e_g Playbook For Lead Generation
A clean event model for forms, contact intents, booked calls, qualified applications, and ad-platform optimization.
How this playbook should be modeled.
Lead generation works best when the canonical event layer separates raw form submissions from higher-quality milestones such as booked calls or qualified applications, while every Lead event carries both value and currency for downstream optimization.
Recommended canonical events.
These are the main e_g events this funnel should emit consistently.
Example e_g calls.
Use this as a starting point, then enrich payloads with your own business identifiers.
window.e_g("Lead", {
value: 120,
currency: "USD",
properties: {
form_id: "pricing-demo-form",
lead_type: "demo_request",
source_page: "/pricing/"
}
});
window.e_g("Schedule", {
properties: {
appointment_type: "sales_call",
calendar: "revenue-team"
}
});
window.e_g("SubmitApplication", {
properties: {
application_type: "enterprise_onboarding",
step: "completed"
}
});What to keep consistent.
These habits reduce platform mismatch and make downstream routing simpler.
Recommendation
Always send value and currency on Lead so ad platforms can optimize and report against commercial intent.
Recommendation
Do not collapse every form into one generic lead event if the business values differ.
Recommendation
Use Schedule for booked calls and demos because it is stronger than a simple form submit.
Recommendation
Map qualified milestones into Google Ads conversion actions separately when value differs.