Lead’s Journey Map: Analytics That Shows the Path of Every Lead

In modern marketing, it’s not enough to count form submissions. You need to understand where your highest-value customers come from, how they interact with your website, and where they drop off in the sales process.

That’s why we built Lead’s Journey Map — an interactive dashboard that tracks each lead from the first touchpoint all the way to the final status.

What This Report Covers

The report is built on raw GA4 data in BigQuery, with the option to integrate the client’s CRM. Each lead isn’t just a row in a table; it’s a full journey with the key details, including:

• Unique ID.
• Name and email used to submit the form.
• Source, medium, and campaign that brought in the lead.
• Country and city.
• Device used to visit the site.
• The sequence of pages viewed before the form submission.
• CRM status: New, Qualified, Scoping, Won, Lost.

This gives you the full picture and answers the questions that actually matter: which campaigns bring high-quality leads, what users do right before converting, and which stages of the funnel are worth optimizing.

Who Will Benefit from the Customer Journey Map

• Marketing teams who want to evaluate channel performance not by clicks, but by lead quality.
• Sales teams who would like to understand where the warmest leads are coming from.
• Business owners who need to see how marketing turns into revenue.
• Analysts looking for a convenient way to combine BigQuery and CRM data.

What Do You Need to Get Started?

• A connected Google Tag Manager container with events set up on the site’s key pages.
• Export of raw GA4 events to BigQuery (via the standard integration).
• Optional: Access to your CRM (HubSpot, Pipedrive, etc.) to match leads with their statuses.
• Your willingness to see the real customer journey without sugarcoating.

Why It Matters

This report isn’t just another spreadsheet; it’s a living story of conversions that helps you make confident, data-driven decisions. It shows where to optimize your content, which page should become the best starting point, and which marketing channels are worth investing in to get the strongest results.