Winning Leadership Tips for Your Business

Have you ever started a book by reading the last page? If you’re curious by nature, you know that sometimes, there just isn’t enough time to read an entire book.

In Build A Better B2B Business, Winning Leadership for Your Business-to-Business Company, leadership expert/seasoned executive/author David Shedd provides two final exam questions on page one. But don’t be scared away…he provides the answers on page two.

Does this sound odd? Perhaps, but the book’s theme is so critical, especially during today’s challenging economic climate and oversaturated marketplace that everyone can benefit by reading about the fundamentals to drive business success.

According to Shedd, a key component to drive business success is leading by example. To help create better leaders, take the quick quiz from the book. Don’t be upset if you don’t have all “Yes” answers, use the “No” responses to improve your leadership skills.

[1] Can you recall three examples where your ethics visibly showed to your team?

[2] Do you return everyone’s phone calls immediately and respond to all emails promptly? Do you start and finish meetings promptly?

[3] Right now, does your frontline management have fewer than five goals?

[4] As a leader, do you take full accountability for the failures but share the praise for the successes?

[5] Have you ensured that all of your senior direct reports are held accountable for their performance?

[6] Are you easy to reach and interact with?

[7] In the last week, have you found at least 10 people doing something right and recognized and thanked them for their work?

[8] In the last month, have you coached or trained at least one small group in your business?

[9] In the last two weeks, have you been involved in resolving a customer service issue?

[10] In the last two weeks, have you been involved in thanking a customer for their business?

Shedd also shares other useful tips to drive business success:

[1] Write out and develop three goals for your business.

[2] Determine the most significant “Mokitas” in your business – these are the dirty little secrets that aren’t really very secret – for example, the industry you serve is in decline and will never rebound OR the sales manager was promoted from the finance department and doesn’t interact well with customers.

[3] Aim to accomplish one key initiative each morning, and at the end of each day, ask yourself, “Did I accomplish this task?” If not, decide how you will accomplish the task tomorrow.

[4] Recognize employees on a regular basis.

[5] Value your customers.

[6] Deliver on the brand promise – for example, FedEx delivers by 10am each day – and align all employees to be effective brand advocates.

[7] Solve a customer’s problem. “No customer has ever bought anything because it was “strategically logical or synergistic.” A customer buys from you because he has a problem, and you have a solution for that problem.”

As you can see, the final exam questions and answers were only a teaser…the best part of the book was in between the front and back covers.

_____________________

Connect on Twitter: http://www.twitter.com/DavidMShedd

Follow David’s Blog: http://moveyourcompanyforward.com/blog

5 Ways To Ensure Google Analytics Is Running Perfectly

The following is a guest post contributed by Daniel Waisberg, Owner of Conversion Journey, a Google Analytics Certified Partner, and Founder of Online Behavior, a Marketing Measurement and Optimization portal.

Abraham Lincoln once said: "If I had eight hours to chop down a tree, I'd spend six hours sharpening my axe." The same is true for measurement: it is of extreme importance to spend the necessary time thinking through which data should be collected and whether the collection works as planned (once implemented). Very often, the implementation model and quality assurance do not receive the proper attention.

I recently wrote a short eBook named Google Analytics Implementation Best Practices that covers some of the most important configurations you should setup. But in this post I will go through some techniques that will help you to make sure your Google Analytics implementation is working as you expect.

1. Create a "Raw Data" profile

The best way to check configuration errors is to have a profile that does not use any filters, this way you will be able to quickly learn if you have a misplaced or problematic filter. Here is a quick guide explaining how to create profiles.

Once you create this profile, I do recommend you create the same goals you have in your main profile, this will make the data more relevant in case you need to use it. For example, if you find out that your main profile have a filter that affected your past data, you might want to use the Raw Data profile for a while. To copy and paste a goal between profiles you can use the Chrome extension GA Copy and Paste.

2. Use Real Time Reports

In October 2012 Real Time reports started supporting profile filters. This means that "the data you see in real time is profile specific and obeys the filtering you set up for that profile. And this means any user with access to a profile can view the associated real time reports." This enables many interesting analysis opportunities like seeing real traffic for only small pre-defined segments.

In order to use Real Time to check your Google Analytics implementation, you should first create a new profile (see link above). Then, add a filter that includes the IP address of your company; learn how to do it in this help article, but make sure to change the filter from "exclude" to "include". Now you will be able to look at the Real Time reports of this profile and see what you are doing in real time, which makes code checks much easier and faster.

