How do I track leads from my website?

Decide what counts as a lead

List the actions that start a real conversation: a submitted contact form, a tap on your phone number, a click on your email address, a completed booking. Those are your leads. Page views and scroll depth are interesting, but they aren’t enquiries.

For each one, you want to know two things: that it happened, and roughly where the person came from.

Keep the list short. Four or five well-defined lead actions are far easier to trust and review each month than twenty half-configured events nobody remembers setting up.

Set up the tracking

• Google Analytics 4, with each lead action marked as a key event (what GA4 now calls conversions).
• Form tracking on a thank-you page or confirmation message, so only real submissions count.
• Phone tracking on tel: links. For deeper insight, a call tracking service can show which calls came from the site.
• UTM parameters on links in newsletters, social bios and ads, so they’re labelled correctly.

Remember that a cookie consent setup may limit what analytics records for some visitors.

Close the loop offline

Analytics only sees part of the picture. Someone might find you on Google, leave, and call two days later from a business card. Add a simple “How did you hear about us?” question to your intake or first call, and log it with each new client in a spreadsheet or CRM. Over a few months, comparing that list with your analytics tells you which channels actually bring customers, not just clicks.

On every site I launch, form submissions, phone taps, email clicks and bookings are tracked as key events from day one, so there’s a baseline before anyone starts guessing. I connect Search Console and show the client the two or three reports worth checking monthly. Then I ask them to keep a simple log of where new customers say they came from. The combination is what makes it useful. Analytics tells you what happened on the site. Customers tell you what happened before it.