Integrating metrics across marketing tools often feels like a duct-taped solution, with each platform managing a different stage of the customer journey resulting in disjointed experiences and pain internally. However, Census's integration with Google Analytics enables companies to unify and sync metrics across all their marketing tools using data warehouse as the source of truth. This allows for evaluation of marketing channel effectiveness, attribution of user properties to revenue, and iteration faster and running big experiments by enriching website visitors with data context in the warehouse. The integration also benefits from Census's warehouse-centric approach, enabling consistent experiment analysis and evaluation across all tools, and improves ROI using all the data in the warehouse.