Getting Started with Lead Tracking
Lead Tracking connects three things: the form a visitor submits on your site, the status that lead later reaches in your CRM, and the ad click or campaign that brought them. Qualified leads can then be sent to Google Ads, Meta and other platforms as conversions, and reported by channel.
It runs in your server-side Google Tag Manager (sGTM) container. Leads are matched by email address, which is hashed: Tag Pilot never stores raw email addresses.
1. Create a project
In the Tag Pilot app, open Lead Tracking and click New project. Create one project per website.
You get a write key once, right after creating the project. Your sGTM tags use it to send data. Save it; if you lose it, rotate the key on the project's Setup tab and update your tags.
2. Import the sGTM tags
On the project's Setup tab, click Download GTM import and merge the file into your server container (GTM Admin → Import Container). It contains two tags with their templates:
| Tag | Fire it on | What it does |
|---|---|---|
| Tag Pilot - Lead Capture | GA4 page_view and generate_lead |
Records the form submission with its source: UTMs, ad click IDs, landing page and referrer. Page views without a source are dropped in the tag. |
| Tag Pilot - Lead Status | The per-lead event your CRM sync runs | Records the lead's new CRM status and, when the status is mapped, returns a conversion event that runs through your container. |
The import already holds your project ID. Paste the write key into the Tag Pilot Lead Write Key constant (or rotate the key to download the import with it filled in).
3. Connect your CRM
A scheduled sync reads status changes from your CRM (for example hourly) and runs the Lead Status tag once per lead. We set this sync up with you for your CRM.
4. Map statuses to conversion events
On the Setup tab, under Conversion events, map each CRM status to a GA4 event name, for example:
| CRM status | Event |
|---|---|
| Suspect | qualify_lead |
| Prospect | working_lead |
| Client | close_convert_lead |
Statuses without a mapping are still recorded, but send nothing. Add the mapped events to the triggers of your GA4 and ad platform tags so they are sent as conversions, credited to the lead's last ad click.
5. Check your leads
The project's Leads tab lists every lead with its masked email, status and source. To read the data from another system, such as a partner's dashboard, see API Keys, the Reporting API and the Leads Sync API.