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Table of Contents

  1. Overview
  2. How the Measurement Protocol Works
  3. Setup Instructions
  4. Additional Reporting in Google Analytics 4

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Setup Video

Need help setting up offline conversion tracking for GA4?
Watch the video below, it explains all the steps in detail:

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1. Overview

The Google Analytics 4 (GA4) integration sends your marked closed, open, and converted leads to Google Analytics 4. This process uses the Google Analytics 4 Measurement Protocol. This server-to-server solution ensures all quantitative lead data is sent to Google Analytics 4 and tied to specific channels. No personal or client data is sent to Google Analytics 4.
Note: While the Measurement Protocol sends 100% of the data to Google Analytics 4, it may face challenges linking data back to a user or session. The handling of the Client ID and Session ID is managed by Octanist. Events sent through the Measurement Protocol may result in “(not set)” values for source/medium attribution.

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2. How the Measurement Protocol Works

  1. “Won” Leads: Whenever a lead is marked as “Won,” the event is sent to Google Analytics 4 along with corresponding parameters (e.g. the value and currency).
  2. “Open” Leads: When a value is added or updated for an “Open” Lead, the event is sent to Google Analytics 4. The content of the note is passed as the parameter lead_status.
  3. “Lost” Leads: If a lead does not convert and is marked as “Lost,” the event is sent. The parameter unconvert_lead_reason contains the reason for the lost lead, based on the note content.

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3. Setup Instructions

  1. In your Octanist account, go to Integrations > Search for “Google Analytics 4”.
    Octanist Google Analytics 4 Select Integration
  2. Add the integration by clicking Add Integration.
  3. Enter your GA4 Measurement ID.
    • This can be found in your GA4 account under Data Streams. See Google’s guide for details.
  4. Enter your GA4 API Key:
    • In your GA4 Data Stream, click Measurement Protocol API Secrets (you must have administrator access).
    • If required, click Review Terms and then I Acknowledge after reading the User Data Collection Acknowledgment.
    • Create a key and give it a clear name (e.g., Octanist - GA4 Integration).
  5. Click Create Google Analytics 4 Integration.
Now, whenever you mark a lead as qualified, won, or lost, it will be sent to GA4 as follows:
  • Qualified = working_lead
  • Won = close_convert_lead
  • Lost = close_unconvert_lead
These names follow the suggested naming conventions in the Google Analytics documentation.

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4. Additional Reporting in Google Analytics 4

Add the custom dimensions lead_status and unconvert_lead_reason to view the text values of your notes entered in Octanist. Enter the custom dimensions as follows:
  • Dimension Name: The name of the dimension (e.g., lead_status; you can name this as you prefer).
  • Description: A description of the custom dimension (e.g., “The status of a lead (e.g., ‘Called lead, waiting for follow-up’).”).
  • Event Parameter: This must be lead_status or unconvert_lead_reason for Octanist Insights.
To improve reporting, mark the close_convert_lead event as a Key Event (Conversion) in GA4. This will help you better understand the user journey and simplify reporting.