There are three easy ways to measure “form fill” conversions in Google AdWords and Google Analytics, and I wanted to lay them out in a simple blog post for anyone who, like we do, lives or dies by conversions.
Before I lay out three methods for tracking form fill conversions, I wanted to quickly define what a form fill conversion is. Essentially, a “form fill conversion” is a conversion that is counted every time a form is filled out on a website. If your goal is to generate inbound leads for a sales team, then you likely need to have several landing pages that are optimized to generate “form fills” from potential customers who your sales team will then follow up with. (You can read more about the different types of conversions, starting with form fills, at this blog post here.)
Without further ado, here are three ways to measure form fill conversions:
- Advanced Segments in Google Analytics. This is really a fall back method that is NOT a true replacement for any of the conversion tracking methods listed above. The problem with this method is that it cannot be used to import results into AdWords, and so you can’t capture as much data with advanced segments. But, if you are struggling to get the other methods setup and working (and you also have an established “thank-you” page), it is a great idea to create a segment that captures only traffic that hits your “thank-you” page, and then if you look at your Google Analytics source/medium report, you will see all source mediums that sent traffic that ultimately converted. Again, this isn’t a long-term solution, but it is a great way to view the data from another angle. Another great thing to know about this is that advanced segments are the only tactic that you can use that will provide “historical data” — in other words, the three methods listed above will only track data moving forward. But, if you create an advanced segment, you can see any conversions that would have taken place for the entire lifetime of the thank-you page.
As you can probably imagine, option #1 may be great for one client, whereas option #3 may be ideal for another client. And even though option #4 is not a viable standalone solution, it has an advantage that none of the other three methods provide.
But despite the flaws of any and all of the conversion tracking methods above, it is absolutely essential that you setup form-fill conversion tracking to measure success as best as possible for your clients, so I hope this post is helpful to you as you understand your options.