Phone Call Tracking in Google Analytics and Beyond

If your website has been set up mainly to generate leads through phone calls then you have to attribute phone calls to the correct traffic source. Understanding exactly which marketing channels and keywords are driving phone calls is invaluable.

Attributing phone calls to the correct marketing channels/keywords means you can increase the budget of the marketing channels/keywords which drive phone calls and reduce the budget of those that do not.

If phone calls are an important part of your lead/sales generation process then phone call tracking is one of the most effective methods to fix your online and offline attribution issues.

For example, if you are running TV ad campaigns, you can determine both the volume and quality of calls through TV ads and also calculate the ROI via your phone call tracking software. If the ROI from TV ads turns out to be negative, you can then choose to make changes to your TV ads or shut down the whole campaign. 

Similarly, attributing phone calls to the correct keywords means you are able to bid more aggressively on the keywords that work and reduce bids on the keywords that do not.

You need to treat phone calls as a marketing channel.

Once you start treating phone calls as a marketing channel, you look into investing in it as a marketing channel. You optimize it for conversions and phone calls become an important part of your multi-channel funnel analysis.

A phone call conversion can be a sale or a lead resulted from a call. 

The percentage of phone calls which resulted in conversion is called the phone call conversion rate.

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Phone call experience is the new user experience

In the world of phone call conversion optimization, the user experience that we optimize for is the ‘phone call experience’.

An outstanding phone call experience matters a lot.

If your customers are not having absolutely wonderful experience from the very first phone call and are not simply blown away by your service and help, then you are more likely to lose sales/lead to your competitor.

Imagine you are in a business of selling and installing swimming pools (very high priced products). Now people do not directly buy swimming pools online. They may browse your website to see the type and price of the swimming pools you provide. But they almost always have tons of questions that need to be answered over the phone before they can make a purchase decision. 

Now imagine a person made a call to your business to enquire about a swimming pool and was first put on a hold for few minutes and was later handled by a rude and incompetent sales agent who knows very little about the pools you sell.

Now, what do you expect to happen next?…. “Yes., no sales for you”

Call opening’ is the first impression and the first impression is very important as it often set the scene for the remainder of the call.

Yet many businesses do not really understand and appreciate the importance of ‘call opening’ especially those who believe in greeting their callers with automated calls (pre-recorded marketing messages).

If you wish to improve your phone call conversion rate then you have to improve the phone call experience of your callers.

By listening to the conversations between callers and your sales staff, you can determine why the calls did not result in sales and what can be done next time to improve the call experience.

Every phone call is live customer feedback to you. If you listen carefully and make notes along the way, you can hear customer objections.

Once you have a list of common customer objections, then look for ways to overcome such objections. Then train your customer support staff to handle such objections in a much more effective way. This will improve your phone call conversion rate.

Phone call as a touchpoint in a conversion path

phone-call-touch-point

If your website has been set up mainly to generate leads through phone calls then a phone call is a very important touchpoint in your users conversion path. 

A touchpoint is that exposure to a marketing channel through which a person comes in contact with your brand.

A person can come in contact with your brand before, during and after completing a conversion on your website.

By identifying the touchpoints which occurred before and during a conversion, you can understand your customer’s journey to purchase.

Whereas by identifying the touchpoints which occurred after a conversion has taken place, you can understand your customer’s satisfaction level.

For lead generating websites and for websites that sell very high priced items (like properties, automobiles, industrial machinery, etc), a phone call is an extremely important touchpoint. When you treat phone calls as touchpoints, they become an integral part of your multi-channel funnel analysis.

Phone call tracking solution from Google

Google Analytics cannot track phone calls on its own. It also cannot provide detailed reports on phone call data.

However, in Google Ads, you can track phone calls and other call details (like call duration, call start time, call end time, etc) by using the Google forwarding phone numbersYou can track calls made on your website by embedding the free Google forwarding phone number on your website. You can also use Google forwarding phone numbers to track calls made directly from your Google ads.

