The Google Whisperer Guide to Leads in GA4

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The Google Whisperer Guide to Leads in GA4

The Google Whisperer is back again with a new guide for Google Analytics 4. We talked about how to customize page views last time, and this month we are looking at how to build a custom lead event in Google Analytics 4. One of the most important pieces of information any analytics platform can provide you is how many conversions took place during a specific period. This is true for any action a visitor takes on your site, such as submitting a form, making a phone call, signing up for a newsletter, or downloading a file. Being able to slice and dice the data to see which channels and campaigns provided you the most engagement and the ones with the fewest number of conversions is key to developing a strategy that will help your business grow. 

How you view this information in Google Analytics 4 (GA4) is significantly different from Google Universal Analytics (UA). It can be said that UA overwhelmed users by putting too much data in front of them. The opposite can be said of GA4: it makes users dig to get the information they want. For those of us who have used UA for a long time, we’re sometimes left scratching our heads about where to find the data we need. I’ll show you how to view the number of Form Successes, but the steps here apply to any event that happened on your site.

The first step is to navigate to LIFECYCLE > Engagement > Events. The table at the bottom of the page shows all the events that the site recognizes.

Google Analytics 4 Events

Click on the “Click” event name to see a more in-depth list of events that get triggered by visitor clicks. Locate the EVENT_CATEGORY table on the page, then scroll through the list of events to find Form Success, Click to Call, Footer, or any other event you want to track. If that provides you with all the information you need – great. If you’d like to see this metric without going through all these steps each time, read on!

GA4 event category

GA4 gives users the ability to create their own events. Creating an event is how you make a metric that’s important to you visible on all reports.

Note: you’ll need to refer to the EVENT_CATEGORY table for the following steps, so if you can open a second window next to this one, that will simplify this process.

To create your own event, go to EVENTS > Events.

Google Analytics 4 Events

Click on “Create Event” button to open the Custom events interface.

create a new event in GA 4

Keep the following in mind when filling out the fields of a custom event:

  • Name your custom event something logical and memorable. This field only accepts letters, numbers, and underscores. No spaces or special characters are allowed.
  • The list of parameters does not include the event category. You will need to copy/paste this in or type it out manually.
  • Value is the name of the event in the EVENT_CATEGORY table. The value needs to match the event to be able to report it.

Once you’ve filled out all the fields, click the “Create” button.

Google Analytics 4 new event

If you have been following the Google Whisperer Guides to Google Analytics 4, you already have your testing GA4 property set up and can start matching your previous page load goals to new GA4 conversion events. And don’t worry. If I lost you in the land of attribution, reach out and I am happy to help anytime!


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