Track leads from advertising campaigns

Business Benefits

Maximize the effectiveness of your marketing funnel.


Track leads through interactions and engagement across social media platforms, mobile messaging, phone calls, emails, and your website.

Use customer relationship management (CRM) to call, text, engage, and answer questions from leads. When conversations turn into questions about products, it is time to qualify the leads to the sales.

Use the data you gain to qualify them as effective leads and gain insight into which leads are likely to convert. Learn their purchase patterns, brand affiliations, beliefs, and demographics.

Manage leads that are likely to convert by tracking their actions whenever they add items to the cart, subscribe to newsletters, sign up for free trials, try demo products, or fill forms.

Track conversions anywhere that a lead might spend money. Set up conversion tracking in Google Ads to track leads and to help you know how your ad clicks can trigger customer activity on your website.

  1. Log in to your Google Ads account and navigate to Tools > Measurement > Conversions to create a conversion action. Follow the prompts to complete the process.
  2. Add global site tag code and the event snippet code to your website to set up your conversion tracking tag. Global site tag adds leads to your All Visitors remarketing list while event snippet tracks actions that amount to conversions.
  3. Use Google Tag Manager to update tags and code snippets on your website. Configure the Conversion linker tag to all web pages to boost tracking across all platforms and browsers.

Use Google Analytics to understand the behavior of leads that causes them to convert or shy away:

  1. Create your conversion goals by navigating to Admin > Goals > New Goals and then select a template and enter a name for your new goal.
  2. Use Goal Slot ID to monitor conversion reports.
  3. Select Destination as the goal type and enter the URL of the page a new lead land on. Only enter the part that follows your domain name.
  4. Click on the verify button to test if your conversion tracking is set up.

Calculate your conversion rates to gain insights into the performance of your marketing and sales funnel. Divide the total number of sales by the number of leads and represent it as a percentage.

Log in to your Google Analytics account and go to Reports > Audience > Behavior > Conversion Probability to check Conversion probability. What percentages of your leads are likely to convert?

Meet the minimum Google Analytics prerequisites such as:

  • A minimum of 1000 ecommerce transactions per month
  • 30-day transactions

Use conversion probability data to determine the likelihood of a lead to convert as compared to the rest of the leads. Does this represent a small or large percentage of your leads? Identify:

  • Channels, keywords, and advertising campaigns delivering leads that have high engagement rates.
  • Weak points in the marketing funnel. Address them to increase lead conversions. For example, if particular negative keywords are responsible for low conversion rates, eliminate them.

Set your website leads tracking up through Google Tag Manager.

Use GTM to update your tags, add new tags, and execute installations without losing data or slowing down your website. GTM enables teams to add and update tags, including codes and snippets for site analytics, conversion tracking, and remarketing. GTM is essential for:

  • Future upgrades and enhancements simpler.
  • Debugging features allow you to test tags before launching them.
  • GTM has rollback features, enabling teams to go back to previous versions.
  • The manager uses permissions management to control users setting rules, tags, and macros.
  • Built-in tags facilitate fast deployment of Google Ads and remarketing campaigns.
  • Auto-event tracking feature automates tracking of events to increase conversions.

Calculate your opt-in rates to know if the leads you are tracking are efficient. How can you convert traffic with email, SMS, or phone calls with opt-in CTAs?

Tracking opt-in rates enable you to know how leads respond to marketing actions such as discounts, offers, and gifts. Use offers and discounts to add value to opt-in campaigns for higher conversions. Leads that respond to offers are efficient and are convertible. Place opt-in CTA in areas where it attracts leads but doesn’t reduce their engagement. Consider:

  • Pop-ups. For example, exit-intent pops that request site visitors to leave information or subscribe before they exit.
  • Body placement.
  • Sidebar and top bar placements.
  • Footer placement.

Leverage behavior marketing to time when to roll out opt-in campaigns. Use Google Analytics to analyze your highest-traffic pages to understand why people visit your site.

Track leads from social media, referral campaigns, discussion forums, Google Call only campaigns, and Facebook Lead Ads to visualize the overall performance of your lead generation and conversion tactics.

Realize that leads can happen outside of your website by developing a way to track leads coming from your campaigns, and other campaigns outside your website.

Use Google Ads to import offline conversion data and associate attribution to your campaigns. Use Google Click Identifier to link leads from offline sources such as calls and SMS. Integrate leads from your website and outside sources to know which campaigns, keywords, and channels generate the most conversions.