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How to send GA4 lead events and key events through Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against Google Analytics 4's own help pages

Set up the Google tag and a generate_lead event in Tag Manager, register its details as custom dimensions, and mark it as a key event GA4 and Google Ads can use.

Time
25 minutes
You will need
  • A GA4 property and its measurement ID (G-...)
  • Google Tag Manager, and the dataLayer from the first Secret Setup
Stuck?
Troubleshooting or ask us a question

Step by step

  1. Find your measurement ID

    In GA4 go to Admin > Data streams, open your web stream and copy the Measurement ID, for example G-AB12CD34EF.

  2. Add the Google tag

    In Tag Manager: Tags > New > Google Tag. Paste the measurement ID as the Tag ID and fire it on Initialization - All Pages. Name it Google tag - GA4.

  3. Add the lead event tag

    Tags > New > Google Analytics: GA4 Event. Set the measurement ID, Event Name generate_lead, and these parameters, then fire it on CE - generate_lead:

    Text
    form_id    {{DLV - form_id}}
lead_type  {{DLV - lead_type}}
value      {{DLV - value}}
currency   {{DLV - currency}}

  4. Register the custom dimensions

    GA4 only shows your own parameters in reports once they're registered. In GA4: Admin > Data display > Custom definitions > Create custom dimension. Make two, Scope Event:

    Text
    Dimension name: Form       Event parameter: form_id
Dimension name: Lead type  Event parameter: lead_type

  5. Test in DebugView

    Use Preview in Tag Manager and send a test lead. In GA4 open Admin > DebugView: generate_lead should appear with its parameters.

  6. Mark it as a key event

    In GA4 go to Admin > Data display > Events and turn on Mark as key event for generate_lead. If it isn't listed yet, click Create key event and type generate_lead.

  7. Import it into Google Ads (optional)

    In Google Ads: Goals > Conversions > Summary > New conversion action > Import > Google Analytics 4 properties > Web, tick generate_lead and import. Or use the Google Ads tag in the next Secret Setup for faster, more accurate counting.

Tips from people who set these up every week

  • Value and currency on generate_lead let GA4 show a lead value in reports and Google Ads bid towards it.
  • Custom dimensions only start collecting from the day you make them, so register them first.

Troubleshooting: questions and answers

generate_lead isn't in the Events list.

It appears after GA4 has seen it, which can take up to 24 hours. Use Create key event to mark it in advance.

Do I need both the GA4 import and the Google Ads tag?

No. Pick one as the primary conversion in Google Ads, or the lead counts twice in bidding.

Official help pages

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