So you’ve got a website that you’re using to drive leads or sell products. Before you create an Adwords or a Facebook campaign make sure you have tracking in place and are collecting the right data.
Google Analytics (GA) is the gold standard all-purpose tracking solution and it’s totally free. It’s easy to implement and every site should use it – here’s a quick implementation guide. Some all-in-one e-commerce platforms like Shopify and WordPress also have a single-click Google Analytics integration.
Once GA is installed on your site you can quickly pull high level reporting to get insight into which channels are driving visitors to your site and what people are doing once they get to your site.
Lead Tracking – Many of our clients have lead based businesses and we’ve helped them develop a basic tracking system for their business. Tracking online leads can get sophisticated, but a basic tracking solution is not difficult to implement.
At the minimum we require a lead to submit an email address through a form. Here’s an example of a simple email submit form:
We’ll work with our developer to create Google Analytics events for the Email Submit and Call Buttons so these will show up in GA reporting.
Some clients need to collect more information about their lead than just a simple email address. Name, phone number, zipcode, and more can be included to help qualify the lead. Keep in mind that the more information a user is required to enter the more likely they are to not complete the form and you could lose that business.
Once the lead submission form is created we’ll create a file that each lead will be added to once they submit their information. That file will contain all of the pertinent information for the lead submitter and will be available for on-demand download. This file is typically the single most important piece of business data and we analyze it daily to make smarter business decisions and make our clients more revenue. At the minimum the file includes:
Timestamp of submission
Submitter’s Email address (or unique ID number if passing through to lead tracking CRM)
Et voilà! These are two quick and dirty ways to track the essential activity on your website. In later posts we’ll go into more detail on setting up Google Analytics to get the most of your data and analyze your marketing spend.