Google Analytics verifiable revenue is revenue you see in Google Analytics dashboard for a particular client. If a client comes from the e-commerce world, numbers are pretty accurate as they reflect exact prices of products sold on the website. However, on lead generation websites, each lead carries a different value as different leads (customers) buy different services. In those cases, we calculate an average closed lead value for a specific type of lead for a specific customer and then divide the total revenue generated by the closed leads by the total number of leased closed. To achieve this successfully, the second metric is needed which is close rate and that metric represents the percent of total leads turned into customers. Average closed lead value is not available in Google Analytics as our marketing ecosystem requires clients to use different types of CRM so we import it from the CRM such as HubSpot for example.