I'm running paid ads to my demo. How do I report conversions in Google Ads and LinkedIn?

• Before you start: use the /demo URL
• Which Event Should I Use as My Conversion?
• Step 1: Create the GA4 Event Tag
• Step 2: Add the Google Ads Conversion Tag
• Step 3: Add the LinkedIn Conversion Tag
• Step 4: Capture Campaign Source in Your CRM
• Common Issues

👉 Before you start: use the /demo URL

Cookie tracking does not work on the Direct Share URL. If your demo is embedded on an ad landing page, the embed must use the /demo/ URL:

Correct:   https://app.storylane.io/demo/xxxxxxxxxxxx
Incorrect: https://app.storylane.io/share/xxxxxxxxxxxx

Without this, Storylane cannot link a visitor's demo activity to the email address they submit, and your conversion events will not tie back to the ad click. Direct Share URLs remain the right choice for email and outreach, where no cookie linking is needed.

If a viewer expands an embedded demo to full screen, they are redirected to the Share URL for that view and cookie linking does not carry over for that session.

👉 Which event should I use as my conversion?

Use sl_lead_identify. This fires when an email is captured, which is the point a visitor becomes a reportable lead.

sl_demo_open is a page-level engagement signal and is usually too broad to optimise ad bidding against. The sl_XX_demo_engaged events are a good middle ground if you want an "engaged visitor" audience separate from your hard lead conversion.

Do not create a Data Layer Variable for email and pass it to GA4 or Google Ads.

The sl_lead_identify payload contains the lead's email address. Google's policies prohibit sending personally identifiable information into Google Analytics or Google Ads through event parameters, and accounts can be suspended for it.

Treat sl_lead_identify as a yes or no conversion signal in GTM. Let your CRM be the system of record for the email address itself.

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👉 Step 1: Create the GA4 event tag

Follow the tag setup above, with these values:

Setting	Value
Tag type	Google Analytics: GA4 Event
Event Name	generate_lead
Trigger	Custom Event on sl_lead_identify
Event Parameters (optional)	demo_id, demo_name

Use generate_lead rather than a custom name. It is one of GA4's recommended events, which makes it straightforward to import into Google Ads as a conversion later.

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👉 Step 2: Add the Google Ads conversion tag

1. In Google Ads, go to Goals > Conversions > New conversion action > Website.
2. Name the action (for example, Storylane Demo Lead) and save. Google Ads will provide a Conversion ID and Conversion Label.
3. In GTM, create a new tag with tag type Google Ads Conversion Tracking.
4. Enter the Conversion ID and Conversion Label.
5. Attach the same Custom Event trigger on sl_lead_identify.

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👉 Step 3: Add the LinkedIn conversion tag

1. In LinkedIn Campaign Manager, go to Analyze > Conversion Tracking and create a conversion action with the Insight Tag as the source. This requires the LinkedIn Insight Tag to already be installed on your site.
2. In GTM, add the LinkedIn Insight Tag template from the Community Template Gallery, or use a Custom HTML tag containing the conversion snippet LinkedIn provides.
3. Enter your conversion ID.
4. Attach the same Custom Event trigger on sl_lead_identify.

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👉 Step 4: Capture campaign source in your CRM

The tags above tell your ad platforms that a conversion occurred. To also record which campaign the lead came from on the contact record:

• If your lead form is a native CRM form (HubSpot, Marketo, Pardot) embedded as a demo step, add hidden fields for utm_source, utm_medium, utm_campaign, and utm_term to that form and confirm they populate from the page URL on submission.
• To report on campaign source in GA4 as well, create GTM variables of type URL > Query, read the UTM parameters from the page URL, and add them as event parameters on the generate_lead tag.

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👉 Common issues

Symptom	Likely cause
No Storylane events appear in GTM Preview	The embed is using a /share/ URL, or the container ID was not saved in Storylane
sl_demo_open fires but sl_lead_identify never does	No email was captured. Check whether the lead appears on Storylane's Leads page
Event appears in Preview but the tag shows as not fired	The event name in the trigger does not match exactly. Check for capitalisation, spaces, and typos
GA4 session and event counts appear roughly doubled	Storylane's native Google Analytics integration is connected alongside Google Tag Manager. Only one should be active
Conversions are not visible in Google Ads or LinkedIn yet	Ad platform conversion reporting can lag by several hours after the first conversion fires

Storylane Alerts can notify your team in real time when a lead is captured, which complements ad platform reporting. See Alerts.

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If you need help or have any questions, feel free to contact us at [e-mail].