Right. You can assign a value to events like lead gen in analytics! You just have to tell it what the value of a lead is, and, as demonstrated by your marketing

Right. You can assign a value to events like lead gen in analytics! You just have to tell it what the value of a lead is, and, as demonstrated by your marketing manager, that's not always easy to know precisely. I suspect this is why ROI on GA isn't more automatic. But yes, if you have a lead value, ROI shouldn't be difficult. So I still don't see what the authors problem is.