Through Google Ads conversion tracking you can determine the number of phone calls each of your ads generated. Conversion tracking can also be used to track clicks on the Google forwarding phone numbers which are embedded on the mobile version of your website.

Whenever an ad click leads to a phone call made to your business, the phone call conversions are recorded in Google Ads. However, it is not possible to import the phone call conversion data from Google Ads into Google Analytics.

Because of this you cannot correlate this phone call data with website usage data (pageviews, sessions, location, landing page etc.) in Google Analytics and use it to optimize your marketing campaigns. 

Moreover, Google ads can report on only those phone calls which resulted from a Google ad. It cannot report on phone calls generated from other traffic sources (like organic search, Facebook, referral traffic, direct traffic etc.).

So the call tracking solution provided by Google is not adequate for understanding the performance of all the online marketing channels which are driving phone calls. It is not adequate for correlating the phone call data with website usage data.

In-house solutions for tracking phone calls

Some optimizers built their own in-house solutions for tracking phone calls in Google Analytics. But it has its own limitations.

They are almost, always buggy, require life long maintenance and provide very basic functionality. They usually do not integrate with your CRM and other third party services thus creating data integration issues. Above all, they are never going to be as robust as commercial phone call tracking solutions.

Use such a solution only when you do not do multi-channel marketing and/or tracking phone calls is not very important for you.

Commercial phone call tracking solutions

As the name suggests, these are ready-made phone call tracking solutions. Call Tracking Metrics, Infinity Cloud, Call Rail, Dialog Tech, etc are examples of popular commercial phone call tracking solutions.

Following are the advantages of using a commercial phone call tracking solution:

#1 You can attribute phone calls to the ‘correct’ traffic source.

#2 You can import phone call data into Google Analytics.

#3 You can import phone call data as leads into your CRM.

#4 You can correlate phone call data with website usage data to optimize marketing campaigns phone call conversions.

#5 You can evaluate the quality of phone calls leads by tracking low-quality and high-quality phone calls. A call which did not result in sales is a low-quality phone call. Whereas a call which resulted in sales is a high-quality phone call.

#6 You can track the performance of call centre staff in terms of number of calls answered, number of calls closed and revenue generated. 

#7 You can create an ROI dashboard which shows phone calls ROI for each marketing channel.

#8 You can improve your phone call conversion rate by listening to the conversations between callers and your customer service representatives (CSR). You can then determine why the calls did not result in sales and what can be done to improve the customers’ phone call experience.

If you focus on getting high-quality phone call leads and converting more of these leads into sales, you can dramatically improve your phone call ROI. Needless to say, you can save tens of thousands of dollars by using commercial phone call tracking solution. 

#9 You can track phone call leads not only from your website but also from outdoor advertising (like billboard ads), transit media, print media (like magazines), TV ads, radio ads, etc.

Therefore, commercial phone call tracking solutions play a very important role in fixing multi-device and multi-channel attribution issues. They play an important role in correctly tracking sales data across devices and platforms.

Tips for selecting a commercial call tracking solution

You should select a call tracking software which provides local or toll-free numbers in your country and which integrates with as many of your third-party solutions as possible.

These third-party solutions could be:

  • Google Analytics
  • Google Ads
  • Facebook
  • Kissmetrics
  • Optimizely
  • Stripe
  • Hubspot
  • Salesforce
  • Zapier etc.

It is important that your call tracking software integrates with both your Google Analytics and CRM accountsFor example, Call Tracking Metrics integrate both with Google Analytics and Salesforce.

Integrating commercial call tracking solution with Google Analytics

When your call tracking software integrates with your GA property, you can import phone call data into Google Analytics.

Once you have imported the call data into GA, you can then correlate the call data with your website usage metrics (sessions, page views, traffic sources, traffic medium etc.). This way you can use phone call data to optimize your online marketing campaigns. 

