From organic search to closed deals: connecting CRM, GA4 and Power BI
How to structure a clean Data Warehouse layer and CRM automation to calculate true Organic CAC and ROI generated by SEO.
Marketing teams frequently struggle to demonstrate the direct financial return generated by organic acquisition channels to executive stakeholders.
1. CRM Ecosystem Integration
By connecting Marketing Automation platforms with CRM pipelines and BigQuery, we map first-touch and multi-touch attribution to won deals, uncovering true Customer Acquisition Cost (CAC).
2. Unification in Data Warehouse & Power BI
With a centralized semantic data layer, teams track key efficiency indicators:
- Organic CAC vs Paid CAC: Realistic channel comparison based on closed revenue.
- Average Sales Cycle Duration: Pinpointing content clusters that accelerate buyer decision-making.
- MQL to SQL to Won Deal Conversion Rates: Uncovering pipeline leaks between acquisition and sales execution.
3. Revenue-Driven Decision Making
Automated Power BI dashboards elevate executive strategy from vanity visitor metrics to pipeline generation and lifetime customer value.
Lucas Antignani Rizzieri
SEO & Growth SpecialistGraduated from FIAP in Digital Marketing & Data Science (GPA 8.88/10). Specialist in Programmatic SEO, Statistical CRO, CRM ecosystems and Organic Demand Engineering.
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