generate_lead Event

The generate_lead event is used to track when a user submits a form or expresses interest, typically before making a purchase. It’s ideal for capturing intent in lead-gen funnels or service-based businesses.

The generate_lead model

This model captures lead intent, user context, and optionally the method used to generate the lead.

Properties

Name
event
Type
string
Description
Must be set to generate_lead.
Name
user_id
Type
string
Description
Unique identifier for the user submitting the lead.
Name
session_id
Type
string
Description
Session ID for tracking attribution.
Name
lead_type
Type
string
Description
Optional — describes the kind of lead (e.g., newsletter, contact_form).
Name
lead_value
Type
float
Description
Optional — estimated value of the lead for prioritization.

Push event to the dataLayer

dataLayer.push example

dataLayer.push({
  event: 'generate_lead',
  user_id: 'user-321',
  session_id: 'session-654',
  lead_type: 'contact_form',
  lead_value: 150
});

Best Practices

Only fire after a successful lead form submission.
Use lead_type to distinguish between different funnels (e.g., whitepaper download vs. contact form).
Estimate lead_value if your scoring model supports it.

Use Cases

The generate_lead event supports:

Lead generation funnel tracking
CRM attribution and syncing
Conversion event tracking in GA4, Meta, or LinkedIn
Audience segmentation and intent modeling