Learn to track Qualified and Won leads in Google Analytics

Websites where majority of conversions happen offline, often rely on leads generation for driving sales.

The most common type of leads are the form leads.

These are the leads generated through a form, which is embedded on a website.

Form leads can be classified into:

#1 Qualified leads – leads which meet your customers’ qualification criteria.

#2 Won leads – qualified leads which converted into actual sales.

There are two methods to track web form leads as conversions in GA:

#1 Traditional method

#2 Via CRM (client relationship management)

Customer Relationship Management (or CRM) is a tool which is used to track and manage leads, and store all of the information about the leads.

Traditional method for tracking Web Form Leads as conversions in Google Analytics

In the traditional method, a user fill out the lead generation form on your website, and then submit it.

You then track the ‘thank you’ page URL (or URL of the page which is shown to a user, on successful form submission) as ‘Destination Goal’ in Google Analytics (GA):

destination goal

This is one of the most common and widely used method in GA.

But with this method, you won’t be able to track qualified and won leads, as well as the sales associated with each form lead.

Tracking Web Form Leads as conversions in Google Analytics via CRM

Here is how this system works:

#1 A user fill out the lead generation form on your website and submit it.

#2 As soon as the user hit the ‘submit’ button, all of the lead information goes straight into your CRM software (like salesforce).

#3 You or your staff, qualify and categorise the lead via the CRM. So if a qualified lead turns into sales then it is labelled as ‘won’ and a monetary value is assigned to it.

#4 Your CRM stores all the lead data along with the corresponding client/user ID values.

#5 You download (or submit a request to download) the web form lead data from CRM once a week or so.

#6 You import the leads data (along with qualified leads, won leads & monetary value attached with each lead) from your CRM into Google Analytics.

This is the best way to track web form leads in Google Analytics.

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Requirement for tracking qualified and won leads in Google Analytics

Before you can track qualified and won leads in GA, make sure:

  • You use a CRM software like salesforce.
  • Your CRM software provides ‘web to lead‘ functionality.

You need a CRM software to qualify leads and add a monetary value to them.

You need ‘web to lead’ functionality, so that every form submission on your website, automatically creates a corresponding lead record in your CRM.

For example, Salesforce provides ‘web to lead’ functionality.

Decide the additional data you will send along with lead data to your CRM

It is important, that you at least send client ID (or user ID) along with the lead data, to your CRM.

Otherwise later, you won’t be able to map web form lead to its correct user in Google Analytics.

In addition to client/user id, you should also considering sending data like: campaign source, campaign medium, referral etc, along with lead data to your CRM.

Capture the additional data you will send along with lead data

You can capture additional data in GA by writing a script.

For example, in order to capture client ID, you can ask your developer to write a script which automatically capture the client ID from Google Analytics cookie and store in a custom dimension with a user level scope, as soon as the user visit your website.

If you rely more on user id then capture user ID instead of client ID.

Similarly, you can develop a script which can capture, referral data.

Now in order to capture additional data in your CRM, you need to create one or more corresponding custom fields in your CRM.

For example, create one custom field for storing the client ID, another custom field to store campaign source and so on.

Send additional data along with lead data to CRM on form submission

Additional data (client Id, campaign source, medium etc) is usually not the one, you ask your website users to provide to you, via web form.

So in order to send this additional data along with form lead data, you need to write a script, which can send this data via form hidden input fields.

These hidden fields won’t be visible to your users.

Depending upon the type of data you want to send, to your CRM, add one or more hidden input fields to all of your lead generation forms on the website.

For example, add one hidden field for sending client ID (on form submission) like the one below:

<form action=”” name=”myForm”>
Name: <input type=”text” name=”name”>
<input type=”hidden” id=”clientID_field” name=”clientID_field” value=””>
<input type=”submit” value=”Submit Form” name=”btnSubmit”>
</form>

Add another hidden field for sending campaign source, on form submission and so on.

Through hidden fields you can send additional data along with the lead data to your CRM on form submission.

Send CRM data to Google Analytics

Download data from your CRM once a week and prepare it for import into Google Analytics.

There are two methods you can use to send CRM data to Google Analytics:

#1 Via Data import (user data). This is the easy method.

#2 Via Measurement Protocol.

If you want to use data import feature, then follow the steps below to send CRM data into Google Analytics:

1: Create a custom dimension for storing ‘client ID’ (or user ID).

2: Create a custom dimension for storing the ‘form lead type’ (qualified lead, won lead)

3: Create a new user data set in GA.

4: Use the ‘client ID’ custom dimension as key and ‘form lead type’ custom dimension for imported data.

5: Set ‘overwrite hit data’ setting to yes

6: Download the data set schema template.

7: Prepare the downloaded CRM data for import, according to the data set schema template.

8: Upload the CRM data and create custom reports.

If you are brand new to data import, then read this article: How to correctly measure Conversion Date & Time in Google Analytics where I have explained data import feature in great detail.

If you want to send CRM data via measurement protocol, then follow the steps below:

1: Convert your CRM data into payload data i.e. format your CRM data according to measurement protocol.

2: Send the payload data to Google Analytic server via GET or POST HTTP request.

Note: There is one big downside of using measurement protocol and that is measurement protocol does not allow you to upload aggregated data (like tables). So implementation is pretty tricky.

To learn more about using the measurement protocol, read this article: Understanding Universal Analytics Measurement Protocol

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Maths and Stats for Web Analytics and Conversion Optimization
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Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

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