How to track leads in GA4 with generate_lead

To track leads in Google Analytics 4, send a generate_lead event when someone enquires and a close_convert_lead event when the job is won, then mark both as key events in Admin → Events. You can send them from the browser with Google tag, or from your server with the Measurement Protocol, which still works when the browser tag is blocked and can report a win days later.

Why use Google’s recommended event names

GA4 has a set of recommended events for lead generation. Using them, rather than names you make up, means GA4’s lead reports and Google Ads imports understand them without extra set-up. The ones worth knowing:

Send a value and currency with each, so reports show money, not just counts.

Option 1: from the page with Google tag

gtag('event', 'generate_lead', { value: 1150, currency: 'GBP', lead_source: 'estimator' });

Simple, but it only knows what happens in the browser. It can’t report a job you win on the phone next week, and it’s blocked for visitors who decline cookies or use blockers.

Option 2: from your server with the Measurement Protocol

POST https://www.google-analytics.com/mp/collect?measurement_id=G-XXXXXXX&api_secret=<secret>
Content-Type: application/json

{
  "client_id": "1234567890.1793518000",
  "events": [{
    "name": "close_convert_lead",
    "params": { "value": 1320, "currency": "GBP" }
  }]
}

• client_id comes from the _ga cookie (the last two numbers). Saving it with the lead lets GA4 tie the win back to the visit, campaign and channel.
• Create the API secret in Admin → Data streams → your stream → Measurement Protocol API secrets.
• The Measurement Protocol doesn’t tell you about bad requests. Send to /debug/mp/collect while you set it up to see errors.

Turn them into key events

In Admin → Events, find generate_lead and close_convert_lead and toggle Mark as key event. They then appear in acquisition reports by channel, so you see whether Google search, Facebook or your van’s QR code brings the work.

Doing it in RoughFigure

In RoughFigure we’ve built GA4 reporting in. Under Integrations → Ads and analytics, paste your measurement ID and Measurement Protocol API secret and click Connect. Each lead is sent as generate_lead with the middle of its estimate as the value, and each won job as close_convert_lead with the value you entered, tied to the customer’s visit for those who agreed. No contact details are sent to Google Analytics. Read the guide, or see Google Ads offline conversions.

Questions

Why don’t my server events show in Realtime?

Without a client_id from a real visit, or with the wrong measurement ID, events can be dropped silently. Use the debug endpoint to check.

Should I use generate_lead or a custom event like form_submit?

Use generate_lead. It’s the recommended name, and GA4’s lead reports expect it.

Does GA4 need consent for these events?

In the UK and EU, analytics cookies usually need consent. Respect the customer’s choice before reading the _ga cookie.