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How many people visited your website last month and how many of those became quality leads, or better yet, paying customers?

Tracking leads and conversions are just two goals your website might have. So, how do you track your goals’ progress and success? It’s fairly simple. Just start using Goal Tracking within Google Analytics.

Most people already have Google Analytics installed on their websites so that they can their data, but when they log in for the first time, they’re met with enough data to sink a ship. This can be overwhelming and intimidating to say the least.

Good news: It doesn’t have to be that way.

Taking some time to learn the basics in Google Analytics will not only give you control over that data, but it will also put you in the driver seat of your entire digital marketing strategy.

This blog post will get you started down the road towards becoming a data-crunching dynamo in no time.

But, before you go any farther, have you read my post about setting smart goals for your website? If not, I recommend doing that before proceeding with this post.

Save my spot and read the other post

If you have read my other post, then by all means, let’s jump right in.

Setting Goals in Analytics

In picking up from How to Set Goals and Boost Your Website Strategy, you know that we were working from an example goal of capturing more qualified leads. For that goal we needed to create lead capture form and a confirmation/thank you page.

If you’ve created those pages, then the hard work is over.

To get started on you setting your goals, log into Analytics, go to the Admin tab, select Goals from the far right column, and then click on + New goal.

So far, so good, right? Don’t sweat it. This is going to be EASY.

First, select the Custom option and then click continue.

Next, give your goal a name and, for this example, select Destination. If this is your first goal, leave the Goal slot ID set to the default.

Finally, we just need to set our page tracking. Open your website’s confirmation page in a new tab. For example, it might be You can paste that in exactly if you want, but due to URL variations such as ones with extensions (.html, .aspx, etc) compared to ones without (some websites handle both methods), I recommend using the Begins with option.

By using the Begins with option, we don’t need the entire URL. Instead, we would just need /confirmation-page. This way, if your site has /confirmation-page.html and/or /confirmation-page/, you’re still going to receive the data.

Next, let me break down a few of those options for you:


If you know what a good lead is worth to your business, you can assign it a value within the goal. This will give you monthly readouts of how much money your form is making.


The funnel is extremely useful, especially if your form has various steps/pages. The Funnel can help you determine where users are bailing in the process. For example, maybe they fill out page 1 (personal info) but then they get to page 2 and there are too many questions, so they bail. The Funnel will show you what percent of users leave on page 2 versus leaving on page 1.

If your form only has 1 page, enter the URL here and select Required. If your form has more than 1 page, enter all of the URLs and select which ones are required.


Verifying only works if the pages have been active for more than 7 days and users have already begun to use them. If users have been using the pages, the verification should show you a percentage of success from the past 7 days, based on your settings.

If the verification is showing 0%, either no one has visited/completed any of the forms in the past 7 days or something is wrong with the settings. You may need to wait a few days or have a friend fill out the form and check this again tomorrow.

Is the number really low? Don’t get discouraged. The point of tracking this data is to learn and improve.

Monitor your Progress

Now that you have a goal or two, you need to start monitoring your progress. To do so, head back to the Reporting tab in Analytics. In the top-right corner, select the first and last day of the previous month. If you just got done setting up the goal, you won’t have any data to report. Let the goal run for 30-45 days before attempting a report.

Once you apply the dates, toggle your way down to Conversions > Goals > Overview.

From here you can see how your goals performed in the previous month. In this example, I only had a few days worth of data, but you can see that I had 2 people complete my Free Consultation form, which accounted for .08% of all of my website traffic.

To keep historical data, I recommend starting an excel file to track your percentages. After you have a full year, you can start tracking which months perform better than others, year-to-year.

Low Numbers?

Don’t fret over low numbers. You could be getting thousands of unique views to your website monthly, so 4 or 5 leads might only show .08%, and that’s okay. The goal is to look for an increase. Here are some things to try:

  1. Optimize the Form
    • Ask unbiased colleagues to fill out your form and then ask then what they thought. Are there too many fields? Does it take too long to fill out? Optimizing the form can ultimately result in more completions.
  2. Tweak the Copy
    • How does your lead page read? Is it too technical or boring? Does it grab the user’s attention? Are you using action-oriented verbiage on your buttons such as Sign Me Up or Let’s Get Started?
  3. Make the Form Easy to Find
    • As you get more comfortable with Analytics, dig into the referring pages to your form. Are people having to go through 4 pages to get to it? Make it easy as possible to find.

Quite a bit of this is going to be trial and error. Remember, dips and spikes could be related to the tweaks you’re making, or it could be seasonal. The more data you collect over time, the more insight you’ll have.

So, there you have it.

That is how you would set up and monitor one simple goal in Google Analytics for tracking leads. I know it seems like a lot of work, but stick to this article and you’ll be up and running in no time.

Be sure to refer back to the goals you jotted down earlier and customize new goal tracking within Analytics to meet those needs.

How are you using Analytics? Drop us a line in the comments below. 🙂

Austin Bollinger

About the Author

Austin Bollinger
Austin holds a creative mind with many facets. From lifting weights to building his own desk to experimenting in graphic design and videography, he never ceases to surprise the team with his interest.

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