← Intermediate training · Module 8 — Measurement II — offline conversions, values, GA4, attribution and lead quality
Lead quality: scoring every contact and teaching Google the difference between a customer and a browser
⏱️ 11 min read · 📐 Measurement 💰 Bids and budgets 🥷 Scripts · updated on 2026-08-22
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Why the form is not the conversion, how a lead score is built from three layers (behaviour on the site, positive actions, source campaign), how it is recalibrated with the CRM, and how it is sent back to Google as a value so Smart Bidding optimises towards customers.
The account is free, no card needed, and unlocks the whole Basic training, part of the Intermediate and Advanced levels, plus the ebooks and the free scripts.
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