Here is how this integration works:

  1. A user visits your website and sees your phone number.
  2. The user calls your phone number.
  3. As soon as the call is placed, your call tracking script: records the source of the phone call, the actual phone call conversation, phone call duration, etc.
  4. Once the call is over, the call tracking script sends the phone call data to your phone call tracking software.
  5. Your phone call tracking software sends some (and not all) of the phone call data to your Google Analytics account as either events or virtual pageviews.

Setting up phone call tracking

Follow the steps below to set up phone call tracking for your website, using a commercial phone call tracking software:

Step-1: Add phone numbers to your website.

Step-2: Sign up for commercial phone call tracking solution.

Step-3: Purchase tracking numbers.

Step-4: Copy and paste the call tracking script.

Step-5: Add your call centre staff as users to your call tracking software.

 

Step-6: Link your call tracking account to your Google Analytics account.

Step-7: Link your call tracking account to your CRM account.

Step-8: Set up phone calls as goal conversions in Google Analytics.

Step-9: Train your call centre staff to make notes and score each phone call.

Step-10: Enter your ad spend for each marketing channel and calculate phone call ROI.

 

Step-11: Determine the performance of your call centre staff.

Step-12: Create custom reports for detailed phone call analysis in Google Analytics.

Step-1: Add phone numbers to your website

Not only do you need to add phone numbers but you also need to be more strategic about how you display phone numbers on your website.

In order to increase the probability of generating more phone calls from your website, you need to prominently display phone numbers on your website. Remove other CTAs (call to actions) around your phone numbers. Run an A/B test to determine the best location for displaying a phone number on a landing page. 

Step-2: Sign up for commercial phone call tracking solution

Choose your phone call tracking service provider and sign up for their service. I like and use Call Tracking MetricsI have used many call tracking solutions but this one seems to be the best fit.

Step-3: Purchase tracking numbers

You would need to buy at least one tracking number per tracking source in order to track phone calls from that traffic source. If you do not do this then you will not be able to track phone calls from a particular traffic source. 

For exampleif you do not buy a tracking number for direct traffic then you will not be able to track phone calls coming from direct traffic.

Similarly, if you do not buy a tracking number for Google paid search then you will not be able to track phone calls coming from Google paid searches.

In fact, you may need to buy a lot more than just one tracking number for each traffic source.

Call Tracking Metrics (CTM) uses a metric called likelihood score (also known as accuracy score) which refers to how confident CTM is that a particular website visitor made a particular phone call.

The score can range from 1% to 100%, with 100% being the most confident. 

In order to keep your likelihood scores as close to 100% as possible, CTM recommends buying one tracking number for every 20 daily visitors to your website from a particular traffic source.

So if you wish to keep your likelihood scores as close to 100% as possible (which you should) for a particular traffic source then you need to buy tracking numbers equal to your daily visitors from the traffic source divided by 20. 

For example, if you want to keep your likelihood scores as close to 100% as possible for Google paid search and you are getting 1000 daily visitors through paid search, then ideally the number of tracking numbers you should buy would be (1000/20) / 20 = 50.

So you would need to buy 50 tracking numbers just for Google paid search traffic. Needless to say, you need to buy even more tracking numbers as your Google paid search traffic grows. 

For high traffic websites, phone call tracking can get very expensive very fast. If you do not follow the ‘daily visitors divided by 20’ tracking numbers rule, your likelihood score may fall over time and you may see data discrepancies between your call tracking and GA reports

I would recommend that you buy tracking numbers for each of the following tracking sources (if applicable in your situation):

  1. Direct traffic.
  2. Google organic.
  3. Google paid.
  4. Bing paid.
  5. Referrals.
  6. Email.
  7. Social media ads (like Facebook ads)
  8. Outdoor ads
  9. TV/Radio ads

When you set up a new tracking number in your call tracking software, you would need to specify the receiving number and the tracking source.

The receiving number is the phone number to which calls will be forwarded to, from the tracking number.

The receiving number is usually your phone number. All of the tracking numbers you bought, will forward the call to your receiving number(s). 

The more tracking numbers you buy, the more you can segment the data.

