GA4 for B2B, SaaS and professional services
Your sales happen in the CRM, weeks after the form fill. Marc Alexander sets GA4 up so marketing is judged on qualified leads and revenue, not form submissions.
What you get.
- Each form tracked as its own lead type: demo, quote, contact, call back
- A lead counted when the form is accepted, not when the button is clicked
- A unique ID on every lead, so it can be followed into your CRM
- Lead stages from the CRM, such as qualified and won, sent back to GA4
- Google Ads optimising on qualified leads, not every enquiry
- Downloads, webinars and newsletter sign-ups measured as interest, not conversions
- Reporting from first visit to closed deal
How it works.
Mini audit
Marc checks lead tracking, key events, consent and attribution, and sends a written report ranking problems by business impact.
Full audit if needed
Where the setup needs a thorough review, the 38-point audit covers every form, the CRM handover and Google Ads conversions.
Fix and build
Setup, CRM integration and dashboard work is quoted once the audit shows what's needed.
Hand over
Documentation of what was set up and why, with Consent Mode v2 tested so tags respect each visitor's choice.
For B2B services, SaaS, professional services and any business that sells through a sales team. See all prices.
Planning it yourself? Start with the free measurement plan template.
Straight answers.
Which CRMs can GA4 work with?
Most of them, including HubSpot, Salesforce, Pipedrive and Microsoft Dynamics, provided there's an API or a dependable export. The method is the same each time: a unique ID on each lead, sent to both GA4 and the CRM, so a form fill can be followed to a deal. See CRM and back-office integration.
Can Google Ads optimise for qualified leads instead of form fills?
Yes. Once the CRM records which leads qualify, those outcomes can go back to Google Ads, as offline conversions or enhanced conversions for leads. Bidding then favours the searches that produce real prospects, not just enquiries.
Our sales cycle is months long. Can GA4 still show what works?
Partly, and it's worth being honest about the limits. GA4 shows the journey to the first enquiry well. What happens after that lives in the CRM, so the useful reporting joins the two, usually in BigQuery or a dashboard, by the lead ID.
What about GDPR?
No names, email addresses or form text are sent to GA4. A lead reference that links to a person in your CRM can still count as personal data, so its use is agreed with whoever handles data protection. Consent Mode v2 is set up and tested so tags follow each visitor's choice.
Where should we start?
With the mini audit, from £175. It shows whether your lead tracking can be trusted before you spend money on anything bigger. If you already know the setup needs a thorough review, go straight to the 38-point audit.
More detail: where B2B tracking goes wrong
- Every form counts the same. A demo request, a brochure download and a newsletter sign-up are all one key event, so the channel producing demos looks no better than the one producing sign-ups.
- Success stops at the form. Marketing is judged on enquiries, while sales judges it on the few that turn into deals. Without a link between GA4 and the CRM, nobody can say which campaigns produce customers.
- Google Ads learns from the wrong signal. If every enquiry is a conversion, bidding finds more enquiries, including the ones sales never wanted.
- Leads are recorded as sales. Enquiries sent to GA4 as purchases fill revenue reports with money nobody has made.
GA4's own lead generation reports help, within limits: GA4's lead generation objective explains what they do and don't solve.
More detail: experience with lead tracking
As Senior Web Analytics Specialist at Knight Frank, Marc worked on a website rebuilt to generate more leads. Every form submission carried a unique ID into both GA4 and the CRM, so an enquiry could be followed from the website to the sales team. The Knight Frank case study has the detail.
His experience covers professional services, SaaS, financial services and property: sectors where the sale is made by people, not a checkout.
Start with the mini audit: it shows whether your lead tracking can be trusted before you spend on anything bigger.
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Related work
Talk to Marc about it
Tell Marc what's happening with your tracking. The quickest place to start is usually a GA4 mini audit: a prioritised list of what's broken and what to fix first.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].