Lead Tracking With Google Analytics

For the last two weeks I’ve been talking about the importance of tracking leads and providing some inexpensive ways of doing that.  

This week I want to focus on a free tracking tool – Google Analytics.  Google provides free web tracking software that provides you good information regarding your web site activity.  It tracks many statistics including:

  • visitors
  • unique visitors
  • repeat visitors
  • pages/visit
  • time on your site
  • referral sources
  • key words 
  • geography
  • navigation summary (how people navigate your site)
Using Google AdWords? Google Analytics will track their success by ad and by where your ad shows up in the sponsored search (rank).  
If you have ecommerce on your site, you can track a visitor through to the sale along the same statistics.
Want to measure how certain online and even offline activities are working? Add Google Analytics to your site- if you already have tracking software beyond what your host may use to measure bandwidth, that will work as well – and benchmark your web activity.  
All online activity will be easily tracked through the referral sources and offline activities can be monitored by any increases in activity measured against a television spot airing or a newspaper ad running.
Using tracking software is going to make you smarter on who you target, which media is working hardest for you and even what creative performs better.  
For example, after two months of using paid search for a client, one version of creative was generating 75% of our web traffic yet getting only 50% of our budget.  Needless to say we increased the budget for that ad to 100% and saw the click-through rate double.
Right now, you are hearing a lot of people telling you that the companies that continue to market will succeed when the market rebounds.  I agree, but don’t just keep marketing. Make sure you market smarter.
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3 Comments

Filed under tracking

3 responses to “Lead Tracking With Google Analytics

  1. Frank

    It never ceases to amaze me how much an individual or orgaisation can learn by just reading blogs, every single day thousands of pieces of great information are published, normally just a view point from a lone person, this great information if gathered together is more than enough to chance most businesses beyond belief, lets hope this great source of knowledge sharing continues and grows.

    I often spend far too much time reading and replying and have seen many great phrases, this is one of my favourites;
    The key to a successful campaign is to ensure that we understand what response the client is expecting from the distribution. It is from this perspective that we can attain the aims of the client and retain a strong working relationship now and in to the future…
    If you read and think about this statement it truly makes you think, and motivates you into thinking how you can chance your attitudes.

    Once again, thank you for your blog !

  2. I’ve been using Google Analytics quite a bit recently. It’s a very cool resource for marketers, particularly if you want to understand different aspects of your SEM campaign or even understand who is visiting your site and from where. Google has truly empowered DIY maketers!

    Do you know if they (or others) have similar analysis toolsets for social networks?

  3. Are you talking about how people use your social networking tools to find your site or are you interested in an analytics tool that tracks your activity on social networks? If it is the latter, ViTrue has a tool called social media index (still in Beta) that does just that. I spoke with them today and will be discussing it next week.

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