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[GA4] New recommended events: lead generation

Updated
Jul 3, 2024
Published
Jun 27, 2024

Google Analytics 4 (GA4) has recently expanded its list of recommended events to include new options specifically for lead generation, qualification, and conversion for both online and offline activities. These options are especially useful for businesses with long sales funnels that involve offline activities. For example, this can be very helpful for B2B sales, high-cost products, or any sales that occur offline in physical stores or through phone calls.

Measure the full lead generation funnel for online and offline activity

We suggest using lead generation events to measure the entire lead generation funnel, for both online and offline activities. These events are particularly beneficial for B2B sales, automotive sales, insurance sales, and situations where conversions often happen offline. 

For instance, if a car dealership captures lead information through an online form and then follows up with potential customers via phone calls or in-person visits, tracking these lead generation events can provide a comprehensive view of the customer journey and conversion process.

In the official documentation of GA4 recommended events 6 new events have been added and we’ll discuss them in more details below: 

New recommended events: lead generation

generate_lead

Use this event to see how well your marketing campaigns are working and how many people come back to your business after you reach out to them again. For example, if someone fills out a form on your website after seeing your ad, this event helps you track that lead and measure the success of your campaign. 

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
lead_sourcestringNoTrade showThe source of the lead.
itemsArrayNoThe items for the event.

qualify_lead

This event tracks when a user is marked as a good potential customer based on certain criteria. For example, if someone who filled out a form on your website meets all the requirements to be a valuable lead, this event helps you keep track of them.

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
itemsArrayNoThe items for the event.

disqualify_lead

Use this event when you want to mark a user who is not suitable to become a lead, including the reason why. For example, if someone who filled out your form doesn't meet the necessary criteria, this event helps you note that they are not a good fit and why they were disqualified.

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
disqualified_lead_reasonstringNoNot looking to buyThe reason a lead was marked as disqualified.
itemsArrayNoThe items for the event.

working_lead

Track when a user either contacts or is contacted by a representative. For example, if a potential customer calls your sales team or if your sales team reaches out to someone who filled out a form, this event helps you keep track of that interaction.

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
lead_statusstringNoStarted conversationsThe status of the lead.
itemsArrayNoThe items for the event.

close_convert_lead

This event tracks when a lead has been successfully converted into a customer, such as through a purchase. For example, if someone who showed interest in your product ends up buying it, this event helps you record that successful conversion.

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
itemsArrayNoThe items for the event.
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.

close_unconvert_lead

Track when a lead is marked as not converting into a customer, including the reason why. For example, if someone showed interest but decided not to buy your product, this event helps you record that they did not convert and note the reason for it.

NameTypeRequiredExample valueDescription
currencystringYes*USDCurrency of the items associated with the event, in 3-letter ISO 4217 format. If you set value then currency is required for revenue metrics to be computed accurately.
valuenumberYes*30.03The monetary value of the event. Set value to the sum of (price * quantity) for all items in items. Don't include shipping or tax. Value is typically required for meaningful reporting. If you mark the event as a conversion then it's recommended you set value. Currency is required if you set value.
unconvert_lead_reasonstringNoNever respondedThe reason the lead was unconverted.
itemsArrayNoThe items for the event.

To sum up

Lead generation events provide a clearer understanding of your website and campaign performance. You can gain valuable insights into the entire lead generation process, from initial contact to final conversion. With GA4's new recommended events, you can better measure and improve the success of your marketing campaigns, ensuring you capture and nurture the right leads to drive your business forward.

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