Question from user:
Dear Zapier-community,
I am trying to link Pipedrive deals to google analytics. Only I am not sure what to do. For now I have:
→ When this happens → new deal in pipedrive
→ create a measurement → google analytics
But what do I fill in at stage 2? Should I fill in ‘’run a report’’ instead?
I’m a little confused here. How do I make sure all the new deals coming in through pipedrive are succesfully showcased on google analytics/google tag manager?
Thank you in advance!!
Diego Reppas
Answer from Nabil:
The short answer is:
To track Pipedrive deals as conversions or revenue in Google Analytics (GA4), you need to use the “Create Measurement” action in Zapier to send an event directly to the GA4 Measurement Protocol.
This bypasses the need for a website hit and allows you to log server-side events, which is essential when the conversion (like a deal creation in Pipedrive) doesn’t happen directly on your website.
For a new deal/lead to count as a conversion, you would send an event like a custom lead_converted or deal_created event and then configure a GA4 Conversion based on that event name.
For revenue tracking, the event should include the value and currency parameters, often using the Standard Event purchase.
The long answer is:
Your initial thought process about using “Create a Measurement” for Google Analytics is correct for sending data into GA4, but it’s important to understand what you’re sending and how GA4 processes it.
“Run a Report” is definitely incorrect, as that’s for retrieving data from GA4, not sending it to it.
To track a new deal or lead conversion from Pipedrive into GA4, you must use the GA4 Measurement Protocol which is what the “Create a Measurement” action in Zapier utilizes.
This method is used for sending server-side events, meaning events that happen in your backend systems like Pipedrive, rather than events tracked by the GA code running on a user’s browser.
The key here is sending the right event and parameters.
For tracking a new lead or deal as a conversion, you would set up the Zapier action to send a custom event name like pipedrive_deal_won or new_customer, and most importantly, you must include a Client ID (or User ID) from a previous website visit to correctly link the offline conversion back to the user’s online session.
Without a valid ID, the event will still be recorded but won’t be attributed to the correct user or traffic source.
Once the event is sent to GA4, you then navigate to the GA4 Configure section and mark that specific event name (e.g., pipedrive_deal_won) as a Conversion.
For tracking revenue, you should send an event that adheres to the GA4 Standard Event specifications, ideally the purchase event, and include the event parameters value (for the revenue amount) and currency (e.g., “USD”).
Pipedrive’s deal value and currency fields would map directly to these parameters in your Zapier action.
While using the Pipedrive API directly with the Google Analytics Data API offers the most control and is suitable for high-volume data, your current setup via Zapier’s GA4 Measurement Protocol is the simplest way for many users to get started.
For a more robust and scalable solution that bypasses Zapier, the combination of the Pipedrive API (to get deal updates) + the Google Analytics Data API (to send data) + Google Tag Manager (GTM) (to manage event parameters) is an excellent long-term strategy.
This typically involves using a Server-Side GTM container, often hosted on a service like Stape or your own Google Cloud Platform (GCP) instance.
The Pipedrive webhook triggers a call to your Server GTM endpoint (or GCP function), which then constructs and sends the event to GA4.
This approach is superior because it offers better data control, resilience against browser tracking restrictions, and the ability to enrich the data (like de-duplication or adding user properties) before it hits GA4.
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