🟡 Phase 2 — Extended · Lead acquisition signal for Meta Lead + Google Ads.

`generate_lead`

When to push

After a lead conversion:

Contact form submitted.
Newsletter subscription (if tracked as a lead).
Sample / catalog request.
Gated guide download.

Example

window.dataLayer.push({
  event: 'generate_lead',
  currency: 'EUR',
  value: 5.00,              // estimated lead value (for Ads optimization)
  lead_type: 'newsletter',  // free string
  user_data: {
    email: 'jane.doe@example.com',
    first_name: 'Jane'
  }
});

Parameters

Parameter	Required
`currency`	recommended
`value`	recommended — estimated lead value
`lead_type`	optional — custom
`user_data`	required

Platforms

Platform	Native event
GA4	`generate_lead`
Meta	`Lead`
Google Ads	Conversion (if declared)

Why a `value` on leads?

Providing value lets Meta and Google Ads optimize on value, not just volume. Pragmatic estimates:

Newsletter: €1-5
Quote request: €20-50
Sample request: €10
Guide download: €3

→ Calibrate with the agency based on ROI targets.

Pitfalls

❌ Multiple generate_lead for the same user in the same session.
❌ Pushing without user_data → poor matching.

When to push​

Example​

Parameters​

Platforms​

Why a value on leads?​

Pitfalls​