For example, if you buy one unique tracking number for each display ad, you can then track the performance of each display ad individually, in terms of generating phone call leads/sales.

Step-4: Copy and paste the call tracking script

The call tracking script is provided by your call tracking software vendor and needs to be placed on each and every page of your website. The script is generally placed in the head section (i.e. between the <HEAD> and </HEAD> tags). 

Once you complete this task, your call tracking software can then talk to your website.

Step-5: Add your call centre staff as users to your call tracking software

Every call centre agent must use call tracking software all the time to tag calls (more about this later).

Step-6: Link your call tracking account to your Google Analytics account

By doing this, you can send phone call data into Google Analytics. For more details, refer to the help documentation from your call tracking service provider or contact their customer support.

Step-7: Link your call tracking account to your CRM account

By doing this, you can send phone call data as leads into your CRM. For more details, refer to the help documentation from your call tracking service provider or contact their customer support.

Step-8: Set up phone calls as goal conversions in Google Analytics.

Ask your call tracking vendor, how do they send phone call data to Google Analytics.

Some vendors send phone call data as ‘events’, while others send call data as ‘virtual pageviews’ to GA. If your call tracking software sends call data via events (and it should be doing that) then ask your vendor exactly how the call data is structured as GA events.

For example here is how Call Tracking Metrics structure the phone call data as GA events:

call-data-ga-events

  1. Event Category’ field called ‘Calls’ is used to report on the phone call data.
  2. Event Action’ field is used to report on the phone call tracking source (like Google organic search).
  3. Event Label’ field is used to report on the caller information (like phone call number, caller id, etc)
  4. Event Value’ field is used to report on the length of a phone call in seconds.

Call Tracking Metrics uses second ‘event category’ called ‘Call Sale’ to report on the phone calls sales data.

Ask your vendor how they report on phone call sales data.

You can find the call data in the ‘Top events’ report (under Behavior > Events) in your GA view:

Look for the ‘event categories’ called ‘Calls’ and/or ‘Call Sales’ (or something similar) to find phone call data in your ‘Top Events’ report:

calls

Click on an ‘event category’ name to get more phone call details:

more-call-details

Once you know how the call data is structured in GA reports, you can then use this information to set phone calls as event goals in your GA view.

For example, you can use the following goal configuration (provided you use the CallTrackingMetrics solution) to track the total number of phone calls in GA:

Note: When you leave the action, label and value fields blank, the event goal tracks all the calls. Make sure that you do not specify event value as the goal value. 

In the screenshot above, a phone call is worth $500 to the business. That is why I have added $500 as the goal value. You can determine what a phone call is worth to you, by doing this simple calculation:

Phone call value = total revenue generated through phone calls in the last month/ total number of phone calls in the month.

This will give you the average value of a phone call, which you can then use as a goal value.

Note: You may need to add a new phone call value each month, to keep seasonality into account. 

 

If you want to track phone calls from ‘Google organic search’ which are unique (i.e. not repeated calls from the same caller) and which are more than sixty seconds in time duration (and you use the CallTrackingMetrics solution) you could use following similar goal configuration:

Note: The value of the label field is ‘first-call’ which tells GA to track only those callers which called for the first time and not to track repeated calls from the same caller.

Once you have set up phone calls as goals in GA, they will soon be available in all GA reports which have got the goals tab:

In this way, you can tie phone calls to your web analytics data.

Step-9: Train your call centre staff to make notes and score each phone call

This is the most important step in setting up phone call tracking as it allows you to calculate the ROI of your phone call tracking efforts.

Your call tracking reports will be of little value if your call centre staff are not scoring each and every phone call.

Scoring a phone call means giving it a star rating and assigning it a sales amount if it results in sales. 

Call Tracking Metrics uses a five-star rating system which is used on the basis of how good or bad the phone call lead was.

For example:

# If the phone call turned out to be a wrong number, then a CSR can give the call a one-star rating. However, if you get a large volume of phone calls, you can choose not to score wrong numbers, as scoring a call is time consuming.

