GA4 has introduced two new reports to help users better understand offline conversions.
The first new report, lead acquisition, focuses on generate_lead, and new events working_lead, qualify_lead, and close_convert_lead.
The second new report, lead disqualification and loss, focuses on new events, disqualify_lead and close_unconvert_lead.
These new events are designed to work primarily with offline conversion tracking by having your CRM send lead updates once a user has converted. The additional context will help you better analyse the journey of leads which convert and which don’t.
You’ll need to utilise the generate_lead event, a standard event in GA4, to get the most out of this. If you don’t use it and instead use a different naming convention for your forms or lead tracking, you should update those first.
