Solutions / Lead Generation
Your lead numbers, finally trustworthy.
Cost per lead, lead quality, form completion, source attribution. On most lead-generation sites at least one of these is quietly wrong. We make all four accurate, so you can move spend on data instead of guesses.
LIVE READOUT: what your GA4 should be reporting
Cost per lead
now£24.10
was £8.90 · understated
accurate
Lead quality
now41% qualified
was unknown · not segmented
accurate
Form completion
now58.3%
was not measured
accurate
Source attribution
now92% matched
was 31% · (not set)
accurate
What good data tells you
If your GA4 is set up correctly, these four answers are one report away.
- Q1
Which channel or campaign actually brings traffic that converts?
We tag and reconcile your sources so GA4 attributes each lead to the campaign that earned it, not to direct or (not set). You see cost per qualified lead by channel, not just raw clicks.
signal: source / medium · UTM hygiene · lead-quality dimension
- Q2
How do the visitors who do not convert behave before they leave?
Engagement, scroll depth, site search and the pages people abandon are all tracked, so the 95% who leave without a lead still tell you what to fix.
signal: engagement events · scroll · site_search · exit pages
- Q3
Where exactly do people drop off inside the lead form, and by how much?
Every field and step is tracked, so you see the drop-off percentage at form view, start and submit instead of one opaque contacts number.
signal: form_view · form_start · field events · generate_lead
- Q4
Which pages generate the most qualified leads?
Leads are attributed to the page that produced them, across your whole site and any other domains, so you know which content and landing pages to invest in.
signal: landing_page · content grouping · lead attribution
The lead-gen funnel
Visit to closed-won, with the leaks most lead-gen sites never see.
This is the path a lead takes on your site. Under each step is what usually breaks, and what we make accurate.
- 01page_viewVisit
- 02view_formForm view
- 03form_startForm start
- 04generate_leadForm submit
- 05qualify_leadQualified lead
- 06close_wonClosed / won
- LEAK · form drop-off is invisible; you see submits or nothing
- LEAK · leads double-counted from duplicate tags
- LEAK · cross-domain break splits one journey into two users
- 01
page_viewVisitLeak Traffic lands on subdomains or landing-page tools, so the journey starts on the wrong property.
Fixed Clean property and channel setup so every visit ties to a real source.
- 02
view_formForm viewLeak Form impressions are not tracked, so you cannot tell a traffic problem from a form problem.
Fixed A real form-view event at every entry point.
- 03
form_startForm startLeak Form drop-off is invisible; you see submits or nothing.
Fixed Start and per-field events so you see exactly where people stall.
- 04
generate_leadForm submitLeak Leads double-counted from duplicate tags or thank-you-page reloads.
Fixed One deduplicated lead event, fired once, in GTM.
- 05
qualify_leadQualified leadLeak Offline and CRM qualification never makes it back into GA4, so quality is unknown.
Fixed CRM and offline conversions imported and matched to the original click.
- 06
close_wonClosed / wonLeak Call conversions and cross-domain steps split one journey into two.
Fixed Call tracking and cross-domain so won revenue ties back to the channel that earned it.
Tracking coverage — lead gen
Nine things we track so your lead funnel is fully accountable.
Standard GA4 sees pageviews. Lead-gen GA4 has to see intent, friction and the moment a lead is created. This is the coverage we build.
- 01
Lead form & call tracking
Every submission and every phone lead recorded as a conversion, once.
→ generate_lead - 02
Cross-domain tracking
One visitor stays one visitor across your site, landing pages and quote or booking tools.
→ page_view - 03
Comprehensive form-field tracking
Which field starts, which field stalls, which field loses them.
→ form_start - 04
Cross-device tracking
A journey that begins on mobile and converts on desktop stays whole, not two leads.
→ qualify_lead - 05
User navigation tracking
The real paths people take before they convert or leave.
→ view_form - 06
Outbound link tracking
Clicks to partners, listings and external quote engines counted, not lost.
→ page_view - 07
Site search & filters
What visitors search and filter for, as a direct read on intent.
→ view_form - 08
Scroll-depth tracking
How far down your long landing pages people actually get.
→ view_form - 09
Video tracking
Plays and completions on the demo and explainer videos that drive the lead.
→ form_start
Why it matters
Bad lead data is not a reporting problem. It is a spending problem.
Before
- ROAS looks fine on inflated conversions, so you keep funding the wrong campaigns.
- Lead quality is invisible, so sales chases volume instead of fit.
- Form drop-off is invisible, so the highest-leverage fix is never found.
- The team defends budgets on gut feel, because the dashboard cannot be trusted.
After
- You know your true cost per qualified lead, by channel, and can move budget with confidence.
- You can tell sales-ready leads from form-fillers and route them accordingly.
- Every step of the form is measured, so you fix the exact step that loses people.
- Decisions are defended with one lead number the whole team agrees is correct.
Proof — Mycardirect
Duplicate scripts were inflating every conversion. We rebuilt the count.
After: every step tracked, fired once
- 01page_viewVisit
- 02view_formForm view
- 03form_startForm start
- 04generate_leadForm submit
- 05qualify_leadQualified lead
- 06close_wonClosed / won
What we found. Mycardirect’s GA4 was loaded with duplicate tracking scripts, so the same events and conversions fired more than once. Reported numbers were overcounted and Google Ads was optimizing against figures that were not real.
What we did. We removed the duplicate scripts, rebuilt conversion tracking cleanly in Google Tag Manager, and re-verified each event end to end in DebugView before handover.
The result. Logins, signups, video clicks and lead conversions now fire once and attribute correctly, so the team can optimize Google Ads with confidence instead of second-guessing the data.
- −removedduplicate GA4 / GTM scripts firing events twice
- −removedovercounted conversions feeding Google Ads
- +rebuiltconversions reconstructed cleanly in Google Tag Manager
- +now accurateevents, login / signup and video clicks tracked once
- +now trustedconversion attribution the team can optimize paid spend against
Senior analytics engineers only. Fixed-scope work, validated in GA4 DebugView before handover. No junior hand-offs.
Straight answers
Common lead-gen questions.
Q1Will you need to rebuild our whole GA4 from scratch?
Usually no. Most lead-gen accounts need duplicate tags removed, the lead event deduplicated, and form and call tracking added. We scope the smallest fix that makes the numbers trustworthy, and tell you up front if a rebuild is genuinely warranted.
Q2We use a third-party form or booking tool on another domain. Can you still track the full journey?
Yes. Cross-domain tracking is part of the standard lead-gen build, so a visit on your site and a submit on an external tool stay one journey and one source, not two users.
Q3Can you import conversions from our CRM so GA4 knows which leads were actually qualified?
Yes. We import offline and CRM conversions and match them back to the original click, so GA4 reports lead quality, not just lead volume.
Q4How long does a lead-gen fix take?
Most lead-gen fixes are scoped in 24 to 48 hours and delivered shortly after, depending on the number of forms, domains and conversions involved. If it is a small single issue, the $299 quick fix may be all you need.
- 01page_viewVisit
- 02view_formForm view
- 03form_startForm start
- 04generate_leadForm submit
- 05qualify_leadQualified lead
- 06close_wonClosed / won
● cost per lead · ● lead quality · ● form completion · ● source attribution — all accurate
Next step
Let’s make these four numbers trustworthy.
A short review of how your leads are tracked now, what is inflated or missing, and exactly what it takes to fix it. No retainer to find out.
Most lead-gen fixes scoped in 24–48h.