Not too long ago, knowing what advertising worked and what didn’t work was mysterious and only one person in the office knew how to log into Google Analytics. Torment, pain and frustration were feelings often associated when trying to find out where leads and revenue came from.
Today with the growth in media and mediums, think using Facebook on your mobile, knowing what is working is vital in order for your advertising spend to be effective.
That’s exactly what we are going to cover here.
3 steps to start measuring your lead sources
1 – Measure your desired user action
Google Analytics provides a range of great data, but seeing where your leads come from needs a little bit of work before you can see that data. Think of this as telling Google Analytics what you want to see.
Measuring contact forms
In analytics you have 4 ways to track goals:
Our recommendation is to track website contact form completions is via the URL goal. Here is how we do that for our Free SEO Guide.
Once a user completes the contact form they are then redirected to a success page which is great for setting follow up expectations and cross selling 🙂 These are the steps inside Google Analytics:
Once in your account, select the Admin tab
Click on Goals in the right hand side column
At that stage you’ll see a red + NEW GOAL button. Click that to create yours. In the Goal setup select custom and then continue
Give your goal a short name and select Destination and then continue
Enter your destination URL – this is the success page we mentioned earlier. As Google states, don’t include your domain in the url. So for our goal the destination has satur6.nz removed. In our example we have a funnel as we want the goal to track only those who come from our SEO landing page first. You don’t have to do that.
Click save and you are all done! with the goal set up.
Measuring commerce transactions
This gets technical really fast. So fast that our recommendation is one line.
Ask your web developer to enable Ecommerce Tracking
Measuring phone calls
If you have access to a telco that can help you track calls via your google analytics that is great. To find out, just ask if they can insert a virtual pageview into Google Analytics. Our Lead Pack shows the benefit of doing that and we’ll cover that shortly here too. Once you’ve got that enabled set up a destination view as above to track the phone calls.
Further excellent resources:
- Destination Goal Examples by Google
- The Definitive Guide to Google Analytics Goals by Online Metrics
- Critical Goal Types by Kissmetrics
2 Track your inbound links
This step is about tracking your traffic coming in so you can measure them against your goals. We do this by creating custom links, which are just link any web link but with the addition of utm parameters following the link.
If you are using a product like Google AdWords, seeing that data come through into Google Analytics is usually taken care of by the advertiser linking the accounts. But what about other inbound traffic you create such as from email, directories or partnerships?
Welcome to the Google URL Builder. In Google’s words, it allows you to easily add campaign parameters to URLs so you can track them in Google Analytics.
Here is how we make custom tracking links for our email campaigns, and below an actual link used.
Pro Tip: Keep a spreadsheet of where and when you use these as over time you might not recall the specifics
3 Enjoy the benefits
So after all that work, you get to enjoy the benefits. After the goals have been running and recording your efforts you’ll start to see the results. Here are just a few examples.
In Google Analytics go to the reporting tab and in the left hand menu select Acquisition > All Traffic > Source / Medium. Here you can see the result of our email marketing traffic against our Conversion Guide URL goal to the right hand side.
Again from the left hand menu select Conversions > Overview. In this example we are looking at our phone call goal. Google / CPC (Google AdWords) is generating 82% of the phone calls.
If you know what is producing leads, you’ll be able to stop spending your precious dollar on ineffective channels and focus on what is working.
How do you track where your leads come from? We’d love to know, just let us know in the comments.