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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  18. Guide to Event Tracking via Google Tag Manager
  19. Learn to track Qualified and Won leads in Google Analytics
  20. Creating your own Google Analytics Tag Auditing System
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  23. Google Analytics and YouTube Integration Guide
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  25. Tracking true referrals in Google Analytics when using PayPal and other payment gateways
  26. Virtual pageviews in Google Analytics – Complete Guide
  27. YouTube Video tracking via Google Tag Manager
  28. Implementing E-Commerce Tracking via Google Tag Manager
  29. Event Tracking in Google Analytics – Complete Guide
  30. E-Commerce Tracking in Google Analytics – Complete Guide
  31. Google Analytics Cross Domain Tracking Explained Like Never Before
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  33. Setting up & Tracking AMP Pages in Google Analytics
  34. Setting up Sales Funnel across websites in Google Analytics
  35. Using Data Visualization to analyze the SEO Performance
  36. Tracking offline conversions in Google Adwords
  37. How to Correctly Measure Conversion Date & Time in Google Analytics
  38. Tracking Twitter and Linkedin Social Interactions in Google Analytics
  39. Implementing Scroll Tracking via Google Tag Manager
  40. Phone Call Tracking and ROI calculations – Champion’s Guide
  41. Google Analytics Cross Domain Tracking (ga.js)
  42. Open Graph Protocol for Facebook Explained with Examples
  43. How to Exclude URL Query Parameters in Google Analytics?
  44. Understanding Google Analytics Default Page Setting
  45. Implementing rollup reporting in Google Analytics
 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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