Google Analytics 4 (GA4) Integration

How Spara integrates with Google Analytics 4.

Spara fires conversion events into Google Analytics 4 so you can measure how much pipeline and revenue your AI conversations are driving. Once events are flowing, you can break down Spara conversions by traffic source, build funnel views, and pipe the same events into Google Ads or other ad platforms for smarter bidding.

Spara emits five events:

Event name (in GA4 / GTM)	When it fires
spara_loaded_via_spara	Spara loads on a page for a visitor
lead_engaged_via_spara	A visitor sends their first message in a Spara conversation
email_captured_via_spara	Spara captures a lead's email address (form, qualifier, etc.)
calendar_shown_via_spara	The booking calendar is displayed to the lead
demo_scheduled_via_spara	The lead books a meeting inside Spara

Use these exact names in your GTM tags, GA4 conversion mappings, and ad platform configurations.

Choosing how to fire events

There are two ways to send Spara events to GA4. Most customers should pick one based on whether they need the events outside of GA4.

• Spara native integration — Spara sends events directly to your GA4 property. Quick to set up, but events only land in GA4. Best when GA4 is your only destination.
• JavaScript events via Google Tag Manager — Spara pushes events into the page's dataLayer, and you wire them up in GTM. More setup, but the same event can fan out to GA4, Google Ads, Meta, LinkedIn, and any other tag you configure. Best for marketing teams running paid campaigns across multiple platforms — for example, demo_scheduled_via_spara is commonly used as the primary conversion event across Google Ads, Meta, LinkedIn, and Microsoft Ads.

The rest of this page covers both setup paths, then how to actually analyze the data once it's flowing.

Option 1: Native integration

Step 1: Authentication

You must be a Manager- or Integrator-level user to manage third-party integrations.

Navigate to Settings > Integrations and click Authorize on the Google Analytics card to start the Google OAuth flow.

After granting access, Google may show an unverified-app warning. You can either wait for Google to verify the app (this can take a few days) or bypass it by selecting Advanced > Go to Spara to continue.

Step 2: Configure Google Analytics

Select the GA4 property to receive Spara's conversion events and choose which of the five events to send.

That's it — Spara starts sending the selected events to your property on the next conversation.

Option 2: Google Tag Manager

This path lets you forward Spara events to GA4 and any other tag in your container — Google Ads, Meta Pixel, LinkedIn Insight Tag, and so on.

Step 1: Get your GA4 Measurement ID

1. Log in to analytics.google.com.
2. Click Admin (gear icon, bottom-left).
3. Navigate to Data collection and modification > Data Streams.
4. Open your website data stream and copy the Measurement ID (starts with G-).

Step 2: Create the GA4 tag in GTM

1. Log in to tagmanager.google.com and open your workspace.
2. Click Tags > New.
3. Name the tag (e.g., GA4 - Spara Event).
4. Set Tag Configuration > Google Analytics: GA4 Event.
5. Paste your Measurement ID and set an Event Name (this is the name that appears in your GA4 reports — e.g., spara_conversion).

Step 3: Configure the trigger

1. Click the Triggering box, then + to create a new trigger.
2. Name it (e.g., Trigger - Spara Demo Booked).
3. Set Trigger Configuration > Custom Event.
4. Set Event Name to the exact Spara event you want to track — spara_loaded_via_spara, lead_engaged_via_spara, email_captured_via_spara, calendar_shown_via_spara, or demo_scheduled_via_spara. The name must match the dataLayer exactly.
5. Save the trigger.

To track multiple Spara events, repeat with a separate tag and trigger for each event name.

Step 4: Publish

Save the tag, submit your container, and publish a new workspace version.

Step 5: Verify with Preview mode

Before assuming everything works, test with GTM's Preview mode:

1. In your workspace, click Preview (top-right). Enter your site URL and click Connect — a new window opens with a "Tag Assistant Connected" badge.
2. In that window, perform the action Spara should fire for (e.g., book a demo through Spara).
3. Back in the Tag Assistant tab, look for your event name in the left-hand event list. Click it.
4. Under Tags Fired, confirm your GA4 - Spara Event tag is listed. If it's under Tags Not Fired, click in to see which trigger condition failed.

