Track Referrals and Conversions
With Google Analytics
No matter how new and shiny your company’s website is, it can’t be considered a
success unless you have concrete evidence of how it contributes to lead conversion
and completed transactions. Here’s how using Google Analytics can help you transfer
your knowledge of a successful sales campaign to that of your site’s performance.
Who’s sending tra;c your way?
You can’t know where your customers are going until you know where they’ve been.
Google calls the sites that your web visitors came from “referrals.” The sites that send
you visitors are in essence sending you potential clients. Google can also tell you if the
leads those sites are sending are qualified in a way, by showing you the “bounce rate.”
Low bounce rates mean higher levels of engagement. Where possible, reach out to
referring sites by o;ering quality content or the possibility for increased partnership.
[ Find it in Google Analytics: Reporting > Acquisition > All Referrals. ]
You should also pay attention to Google’s pie chart of where your tra;c is coming from
generally (search, social, other sites, and so on). Strive for a balance, so that a sudden
change in search algorithms or Facebook won’t tank your tra;c.
[ Find it in Google Analytics: Reporting > Acquisition > Channels. ]
Are visitors doing what you want them to?
Google o;ers up its goals section as a way to measure how well your site gets visitors
to do what you want them to. Let’s say your main objective is to get them to fill out a
contact form. You can do this by setting up a “destination” type goal within Google.
[ Find it in Google Analytics: Admin > View > Goals > Add Goal. ]
How to Plug Google
Analytics Into Your Site
Google Analytics is a free service to track
your website’s visitors, but you have to get
into your site’s back end so the service can
collect the data you’re asking for. If you
have a site that is using Blogger, Word-Press, or Squarespace to serve up your
content, you shouldn’t have to touch the
underlying code to connect with Google
1. Go to google.com/analytics and either
sign in or create a new account.
2. Name your Web tracking account,
enter your URL information, and let
Google know if you want to share
information with it (if you don’t, you’ll
miss out on some page-ranking data),
agree to the service terms, and click
the “Create Account” button.
3. Click on the “Tracking Code” tab.
4. Tell Google how you want to group your
5. If you have a simple domain, stick with
6. If you have subdomains (say, you want
to track both store.yourdomain.com
and www.yourdomain.com), choose
the second option.
7. Choose the third option if you want
We needed our property-search function to stand out. With the white, gray,
to roll the analytics of two separate
domains into one reporting suite (your-
domain.com and stevesdomain.com).
8. If you have an Ad Words account, link it
by checking the related box.
9. Copy the code that Google Analytics
provides at the bottom of the page.
10.Open your site’s CSS code and add
Google’s code into your site’s tem-
plates. Paste it in before the closing
and blue color scheme of our site, the blue search box did not stand out. So we
changed it to an eye-catching red. —Rory S. Coakley, Coakley Realty, Washington, D. C.
42 REALTOR® MAY/JUNE 2014 REALTORMAG.REALTOR.ORG