3. Keep Track Of Configuration Changes

One of the common configuration problems is a lack of communication, especially for large companies. From a few people to a few dozen people will have Admin access to Google Analytics, which means they can change the settings of any profile. This can lead to unwanted or misunderstood changes in the account.

By "changes" I mean goal refinements, filter improvements, new features, and so forth. Every change may impact data in several ways, and for this reason it is essential to have a system in place to keep track of code and profile changes. In order to facilitate/centralize the collection and sharing of the changes made to a Google Analytics account, I propose two different methods: using a Google Docs form & taking advantage of the Annotations feature. Please note that each company should find the optimal mix between these methods.

Using a Google Docs Form

The big advantage of Google Docs is that it can be shared with as many people as needed and everyone has access to the most updated version of the document. I recommend creating a Google Form (learn how) that will output its data into a spreadsheet. The form should be created so that all interested parties can be aware of all changes. These will then be aggregated for historical knowledge that can be used by the whole team (and future teams members). See one sample form that can be used by Analytics teams in this article.

Google Analytics Annotations

This feature allows website managers, marketers and developers to provide context directly from inside the graphs on the interface, allowing for richer analyses. Here are some important occasions when you should use this feature:

• Offline marketing campaigns (e.g. radio, TV, billboards.)
• Major changes to the website (e.g. design, structure, content.)
• Changes to tracking (e.g. changing the tracking code, adding events.)
• Changes to goals or filters.

While annotations can (and should) be used for technical changes in the website, it is important to keep them at a high level. You shouldn't add detailed information about your changes or annotate relatively minor changes; otherwise the annotations will become too crowded to convey meaningful information to readers.

4. Know What Your Site Sends To Google Analytics

The Google Analytics team built a Chrome extension that is intended to help you debug your implementation. Here is what you will be able to do using the extension and a screenshot of how you will see the data:

This extension loads the debug version of the Google Analytics Javascript for all sites you browse using Google Chrome. It prints useful information to the Javascript console. These messages include error messages and warnings which can tell you when your analytics tracking code is set up incorrectly. In addition, it provides a detailed breakdown of each tracking beacon sent to Google Analytics.

Important tip: this extension can also be used for competitive analysis. If you use it while browsing your competitors' websites you will learn how they are tracking their customers.

5. [E-commerce sites] Compare Google Analytics to Database

The most important feature on Google Analytics for Ecommerce websites is the Ecommerce Tracking. It allows the marketer and website owner to understand what and who is driving online sales. But it is essential that the numbers on Google Analytics approximately match the database of the company, otherwise they won't be trusted.

In order to make sure the numbers match, ask from your Database administrator to retrieve the daily Ecommerce revenue for a month, and extract the same information from Google Analytics. Plot the numbers on your preferred spreadsheet tool and check if the numbers and the trends match. If they do not match, here is a quick list of things to check:

• When 2 or more of the same item are purchased, does Google Analytics trigger _addItem more than once? (it should)
• How does Google Analytics record transactions that use promotional coupons and how the database reports it?
• Be careful with apostrophes! If you use apostrophes in your product names you should be careful not to pass them to Google Analytics on the _addItem, they can break your code.

Closing Thoughts

As we saw above, there are several tools that can help you understand why the data you are getting might not be what you expected. But if you still can't find a solution to your issue, try asking a question at the User Forum. I also highly recommend you read this code website article: Troubleshooting the Tracking Code.

Happy analyzing!

Posted by Daniel Waisberg, Google Analytics Certified Partner 

$#*! Bankers Say

This week, I had the privilege to, once again, conduct a customer experience analysis for a client.  This is one of my favorite activities as a consultant.  I get to walk into bank and credit union branches from all over the country and see the very best ... and, unfortunately, the very worst in what our industry has to offer.

Every time we conduct this exercise, I'm shocked by the stuff that comes our of banker's mouths.  We spend so much time training our staff on operational issues that, when they walk onstage with a customer or prospect, that's all they know to talk about.

