# Read a lead-gen funnel in GA4

> Tier: recipe. Operating recipe: real tool sequence, core rules, known traps.

The lead funnel read with its offline tail acknowledged: GA4 sees the form, not the sale.

**Intent.** Visit to qualified lead, the B2B money path.

## When to use

- Lead-gen weekly.
- Before media judgements on lead quality.

## When not to use

- No specific contraindication beyond the preconditions below.

## Sources

Required: Google Analytics 4

## Preconditions

- The account is ticked in the dashboard, confirmed via list_accounts.

## Inputs

- `window`: Analysis window. Default: last 30 days.

## Procedure

1. Verify lead events and run the funnel to submission. — tools: `ga4_get_key_events`, `ga4_run_advanced_funnel_report`
2. State explicitly where GA4's visibility ends versus the CRM.

## Decision rules

- **When** Lead volume rose while sales-accepted leads did not (per the humans) → **conclude** Quality moved, not quantity: the finding routes to targeting, not landing pages.

## Evidence requirements

- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.

## Human approval boundary

- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.

## Failure modes

- GA4 cannot see lead quality: never let 'leads' in GA4 stand in for pipeline without saying so.

## Output

- **Readout**: The figures, with windows and accounts named.
- **Flags**: What deserves a deeper skill or a human decision.

## Related

- Skill: [funnel-analysis](https://www.getmcpads.com/skills/funnel-analysis.md)