How to set a conversion value for leads in GA4
Ecommerce sends a real order value with every purchase. Lead-gen usually sends nothing, so a junk enquiry and a six-figure opportunity look identical to the ad platforms. Attaching a value to leads fixes that.
Why a value changes everything
Ad platforms optimise toward the value you report. With no value, they chase the cheapest form fills, which are often the worst leads. Give each lead a sensible value and they start chasing revenue instead. This is the single biggest upgrade most lead-gen conversion tracking is missing.
How to attach the value
- Flat estimated value: the simplest start. Send a fixed
valueparameter on your lead event, based on average deal size times close rate. - Tiered value: send different values for different lead types or form fields, for example a demo request worth more than a newsletter signup.
- Closed-loop value: the most accurate. Import the real deal value from your CRM later via offline conversion imports.
Setting it up in GA4
Send a value and currency parameter on your lead event (via GTM), then mark it a key event. When you import it into Google Ads, switch the campaign to a value-based bidding strategy so the value is actually used. Start with a flat estimate, then move to closed-loop once the plumbing is in.
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