Analyzing Spara conversions in GA4

Once events are flowing, mark demo_scheduled_via_spara as a primary conversion event in GA4 — a Spara-booked demo is the direct equivalent of a form-fill demo request and should be treated the same way in your reporting.

A few views that are worth knowing about:

• Acquisition reports — which traffic sources (paid, organic, social) drive Spara conversions.
• Explore > Funnel exploration — multi-step paths like "visited pricing → engaged with Spara → booked demo."
• Explore > Segment overlap — see which leads converted through Spara vs. through your form, and where they overlap.
• Google Ads integration — feed Spara conversion events back into Google Ads for smarter bidding.

Keep your existing form-submit event firing alongside Spara events. Spara doesn't replace your form — and lead_engaged_via_spara often assists form fills that happen later in the session, after the lead's questions are answered.

Building a funnel view

To see "did A then B at any point in the session" (not strictly adjacent steps), use a Funnel exploration:

1. Go to Analytics > Explore > Blank exploration and switch the Technique to Funnel exploration.
2. Click the ✏️ icon next to STEPS to open the funnel editor.
3. Step 1: name it Session start, add condition → event session_start. Leave "directly followed by" off so other events can occur in between.
4. Step 2: name it Spara engaged, add condition → event lead_engaged_via_spara.
5. Step 3: name it Demo booked, add condition → event demo_scheduled_via_spara.
6. Click Apply.

Building a segment overlap

A segment overlap reveals whether the same users trigger two different events — useful for questions like "do leads who engage with Spara also book demos through our form?"

1. Go to Analytics > Explore > Blank exploration and switch the Technique to Segment overlap.
2. In the Segments panel, click + > New user segment. Name it (e.g., "Triggered Event A"), set condition → Event name exactly matches <event_a_name>, save.
3. Repeat for the second event.
4. Drag both segments into the Segments slot of the Tab settings panel.
5. Optionally add a Breakdown dimension, set a date range — GA4 renders the Venn diagram and overlap table.

Ad platform tracking: who owns what

Customers running paid ads almost always ask what Spara handles vs. what they need to wire up in GTM. Use this split.

Your responsibility (in GTM and on your site):

• UTM parameters — set these in your ad campaign URLs. Spara reads whatever is on the URL when a conversation starts.
• Conversion pixels — the Google Ads tag, Meta Pixel, LinkedIn Insight Tag, and others live in your GTM container and fire on the same Spara events. Map demo_scheduled_via_spara (and any other Spara events you care about) to each platform's conversion action.
• Click IDs — gclid (Google), fbclid (Meta), li_fat_id (LinkedIn), and msclkid (Microsoft) need to land on the page when Spara loads. Keep auto-tagging on and avoid redirects that strip them.
• Cookie consent — if you use a consent management platform (OneTrust, Cookiebot, etc.), you're responsible for the consent gate that allows Spara, GA4, and ad pixels to fire.

Spara's responsibility:

• Captures UTMs and click IDs present on the page when a conversation starts, stores them on the lead record, and includes them in lead exports.
• Fires the five events into GA4 (via the native integration) or into the dataLayer for GTM to consume.
• Passes lead data and attribution to your CRM.

FAQ

Which integration option should I pick?

If GA4 is your only destination, use the native integration — it takes minutes. If you're running paid ads on Google, Meta, LinkedIn, or any other platform that needs the same conversion signal, use GTM so a single event fans out to every tag in your container.

Can I use both at once?

You can, but it's not recommended — you risk double-counting conversions. Pick the path that matches your reporting setup.

Does Spara capture UTM parameters?

Yes. Spara captures UTMs and click IDs (gclid, fbclid, li_fat_id, msclkid) present on the page when a conversation starts, stores them on the lead record, and includes them in exports and CRM syncs.

Which event should I mark as my primary conversion?

demo_scheduled_via_spara — it's the direct equivalent of a demo-request form submit and should be treated the same way in GA4 and downstream ad platforms.