Here are some examples of $#*! Bankers Say that we've heard when asking for information on checking accounts:

• "We don't have that phone scanning thing for checks, but I think Chase does."
• "We'll have to run you through Chexsystems.  And, if you qualify, we'll tell you what accounts you qualify for." (Not a great way to make a customer feel welcome)
• "We require two forms of ID." (So what)
• "It will cost you $50 to open an account." (They meant the minimum balance to open the account is $50)
• "We have a checking account for seniors." (To an obviously middle aged customer)
• "The brochures are over there." (They point and the conversation's over)
• "Tell me what you want."
• "We have the (XYZ) account, but the fee is..." (or any "But" statement!  Nothing good ever comes out of an employee's mouth after the word, "but.")
• "Our checking account pays interest, but the rate isn't very good." (See?)
• "They have a good online banking system." or "They can open the account." (Like the person doesn't actually work at the bank)
• "Is the checking account for you?" (No, it's a gift!)
• Any personal introduction after the conversation has ended and the customer is walking away.

And my personal favorite...

• "If you'd like to open an account, you can come back and talk to me. (Why not, right NOW?!?!)

To avoid this type of experience, follow a few simple guidelines:

• Find out what the customer needs before you start spewing information.  Ask: Where they bank now, what kind of account they have, how they use it, what they like and don't like about it.
• Make one or two product recommendations based on the customer's answers.
• Focus on benefits.  How will this account make their life easier based on what they said they want.
• Leave fees for the account opening.  Fee disclosure is a regulation, but doesn't need to be used to "sell" a product.
• Don't read the brochure to the customer ... know your products.  It sounds basic, but too many bankers seem to be learning the product while they read the brochure to sell it.  Better yet, every employee should have an account from your institution.
• "Conduct" operations ... don't "discuss" them.  In a restaurant you never hear, "We'll be happy to bring you that steak, but first someone will have to kill a cow."  

And most importantly...

• Treat every customer as if they are a guest in your home!  Don't point ... walk them over, make formal introductions and for goodness sake ...  SHOW SOME PERSONALITY!!!!

For a blog about our customer experience process and more tips, click here.

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We bring these marketing philosophies to community banks and credit unions nationwide, and would love to bring them to your institution too.  Contact us to see how.

MarketMatch is also a nationally and internationally requested speaker.  Contact us to bring our marketing ideas to your next conference.

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Dialing up on click-to-call

Mobile technology is making it easier than ever for people to research products and connect with businesses while they’re on the go. But we all know that sometimes it helps to speak to a real person before making a purchase decision. In fact, research shows that 52% of smartphone users have called a business after looking for local information on their mobile devices. Calls are key in helping consumers connect with businesses in the digital age, so incorporating a click-to-call strategy on mobile is crucial for any company that does business over the phone.

Companies big and small have put click-to-call functionality front and center in their mobile ads to reach customers on the go, and have seen impressive results. For instance, Comcast incorporated click-to-call ads into their mobile strategy, and now find mobile drives more than 10% of online sales. Esurance also reduced their cost per acquisition by 20-30% compared to other channels by using Google mobile ads with click-to-call. With more than 20 million calls made through Google click-to-call ads each month, it’s clear that mobile works when driving calls to businesses. In fact, our studies have shown that adding Call Extensions to mobile ad campaigns have improved advertisers’ average click-through rates by about 6-8%.

But as any business knows, getting customers to call is only half the battle. That’s why we’ve invested in features like Google call forwarding numbers, which show detailed reporting on calls generated from your ad campaign such as call start and end time, duration and caller area code. Having this valuable information can help advertisers understand how effective their ad campaigns are at driving calls as well as the quality of those calls. Advertisers using Google call forwarding numbers see calls last over six minutes on average.



We’re working hard to continually improve the click-to-call experience for advertisers and consumers. Here are a few of the things that our team has recently been hard at work on:

• Click-to-call button - We recently introduced a new click-to-call button for ads leveraging Call Extensions, which people can easily tap to call businesses. Early results indicate that this new design positively impacts advertiser click-through rates and call volume.
• Expanding availability of Google call forwarding numbers - We’re also focused on bringing Google call forwarding numbers to more advertisers so they can better measure the full value that mobile is driving through calls. Already available in US and UK, we recently expanded availability to Germany and plan to expand availability to additional countries in the coming months.
• Call Extensions for in-app ads - We also recently introduced Call Extensions for ads showing in apps on the Google Display Network. Now in addition to click-to-call ads across the mobile web, advertisers can also drive calls from ads in more than 300,000 mobile apps.

New click-to-call button

If you haven’t yet tried Call Extensions in your mobile campaigns, you can find instructions for enabling in our Help Center. We will also be hosting a webinar on December 5th focused on tracking call performance in your AdWords campaigns. To register for this webinar, click here.