# If the caller seems very interested in making a purchase then the CSR can give the call a four-star rating.

# If the caller makes a purchase then the CSR can give the call a five-star rating and at the same time assign a monetary value to it. This monetary value is equal to the price for which a product/service was sold over the phone.

 

The following example can give you an idea of how phone calls are being scored in a call tracking software:

#1 Log-in to Call Tracking Metrics and then navigate to the ‘call log’ report under the ‘Calls’ menu:

#2 Click on the ‘notes’ button:

This button is used to make notes about each phone call.

Once you click on this button you will see a dialog box like the one below:

You would need to train your call centre staff to make notes about each phone call (both inbound and outbound calls) either during a call or after the call.

Most CSR prefers to make notes during the call as making notes after a phone call can leave other callers in waiting. 

The ‘notes’ text field is used to make notes by the CSR whereas the ‘tags’ text field is used to tag each phone call.

You can enter any tag you wish. You can add tags like ‘follow up’, ‘good lead’, ‘big party’, ‘new caller’, ‘repeat callers’, ‘hang up’, ‘inquiry’ etc. These tags can later help you in filtering out call tracking data from reports. 

Now click on the ‘sale’ tab in the top navigation. You will see a dialog box like the one below:

This dialog box is used to score each phone call.

It is very important that you score each call by giving it a star rating.

This will help you later in ROI reporting.

The ‘reporting tag’ (see the screenshot above) is another way to classify your calls (you can use product/service name, product code, etc as reporting tags). 

If the phone call resulted in a sale, then you must switch on the ‘converted’ button (see the screenshot below) and enter the converted amount and the conversion date:

For example, in the screenshot above, I rated the call five stars because it resulted in a sale. Since the phone call resulted in a sale of $2,500, I entered 2,500 in the ‘converted amount’ text box and specified the conversion date in the date text box. 

The converted amount mentioned here automatically gets imported into Google Analytics reports via the event category called CallSale as mentioned earlier.

In this way, you can import the sales associated with a phone call into Google Analytics. 

Step-10: Enter your ad spend for each marketing channel and calculate phone call ROI

In order to calculate the ROI of your phone call efforts, you would need two metrics – sales and cost.

You can calculate the sales figure by scoring each phone call as described earlier.

The cost data is something which you will need to enter manually into your call tracking software every month, for each marketing channel.

In the case of CallTrackingMetrics, click on the ‘ROI dashboard’ under the ‘reporting’ menu. You will then see an entry form where you can enter your monthly ad spend for each marketing channel:

Once you have supplied the cost data, your ROI dashboard will be automatically updated and you can see the ROI for each marketing channel:

Here:

Cost/call = monthly advertising spend on the call source / total calls from the same source. 

For example, in the case of Google paid search:

Cost/call = $450/541 = $0.83

 

Cost/caller = monthly advertising spend on the call source / total unique callers from the same source

For example, in the case of Google paid search:

Cost/caller = $450/403 = $1.11

 

Calls closed = total number of call from a source which resulted in sales.

For example, in the case of Google paid, the number of calls closed is 4 (i.e. four calls resulted in sales from Google paid search in a month).

 

Percentage of calls closed denotes the percentage of phone calls which resulted in a sale. It is equal to calls closed/total calls.

Callers closed denotes the number of unique callers which made a purchase over the phone.

Percentage of callers closed denotes the percentage of unique callers which made a purchase over the phone. It is equal to callers closed/total unique callers.

Total revenue denotes the total revenue generated from a particular call source.

 

ROI = (total revenue from a call source – monthly advertising spend on the call source)/ monthly advertising spend on the call source. 

For example, in the case of Google paid search: 

ROI = ($1050 – $450) / $450 = 133.33%

Step-11: Determine the performance of your call centre staff

The cool thing about using call tracking software is that you no longer need to guess the performance of your call centre staff and make faith-based decisions when it comes to performance appraisal. 

