Lead Generation

Also known as: Generate Lead, generate_lead, Lead Submission, Lead Capture, Lead Form Submission

AcquisitioneventE-commerce: Top-of-Funnel & Marketing AcquisitionE-commerce

Fires when a shopper submits a form that creates a contactable lead: quote request, trade or B2B account inquiry, consultation booking or back-in-stock alert. Support contacts use contact-form-submission.

Event Serialization

always

Business Use Case

["1️⃣ Performance Marketing: cost per lead on a paid campaign rises above target → moves budget to lower-CPL campaigns.","2️⃣ Sales: quote leads from one lead_source rarely close in CRM → Marketing tightens that source's targeting.","3️⃣ Merchandising: back-in-stock leads pile up on one SKU → raises the reorder quantity for that item.","4️⃣ CRO Team: lead form completions drop after a form redesign → removes the added fields and retests."]

Business Criticality

High

Journey / Navigation Area

Generic

Owning Function

Marketing

Calculation Notes

["1️⃣ Fires on server-confirmed form success (lead_id returned); never on submit click, failed validation or form view. Newsletter opt-ins use sign_up.","2️⃣ Serialization always: every successful submission is a hit. Dedupe on lead_id so double submits and thank-you page reloads count once.","3️⃣ Required: lead_id, lead_type, form_id, lead_source. Optional: value, currency, items, campaign_source, campaign_medium, lead_validation_status.","4️⃣ lead_type is a fixed list: quote_request, trade_account, consultation, back_in_stock. items carries the product for back-in-stock and quote leads.","5️⃣ value is the expected lead value set by Marketing, never order revenue; send it only with currency, and omit both where no lead-value model exists.","6️⃣ Fire only with analytics consent. Never send email, phone or name; lead_id and a hashed user_id stitch the hit to the CRM lead record.","7️⃣ Common mistakes: firing on thank-you page load (bookmarks and refreshes inflate leads) and reusing one form_id across different lead forms."]

Platform Events

Platform	Event
Google Analytics 4	generate_lead
Adobe	generate_lead

Data Mappings

W3 Data Layer

{
  "event": [
    {
      "eventInfo": {
        "eventName": "generate_lead",
        "eventAction": "lead_submitted"
      },
      "attributes": {
        "lead_id": "lead-1",
        "lead_type": "quote_request",
        "form_id": "form-1",
        "lead_source": "pdp",
        "value": 100,
        "currency": "USD",
        "campaign_source": "google",
        "campaign_medium": "cpc",
        "lead_validation_status": "valid"
      }
    }
  ],
  "product": [
    {
      "productInfo": {
        "productID": "SKU-1",
        "productName": "item"
      },
      "attributes": {
        "item_variant": "variant"
      }
    }
  ],
  "user": [
    {
      "profile": [
        {
          "profileInfo": {
            "profileID": "user-1"
          }
        }
      ]
    }
  ]
}

GA4 Data Layer

{
  "event": "generate_lead",
  "lead_id": "lead-1",
  "lead_type": "quote_request",
  "form_id": "form-1",
  "lead_source": "pdp",
  "value": 100,
  "currency": "USD",
  "items": [
    {
      "item_id": "SKU-1",
      "item_name": "item",
      "item_variant": "variant"
    }
  ],
  "campaign_source": "google",
  "campaign_medium": "cpc",
  "lead_validation_status": "valid",
  "user_id": "user-1"
}

Adobe Client Data Layer

{
  "event": "generate_lead",
  "eventInfo": {
    "lead_id": "lead-1",
    "lead_type": "quote_request",
    "form_id": "form-1",
    "lead_source": "pdp",
    "value": 100,
    "currency": "USD",
    "campaign_source": "google",
    "campaign_medium": "cpc",
    "lead_validation_status": "valid",
    "user_id": "user-1"
  },
  "productListItems": [
    {
      "SKU": "SKU-1",
      "name": "item",
      "selectedOptions": [
        {
          "attribute": "variant",
          "value": "variant"
        }
      ]
    }
  ]
}

XDM Mapping

{
  "eventType": "leadOperation.newLead",
  "timestamp": "2026-01-01T00:00:00Z",
  "identityMap": {
    "ECID": [
      {
        "id": "ecid-1",
        "authenticatedState": "ambiguous",
        "primary": true
      }
    ]
  },
  "productListItems": [
    {
      "SKU": "SKU-1",
      "name": "item",
      "selectedOptions": [
        {
          "attribute": "variant",
          "value": "variant"
        }
      ]
    }
  ],
  "_tenant": {
    "lead_id": "lead-1",
    "lead_type": "quote_request",
    "form_id": "form-1",
    "lead_source": "pdp",
    "value": 100,
    "currency": "USD",
    "campaign_source": "google",
    "campaign_medium": "cpc",
    "lead_validation_status": "valid",
    "user_id": "user-1"
  }
}

Source Data

Digital Analytics (GA4)

Dependencies

Prerequisite: List the dependencies required for this Event

Events:

session-start

Report Attributes

lead_type lead_source form_id Traffic Source First Touch Channel Grouping Device Category Page Type

Segment Eligibility

true

Governance

Data SensitivityInternal

Dimensions

Related Dimensions

traffic-source first-touch-channel-grouping device-category page-type

Derived Entities

Derived KPIs

lead-conversion-rate cost-per-lead

Governance & Metadata

Created bydevyendarm

Created on9/30/2026

Last modified bydevyendarm

Last modified on9/30/2026

Version1.0.0

Validation stateqa passed

StatusPUBLISHED

GitHub

View related Pull Requestcatalog/events/lead-generation.yml