Lead tracking for small businesses with Google AnalyticsPosted on 27 Sep by

Lead tracking for small businesses with Google Analytics

If you are running a small business or leading a small business marketing team, chances are that you have come across the challenging question of how to track enquiries from your small business website.

Why its important

When it comes to improving enquiries for a small business, marketers need answers to a wide variety of questions related to the lead generation patterns of the business.

The questions can include,

  • When people enquire the most?
  • Where are they located?
  • How did they found us before making an enquiry?
  • Did they came to the website for the first time and made an enquiry etc.

Whats in this guide

This guide helps you understand an easy way to track online enquiries from your website using google analytics for free. Tracking your website enquiries using google analytics can help you answers to crucial business questions.

Steps for lead tracking with Google Analytics

We will be using the easiest way to track an online enquiry with google analytics. We will choose “destination tracking” type for the purpose of tracking an enquiry through your website. To setup a destination tracking using google analytics, you need to have a thank you page or success page in your website. Typically a thank you page is shown when your customers successfully submit an enquiry through a form in the website.  

Step 1: Login to Google Analytics, select the top menu > select Admin tab

Step 2: Under View > Select Goals


LT 1

Step 3: Click on +NEW GOAL in the resulting window

LT 2


Step 4: Select custom and hit next

Here we have options to create lead tracking through a predefined template and also through a custom tracking method. We’ll choose the custom tracking option for our purpose.

LT 3

Step 5: Enter a name, select the available Goal slot id and check the type as destination, then hit Next.

LT 4

Step 6: In the goal details section, select Equals to and enter the exact destination of your thank you or success page.

The destination you enter should exclude the root domain structure of your website. For example, in this case the full address of the destination page iswww.webduratech.com/thank/, here {www.webduratech.com} is part of the root domain structure of the website, the goal destination will be “/thank/”.

LT 5

Step 7: Verify the goal you just setup, Hit create goal and you are done.

If you would like to know if all the settings were right, you have to hit on verify, so that it will show you an approximate number of leads generated from this destination ( thank you page) in the previous one week.

Benefits of lead tracking through Google Analytics

Tracking leads through analytics can be very useful when you want to compare your website data to find out what's contributing to lead generation for your business.

Few examples of analyzing leads for better insights include

  • Search engine traffic Vs Direct traffic
  • Pay Per Click Vs Display ad traffic 
  • Android Vs iOS traffic
  • Comparing leads and website engagement


If you are a small business owner trying so hard to improve leads, enquiries, appointments or request call backs etc, the first thing you should be doing is setting up lead tracking in your website using Google Analytics.


This resource was published by
27 September 2015
  • Hi, I'm Janeesh Uthuppan, I work as a Digital Strategist at Webdura. I'm passionate about Analytics and Marketing Technology. We here at Webdura, help companies to implement a comprehensive digital marketing strategy to increase results exponentially.


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