Tracking Email Leads With Adwords And Analytics

If your using AdWords to market non-ecommerce sites (e.g. an estate agent website) one way to track leads is to place the AdWords conversion tracking code on the email confirmation page. That way, whenever someone sends an email requesting information about the services you offer, you can track this lead from within the AdWords system.

In addition, since you know that for most sites the visitor will have to view the contact page inorder for email lead generation to be possible, you could also place AdWords tracking and/or Google Analytics on the actual contact page. ( In the AdWords system you could call this conversion something like “Contact Page View Conversion”). Then, by ensuring that your AdWords optimization efforts leads to traffic that is more inclined to view the contact page, you can use this information to access the effectiveness of your attempts to generate email leads. In theory, more views of your contact page ( by the right type of visitor) should lead to more email lead conversions.

Of course, it may not be advisable to use AdWords to direct traffic straight to the page that contains contact details (unless that page happens to contain substancial information about your services). It is better to take visitors to a page that delivers information relevant to their initial search query and then let the visitor make the decision to contact you via the contact page. This setup will lead to much stronger prequalified conversions.

Finally, and particularly if your using AdWords to generate B2B leads, you can use Google Analytics to determine the companies or organisations that were at least interested in contacting you. With analytics installed you can see contact page views by paid search traffic over a given time period, and then select the ‘service provider’ dimension to determine which companies actually viewed the pages. (This will only work for companies that maintain their own network infrastructure since only then will the ‘service provider’ name relate to the organisation name). Now, some of the companies that viewed your contact page may have then gone on to contact you via email etc. However, it may still be worth contacting the firms that haven’t emailed you yet, since the fact that they were interested in your services enough to progress to the contact page of your site implies that there might be a good possibility of future business.