Unlock the secrets of converting clicks to customers with Google Analytics events, guided by the wisdom of industry experts. This article delves deep into strategic tracking of user actions that are pivotal in generating sales leads. Armed with expert insights, learn how to leverage event tracking for transformative business outcomes.
- Track Demo Request Clicks
- Monitor Download Button Clicks
- Track Request a Quote Button
- Identify High-Intent Actions
- Track Case Study Engagement
- Monitor Phone Number Clicks
- Analyze Path Exploration Reports
Track Demo Request Clicks
I use Google Analytics events to track user actions that directly lead to sales leads by setting up event tracking for high-value interactions, such as form submissions or demo request clicks. One example that worked well for my team was tracking clicks on our “Request a Demo” button, which is a primary lead-generation action on our site.
Using Google Tag Manager, I set up a custom event to track when users clicked the demo button. We tagged it as “Demo Request” and created a category for lead generation in Google Analytics. This allowed us to monitor not only the volume of clicks but also their source-whether they came from organic search, paid ads, or email campaigns.
After implementing this, we discovered that 40% of demo requests were coming from a specific blog post, which we hadn’t originally targeted as a lead-generation piece. Based on this insight, we optimized the post by adding clearer CTAs and saw demo requests from that page increase by another 20% within two months.
My advice: identify your key conversion points, set up event tracking for them, and use the data to uncover hidden opportunities. This approach provides actionable insights to refine your marketing strategy and drive more qualified leads.
Noel Griffith, Chief Marketing Officer, SupplyGem
Monitor Download Button Clicks
I remember the first time I realized the true power of Google Analytics events. It was early on in my journey as an SEO consultant, and I was working on improving the performance of my company’s website. We had a pretty good flow of traffic, but there was one problem, conversions were sluggish. I couldn’t shake the feeling that something was slipping through the cracks. I needed to understand how visitors were interacting with the site before they became leads.
That’s when I turned to Google Analytics events. Rather than just tracking page views, I started setting up custom events to track specific actions, like button clicks, form submissions, and video plays. For example, I set up an event to track clicks on a “Download Free Guide” button. The goal was simple: could I track how many users clicked that button and whether it led to conversions?
The results were eye-opening. Not only did I get hard data on how often people interacted with this CTA, but I also saw that users who clicked this button were 50% more likely to fill out a contact form and request a consultation. Suddenly, I had a clearer view of what was driving leads and could optimize my strategy accordingly.
The beauty of Google Analytics events is that they give you granular insights into user behavior. By tracking micro-actions, like scrolling to a specific point on a page or clicking on a product demo, you can refine your strategy and focus on the moments that truly matter. It’s not just about gathering data; it’s about using it to create the best possible user experience that ultimately leads to sales.
Martynas Siuraitis, SEO Consultant, The SEO Consultant Agency
Track Request a Quote Button
Google Analytics events can be a powerful tool for tracking key user actions that contribute to generating sales leads. By setting up custom events, you can monitor specific interactions on your website that indicate user interest or engagement, such as form submissions, clicks on contact buttons, or downloads of gated content. These actions provide valuable insights into user behavior and help identify high-intent visitors.
For example, we implemented event tracking for a client’s “Request a Quote” button on their services page. Each time a user clicked the button, an event was triggered and recorded in Google Analytics. This data allowed us to see how often users took this action, as well as the source of the traffic—whether it came from organic search, paid ads, or social media. By analyzing this information, we discovered that users from paid search campaigns had the highest conversion rates, leading us to allocate more budget to that channel. As a result, sales leads increased by 35% over three months.
This example shows how Google Analytics events can provide actionable data, enabling businesses to refine their strategies and focus on user actions that drive leads and conversions. It’s a critical step in optimizing the sales funnel and maximizing ROI.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
Identify High-Intent Actions
We use event tracking to help identify actions that indicate high intent to book an appointment or inquire about services for our multi-location healthcare practices.
Setting up the event tracking is the easy part but then there are some great ways to use the data that most folks fall short of doing. Great that you can track how many appointment requests or calls you get by source but better if you understand a few more paths that led to that conversion.
- Funnels and Path Analysis: Analyze the user journey leading to this event. Look at pages viewed or actions taken before the form submission (e.g., viewing the “Meet Our Doctors” page or reading reviews).
- Segmentation: Segment users who completed the event by location, traffic source, or device to understand key differences in behavior.
- Remarketing: Use the data to retarget users who reached but didn’t complete the form.
Our healthcare practices can gain deeper insights into what drives appointment bookings and refine both their website experience and marketing strategies with this deeper look at event data in Google Analytics.
Matt Lee, Managing Director, Strategy Collective
Track Case Study Engagement
In our experience developing custom software for clients, we use Google Analytics events to track key user actions that indicate strong interest. One effective method is tracking “Time Spent on Case Studies + CTA Clicks.”
Here’s how we do it:
- We trigger an event when a visitor spends over 90 seconds on our case study or portfolio pages.
- If they also click “Request a Proposal” or “Schedule a Consultation,” it signals high intent.
This helps us identify serious prospects rather than casual browsers. Instead of just tracking form submissions, analyzing pre-lead behaviors gives deeper insights into what drives a potential client to take action. This approach helps refine our outreach, ensuring we focus on engaged leads rather than wasting efforts on low-intent visitors.
Vikrant Bhalodia, Head of Marketing & People Ops, WeblineIndia
Monitor Phone Number Clicks
Tracking phone number clicks is helpful for businesses that rely on phone leads. When users tap a phone number link on a mobile device, a Google Analytics event can be recorded. This helps measure the number of people who contact the business directly from the website. If certain pages or call-to-action placements drive more calls, those insights can help refine lead-generation strategies.
Shane McEvoy, MD, Flycast Media
Analyze Path Exploration Reports
I like to use path exploration reports in Google Analytics. You can navigate to them by clicking “explore” and then “path exploration”
You would then need to specify the “Ending Point” which in this context is filling out the form on the website. You can then break down the key events by “page path and screen type”.
This report will essentially tell you what pages your website visitors view before filling out the “contact us” form. You can use this data to analyze the current paths to conversion and plan on how to make those shorter.
I recently worked as a data analytics consultant for an online betting company. I used this report to analyze the common paths to conversion. I found out that many users keep switching between the “home page” and “sports betting” page before placing a bet. We then found out that the interface for clearing the filters on the sports betting page was very confusing. The users just didn’t know how to clear the filters so they kept going to the home page and re-opening the sports betting page.
As a result of this analysis they decided to invest in making the UI of the website more intuitive.
Eugene Lebedev, Managing Director, Vidi Corp LTD
Nikita Sharma is Chief Strategy Centrik @ hicentrik. She Strategizes, Optimizes & Revises digital activities to deliver optimum results & returns.
6 Years of Global Experience in Multi-tasking, i.e. Digital Advertising, Social Media, Ad Campaigns, Web Design & Development, Lead Generation, and Reporting.