Not only can you listen to the actual conversation between your CSR and a caller, to determine how the CSR is handling calls but you can also go one step ahead and calculate the revenue generated by each CSR.

Step-12: Create custom reports for detailed phone call analysis in Google Analytics

For detailed phone call analysis in GA, you should create custom reports. Custom reports provide much more flexibility in terms of retrieving and reporting on phone call data.

One big advantage of using custom reports is that you can easily retrieve phone calls volume (in addition to phone call conversion rate) for each traffic source. This is something that is not possible with standard GA reports. 

I cannot tell you in advance what custom reports you should create, as your situation and requirements are likely to be different.

How phone call tracking works

Here is how phone call tracking works in general:

#1 As soon as a visitor lands on your website, the call tracking script (which is deployed on your website) records the: 

  • Call tracking source (source of the phone call).
  • Landing page.
  • Keywords used (if any). 

The call tracking source can be direct traffic, Google organic traffic, Google Ads traffic, Facebook traffic, Twitter, YouTube, TV ad, radio ads, print ads etc.

 

#2 The call tracking script looks for the traffic source-specific tracking number which you purchased in your call tracking account. If the script is able to find that number then it replaces the target number (the number that is hardcoded on your website) with the tracking number.

For example, if a visitor lands on your website via Google organic search then he is going to see a Google organic tracking number (phone number meant for tracking calls from Google organic search traffic) instead of the phone number hardcoded on your website.

If a visitor lands on your website via Google paid search (Google Ads) then he is going to see a Google Ads tracking number (phone number meant for tracking calls from Google Ads traffic) instead of the phone number that is hardcoded on your website.

Similarly, if a visitor lands on your website via Facebook then he is going to see a Facebook tracking number, a direct tracking number in the case of direct traffic and so on.

 

#3 The visitor calls the tracking number (instead of the hardcoded phone number on your website) and the call tracking script starts recording more details about the caller (like the actual phone call conversation, phone duration etc).

#4 Once the visitor completes the call, your CSR (customer service representative) scores the call using your call tracking software.

#5 The call tracking script sends all the phone call data to the call tracking software.

#6 The call tracking software can then be used to send phone call data to third-party tools like Google Analytics, Kissmetrics, Salesforce etc.

Tracking ‘qualified’ and ‘won’ phone leads in Google Analytics

Once your call tracking software integrates with your CRM, you can import phone call data as leads into your CRM software.

You can then later retrieve these phone leads (along with qualified leads, won leads and the monetary value attached with each phone lead) from your CRM into Google Analytics.

Here is how this integration works:

  1. A user visits your website and sees your phone number.
  2. The user calls your phone number.
  3. As soon as the call is placed, your phone call tracking software sends call data (along with client ID or user ID) as a lead to your CRM, in addition to sending phone call data to its own software.
  4. You later retrieve the phone leads data from your CRM into Google Analytics.

Thus by integrating your call tracking software with your CRM & GA, you can track qualified and won phone leads (along with their monetary values) in Google Analytics.

In order to track web phone leads via call tracking software and CRM, the following conditions must be met:

  1. You use CRM software like Salesforce.
  2. You use commercial call tracking software like Call Tracking Metrics
  3. Your CRM provides ‘web to lead‘ functionality. The ‘web to lead’ function generates a special code that you add to the code of your website lead generation form. This code sends the lead data from your website directly to your CRM software on form submission.
  4. Your CRM integrates with your call tracking software.

Here is how you can set up this system:

Step-1: Set up phone call tracking on your website.

Step-2: Integrate your phone call tracking software with your CRM. So as soon as the call is made, call tracking solution assigns the user’s website usage data to the call and sends phone call data (as a lead) along with the client ID value to your CRM software.

Step-3: Depending upon the number of GA metrics you want to send to your CRM, create one or more corresponding custom fields in your CRM. For example, create one custom field in your CRM for storing the client ID.

Step-4: Download data from your CRM once a week and prepare it for import into Google Analytics.

