Most sales don't happen online; they are closed by sales reps, either in person or over the phone. By default, Google Analytics doesn't have access to these sales, so you have no idea about how much revenue was generated by a certain campaign, ad, article or keyword. This results in spending money on leads that don't buy anything. That's why we have GA Connector - to help marketers understand the true impact of their campaigns on the bottom line. GA Connector imports web analytics information about each contact from Google Analytics into Freshsales, allowing you to measure ROI of each Marketing campaign, Adwords keyword, Facebook ads etc.