Lead acquisition report

This report is populated by sending the events outlined in the lead generation recommended events.

You can use the lead acquisition report to get data from the first time potential customers visit your website or app. This report helps you understand how your marketing efforts perform at the top of the funnel. It shows which channels drive new leads to your business. You can use this information to adjust your marketing campaigns and improve your lead-generation efforts.

View the report

In Google Analytics, click Reports on the left.
Click Acquisition, then Lead acquisition. If you’re using the Business objectives collection, select Generate leads, then Lead acquisition.

Note: If you can't find the report, it may have been removed or isn't in your default view. Editors (and above) can add it back to the left navigation. Learn more about how to add the report.

What's in the report

Dimensions

The report includes user-scoped default channel group, primary channel group, or custom channel group dimensions. Channel groupings are rule-based definitions of your traffic sources.

Default channel groups include Direct, Organic Search, Paid Social, Organic Social, Email, Affiliates, Referral, Paid Search, Video, and Display. If you're an Editor or Administrator, you can add or remove dimensions in the report.

Learn more about Traffic-source dimensions, manual tagging, and auto-tagging.

Metrics

The report includes the following metrics. If you’re an Editor or Administrator, you can add or remove metrics in the report.

Metrics	What it is	How it's populated
New leads	The total number of unique users with a generate_lead event will be the value for the metric.	Populate this metric by sending the generate_lead event.
Qualified leads	The total number of unique users with a qualify_lead event will be the value for the metric.	Populate this metric by sending the qualify_lead event.
Converted leads	The total number of unique users with a close_convert_lead event will be the value for the metric.	Populate this metric by sending the close_convert_lead event.
User key event rate	The percentage of users who converted. This metric is calculated as the number of users who performed a key event action divided by the total number of users. You can filter key events that you want to monitor.	This metric is populated automatically.

Was this helpful?

How can we improve it?