Setting Up Google Analytics Conversion Pixel Webhook

Overview#

The Google Analytics template sends call conversions to a GA4 property server to server through the GA4 Measurement Protocol, so calls appear alongside web analytics.

This is an integration webhook: built under Integrations > Webhooks and attached to campaigns. It is separate from the Google Ads platform integration under Integrations > Platforms, which uploads conversions to Google Ads.

Prerequisites#

A GA4 property and web data stream.
A Measurement Protocol API secret for that stream.
The Measurement ID (format G-XXXXXXXXXX).

Step 1: Create the API secret in GA4#

In GA4, go to Admin > Data Streams and select the web stream.
Open Measurement Protocol API secrets and click Create.
Name it and copy the secret.

Step 2: Create the webhook#

New Webhook with the Google Analytics template selected

In CallGrid, go to Integrations > Webhooks and click New Webhook.
Name, for example GA4 - Billable Calls.
Event: pick the moment that counts as a conversion for you:
- Call Billable: the call met the buyer's billable rule.
- Call Converted: the call was marked converted (for example by a postback).
- Call Paid: the call became payable to the source.
Template Mode: Conversion Pixel, then choose Google Analytics.
Enter the API Secret and Measurement ID in the template fields.
Keep Timeout short (the default is 5 seconds).
Save Webhook.

Step 3: Attach it to campaigns#

Open each campaign, General > Webhooks, and add the webhook. It does not fire until attached.

What the template sends#

The template sends a POST to https://www.google-analytics.com/mp/collect?api_secret=<API Secret>&measurement_id=<Measurement ID> with one GA4 purchase event:

Field	Value sent
`client_id`	`[[tag:VisitorIpAddress]]`
`user_id`	`[[tag:InboundNumber]]`
`events[0].name`	`purchase`
`transaction_id`	`[[tag:CallId]]`
`currency`	`USD`
`value`	`[[tag:CallRevenue]]`
`timestamp_micros`	`[[tag:UTCUnixTime]]000000`

The template sends the visitor IP as client_id, so the events are not joined to the visitor's GA session. To join them, capture the GA client id on your page into a custom tag and replace [[tag:VisitorIpAddress]] with that tag, for example [[tag:GaClientId]]. Tag names are case sensitive.

Revenue sent to GA is visible to anyone with access to the GA property. If a vendor or client can see the property, consider sending payout or a fixed value instead of revenue.

Firing only for some calls#

Restrict which calls send the event with tag filters (for example BuyerName, CampaignName, InboundStateCode), combining rules with AND or OR. Set them in the webhook's Tag Routing section with Add Filter. Alternatively attach the webhook only to the campaigns that should report to this property.

Testing#

In the request editor's Webhook Testing section, fill in the Test Variables and click Run Webhook.
In GA4 open Realtime and confirm the event arrived. Standard reports can take 24 to 48 hours.
Place a real test call that meets the chosen event and confirm it appears.

Troubleshooting#

Problem	Check
Nothing in GA4	Webhook attached on the campaign? Event actually reached (for example the call became billable)?
GA4 rejects or ignores the hit	API secret active; Measurement ID format (`G-XXXXXXXXXX`)
Events not joined to web sessions	The template sends the visitor IP as `client_id`; replace it with a tag holding the GA client id captured on your page
Duplicate conversions	Two webhooks on the same campaign, or both Billable and Converted events used
Value shows 0	Revenue not set at the chosen event; use a later event or a fixed value

Best practices#

Pick one conversion event per property and document it.
Rotate the API secret periodically and update the webhook.
Use Google Ads Platforms for ad bidding optimization; use this webhook for analytics.

Do it with AI#

Ask Griddy, Claude or ChatGPT. Try: "Which of my campaigns send conversions to Google Analytics, and on which event?" Claude and ChatGPT need the CallGrid connector turned on (setup guides for Claude and ChatGPT).

The connector is read only. It looks things up and reads your data. You make the changes in CallGrid.