Lead generation is often a primary objective for many types of websites, such as real estate, financial services, professional services, and auto dealerships. Even for sites that are focused on ecommerce or publishing, lead generation may be an important secondary objective.
Implement and optimize conversion tracking
The first step in measuring lead generation key events is to track the submission action. How you do this may vary depending on how the confirmation appears. The possible solutions listed here are outlined in [UA→GA4] Destination goals.
Confirmation appears on a separate page
If a separate confirmation page, with a path such as /submission-confirmation, loads after a lead submission use the approach described in Option 1: Create a new key event via the user interface.
Confirmation appears on the same page
In some types of website development architectures, the confirmation for the form submission appears on the same page, without a redirect to a separate confirmation page. In this case, you can use the approach described in Virtual pageviews, or you can generate a key event as described in Option 2: Send a key event-specific event from your site code.
sign_up event to send the key.Report on lead generation key events
Use the funnel exploration and path exploration techniques to analyze and optimize your lead generation process.
Funnel explorations are particularly useful if the lead submission process is intended to guide users through several specific, pre-identified steps.
The end point analysis in the path exploration can help you identify the paths that users are actually taking to complete the lead submission process, whether or not those paths were explicitly designed or intended.
Any prevalent pathing patterns that you identify in the path exploration may qualify as good candidates for formalizing as a funnel exploration.