GA4. B2B quote form leads. Attribute wholesale inquiries in paid campaigns.

What this means for your store

Wholesale buyers rarely check out like retail shoppers. When someone submits a trade quote or dealer application, GA4 expects generate_lead - not purchase. Set value to finance's estimated deal worth (average order × close rate). Tag lead_type and form_id so trade quotes do not blend into newsletter signups in reports.

Scenario on a real storefront

OfficeCraft sells commercial desks on Shopify Plus. Google Ads sends traffic to "Request trade pricing." After the form passes server validation, fire once on the thank-you page or from your backend:

// Thank-you page - wholesale quote accepted (HTTP 200)
gtag('event', 'generate_lead', {
  currency: 'USD',
  value: 1450.00,           // avg closed deal × win rate
  lead_type: 'b2b_quote',
  form_id: 'trade_pricing_v2',
  company_size: '51-200',   // register custom param in Admin first
});

// GTM dataLayer - trigger on form success, not field blur
dataLayer.push({
  event: 'generate_lead',
  lead_type: 'b2b_quote',
  form_id: 'trade_pricing_v2',
  value: 1450,
  currency: 'USD',
});

// Pitfall: do not fire on page load - only after validated submission

What to do next

• Mark generate_lead as a key event and import it to Google Ads for B2B prospecting campaigns.
• Split Explorations by form_id - trade quote vs sample kit vs dealer onboarding.
• Send the same lead_id to HubSpot or Salesforce so closed-won deals reconcile with GA4.

Bottom line

B2B quote forms belong on generate_lead with a realistic value. Fire once per accepted submission. Keep lead_type separate from consumer waitlists.