Once connected, Kalumma pulls in the Google Analytics metrics and events you select, so usage data sits alongside the records your team already works with. You choose which properties and metrics participate, and the view updates as new data comes in. Teams that want more control can use the connection to surface engagement signals against accounts or contacts, or to trigger follow-up based on activity. Configuration is handled through a guided setup with documentation, so you can connect properties, choose metrics, and set preferences without writing code.