GA4 + GTM Funnel Tracking for B2B (Simple Event Model)

Most B2B teams either track too little or track everything. Both approaches create bad decisions.

A better approach is a small event model tied to funnel intent.

Funnel stage model

Use four macro stages:

1. Awareness
2. Consideration
3. Decision
4. Conversion

Then map pages and actions to those stages.

Core events to track first

Start with these events in GTM:

• funnel_stage_view (page-level stage marker)
• cta_click (book call, contact, offer CTA)
• scroll_depth (25, 50, 75, 90)
• outbound_click (off-site click)
• file_download (if you use lead assets)

This baseline is enough for directional funnel reporting.

Recommended GA4 key events

Do not mark everything as a conversion. In B2B, mark only clear intent milestones, for example:

• cta_click with cta_type = book-call
• high-intent form submit events
• qualified demo booking events

Keep newsletter clicks or shallow engagement out of your primary conversion set.

GTM implementation tips

• Push events into dataLayer with stable parameter names.
• Keep naming immutable after launch.
• Use GTM variables for page_path, funnel_stage, and cta_type.
• Test every event in GTM Preview before publishing.

Governance checklist

• Maintain one event dictionary document.
• Review events quarterly.
• Remove dead tags and triggers.
• Verify event quality in GA4 DebugView after each release.

If your current setup is noisy, use this audit entry point to prioritize fixes.