Google Analytics 4 can tell you exactly which channels produce leads — if it's configured properly. Use this checklist.
Property basics
- Correct time zone and currency
- Data retention set to the maximum available
- Internal traffic filtered
- Google Signals decision made in line with your privacy policy
- Search Console and Google Ads linked
Key events
Mark the actions that matter as key events (conversions):
generate_leadon form submissions (fire on the thank-you page or successful AJAX response)- Email link clicks (
mailto:) - Booking confirmations
- Purchases (for ecommerce)
Google Tag Manager
Use GTM to manage tags in one place. Name tags, triggers and variables clearly, and publish with version notes.
Consent
If you use a consent banner, implement Consent Mode v2 so Google tags respect user choices while preserving modeled conversions.
UTM discipline
Tag email, social and partner links with consistent UTM parameters so traffic is attributed correctly.
Reporting
Build a simple Looker Studio dashboard: sessions by channel, key events by channel, landing pages by key events and trends over time.
Connect to revenue
Send lead data to your CRM with source information, then compare lead volume to closed deals by channel.
FAQs
Why don't GA4 numbers match my CRM?
Ad blockers, consent choices and attribution differences cause gaps. Your CRM is the source of truth for closed revenue.
Should I use GA4 or GTM?
Use both: GTM manages tags, GA4 analyzes data.
What is server-side tracking?
Sending events through your own server container for more control and resilience to browser restrictions.
