Google Analytics is by far the most popular website visitor tracking platform in use on the world today, primarily because it’s free while also being very robust. (And by “free”, I mean you are giving Google access to all of your website data in exchange for being able to use their software without having to pay any money. Anyway, I digress since this is not the topic of this post!)
If you use Google Analytics to track your website and marketing campaigns, then you are likely already using the Google Analytics conversion tracking features to measure the performance of your traffic in order to determine which marketing efforts are generating the most sales or leads through your website. Google Analytics conversion tracking works extremely well for tracking online sales for ecommerce sites since the transaction is able to be captured and tracked through the entire checkout process. But when it comes to tracking leads submitted through contact forms, there are several areas where Google Analytics comes up short.
Tracking Leads in Google Analytics – How Does It Work?
Basically, the way you set up conversion tracking in Google Analytics for contact forms is to add a specific tracking code to the “Goal” page that the user sees upon a successful form submission. Usually this is some sort of “Thank You” page. By viewing this page, the tracking code gets triggered to tell Google Analytics that a conversion was successful.
What is wrong with just using Google Analytics to track leads?
First and foremost, once a lead is submitted, Google Analytics can no longer track it each step of the way through the sales pipeline to determine if the original lead ever converted into a sale. This is a huge and critical gap.
Second, Google Analytics can tell you where all of your conversions came from, but there is no way to look up the source of any specific individual lead. So let’s say you generate 20 leads through your website this month because you are a running a Google AdWords pay-per-click campaign along with a promotion on Facebook. Both campaigns cost you $1,000 each. Within Google Analytics, you can see that 18 of those leads were generated by the Facebook promotion and only 2 leads were generated through the AdWords campaign. So the cost-per-lead of the Facebook promotion is $55 per lead while the AdWords campaign generated leads at $500 each! So by simply using this data, it’s easy to see that the Facebook promotion is generating a lot more leads at a much lower cost-per-lead so let’s stop doing the AdWords campaign since we only got two leads at ten times the price! Makes sense, right? Ah, but no so fast. Which brings me to my next point.