Abstract: The present disclosure relates to systems, methods, and computer-readable media for integrating web activity data collected via an analytics system and customer relationship management (CRM) activity data collected via a CRM system. In particular, systems disclosed herein include a cross-platform integration system that facilitates associating CRM activity data with a unique visitor identifier that may be used to associated CRM activity data for a corresponding customer with web activity data for one or multiple customer devices of the same customer. The systems disclosed herein automate the process of associating the unique visitor identifier with associated CRM activity data. In addition, systems disclosed herein facilitate combining the associated data into an integrated report.