AI Chatbot + Google Analytics 4: Complete Tracking Guide

The 5 Events to Track

• • chat_open — visitor opened the widget
• • chat_message_sent — first user message
• • chat_qualified_lead — bot tagged contact as qualified (mark conversion)
• • chat_handoff_requested — visitor asked for human
• • chat_csat_submitted — post-chat survey response

Sample dataLayer Push

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
    event: 'chat_qualified_lead',
    chat_session_id: '{{session_id}}',
    chat_topic: '{{topic}}',
    chat_score: {{score}},
    chat_intent: '{{intent}}',
    value: 0
});

GA4 Configuration

1. In GTM, create a Custom Event trigger for each chat event name above.
2. Create a GA4 Event tag for each, with parameters mapped from the dataLayer.
3. In GA4 admin → Events → mark chat_qualified_lead and chat_csat_submitted as Conversions.
4. Build a custom Exploration with chat events as steps in a funnel.
5. Use Path Exploration to see what users do before and after chat.

Attribution Setup

Pass the chat session ID into your CRM as a custom property. When the deal closes, you can match back to the chatbot session and credit revenue. GA4's Conversion Paths report will show chat touch as part of the broader path. For full closed-loop revenue attribution, layer a BI tool (Looker, Mode) on top of CRM + GA4.

Frequently Asked Questions

Last updated May 6, 2026. View more guides.