In this post, I will show you how I usually track results for my clients.
In the previous article, I spoke about the importance of tracking results but now I will give you some actionable tips based on my personal experience.
All of these methods are free but there are also some paid methods (ie. Callrail) that you can use to get even more accurate data.
Here is what tools I use:
- Google Analytics
- Google Tag Manager
- External Tools (Google Business Listing Insights, Callrail, etc.)
Here is what I usually track:
- Calls from the website
- Calls from the GMB Listing
- Contact Form Enquiries
I mean this is the obvious choice and it’s pretty awesome. But most people aren’t using it to its full potential. Most people just track the number of visitors that visit their website, sometimes their source and that’s it. But there are so many more things that you can do with it. Right now I will just talk about using it to track results.
Google Analytics goals are a no-brainer. They are easy to configure and you can easily track results by going to Conversions > Goals > Overview
Here is where you will be able to see all contact form inquiries, phone calls, etc.
Contact Form Enquiries
These ones are super easy to configure. You can create a “Thank you” page on your website and redirect all people to the “Thank you” page after they fill out the contact form on the website.
Then you can noindex this page and track all people that visit this page. The only ones that visit this page would be the ones that have filled out the form. This way you can track the amount of contact form conversions.
Tracking Phone Calls
The best and the most accurate way to track phone calls that come from the website and other sources would be to use software like Callrail.
But this software can get pretty expensive, especially because you have to pay for every single project you want to use it on. This isn’t really scalable, which is why I use an alternative.
The way I like to track phone calls is by configuring event tracking through Google Tag Manager. This way I can see whenever users click on any URL on the website, including the telephone link (tel:+1234456789) on your phone numbers.
To configure it you will need to enable Click variables in GTM, configure a tag that listens to all link clicks on the website, and sends all the data to Google Analytics.
Then, all you need to do is configure a goal in Google Analytics and you will be able to see all phone calls in Conversions > Goals > Overview:
Google Business Listing
These ones are easiest to track because it doesn’t require any configuration. All you need to do is just log into your GMB account and go to the Insights tab.
What’s really great though is that recently Google introduced the 6-month GMB Insights which allows you to see results over the past 6 months too which was previously impossible.
Here is what it looks like: