Tracking the Path of a Lead Using Google Analytics


Aug 27, 2019
Hey guys,

We have a client who wants to know where each individual lead conversion is coming from as in:

1. How they got to the site (Social Media, Blog, Search, etc.)
2. Where they landed and traveled to while on the site.
3. Which page they submitted the Lead Form on.
4. Identify the person.

I don't see how Google Analytics can match a person (name) up with a goal completion.

Any thoughts?
May 3, 2018
1.) Look at the "Acquisition" section.

2.) See "Behaviour", "Behaviour Flow". (This becomes particularly useful when you segment the audience.)

3.) Lead form submission is an event. If you use Google Tag Manager is easy to assign the page URL to one of the event fields. (category, action, label) OR, in Google Analytics, make form submission a goal then see "Conversions", "Goals", "Overview". The overview shows you the "goal completion location". That is, the URL where the form was submitted.

4.) Google does not allow you to pass information that would allow it (i.e. Google) to identify people. That would include name, phone number, etc. Best practices to avoid sending Personally Identifiable Information (PII) - Analytics Help If your website users are logged in, you could pass something like a userID as a custom dimension so you could identify them but Google could not.

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