Google Analytics Tips: Implementing Ecommerce Tracking for Lead Generation Websites

If your site is only a lead generating website, you may be thinking you don’t need to setup ecommerce tracking within Google Analytics.  WRONG, you should implement ecommerce tracking to gain access to more accurate conversion reports throughout the entire reporting platform.

The following is an example of how you could structure your ecommerce conversion tracking on your Lead Confirmation Page:

<!-- Start Google Analytics ECommerce Tracking Script for Lead Confirmation Pages --> <script type="text/javascript"> pageTracker._addTrans( "<INSERT UNIQUE LEAD VALUE>", // Order ID "My Website", // Affiliation "1", // Total "0", // Tax "0", // Shipping "", // City "", // State "" // Country ); pageTracker._addItem( "<INSERT UNIQUE LEAD VALUE>", // Order ID "lead", // SKU "Lead Submission", // Product Name "Lead Submission", // Category "1", // Price "1" // Quantity ); pageTracker._trackTrans(); </script> <!-- End Google Analytics ECommerce Tracking Script for Lead Confirmation Pages -->

Several things to note with the above script:

• It must go AFTER your existing Google Analytics page script otherwise it will not work
• If you know your Revenue Per Lead value then you can insert that $ value in the Total & Price areas above, otherwise you can use a standard value like a $1
• If your site converts multiple types of leads, modify the Product Name and SKU for each lead type confirmation page
• Replace the ORDER ID value of "<INSERT UNIQUE LEAD VALUE>" with something like Name+TodaysDate so "Les3-1-2009"

After you’ve implemented the script on your site appropriately, edit your Google Analytics Profiles to enable Ecommerce Tracking as shown below:

Once you are completed with implementing the conversion tracking script you will then have access to many accurate conversion reports like:

Site Content reports showing values for $ Index (page contribution to acquiring leads)
Number of visits to acquire lead
Number of days to acquire lead
For Most Visitor & Traffic Sources report you will have access to Ecommerce Tabs

With this, you should have much greater understanding of your website's conversion capabilities and be able to look for optimization opportunities.  Need help implementing ecommerce tracking on your website or with analyzing reports? Contact Us!