So you’ve created a winning lawyer ppc campaign and are driving potential clients to your site. Your landing pages are informative and create trust. Your calls to action are clear and to the point. Now comes the moment of decision. Now comes the time for the prospect to contact you.
There are three primary ways a website contact can request a case review (short of showing up at your office): web forms, phone calls, and live chats. The more options you give a potential new client to reach you, the better the chances are that they will convert into a lead. But there’s a hitch! You want to be able to track all your leads back to the ad and keyword that generated it. Without that you don’t have a good picture of what’s working and what’s not. Web forms are easy – AdWords is setup to track these. But phone calls and chats aren’t so easy. In this post, we’ll discuss how to track live chats back to the AdWords campaigns that generated them.
Step One: Enable URL Tagging.
To track chats in Google Analytics, you first need to tag the destination urls in your ads. This may sound a little odd right now, but will make sense later! To tag your urls, follow the following steps:
- Sign in to your AdWords account.
- Click the “My Account” tab and select “Account Preferences.”
- In the “Tracking” section, click “Edit.”
- Modify the “Destination URL Auto-tagging” checkbox.
- Click “Save Changes.”
Step Two: Attach Event Tracking To Chat Software.
Google Analytics has what are called “Events.” An event can be anything: from playing a video to downloading a file. In order to so, however, you have to add some special code to the event occurring – in this case, a chat occurrence.
You probably use a third party chat provider, like Client Chat Live or NGage. If so, send them this event code. Otherwise, have your programming install this in the chat software on your website.
Expecting something more complex? Sorry to disappoint.
Step Two.Five: Wait Until After Your First Chat.
The next few step requires at least one chat to come through. Sigh
Step Three: Segment Out Your Chats In Analytics.
Now it’s time to connect the tagged urls and the events. Google Analytic has what are called “Advanced Segments,” or filters that allow you to display only the data from certain kinds of visitors. To track chats back to the PPC campaigns that initiated them, you’ll have to create a segment that only displays visits with chats.
- Log into your Google Analytics account and go into your website reports.
- In the left sidebar, under “My Customizations,” click on “Advanced Segments.”
- On the screen that appears, click “Create new custom segment” near the top right hand corner.
- There are two drop down boxes to the left: “Dimensions” and “Metrics.” Select “Dimensions.”
- Select “Content” and then select and drag the option for “Event Action” over to the report.
- Under “Condition,” select “Contains.” Set the “Value” to “Open.”
- Name the Segment and save it.
Step Four and Onward: Analysis.
After you’ve been collecting data for a few weeks, you can start looking at the metrics. Go into your Google Analytics report. You will see an option in the top right hand corner for “Advanced Segments.” Select your chat segment and unselect the “All Visits” box. Now all the data you see in your report will be from visitors who chatted with you!
In the left hand bar, select “Content,” and “Top Landing Pages.” The resulting list of urls will all have Google AdWords tags attached to them (think back to Step One). Now you can extract the ad ID numbers and keywords from these and combine them with the conversion data you pull on web forms and phone calls for split testing purposes.
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