Posted by Anurag Agrawal, Product Manager, Mobile Search Ads

CMO Needs Stronger Alignment With CIO

Now more than ever, the Chief Marketing Officer needs to be a multi-tasker, with enhanced technological and customer analysis skills added to their traditional marketing, branding and advertising credentials. Reposted below is a recent Chief Marketing Technologist post from Scott Brinker that recaps a report from the Economist Intelligence Unit on this transformation of the role of the CMO.

The report, entitled Outside Looking In: The CMO Struggles to Get in Sync with the C-Suite is a global survey of 389 executives sponsored by SAS illustrating that marketing is in a period of great change, becoming more strategic, and that many organizations are not yet in agreement on what that means for the CMO's role and priorities.

One thing that I found particularly fascinating, however, were the results to the question: what skills are most important for CMOs to have? Respondents were asked to pick their top three:

What leaps out to me here is the emergence of data and technology as skills that are considered important for the CMO to possess:

• 27% report data-driven analytical capability in their Top 3
• 21% report technical expertise in their Top 3

I'm certainly an advocate for the marketing department as a whole acquiring these skills, and I strongly believe there should be a technology leader who works in the marketing department on behalf of the CMO. But for 1/5 of executives to now believe technical expertise is one of the Top 3 most important skills for a CMO to have is a huge testament to the growing realization that modern marketing is a technology-driven discipline.

To put this in perspective, only 13% of the respondents picked advertising/agency experience. This is effectively saying that technical expertise is nearly twice as important as agency experience for CMOs in the eyes of business executives. That suggests not just a shift in marketing capabilities, but a tectonic shift in marketing culture.

And the trend appears to be headed further in this direction. In a separate question, 40% reported that technical expertise is increasing in importance as a CMO requirement. 60% reported that data-driven analytical capability is increasing in importance.

To appreciate why technical expertise is becoming so important, consider the results to another question in the report: in what areas should marketing focus investments in order to contribute most to your business in 3 years?

Out of the 12 areas of investment reported, 2/3 of them revolve around technology: customer analytics, CRM, social media, mobile application development, reputation management, marketing automation, collaboration tools, and web optimization tools. These are a lot of different technologies to be selected and managed.

The conclusion of the report is short but poignant, summing up this transformation and why technology is so integral to it. So I'll quote it here in its entirety (emphasis added is my own):

The role of marketing was once easily defined: create effective mass-market advertising to increase brand awareness and loyalty. It was vague enough to allow marketing leaders to justify investments in "the brand" despite a lack of quantifiable results.

This approach no longer works in today's data-driven, personalized, customer-centric environment. The mass market has been parsed into discrete customer segments that require increasingly targeted messaging. Customers expect to be served through multiple channels, with a consistent experience across each.

The transition is proving difficult for many CMOs and their marketing teams. Many organizations remain in operational silos, which limit their ability to share data and insights and create a consistent multi-channel customer experience. And cultural perceptions of marketing's role, as our survey clearly shows, continue to inhibit its strategic ambitions.

To address this challenge, CMOs and senior leadership teams need to increase their commitment to investing in the skills, tools, and processes required to become more customer centric and insight-driven. Only then will marketing be in sync with the rest of the business and in a better position to serve as the catalyst of business growth.

Well said.

Additional Insight:

Outside Looking In: The CMO Struggles to Get in Sync with the C-Suite - Economic Intelligence Unit Report (2012)

Scott Brinker is the president & CTO of ion interactive, a company that delivers post-click marketing software and services. He is a marketing technologist with many years experience at the intersection of marketing, IT, software product development, and online networks. Scott is also the publisher of the Chief Marketing Technologist blog.

Getting The Most Out Of Google Analytics For Lead Generation

The following is a guest post from Jeff Sauer, Vice President at Three Deep Marketing, a Google Analytics Certified Partner. Jeff recently started a website dedicated to advancing digital marketing knowledge called Jeffalytics. 

Lead generators know that the combination of Google AdWords + Google Analytics is a winning combination for generating an inflow of high quality leads. They are like peanut butter and jelly, Forrest Gump and Jennay, Mel Gibson and Danny Glover. 

