A plain English interpretation of GA4 events for lead generation sites

(This is step two in our Eight point checklist for GA4 that we shared in our recent Getting ready for GA4 webinar.)

A couple of weeks ago we shared an events list for e-commerce sites. But this is the article for you if your business website’s primary purpose is to encourage people to fill out a form on your site or to get in touch with you.

A reminder: what is an event?

An event is simply any interaction on your site that GA4 records for you.

If you know what is being recorded, then you’ll be able to:

  • interpret your GA4 reports
  • understand what your GA4 set-up can report on, even if there isn’t a report already set-up for it.

Importantly if you can’t see one or more of the events below in your GA4 event report, then Google Analytics will not be able to report on that interaction for you.

It’s also worth bearing in mind that you’ll only be able to report on an event from the date you start collecting it.  So it’s good to think about what you might also want to report on in the future.

The generate_lead event

This is your single most important event.  This is the interaction that the rest of your site builds towards: the completion of the form.  You could call this interaction anything you want to.

But please don’t!

Instead, you should use this exact nomenclature.  This is because Google will recognise its meaning.  Over time they will provide more and more functions within GA4 and the Google ecosystem that makes use of this event.  For example:

  • standard reports that will be tailored to the specific need of lead gen sites;
  • used in the algorithms that will guide your automated Google Ads campaigns.

Seeing your events

Simply go to your “Events report” in GA4 by going to Reports > Engagement > Events)).

Make sure you can see all the following events in your report:

You may also want some or all of the below events set up too:


Only able to see a small portion of the above events?

(Warning. Build up to the sales pitch!)

You are not alone!  There is a common view that GA should just work.  This is not helped by Google saying they will set your GA4 property up automatically for you.

GA has never been a “does everything straight out of the box product”. It does, and always has, required a lot of technical configuration to take full advantage of its capabilities.  So if you can’t see those events, and want to be able to report on them, you will need to get them configured.

Whilst some web developers may be able to do it for you, our experience is that it’s not something they have the specialist knowledge to do well. That’s really not surprising given the number of bases a modern web dev needs to be able to cover.

GA configuration requires a very specific combination of marketing and technical skills.  It also requires some pretty forensic levels of testing and issue resolution to make sure you are not only recording the data you need, but that you are also recording it accurately and in a privacy-compliant way.

So can Attacat help?

But of course! 😊


If you need any help in doing "digital" better don't hesitate to contact us.

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