What is the Google Analytics Integration?
The Google Analytics Integration connects WhatConverts to your Google Analytics 4 (GA4) property and sends lead events based on tracked conversions. This allows you to see your lead data, calls, forms, chats, and appointments alongside other website metrics in GA4, giving you a more complete view of user behavior by combining marketing attribution from WhatConverts with traffic and engagement insights in Google Analytics.
Why Use the Google Analytics Integration?
Most businesses use Google Analytics to understand website traffic, but GA4 alone can't track phone calls, offline conversions, or leads that don't submit a form. Meanwhile, WhatConverts captures every lead type but doesn't show you the full website journey before conversion.
The Google Analytics Integration bridges this gap by:
- Sending all lead types to GA4 including phone calls, chats, and appointments that GA4 can't track natively on its own, so you see complete conversion data in one platform.
- Combining lead data with traffic insights so you see which pages, traffic sources, and user behaviors lead to actual conversions, not just form fills.
- Attributing revenue to specific marketing channels by sending lead value data to GA4, helping you calculate true ROI for each traffic source.
- Enabling advanced GA4 reporting with custom events that show lead volume, lead type, and lead value alongside standard website metrics.
- Creating unified dashboards where you can analyze website engagement and lead generation performance in one platform.
- Improving conversion tracking accuracy by sending qualified leads to GA4 after you've filtered out spam or unqualified traffic in WhatConverts.
Instead of juggling separate platforms to understand marketing performance, the Google Analytics Integration gives you a single source of truth that combines traffic analytics with complete lead attribution.
Examples of How Businesses Use the Google Analytics Integration
The Google Analytics Integration works across industries to help businesses understand the complete customer journey from first click to qualified lead. Here are some ways businesses put it into action:
- HVAC company: Tracks both web form submissions and phone calls in GA4 to see which blog posts and landing pages drive emergency service calls versus routine maintenance inquiries. Uses GA4's funnel reports to identify where potential customers drop off before calling.
- Law firm: Sends consultation request events to GA4 with lead value data, then builds custom reports showing which practice area pages generate the highest-value cases. Compares organic search traffic to paid ads to optimize budget allocation.
- Dental practice: Tracks appointment bookings from phone calls, web forms, and online scheduling tools as GA4 events. Uses GA4's user journey reports to see how many touchpoints patients have before booking, helping optimize content strategy.
- Home services company: Sends quotable lead events to GA4 after filtering spam in WhatConverts, ensuring conversion reports only include qualified leads. Creates custom audiences in GA4 based on high-value lead events for remarketing campaigns.
How the Integration Works
The Google Analytics Integration operates as a one-way data flow from WhatConverts to GA4:
WhatConverts captures your leads:
- Phone calls, web forms, chats, appointments, emails, and transactions are tracked with full attribution data.
- Each lead is tagged with its source, medium, campaign, keyword, and landing page.
You qualify and organize your leads:
- Use Custom Fields to categorize leads by service type, location, or quality.
- Apply Lead Intelligence rules to automatically score or flag high-value conversions.
- Mark spam or unqualified leads to filter them out.
WhatConverts sends lead events to GA4:
- Each qualified lead becomes a custom event in Google Analytics.
- Event parameters include lead type, lead value, source attribution, and any custom data you've added.
- You control which leads are sent to GA4 (all leads, quotable leads only, etc.).
You analyze combined data in GA4:
- View lead events alongside traffic, engagement, and eCommerce data.
- Build custom reports that show the relationship between website behavior and lead generation.
- Create audiences based on lead events for remarketing or analysis.
This integration ensures you understand not just where your website traffic comes from, but which traffic sources actually generate qualified leads and revenue.
What Data is Sent to Google Analytics?
When a lead is tracked in WhatConverts, the following data is sent to GA4 as event parameters:
- Lead type: Phone call, web form, chat, appointment, email, or transaction
- Lead value: Quote value or sales value (if tracked)
- Source attribution: Source, medium, campaign, keyword, and referrer
- Lead details: Lead ID, timestamp, and any Custom Field values you've configured
- Quotable status: Whether the lead was marked as quotable or not
This data appears in GA4 as custom events that you can use in reports, explorations, and custom dashboards.
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