Jave Lin 28 May 2016

Categories Advertising, Data & Analytics

Where Do Your Business Leads Come from and How to Track It

Have you ever received a lead from your website and wondered where the lead comes from? Did the lead saw your advertisement on Google, Facebook or that content article that you recently posted?

Have you ever received a lead from your website and wondered where the lead comes from? Did the lead saw your advertisement on Google, Facebook or that content article that you recently posted?

How can you know which marketing channels/platforms are effective and it is worth putting in your time and money?

The short answer: Data

There is NO one marketer who can 100% guarantee to you that they know which advertising channels are the most effective for your business. It’s simply impossible. John Wanamaker once said he knew half of his advertising was wasted, he just didn't know which half.

“WHAT!? So what should I do for my business? I can’t be spending my advertising dollar everywhere!”

Now, while NO marketer can tell you with 100% certainty which advertising channels are the most effective, they sure can tell you where most of your business leads come from by using 2 simple and free tracking tools: LeadIn andGoogle Analytics.

Lead Tracking with LeadIn

I first discovered this tool back in 2015 and since then, I’m IN LOVE with it. This is by far the most effective and easy lead tracking software that I’ve used. With LeadIn, you’ll be able to answer 2 crucial questions:

1. Where did my leads come from?
2. What content are my website visitors viewing before and after becoming leads?

To install LeadIn, all you need to do is:

1. Visit https://app.hubspot.com/leadin-signup to create your account
2. Once your account is created, click on “Setting”, navigate to “Embed Code”
3. Copy the LeadIn tracking code and paste it directly before the /body>tag in the HTML of your website. (Depending upon your website platform, most systems have a global area to add code that will install it on all of your website pages. Contact your webmaster for additional setup assistance.)
4. You’ve installed LeadIn! Isn’t that simple?

After you’ve installed LeadIn, it will start collecting data from your website almost immediately. With that, you can start answering the million dollar question: Where does the lead comes from?

Unveiling the leads source

1. Inside LeadIn, click on “Contacts”
2. On the right-hand side, you should be able to see all the contacts/leads details that your website has collected
3. Click on any of the contact/lead and you would be able to see where the contact/lead comes from

1. On the left-hand side, look for “Original source type” under “Tracking Info”
2. The above example shows that the lead source came through Referrals from this website: http://spring-js.com/Singapore
3. This means that the lead after seeing the advertisement on http://spring-js.com/Singapore, clicked on the ad, landed on your website and submitted an enquiry. 

How by knowing where my leads come from will help me in improving my business?

When you know which advertising platforms are bringing you visitors that will CONVERT into leads, you know where you should be spending your advertising dollar on.

For example, your advertisement on Site A brought you 10,000 visitors with 10 leads while Site B only brought you 100 visitors with 50 leads, which site is more effective?

The answer is obvious, Site B. It brought us 50 leads (Of course, we also need to look into various factors such as Cost-per-acquisition (CPA), but this will be another topic for another day). As a business owner, what we want ultimately from our website is business, not someone who visits our website but never buy from us. 

Key takeaways

1. Make use of LeadIn to know where your leads come from
2. Find out which advertising platform is bringing you the most leads
3. Evaluate the cost and determine if you should increase/decrease your investment in the ad platform

By effectively using analytics tools to track where your lead comes from, you can and should rethink how you are spending your advertising budget and make important business decisions through data, not by assumption.