Setup Lead Conversion Goals in Google Analytics

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We've created a guide to get you on the right path to tracking conversions in Google Analytics. Follow these instructions and you'll gain new insight into how well your website converts visitors in to leads in no time. The first five steps are simple, and the next six steps are a little more involved.

Let's first log into our Google Analytics account to get started:

Navigate To Goal Setup

Click "Admin" In The header

This will take us to the Administration Dashboard where we can adjust settings at an Account, Property or View level:

Creating a Lead Conversion Goal in Google Analytics - Step 1 Admin

Under The View Column Click "Goals"

This will bring up all goals related to a data set:

​​Creating a Lead Conversion Goal in Google Analytics - Step 2 Goals

Click "+ New Goal"

Now we're ready to start creating our new Analytics Goal:

​​Creating a Lead Conversion Goal in Google Analytics - Step 3 Add New Goal

Goal Setup

Select a Template or Custom Goal 

We can do either, but for simplicity let's use a template goal under "Inquiry" and select "Contact Us". This is a destination URL goal that will trigger a conversion after a specific page is viewed.

Or, if we really want to, we can create a custom goal and set the type as "Destination."

Either route will work. For the sake of this example, we're using a template 'Inquiry' goal:

Creating a Lead Conversion Goal in Google Analytics - Step 4 Select the Goal Type

Goal Description

Customize Our Goal's Name

Is will vary between organizations and depending on what contact submission means to your business. Some examples are "Email Inquiry", "New Lead" or "Prospect". We can leave the 'Goal slot ID' and the 'Type' to the default options.

Creating a Lead Conversion Goal in Google Analytics - Step 5 Goal Description

Goal Details

Input Our Goal Details

This includes our Destination URL, Conversion Value, Funnel Tracking, Verifying the Goal and finally creating the goal once we've verified that it's working. We'll go through each one in more detail below.

Creating a Lead Conversion Goal in Google Analytics - Step 6 Goal Details

Setting Our Goals Destination - Use "Equals to"

We'll want to select "Equals to" from the drop down for the destination URL since the URL is not likely to be different from one transaction to the next. If you plan to use dynamically generated 'Thank You" pages then you'll want to contact your development team for how your URLs will be generated. 

Creating a Lead Conversion Goal in Google Analytics - Step 6a Destination Type

Our Goal URL Should Look Like This:

'/thank-you' or whatever your specific URL naming convention should follow.

(you can check the box "case sensitive")

Creating a Lead Conversion Goal in Google Analytics - Step 6b Goal URL

Tracking Value

If we have an average potential lead value we can turn on "Value" tracking. Going forward, when a goal is triggered having this data will allow Google to tie the value we assigned to each inquiry and show us an aggregate value of all the conversions (or opportunities) that came through our website and that were tracked in Google Analytics.

For our example we tied a $20,000 dollar worth to each email inquiry.

How did we get this number? We'll use the following equation: Avg Client Value x Conversion Rate = Lead Value

For the sake of example let's imagine a new client (on average) for our company brings in $1,000,000 in sales. Our ability to convert website inquiries in to new clients is 2%. So the value of a lead at this stage on an average client/projects worth time how likely it is we will get the business. And our equation would look like this:

This can be helpful info to analyze year over year to see how well our website is working to bring in new leads, well qualified leads and also look at how well our company is at converting those leads into new business.

1,000,000 x .02 = 20,000

This can be helpful info to analyze year over year to see how well our website is working to bring in new leads, is our website bringing in well qualified leads and also how is our company at converting those leads into new business.

Creating a Lead Conversion Goal in Google Analytics - Step 6c Value Tracking

Funnel Tracking

If we have a very specific path that visitors have to go down to submit a web inquiry and also we want to see where we're losing people in the inquiry submission process, we can turn on "Funnel" tracking.

If that is the case then we'll also need to add the sequential steps/URLs involved in the process (everyone's will vary slightly). We'll also want to mark if it is a required URL in the process or not.

Creating a Lead Conversion Goal in Google Analytics - Step 6d Funnel Tracking

Verify & Create This Goal

Click "Verify this Goal" to see how it would have converted based on data from the past seven days. Then click "Create Goal" and we're done for now. It would be a good idea to check in on this goal over the next few days and the next couple of weeks to make sure the goal is firing when visitors land on inquiry 'Thank You' page.

Creating a Lead Conversion Goal in Google Analytics - Step 6e Verify Your Goal

Hope this was helpful, and we would love to hear any thoughts or questions in the comments below.

About the Author

Marty Vernon

Marty is in charge of Co-founder/Strategic Direction at EDUCO Web Design. Connect with Marty on , , or Google+