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Google Analytics: How To Manage Your Leads And Your Acquisition Channels

· Analytics,Traffic,sales

It is good to see your website having a high number of leads. However, it pays to know where the leads are coming from and have proper lead management strategy in place. That is what Google Analytics is all about: giving you the ability to manage your leads and conversion tracking?

Having a sound online presence is one thing, but having elements that help further your marketing campaign is another. Both are key elements that account for an effective lead generation campaign. But, knowing how to leverage Google tracking service will help you understand how visitors checking out your website reacted to it. In so doing, you will discover all your top acquisitions channels and have a better angle for generating and managing leads. The tracking service is called Google Analytics.

Why Use Google Analytics?

The short answer to why use Google Analytics is to have the capacity to measure your site’s performance and how visitors are interacting with it. This puts you in a better position to optimize your marketing campaign from your SEO efforts to advertising all geared towards lead generation. All this is made possible by the unique “goals” feature with which you can segment site traffic into portion of those that have conversions and those that didn’t. But it is the lead generation and conversion tracking that makes this free tracking service from Google such an important tool.

If you break down the complexities of how the tool works, what you will discover is that it relies on general information collected when the internet user is online. All these information is captured by cookies in the browser. The information ranges from if it is a first-time visit by the guest and how the guest arrived at your website as well as the number of times the guest will visit or has visited the site since the first visit.

Google Analytics Acquisition Traffic

How Can I Use This Tool To Manage Lead Generation And Conversions?

The first step would be setting up Google Analytics on your website and the get goals. In time, you will be able to have a comprehensive generation of reports based on any set goal. It starts with understanding each goal and these calls for identifying each goal ID; do this before jumping to reporting so as to avoid making wrong decisions because of relying on incorrect data.

Each goal tracks visitors when on the website noting each activity and the location of the visitor. The goal can also track other things such as referral partners, SEO, email marketing, and AdWords associated with the guest’s visit. All this information can be viewed in a report by going to Acquisition channel, on the left-side menu as shown below:

Google Analytics acquisition side menu

Each will give you’re a conversion tracking overview with a comprehensive report on the goals completed in each channel. It is possible to do this for every service you have running and it makes it possible to identify with goal gives significant ROI and which needs a bit more work.

Conversion value screenshot in Google Analytics

Speaking of acquisition channels, Google Analytics uses several channels to track your traffic and lead. Some of the tops channels to take note of include paid search channels and organic search channels. Others that will be of influence are Social, Referral, and Direct channels. The effectiveness of any channel in regards to traffic generation is dependent on your optimization efforts.

How to Effectively Leverage Google Analytics?

As mentioned before, lead generation and conversion tracking are key elements that make this tool so important in today’s online marketing campaigns. Google made the tool relatively easy to use especially for the standard webmaster that lacks the technical knowledge. Google Analytics has an automated option with very simple admin settings guidelines to follow. You can rely on this simple setup process and still manage to see some notable benefits of using the tool.

Dashboard of Google Analytics

However, if you are keen on making the most of using the analytics tool from Google, then you should acquaint yourself with the customizable aspect of using Google Analytics. Just know how to use the custom dashboards, reports, and segmentation, and you are well on your way to realizing the full benefits of using this tool to discover your top acquisition channels and how to manage your leads.

A customizable dashboard that allows you to create several others and each with a unique set of features geared towards specific performance aspects of your website. Under the customization feature, you can have segments that allow you to view the data collected by Google Analytics. Again, each segments focusing on specific dimensions focus on the number of visitors to and visitors’ activities on the site. With the two, you can generate reports that will help you know the direction things are taking and which measure to put in place.

Also, these are some cool things you can do with Google Analytics:

  1.  Have a prioritized analytics data
    You can create multiple dashboards and give each several widgets that will help you see pieces of data you want to see at first glance when you access your analytics.
  2. Identify the most effective campaigns
    So that you know which need a bit of tuning and which need a complete makeover or be dropped. You will know based on the conversion tracking and lead generation sources as you make use of the acquisition channels.
  3. Know where visitors are coming from
    Because you have to, it’s a simple as that! How else will you make sure that your marketing campaign is addressed to a specific audience? Google Analytics makes it possible by checking the location demographics in the Visitors menu.
  4. Know what visitors search for
    Which is a more detailed step compared the use of keywords used to find sites on search engines. Be it conversion tracking, lead generation, optimization efforts, these tools gather information for all these features to ensure that you have a definitive report on visitor’s search on your website, as shown below:
Site search report Google Analytics


As you can see, this is a very powerful tool to understand your audience and manage your leads. Integrating Google Analytics into your overall online marketing campaign will benefit your campaigns, but it only needs you to personalize the tool for you to realize its full benefits.