Customer preferences and behaviors are changing. While businesses have limited power to control these changes, Google Analytics is a world-class tool for in-depth analytics without any cost to users.

With Google Analytics, you can identify page popularity, the time users spent on your site, entrances, conversions, bounce rate, exit rate, users’ geographical locations, device use (mobile, tablet or desktop), landing pages and behavior flow. Most likely, you wouldn’t be able to generate such deep data on your own. And if you’re not familiar with your data, you don’t know for sure whether your actions are in the best interest of your business.

If you’re unfamiliar with Google Analytics, there are ways to learn for free. You can read tutorial articles on Google Analytics for ecommerce businesses or complete the online certification program Google provides.

Now let’s discuss how you can use Google Analytics for generating new leads. The main idea is to use the information it provides to optimize your lead generation efforts. When the metrics you use and the values you include provide an in-depth view, you can make better marketing decisions. Here are the steps.

1. Be clear on your definition of strong leads.

Before setting your Google Analytics goals, be clear on what you wish the business to achieve. Since every business has different marketing objectives, you need to be clear on what constitutes strong leads and what to track.

2. Determine goals.

Determine the goals of strong leads, to be achieved within a specific timeframe. For instance, “strong leads” could be the number of newsletter subscribers, free downloads for more information, or communications sent via the contact form.

Make sure you can measure the goals with certain actions and through trackable sources, such as organic search, referral or paid search. Set the goals with Goal Setup > Goal Description Read More Here