What many users may not realize is that there are many features that they can unlock in Google Analytics to make their lead generation campaigns perform better while becoming more transparent and accountable. What follows is a series of tips, trips and hacks that you can use to make your lead generation campaigns work even better. I have broken this down into three sections: Configuration, Integration, Analysis.

Configuring Analytics for Lead Generation Websites

Set Up Goals in Google Analytics

Yes, this is a very elementary step in your Google Analytics evolution. You surely configured goals on your site years ago, right? Well, let's make sure you didn't miss anything: 

1. Navigate to the URL of your 'thank you' page shown after a lead is generated. Make note of the URL of this page.
2. Make your best guess as to the value of each lead that you generate (note: you can have multiple lead values, and multiple goals).
3. Configure your goals in Google Analytics, assigning the proper goal value for each lead you generate.
4. Unlock a new world of reports in Google Analytics and see the real value of your lead generation efforts.

Bonus tip: There's absolutely nothing wrong with measuring micro conversions on your lead generation site. Have a PDF that someone can download freely? Set a goal and assign it a modest value (even if it's $5, the impact can be huge). Have a 2 minute video? Give it a value as well, even if it's just a dollar or two. Both PDF downloads and video plays can be tracked using GA event tracking - and you can configure goals around events.  

Track Visitors Across Domains

Many lead generation sites use third party forms and services to capture leads, whether as part of an affiliate program or a third party CRM site. While this acts as an excellent conduit to lead delivery, it can often result in missing data in Google Analytics reports. Depending on the services used, there is still a way to retain this data in Google Analytics by tracking your visitors across domains. Here's how this is done: 

1. On your primary website, add the _gaq.push(['_setDomainName', 'PRIMARY DOMAIN']); and _gaq.push(['_setAllowLinker', true]); methods.
2. When linking to your external domain, add an onclick element as follows: onclick="_gaq.push(['_link', 'THE LINK']); where THE LINK is your external page
3. Add the GA Tracking Code to your third party hosted page, being sure to use the _gaq.push(['_setDomainName', 'PRIMARY DOMAIN']); and _gaq.push(['_setAllowLinker', true]); methods on this page as well. It is important to make sure you are setting your primary domain here as well. 
4. Configure your goals to match the thank you page URL on the third party domain (or on your own site if you can redirect visitors back to your domain)

By linking visits across domains, your reports will accurately attribute visitors and goals to their proper source and medium instead of treating them as direct visitors.  

Integrate with Google AdWords Both Ways

Most of us know to share data between AdWords and Analytics and enable the Google AdWords report in Analytics, but many times this is not done properly. In addition, not enough marketers seem to take advantage of Google Analytics' ability to push conversion data back into AdWords. You really have nothing to lose when you integrate these two Google products both ways, but you have many insights to gain. Start off by making sure you configure these integrations properly: 

1. Share Google AdWords data with Google Analytics. This may seem easy, but is often incomplete when implemented. Make sure that you 1) Turn on Auto Tagging in AdWords, 2) Enable Data Sharing and 3) Apply Cost Data into Google Analytics
2. Configure your goals in Google Analytics as outlined above
3. As soon as data starts to collect for these goals, you will see the option in AdWords to import your goals from Google Analytics
4. Enjoy consistent conversion data between both products and ensure that leads are being properly attributed

Using your goals in Google Analytics for your Google AdWords campaigns can come in handy when you don't have the ability to add a traditional JavaScript based conversion code onto your thank you page. In addition, importing goals from Google Analytics allows you to track some of the advanced conversions mentioned below in Google AdWords. The result? Better analysis capabilities, more advanced conversion rate optimization strategy and more credit for the leads you generate! 

Integrating Analytics into Lead Generation Efforts

Phone Call Tracking

One thing that marketers may not realize is that for many industries, the majority of leads will come in through the phone instead of through a web form. Google AdWords understands this and now offers a robust system for tracking phone leads generated by AdWords. But how do you properly track and attribute phone calls generated from your site to a particular traffic source? You integrate Google Analytics with your call tracking provider.

This sounds complicated, but it really is not too bad. In fact, many phone tracking vendors offer a Google Analytics integration option as part of their service. For example, this works well with products like Marchex Voicestar and Mongoose Metrics among others.  

