Google Analytics 4 (GA4) has introduced five new recommended events tailored specifically for lead generation. These new events are designed to complement the existing “generate_lead” event and offer a more detailed understanding of the lead management process. Here’s a quick overview of these new events:

• generate_lead: Triggered when a lead has been generated.
• working_lead: Activated when a user contacts or is contacted by a representative.
• qualify_lead: Used when a user is marked as meeting the criteria to become a qualified lead.
• disqualify_lead: Applied when a user is marked as disqualified to become a lead.
• close_convert_lead: Signifies when a lead has been converted and closed.
• close_unconvert_lead: Denotes when a user is marked as not becoming a converted lead.

These events can include useful parameters such as: value, reasons, lead status, and items.

Google recommends using these native events to leverage potential new integrations, reports, automated insights, and predictive audiences. Additionally, these events can be sent directly from your CRM to Google Analytics 4 via server, enhancing your site and campaign analysis.

This update was first spotted by Igor Souza.