GA4: where to see leads and conversions
Why the "Lead acquisition" report shows zero
That report is hard-wired to GA4's own lead lifecycle event names: generate_lead, qualify_lead and close_convert_lead. HealthCert does not send events with those names, so the report has nothing to fill in. It is not a tracking fault and nothing is missing.
Where to look instead
Patrick built an Explore report that gives the breakdown: channel group and campaign down the side, conversion action across the top, key events as the metric.
Open the GA4 Explore report ↗What each key event actually means
Volumes are the last 12 months to 27 August 2026.
| Event | Last 12 months | Type | What it means |
|---|---|---|---|
enrolment_paid | 1,123 3.5% | Sale | Certificate and pathway purchases. The revenue event on the certificate side. |
purchase | 1,336 4.2% | Sale | Shopify short course and micro course purchases. Not certificate courses. |
enrolment_direct_deposit | 1,840 5.8% | Enrolment step | The direct deposit enrolment path. Payment is reconciled separately, so treat this as an enrolment in progress rather than confirmed revenue. |
get_my_free_guide | 3,106 9.8% | Lead | Guide download. Top of funnel interest, useful for remarketing and nurture. |
click_enrol | 22,858 71.8% | Intent | Someone clicked through to enrol. High volume by design, and not a sale. |
click_to_call | 1,517 4.8% | Intent | Phone number clicked. A strong signal, but the call outcome is not tracked. |
click_register_now | 44 0.1% | Intent | Very low volume. Worth checking whether the button it sits on is still in use. |
The naming is the confusing part: purchase is Shopify, not certificates. enrolment_paid is the certificate one.
One thing to watch: reg3
The new registration system (reg3.healthcert.com) replaces EventMotion. The enrolment_paid trigger still points at reg2, so the event will stop firing once reg3 is live and stay at zero until the trigger is updated. Patrick has flagged it. It should make HubSpot reporting cleaner once it is done.
How we use this in reporting
HubSpot remains the source of truth for leads and revenue, and that is what the monthly report is built on. GA4 is used alongside it as a directional read: which channels and campaigns are driving interest, and how that is trending. Where the two differ, HubSpot wins.