Lead generators know that the combination of Google AdWords + Google Analytics is a winning combination for generating an inflow of high quality leads. They are like peanut butter and jelly, Forrest Gump and Jennay, Mel Gibson and Danny Glover.
Configuring Analytics for Lead Generation Websites
- Navigate to the URL of your 'thank you' page shown after a lead is generated. Make note of the URL of this page.
- Make your best guess as to the value of each lead that you generate (note: you can have multiple lead values, and multiple goals).
- Configure your goals in Google Analytics, assigning the proper goal value for each lead you generate.
- Unlock a new world of reports in Google Analytics and see the real value of your lead generation efforts.
- On your primary website, add the _gaq.push(['_setDomainName', 'PRIMARY DOMAIN']); and _gaq.push(['_setAllowLinker', true]); methods.
- When linking to your external domain, add an onclick element as follows: onclick="_gaq.push(['_link', 'THE LINK']); where THE LINK is your external page
- Add the GA Tracking Code to your third party hosted page, being sure to use the _gaq.push(['_setDomainName', 'PRIMARY DOMAIN']); and _gaq.push(['_setAllowLinker', true]); methods on this page as well. It is important to make sure you are setting your primary domain here as well.
- Configure your goals to match the thank you page URL on the third party domain (or on your own site if you can redirect visitors back to your domain)
- Share Google AdWords data with Google Analytics. This may seem easy, but is often incomplete when implemented. Make sure that you 1) Turn on Auto Tagging in AdWords, 2) Enable Data Sharing and 3) Apply Cost Data into Google Analytics
- Configure your goals in Google Analytics as outlined above
- As soon as data starts to collect for these goals, you will see the option in AdWords to import your goals from Google Analytics
- Enjoy consistent conversion data between both products and ensure that leads are being properly attributed
Integrating Analytics into Lead Generation Efforts
- Sign up with a phone call tracking service, create tracking numbers and appropriate campaigns
- Place tracking phone numbers on your website
- Specify a post-back URL to be visited when a successful phone call occurs
- Your phone tracking system will send a visit to the post back URL, complete with all Google Analytics cookie values for the visitor who saw that exact tracking number on your lead generation site
- Create a vanity URL that is unique to your campaign (can be a sub folder or new domain)
- Create a tracking URL for your website using the Google Analytics URL Builder
- 301 redirect your vanity URL to the tracking URL (this preserves your campaign attributes)
- Learn about how each traffic source performed by viewing your favorite reports in Google Analytics and paying attention to the source/medium/campaign
Fortunately, people smarter than myself have found a way to solve this problem, and this solution for CRM integration by Justin Cutroni has become my gold standard for how to pull information out of Google Analytics cookies and attach to the lead record you enter into your CRM system.
- A visitor comes to your website and has source/medium/campaign/keyword information assigned to them in their Google Analytics cookie
- Once this information is pulled out, you enter the values into hidden form fields underneath where your lead enters their contact information
- The vital information (source/medium/campaign/keyword term) is passed into your CRM system alongside the lead record
- Your sales team can now have deeper understanding of what type of traffic generates the best leads, all the way down to a keyword level
- You can use this information to refine your marketing efforts and campaigns to focus on your top performers
Analyze the Results and Make Your Site Even Better
- Use an advanced segment of paid search traffic and then navigate to the Conversions > Goals report. Compare the goal values you created recently with a similar time period in the past. Are your results improving?
- Navigate to the Multi Channel Funnels report and either use standard or custom channels. What is the most common first click channel? Are you giving it enough credit in your reporting?
- Compare direct traffic before and after implementing the integrations suggested above. Do you start to see more activity with proper attribution? Are you more confident analyzing with less of a grey area?
- Have you been receiving all of the credit you deserve for leads you generate over the phone?
- When a salesperson tells you that the leads you generate "suck" are you able to match their lead close rate to the source/medium/keyword that generated the lead?
- Instead of presenting raw lead numbers in a vacuum are you starting to factor in appointments issued, quotes given and sales made? Can you calculate the true cost of sale from keyword to purchase?