How to Track Leads From Your Website Properly

'How did you hear about us?' is not a tracking strategy. People forget, they guess, they say 'Google' when they actually came from Facebook. If you want real data on where your leads come from, you need proper tracking.

Step 1: Install Google Analytics 4

GA4 is free and tells you how many people visit your site, where they come from, and what pages they view. Install it on every page of your website. If you only do one thing from this article, do this.

Step 2: Track form submissions as events

By default, Google Analytics doesn't know when someone submits a form. You need to fire an event when a form is successfully submitted. This lets you see exactly how many leads your website generates and which pages drive them.

Step 3: Track phone clicks

If your phone number is click-to-call (it should be), track those clicks as events too. On mobile, a click on your phone number is often worth more than a form submission — it means someone is ready to talk right now.

Step 4: Use UTM parameters for campaigns

When you share links in emails, social posts, or ads, add UTM parameters so you can see exactly which campaigns drive traffic and conversions. Google has a free URL builder tool that makes this easy.

Step 5: Review your data monthly

Data is only useful if you look at it. Set a monthly reminder to check your analytics. Look at three things: total leads, lead sources, and top-performing pages. That's enough to make informed decisions about where to invest your marketing budget.

The bottom line

You don't need a complex analytics setup. GA4 with event tracking on forms and phone clicks gives you 80% of what you need to make smart marketing decisions.