Best practice Lead Tracking – GDPR compliant transferring conversions in GA4, Google Ads and Data Studio

by | Aug 22, 2023

In this webinar, Iwen Kuhn offers valuable insights on how to optimize GDPR compliant Lead Tracking. He focuses on how lead signals and real leads can be captured, analyzed, evaluated and seamlessly integrated into GA4, Google Ads and Data Studio – all in compliance with the GDPR. You’ll always have a complete overview of your conversion data.

Using best practice examples, he shows how you can tap the full potential of your lead data. He also explains the challenges you face as a B2B and lead business marketer in the area of data protection and provides useful tips for efficient and compliant data processing.

This will give you the know-how you need to optimize your lead tracking and determine the exact value of your leads – and increase this significantly in the lead management process via GA4, Data Studio and Google Ads.

Optimized Lead Tracking in the Era of the General Data Protection Regulation

The General Data Protection Regulation (GDPR) poses increasing challenges for many companies and website operators – especially in the areas of online marketing and web analytics. Lead tracking, in particular, still raises many questions around how to use the latest tools like Google Analytics 4 (GA4). In this webinar, you’ll learn what you need to know to make your marketing strategy compliant with the GDPR – and get the most out of your customer data.

What does GDPR-compliant lead tracking mean?

The GDPR sets strict requirements for how marketers and businesses can collect and process personal data from EU citizens. This has a direct impact on lead tracking, especially when using tools such as Google Analytics 4. Website operators must ensure that they obtain users’ consent before collecting and analyzing their data. This includes providing clear and easy-to-understand information about data collection and processing, and allowing users to opt-out of this data collection. Transparency is paramount!

Google Analytics 4 (GA4) and GDPR

GA4 is the latest version of Google Analytics and offers website operators numerous new functions and options for data analysis. However, GDPR guidelines must be observed when implementing and using GA4. Consent management is particularly important here. Website operators must ensure that they only collect data for which they have the user’s explicit consent.

Another important topic is so-called server-side tracking. This is a technical method in which tracking data is collected directly on the server and not on the user’s website. This can be a GDPR-compliant method in some cases, but it is not the “holy grail” for privacy-compliant tracking. Again, obtaining user consent is essential.

Best Practices for GDPR Compliant Lead Tracking in GA4

  • Consent management: make sure you have implemented a clear and understandable consent management solution that allows users to give or withdraw their consent to data collection.
  • Data Transparency: Tell your users exactly what data you are collecting and how that data will be used.
  • Use of GA4 tools: Use GA4’s built-in tools and features to make your data analysis compliant with the GDPR. This includes, for example, anonymizing IP addresses or disabling certain categories of data.
  • Regular review: The GDPR and the technical possibilities are constantly evolving. Regularly review your tracking methods and adapt them to the current requirements if necessary.


In conclusion, GDPR compliant lead tracking is definitely possible and feasible. With the right tools and the necessary know-how, website operators can still gain valuable insights into their users without violating data protection guidelines. It is the responsibility of every website operator to be aware of the current regulations and ensure that their tracking methods are GDPR compliant.

Aug 22, 2023

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