Google Analytics

Connect Google Analytics to send new, qualified, converted, and closed leads to your Google Analytics 4 (GA4) property so they appear alongside the campaign, channel, and landing page of the website visit that brought them in.

What NMC sends

Lead events

NMC sends five standard GA4 lead lifecycle events:

• generate_lead when a lead is created.
• qualify_lead when a lead reaches Qualified.
• close_convert_lead when a lead reaches Converted (including the lead’s dollar value).
• disqualify_lead when you close a lead as Not a lead.
• close_unconvert_lead when you Archive a lead.

Both close events include the close reason, which GA4 displays as Disqualified lead reason and Lost lead reason in its lead disqualification and loss report (Leads archived automatically by Auto-update inactive leads have no reason attached). GA4 marks generate_lead, qualify_lead, and close_convert_lead as key events (conversions).

NMC sends lead events only for leads that started on your website after you selected the GA4 property. If you disconnect and later select the same property again, lead events resume from that point forward for those leads (skipping changes that happened while disconnected). Selecting a different property sends lead events only for new website leads created after you select it.

Activity events

NMC also sends phone_call, form_submission, text_message, and email events for calls, form submissions, incoming texts, and forwarded emails on any lead that has a website visit to credit (including leads created before you connected Google Analytics):

• Website calls, texts, and forms: NMC attaches the visitor’s GA4 session so GA4 session reports show the visit’s source and campaign. If the activity arrives within 30 minutes of the visitor’s last page view, it keeps its actual timestamp; if it arrives more than 30 minutes later, NMC timestamps it 1 minute after that last page view so GA4 keeps it inside the session. Session attachment works when NMC sends the event within 24 hours of the visit and the visitor’s last page view included GA4 cookies; otherwise the event goes out at its own timestamp without a session and appears under (not set) in session reports.
• Forwarded emails, and calls or texts to non-website numbers: when the lead qualifies for lead events, NMC matches the visitor using the website visit that originally started the lead and sends the activity event at its actual timestamp without a session. Otherwise, those activities aren’t sent to GA4.
• Call status filtering: phone_call is sent once a call finishes whether it was answered, went to voicemail, rang out or was busy (Didn’t connect), or ended as Status unknown. The only exception is a call that failed to forward to your phone at all, which sends nothing.

Event parameters and timing

Every event includes Lead source and Lead channel, which NMC sets once when the lead is created (see where a lead came from). Because GA4 still applies its own attribution model to sessions, GA4’s session source can differ from NMC’s lead source; see why NMC, Google Ads, and Google Analytics differ if you want them aligned. Activity events also include First contact (whether that activity started the lead), and call events include Call length.

Because GA4 doesn’t allow events to be edited or deleted once received:

• generate_lead is sent right away so GA4 can attach it to the active website session (GA4 only links events to sessions within 24 hours of session start). If you later close that lead as Not a lead, generate_lead remains in GA4 and disqualify_lead is added later.
• Every other lead event (qualify_lead, close_convert_lead, disqualify_lead, and close_unconvert_lead) waits 24 hours after your change before sending, giving you time to undo an accidental stage move, fix a dollar value, or reopen a lead. NMC sends only where the lead stands at the end of that 24-hour window.
• If AI review suggests closing a lead as Not a lead, pending lead events pause and show Waiting for your review on the lead page until someone acts on the lead (and are never sent if the lead is closed as Not a lead).
• Each lead event type is sent at most once per lead. Moving a lead back and into the same stage a second time, or closing it a second time after reopening, doesn’t send a duplicate event.

What NMC doesn’t send

GA4 can only tie leads to marketing channels through a tracked website visit. Leads that began with a direct phone call to your Google Business Profile number, a flyer or truck number, Local Services Ads, or a forwarded email have no GA4 website visit on them, so they don’t send lead events to GA4 (the lead page notes this, while still tracking the lead in NMC and uploading eligible conversions to Google Ads). Visitors who reject analytics cookies on your site also have no GA4 client/session data for NMC to attach.

To see Google Business Profile activity in GA4:

• Link your Google Business Profile directly in GA4 under Admin → Product links.
• Website clicks from a tracked Google Business Profile already arrive in GA4 tagged with utm_source=google, utm_medium=organic, and utm_campaign=gbp.

How to connect

You need a Google account with Editor access on the GA4 property.

1. Open Integrations → Google Analytics (requires account access).
2. Click Continue with Google and sign in.
3. Select your GA4 property (and choose the website data stream if the property has more than one). Selecting a property confirms to Google that you have the required privacy disclosures and rights to send visitor data to GA4.
4. Click Use this property. NMC creates a Measurement Protocol secret key named "No Missed Conversions", marks generate_lead, qualify_lead, and close_convert_lead as key events, and registers NMC’s custom dimensions and metrics.

If your website already fires its own generate_lead event on form submissions, remove that duplicate tag so GA4 doesn’t count website form leads twice. And if you import GA4 key events into Google Ads, keep them set to Secondary so Google Ads doesn’t double-count conversions alongside NMC’s direct Google Ads uploads.

Problems and disconnecting

NMC checks your GA4 property once a day:

• If your website data stream or NMC’s secret key is deleted in GA4, Integrations → Google Analytics shows a problem and NMC emails you. Click Restore Google Analytics setup to recreate the secret key.
• If your connected Google user loses access to the GA4 property, the page shows Google Analytics property can’t be reached and NMC emails you (event delivery continues using the existing secret key while it remains valid). Give that Google user Editor access again and wait for the next daily check, or click Reconnect with a Google user who has Editor access to re-check right away.

Clicking Disconnect stops sending events for new leads and cancels any events currently waiting in the 24-hour window. Events and custom definitions already sent to GA4 remain in your property.