Sending the Source and Landing Page to a CRM
Published · Tags: GTM, Google Analytics 4, CRM, Referrer, Landing Page, Traffic Source, Cookies, JavaScript Variable, BigQuery UTM parameters only tell part of the attribution story. The moment a visitor arrives without a UTM — direct traffic, organic search, an untagged referral link — your CRM has no idea where they came from or what page they landed on. This recipe closes that gap with two additional GTM variables and a single session-start cookie write. This builds directly on two earlier posts. UTM values are covered in "Using GTM to pass your UTMs into your CRM" , and the anonymous browser client ID — sourced from a 1st-party cookie variable built on the _ga cookie — is covered in "Anonymous Browser Client Id and Session Id." Although only the last two nodes of the _ga value are technically the client ID, there's no harm in keeping the entire cookie value when passing it to the CRM. The Missing Piece: Source and Landing Page UTMs and the client...