lead he offers him a PayPal invoice, at my site, there is a possibility to buy, but in most cases, it is custom work and the invoice is more correct.

So the main question is how to understand which channel gives me more sales, I can track which channel provides me a majority of leads, but I can't understand the numbers after.

submitted by /u/Global_Divide2795
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