Tracking Sales That Result From GA Trackable Leads?

[VTDesignWorks]

I have a client who tracks leads via URL destination goal completions in Google Analytics - when a visitor hits their "quote form" thank you page, a "goal" is completed and thus a lead is tracked in GA. After that, none of the sales process is passed through to GA - The client enters data from form submissions into their CRM software, without any way of knowing which leads came specifically from PPC, email marketing, social, organic, etc., making determining true ROI impossible.

We're wondering what the best way is to pass through the traffic source to our client, so they can attach it to the individual lead in their completely manual CRM. Mainly they care about CPC traffic.

Any ideas?

[KeriMorgret]

First, a caution before you spend too much time on this. Read the terms of use of Google Analytics, and any limitations on collecting personally identifiable information, as it may limit what you can do.

[Martijn_Scheijbeler]

Like Keri said, you probably have to do this complete process outside of the scope of Google Analytics code as otherwise it would make the data personally identifiable and you get into trouble with the Google Analytics terms of use.

What you can do is save the referral URL in a cookie an then send it with the form into your CRM.

[VTDesignWorks]

Thanks for the quick reply, but after Googling it sounds like they've actually built a feature to allow for what we need, it just works differently than I was describing - data is imported back to GA. https://support.google.com/adwords/answer/2998031?hl=en

And then there's also the Measurement Protocol - https://developers.google.com/analytics/devguides/collection/protocol/v1/

[VTDesignWorks]

Thanks for the quick reply, but after Googling it sounds like they've actually built a feature to allow for what we need, it just works differently than I was describing - data is imported back to GA. https://support.google.com/adwords/answer/2998031?hl=en

And then there's also the Measurement Protocol - https://developers.google.com/analytics/devguides/collection/protocol/v1/

[StreamlineMetrics]

Here are some options for closing the loop between web leads and closed sales -

1. Capture visitor data using the GA cookie and pass it along with each form submission. This is against GA's TOS so do it at your own risk but here is a blog post telling you how to do it - http://cutroni.com/blog/2009/03/18/updated-integrating-google-analytics-with-a-crm/. (The author of this blog post actually works for Google Analytics so it's kinda funny he tells you how to break their TOS...)

2. Use a contact form that automatically tracks conversions for leads, such as Convertable - (full disclosure - I'm a co-founder of Convertable but it solves the issue you are having). You can also try other similar paid services like HubSpot, Salesforce, BestContactForm.com, etc.

[VTDesignWorks]

Thanks for the tip StreamlineMetrics... Curious though, how are you able to get keyword data, etc. to pass through when Google strips it out. Do we not run the risk of violating some other Google policy?