If lead generation is central to your marketing strategy, GA4 has just dropped a significant update aimed at improving lead analysis, featuring new dedicated reports and highly specific audience templates.

The new features answer two fundamental questions: “Where are my best leads coming from?” and “Why are other leads dropping off?”

New Lead Gen Reports:

• Lead Acquisition Report: Understand user attributes from their very first visit. Pinpoint exactly where your most valuable potential customers come from.
• Lead Disqualification and Loss Report: Identify why leads are not converting, discover friction points in your funnel and learn how to fix them for a better conversion rate.

8 New Suggested Audience Templates:

Isolate users at every stage of the funnel and export them directly to your advertising platforms. A few examples:

• Qualified Leads: Create targeted campaigns to entice these high-intent users to convert.
• Converted Leads: Exclude current customers from remarketing to optimise ad spend.
• New Leads: Build powerful nurturing sequences to guide new prospects toward conversion.

To populate these new reports and audiences, implement the recommended lead generation event schema using the correct event names via Event Data Import or the Measurement Protocol.