Here are the basics of how this process works: 

1. Sign up with a phone call tracking service, create tracking numbers and appropriate campaigns
2. Place tracking phone numbers on your website
3. Specify a post-back URL to be visited when a successful phone call occurs
4. Your phone tracking system will send a visit to the post back URL, complete with all Google Analytics cookie values for the visitor who saw that exact tracking number on your lead generation site

Please note that if you drive a lot of traffic to your website, it can take a lot of phone numbers and extensions to fully attribute phone calls to users. As such, you may want to start implementing this method for a small segment of your traffic and then building up to all visitors when this data proves useful. 

Also note that even if you don't link calls back to Google Analytics, phone call tracking is still an imperative part of any lead generation campaign, because it's common for 30-70% of the leads you generate to come from the phone in certain industries. 

Offline Marketing

Believe it or not, in many industries leads are still generated offline. Examples include trade shows, neighborhood canvassing (going door to door promoting a product or service), print and television advertising. These are activities that companies have been doing for years, but the problem that they run into when using these mediums to drive traffic to their website is that they don't register the traffic source properly in Google Analytics. The result: many direct visitors without proper attribution. 

How do we fix this? By following this simple process: 

1. Create a vanity URL that is unique to your campaign (can be a sub folder or new domain)
2. Create a tracking URL for your website using the Google Analytics URL Builder 
3. 301 redirect your vanity URL to the tracking URL (this preserves your campaign attributes)
4. Learn about how each traffic source performed by viewing your favorite reports in Google Analytics and paying attention to the source/medium/campaign 

Now you can put your offline and online leads on a level playing field and compare the effectiveness of both side by side. 

CRM Integration

For companies that are generating several leads a day, a Customer Relationship Management (CRM) system becomes imperative for keeping up with the leads coming in the door. Unfortunately, most CRM implementations are not integrated fully with the website and useful data is not shared between the two systems. This can create friction between sales and marketing, while making it nearly impossible to close the loop on what lead generation efforts are working the best.

Fortunately, people smarter than myself have found a way to solve this problem, and this solution for CRM integration by Justin Cutroni has become my gold standard for how to pull information out of Google Analytics cookies and attach to the lead record you enter into your CRM system. 

While Justin's post goes into great detail, the basic premise is this: 

1. A visitor comes to your website and has source/medium/campaign/keyword information assigned to them in their Google Analytics cookie
2. This information is accessible to your website by pulling cookie values out of Google Analytics using JavaScript
3. Once this information is pulled out, you enter the values into hidden form fields underneath where your lead enters their contact information
4. The vital information (source/medium/campaign/keyword term) is passed into your CRM system alongside the lead record
5. Your sales team can now have deeper understanding of what type of traffic generates the best leads, all the way down to a keyword level
6. You can use this information to refine your marketing efforts and campaigns to focus on your top performers

Sharing information between your website and your CRM system is an imperative step for making your marketing data actionable to the rest of the business. Without integrating, decisions are made based on faith and HIPPOs, instead of actionable data. As a note, with the advent of Universal Analytics this is likely to get even easier.  

Analyze the Results and Make Your Site Even Better

How you analyze your site is a very personal thing, and your mileage may vary, so there isn't a magic bullet to ongoing success with your lead generation programs.

With that said, there are several reports that can be extremely useful in Google Analytics for lead generation campaigns. I would start by paying attention to the following: 

• Use an advanced segment of paid search traffic and then navigate to the Conversions > Goals report. Compare the goal values you created recently with a similar time period in the past. Are your results improving? 
• Navigate to the Multi Channel Funnels report and either use standard or custom channels. What is the most common first click channel? Are you giving it enough credit in your reporting?

• Compare direct traffic before and after implementing the integrations suggested above. Do you start to see more activity with proper attribution? Are you more confident analyzing with less of a grey area?
• Have you been receiving all of the credit you deserve for leads you generate over the phone?
• When a salesperson tells you that the leads you generate "suck" are you able to match their lead close rate to the source/medium/keyword that generated the lead?
• Instead of presenting raw lead numbers in a vacuum are you starting to factor in appointments issued, quotes given and sales made? Can you calculate the true cost of sale from keyword to purchase?

When configured properly, you can use Google Analytics and residual data from GA to perform some in depth closed loop analysis on how your lead generation campaigns are performing. Savvy lead generation experts have figured out how to deliver maximum value to their clients and constituents using the capabilities built into Google Analytics. Now it's your turn. 

There you have it, the three pillars to getting the most out of Google Analytics for your lead generation website. Have any cool integrations yourself? Let's talk in the comments below.

Posted by Jeff Sauer, Google Analytics Certified Partner