Source To Bridge Lead Outcome Report

Purpose: give leadership one first dashboard that connects acquisition source, content consumed, and Bridge lead outcome.

Data Sources

• GA4 BigQuery export: slkone-501222.analytics_366012577.events_*
• Bridge reporting mirror: slkone-501222.bridge_reporting.leads
• UTM registry: _data/utm_registry.yml

Looker Explores

Primary explore: source_to_bridge_lead_outcome

Core dimensions:

• Lead event date
• Source
• Medium
• Campaign
• Lead page path
• Form name
• Bridge lead stage
• Bridge lead result
• Pre-lead touchpoints

Core measures:

• Website lead form submissions
• Bridge leads created
• Qualified Bridge leads
• Opportunity / active lead count
• Source-to-lead conversion rate
• Lead-to-qualified rate

First Dashboard Tiles

• Leads by source / medium / campaign
• Bridge qualified leads by source
• Contact page submissions by landing page
• Content viewed before lead submission
• UTM compliance exceptions
• Unmatched GA4 lead events without Bridge lead
• Bridge leads without usable UTM attribution

Matching Logic

Initial matching is timestamp-based because GA4 does not expose submitted email addresses by default. Once the Bridge intake endpoint stores a generated website_submission_id, use that ID as the durable join key between the GA4 event metadata and Bridge lead metadata.

Operational Review

Review weekly until the flow stabilizes:

• Confirm new campaign links exist in _data/utm_registry.yml.
• Check that lead_form_submit appears in GA4 and BigQuery.
• Confirm each real form submission created or updated a Bridge lead.
• Resolve unmatched records before interpreting source performance.