March 21, 2016 | Sarah Danks
Tracking Your Online Leads
You’ve been sold on pay-per-click marketing: you’ve got all your keywords and ads in order, you’ve got custom lead generation landing pages and you’re ready to launch the campaign.
Well, before you hit that “publish” button you need to ensure you’re properly tracking leads. And that means installing some type of tracking platform.
Pay-per-click (PPC) activity can be tracked down to the penny — with the proper analytics setup you not only know how many leads you’ve gotten; you know which keywords and ads are converting best for you. From there you can determine the ROI of each conversion.
But it’s not enough just to have access to analytics data. If you’re tracking landing page traffic at random you’ll end up spending more time milling around, hunting down your conversion information than using that foxy data to hone your marketing efforts.
And it’s not enough to merely get traffic to your landing page, you need your visitors to fulfill some type of goal. I.e., they need to convert. So you definitely need to be tracking.
Track Online Forms & Phone Calls
There are many types of lead generation. Whether your landing page’s goal is form fill-outs, white paper downloads, e-newsletter sign-ups or phone calls, you can track every action.
Since our clients mainly track online forms and phone calls as conversions, we’ll focus on those.
With online forms you can capture a lead’s information, know when visitors are leaving the form funnel and even pre-qualify leads based on the fields you require.
You can then use this analytics data to optimize your form to maximize conversions.
Of course, you need to employ “thank you” pages — also known as confirmation pages — in order to accurately track your form fill-outs. If you’re technically savvy enough and don’t mind a couple of extra clicks in Google Analytics, you CAN use the same thank you page for all your landing pages…
…but, if you want to make it easier (in GA) and/or need different messaging per confirmation page, then unique URLs per landing page contact form is best.
If you need to measure phone calls from a landing page, be sure to set up call tracking. There are various platforms that allow you to do this; we use and recommend CallRail.
This handy platform makes it super-easy to track phone call leads from landing pages. It can record every phone call and even includes the option to show which query triggered each call.
We also “link up” CallRail and Google Analytics to be able to compile all this data in one place:
Once that’s done, CallRail immediately sets up an Event for phone calls within Google Analytics:
We even set up events to separate click-to-call mobile traffic, as well as calls that came in from organic traffic versus our paid traffic phone calls.
So, voilà! You’re now tracking landing page phone calls in GA…
…which leads us to the way we prefer to track all of our web activity: Google Analytics. This free tool offers a robust functionality with a lot of data — most of which many business owners don’t even use!
Suffice it to say it’s an easy-to-use platform and it’ll provide you with all the information you’ll need to see how all your web presences are performing.
Just be sure to set up Goals in Google Analytics — without doing that you’re missing out on your lead data. You’d be able to hunt around and find your conversion information, but it would be a very long, time-consuming process. Easier just to set up your goals and have Google compile all the data for you.
Also, when you use an ad platform (such as Google AdWords) you should link it up with Google Analytics to be able to see paid traffic information in your main Analytics dashboard.
After you’ve linked your GA and AdWords accounts, you’ll be able to filter traffic in Analytics to show just your paid search visitor data:
Of course, you can also monitor your PPC traffic right in AdWords (and/or Bing Ads, etc.) but it’s nice to have all your web property data in one place for convenience (especially when creating reports for clients).
Monitor Your Lead Generation Data
Again, it’s not just as easy as launching your PPC campaign — you need to capture all your lead generation data. To that end, be sure you’re tracking every single conversion so you can monitor the effectiveness of your online marketing:
- Create contact forms with confirmation pages
- Use a third-party call-tracking service
- Set up goals in analytics platform
It’s not enough to merely compile lead generation data for your PPC campaigns; you have to know what to do with that information. As with anything else in online marketing, leads — and the ROI they bring — are a work in progress.
You’re never “done” with your website; you should never assume you’ve reached the best you can do in regards to bringing in leads with your landing pages, either. And, obviously it’s not just enough to “get leads,” you need to get the RIGHT leads.
I.e., working for 100 leads that only generate $1.00 each isn’t as effective as getting one lead worth $100.
And, of course, designing your landing pages to render correctly across all devices — read: responsive web design — ensures all your paid visitors can easily access your content and ultimately convert.
Now that you know how to track your lead generation landing pages and have all the proper tools in place — you can click “publish”!