Know where the client comes from — and how far they get
Visits and enquiries from your site go to Google Analytics 4, followed by the lead’s stages: contacted, qualified, deal. Search Console shows in the system which Google searches your site appears for and at what position.
Try from the search to the deal
A demo with made-up searches and people: what comes in from Search Console and what goes out to Google Analytics 4.
- Status
- New
- Consent
- analytics ✓
- Only after consent
Google’s tags don’t load until the visitor accepts cookies. Consent Mode v2 keeps their choice.
- To the deal, not the form
Contacted, qualified, deal or lost — as GA4’s recommended lead events.
- Searches in the system
Top queries and pages from Search Console sit in “Traffic sources”, beside your ads.
The visit, the enquiry and what happens next
GA4 or Tag Manager
Paste the Measurement ID or your Google Tag Manager container. Visits and sources go to Google Analytics, and every enquiry as a conversion.
Stages from the server
With an API secret, lead stages go from the server every 15 minutes — qualify_lead, close_convert_lead and the rest Google recommends.
No personal data
GA4 gets the event and the browser’s anonymous ID. Email and phone never go into the parameters — Google forbids it.
Search Console
Top searches and pages by day — clicks, impressions and position. The last 3 days are refreshed, and on connecting up to 90 days back come in.
Three steps in Google and here
The GA4 ID
Admin › Data streams › Web → Measurement ID (G-…) — or your Google Tag Manager container (GTM-…).
API secret
The same stream › Measurement Protocol API secrets › Create. With it, lead stages reach GA4.
A service account for Search Console
Your own Google Cloud project, a JSON key and the service account’s email added as a user in Search Console. The sync starts by itself within 6 hours.
GA4 and Search Console at a glance
- Connection
- A GA4 or GTM tag on the site; Measurement Protocol from the server
- Stages
- Every 15 minutes; GA4 accepts no stage older than 72 hours
- Consent
- Tags after consent; stages only with analytics consent
- Search Console
- The agency’s service account; refreshed every 6 hours
- Google Ads
- You can import the GA4 stages into Google Ads as conversions
Google Analytics and Search Console terms belong to Google and may change.
Frequently asked about GA4 and Search Console
Do we need Google Tag Manager?
No. It works with just a GA4 Measurement ID or with a Tag Manager container — you choose how you’re connected.
What does “lead stages in GA4” mean?
When an enquiry reaches contact, the qualified status or a deal, the system sends GA4 the recommended lead events — qualify_lead, close_convert_lead and others. The “Lead acquisition” report shows which channel brings deals, and if GA4 is linked to Google Ads you can import them there too.
Is anything sent without consent?
No. Google’s tags load only after cookie consent, and a stage goes out only for someone who accepted analytics cookies at the enquiry.
What do we need for Search Console?
An owner of the property, your own Google Cloud project with the Search Console API enabled and a service account with a JSON key. Its email is added in Search Console with restricted rights.
Where do we see the searches?
In “Traffic sources”, in the “Google search” card — queries and pages with clicks, impressions and average position, beside your ads and enquiries.
More from advertising — in one system
MailjetEmail campaigns and newsletters go out via the agency’s Mailjet, and bounces and unsubscribes drop off by themselves.Where clients come from — and which reach a deal
In the demo we open “Traffic sources” and walk the path from a Google search to a deal.
