What challenges did Freshworks face before AI implementation?

Sales teams lacked real-time data and insight into lead quality. Freshworks needed to understand campaign effectiveness, attribution, and customer journey touchpoints across many markets and languages.

What was the impact of the AI solution?

Freshworks reported a 50% increase in return on investment after integrating BigQuery with CRM systems. The company reduced database spend by 40%. It reduced query costs by 44% and Compute Engine/BigQuery costs by 70%. Freshworks increased its number of campaigns eightfold and grew overall leads fivefold since 2016.

Source

GCPExpandedEvidence: Medium50/100

Freshworks: Analyzing customer touchpoints and sales performance with Google Cloud

Use case typeMarketing analyticsUpdated Jun 13, 2026

Freshworks, a global SaaS company, built a Google Cloud data infrastructure to analyze and optimize customer touchpoints across marketing and sales. The company centralized CRM, website, analytics, and advertising data in BigQuery to create a full lifecycle view of customer interactions and support self-service reporting.

Organization: Freshworks
Industry: Tech & Comms
Location: India
Published: November 2020

Reported outcomes

campaign growthRevenue & growth

+50%return on investment increase−40%database spend reduction−44%query cost reduction−70%Compute Engine/BigQuery cost reduction5xlead growth

Strategic outcomes

Better decisions & insightCreated full lifecycle customer viewCustomer experience & trustImproved understanding of customer touchpointsNew product / capabilityEnabled machine-learning visitor scoringSpeed & agilityDelivered near real-time audience data

Catalog median for revenue & growth deployments: +40% across 68 reported metrics. Compare benchmarks →

Why do we believe this?Outcome claims, sources, and evidence checks

Normalized claim

Return on investment increase: 50% increase

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

driving a 50% increase in return on investment

Normalized claim

Database spend reduction: 40% decrease

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

we reduced our database spend by 40%

Normalized claim

Query cost reduction: 44% decrease

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

The teams reduced query costs by 44% in November 2020 relative to August the same year

Normalized claim

Compute Engine/BigQuery cost reduction: 70% decrease

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

drove down Compute Engine BigQuery costs by 70%

Normalized claim

Campaign growth: 8 x increase

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

Since 2016, the business has increased by eight times its number of campaigns

Normalized claim

Lead growth: 5 x increase

Google Cloud Customer StoriesNov 1, 2020Customer storyExplicit claimMedium evidence strength

driving a fivefold growth in overall leads

Why do we believe this deployment?Customer identity, provider attribution, maturity, and source checks

Customer: Freshworks
Provider: GCP
Maturity: Unknown
Linked source: Google Cloud Customer Stories

No explicit deployment-stage evidence found.

Customer identity supportedSource describes one deploymentMaturity evidence evaluated

Primary read

Use case focus

Showing 3 of 3

1Marketing analytics
2Customer data platform
3Predictive lead scoring

Sales teams lacked real-time data and insight into lead quality.
Freshworks needed to understand campaign effectiveness, attribution, and customer journey touchpoints across many markets and languages.

Freshworks moved core analytics data into BigQuery and integrated Google Analytics 360 and Google Ads data with CRM information.
The company used BigQuery ML for machine-learning-based visitor scoring and pushed near real-time audience information into Google Ads for remarketing.
Looker Studio provided cloud-based reporting and collaboration for digital teams.

Technologies

BigQuery BigQuery ML Compute Engine Looker Studio Google Analytics 360 Google Ads Cloud Source Repositories

Freshworks reported a 50% increase in return on investment after integrating BigQuery with CRM systems.
The company reduced database spend by 40%.
It reduced query costs by 44% and Compute Engine/BigQuery costs by 70%.
Freshworks increased its number of campaigns eightfold and grew overall leads fivefold since 2016.

Architecture

A Google Cloud marketing analytics architecture centered on BigQuery, integrating Google Analytics 360, Google Ads, CRM data, and Looker Studio; BigQuery ML was used for visitor scoring and audience activation in Google Ads, with Cloud Source Repositories and Compute Engine supporting production jobs and analytics workloads.

Sources & evidence1

Evidence: Medium50/100Evidence strength