Step-5: Import the CRM data to GA. You can import the data to GA via the ‘data import’ feature or measurement protocol.

Note: If you are brand new to the ‘data import’ feature, then read this article: How to correctly measure conversion date and time in Google Analytics where I have explained the data import feature in great detail.

Tracking phone leads from billboard advertising

Add a special tracking number (purchased from your call tracking solution provider) to your billboard ads. So whenever someone calls that number, you would know that the lead has come from billboard advertising.

If you are using billboards ads in different cities, then buy and use one tracking number for each city. This way you can segment the outdoor phone leads by location.

Buy one tracking number for each location you are planning to advertise at. The more tracking numbers you buy and use, the more accurate your reporting will be.

Tracking phone leads from print media

If you are advertising your business in a newspaper or magazine, you can add a special tracking number (purchased from your call tracking solution provider) to your print ads.

So whenever someone calls that number, you would know that the lead has come from a newspaper /magazine ad.

Buy at least one tracking number for each different print medium. Buy one tracking number for each different print ad copy. This way you can segment the print media phone leads by ad copy.

The more tracking numbers you buy and use, the more accurate your reporting will be.

Tracking phone leads from transit media

If you are advertising your business on taxis, buses, trains, tubes or plane then buy and use at least one tracking number for each transit medium.

So whenever someone calls that number, you would know that the lead has come from taxi advertising or bus advertising.

Tracking phone leads from radio and TV

Here also the process is the same. Buy and use separate tracking numbers for each unique radio and tv ads.

Other articles on specialized tracking in Google Analytics

  1. Ecommerce Tracking in Google Analytics – Tutorial
  2. Event Tracking via Google Tag Manager – Tutorial
  3. Event Tracking in Google Analytics – Tutorial
  4. Guide to Google Analytics Store Visits Tracking
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Implementing E-Commerce Tracking via Google Tag Manager
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. YouTube Video tracking via Google Tag Manager
  9. How to Use Keyword Hero to Reveal Not Provided Keywords in Google Analytics
  10. Virtual pageviews in Google Analytics – Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Google Analytics for Facebook Tutorial
  13. Google Analytics Cross Domain Tracking Explained Like Never Before
  14. Using multiple Google Analytics tracking codes on web pages
  15. The one thing that you don’t know about PayPal.com and the referral exclusion list
  16. Calculated Metrics in Google Analytics – Tutorial
  17. Creating your own Google Analytics Tag Auditing System
  18. Tracking Site Search without Query Parameter in Google Tag Manager
  19. Tracking true referrals in Google Analytics when using PayPal and other payment gateways
  20. Phone Call Tracking in Google Analytics and Beyond
  21. Learn to Track Qualified and Won Leads in Google Analytics
  22. Introduction to Postbacks in Google Analytics
  23. Google Analytics Recurring Revenue and Subscriptions Tracking Tutorial
  24. How to track the impact of cookie consent on website traffic in Google Analytics
  25. Tracking Offline Conversions in Google Ads
  26. Implementing Scroll Tracking via Google Tag Manager
  27. Scroll Tracking via Scroll Depth Trigger in Google Tag Manager
  28. Site Search Tracking In Google Analytics Without Query Parameters
  29. Video Tracking via YouTube Video Trigger In Google Tag Manager
  30. How to Correctly Measure Conversion Date & Time in Google Analytics
  31. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  32. Google Analytics Cross Domain Tracking (ga.js)
  33. Tracking Twitter and Linkedin Social Interactions in Google Analytics
  34. Creating Content Group in Google Analytics via tracking code using gtag.js
  35. Tracking Site Search in Google Analytics with Query Parameters
  36. Understanding site search tracking in Google Analytics
  37. Creating and Using Site Search Funnel in Google Analytics
  38. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  39. Setting up & Tracking AMP Pages in Google Analytics
  40. Setting up Sales Funnel across websites in Google Analytics
  41. Regular Expressions (Regex) for Google Analytics & Google Tag Manager – Tutorial

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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 of 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 that 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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