Your website is up and running, it may already even be generating leads for your business. But, are you tracking the right activities on your website to allow you to dig into your lead gen data? Tracking the right information to help you make the best decisions about your business is essential for any modern business.
Setting Up Web Analytics For Lead Gen Data
The first step is to make sure that you have web analytics code set up on your site to begin tracking your visitors. A great place to start is with Google Analytics. It is a powerful free tool that you can get set up and tracking with quick.
To get Google Analytics setup and working on your site you will need to first create a Google Analytics account. Then you will need to add your tracking code to the <head> of your website. You can do this using google tag manager or by adding your tracking code directly to your site. Here are instructions for each.
Adding Google Analytics For GTM
Google Tag Manager (GTM) is an excellent tool web tracking tool that you can get set up quickly and start collecting data on your site. You will want GTM up and running on your site not just for your Google Analytics tag, but also to set up tags and triggers for your lead gen events. You can find directions on setting up GTM for Google Analytics here.
Adding Google Analytics Directly To Your Website
If you prefer you can also add the tracking code directly to your website template. If you decided to go this route enlist the help of your developer. They can ensure the tracking code is added to the correct portion of your website template without breaking any of your code. You can find directions for adding Google Analytics directly to your website here.
Lead Gen Tracking Events
When thinking about which events to tracking it is important that you think about your customer journey. Tracking each step of the journey for later analysis will help you understand what you are doing well, and where you need to experiment to remove friction points for your potential customers. Your business may have some unique aspects that you want to track, but at a minimum here are the lead gen activities you should be sure you are tracking. Here is a list of the minimum lead gen events you will want tracked:
Lead Gen Events:
- Form Submitted
- Each step of your form (if there is more than one step)
- Phone Calls
For more details on how to set up Google Tag Manager to collect your Lead Gen Data Check our our GTM Tracking Set Up post. (post coming soon)
Now that you are set up correctly and tracking data, what can you do with your ecommerce data?
What Can You Do With Your Lead Gen Data?
What is your Lead Gen data telling you? Here are the top advanced analytics lead gen projects you should look at adding to your road map.
1. 𝐅𝐮𝐧𝐧𝐞𝐥 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 – To understand how customers are progressing through your sales funnel and identify what is working well, so you can do more of it, and where the areas of friction are so you can eliminate them.
2. 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – To understand how customers are interacting with your brand and support marketing strategies.
3. 𝗙𝗼𝗿𝗲𝗰𝗮𝘀𝘁𝗶𝗻𝗴 – To support sales and marketing strategies.
4. 𝗞-𝗠𝗲𝗮𝗻𝘀 𝗖𝗹𝘂𝘀𝘁𝗲𝗿𝗶𝗻𝗴 – For customer segments to personalize marketing and website experience.
5. Lead Scoring – To help you understand where your highest quality leads are coming from so you can do more of those activities.
You will notice that all of these projects are tied to a business outcome. All successful analytics projects should contribute to the business in one area or another. What would you add to the list?