What this is
A JSON schema describing recommended events and parameters, plus implementation notes for GTM. Built for enquiry-led motions: forms, calls, bookings and CRM-qualified milestones.
Who it is for
Marketing ops and analysts implementing GA4 for B2B, professional services, travel enquiry and housebuilder lead gen.
How to use it
Load the JSON as your contract. Implement events in GTM or gtag to match names and params. Register custom dimensions in GA4 Admin for the parameters you will report on.
Mistake it prevents
Inventing a new event name per landing page and then being unable to build a single enquiry funnel exploration.
Dimension registration
Register lead_type, page_type, development_id and crm_stage as custom dimensions before you rely on explorations. Unregistered params disappear from the UI and teams invent duplicate events.
Key event ladder
Start with generate_lead as a key event. Promote lead_qualified or closed_won only when CRM wiring is trusted. Avoid marking every lifecycle ping as a key event.
Server and browser
If both GTM web and Measurement Protocol can describe the same enquiry, share an event_id. Dual firing without dedupe inflates funnels and confuses Google Ads imports that read GA4.
How teams actually adopt GA4 event schema for enquiry-led businesses
The JSON is a naming contract between GTM engineers and analysts. Implement event names exactly. Register dimensions before building board explorations. Housebuilders should always send development_id. Travel teams should prefer expected margin as value when known, otherwise omit value rather than invent it. Never send email or phone as parameters. Use event_id across browser and server. Promote key events slowly as CRM trust grows.
Quality bar for ga4-enquiry-event-schema
Quality bar for ga4-enquiry-event-schema: the download must be usable without a sales call. If a colleague cannot apply it in one sitting, the artefact is incomplete. Keep British English. Strip any client residue before publishing. Link the finished internal copy back to /resources/ga4-enquiry-event-schema/ so updates stay findable. Review the file when your CRM stages, GA4 events or account structure change, not only when someone asks for a refresh.
Prefer a guided build? See CRM implementation and conversion tracking and attribution.