Why does GA4 show more leads than Fluent Forms?
`Has anyone else had GA4 showing a higher lead count than the actual Fluent Forms entries?
I kept running into this on a few sites, especially where GTM was also firing a thank-you page conversion. That was creating duplicate lead counts and making the reports unreliable.
I ended up building a plugin for this exact problem so only confirmed Fluent Forms submissions are counted, with duplicate fires removed and GA4 aligned much more cleanly with the real entries. - https://drive.google.com/file/d/1t-sYZ9FTYKfRjmuTOfyreBpBtBPEy1XF/view?usp=sharing
Curious how others are handling this:
- Fluent Forms success event only
- GTM thank-you page only
- Both together
If you’ve solved this in a cleaner way, I’d love to hear it.`
If you want, I can also make it:
- more technical
- more community-friendly
- more bold/attention-grabbing
Yes, this can happen if GA4/GTM is tracking more than one conversion source for the same submission. The more reliable setup is usually to use the Fluent Forms successful submission event as the primary GA4 conversion instead of counting the thank-you page view as a lead: https://fluentforms.com/docs/fluent-forms-event-tracking-with-google-analytics-ga4-via-google-tag-manager/
If both the submission event and thank-you page conversion are active, make sure they’re deduplicated or scoped carefully; otherwise GA4 can show more leads than the actual Fluent Forms entries.