The document discusses the importance of using forms and thank you pages for effective website tracking and attribution of leads. It details how these tools help in understanding visitor paths, tracking inquiries, and conversion analysis while also recommending the implementation of Google Analytics for goal tracking. Key takeaways emphasize the need for clear calls to action, regular placement experiments, and the creation of forms to drive user engagement and sales attribution.

1. SEO
Website Tracking and Attribution
(to fully understand your leads)

2. Benefits of Forms and
Thank You Pages
• Ability to fully track visitors’ path
• Provide assurance to visitors that the form was successfully
completed
• Potential to drive users to desired pages (pricing, sponsorship
opportunities and etc.)
• Easy to implement and provides a reliable tracking (tagging every
e-mail link on the site can be very time consuming and less
accurate)
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3. How it works?
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4. Tracking Source of Enquiry
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5. Understand Visitors’ Path
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6. Assisted Conversions
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7. Analyse Pages that Lead to
Conversion
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8. GA Tracking – Event Level
Create goals in Google Analytics
Standardise your
Goals
Other goals can be
created on the
remaining slots
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9. The Form
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10. The Thank You Page
Clear call to action or next step
e.g. “a team member will contact you
Branding
Further Actions
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11. Website Tracking
Introducing Forms
By using e-mails to generate leads we would not
obtain details of who enquired e.g.:
Source of Enquiry
Pages Visited
Attribute a sale to any given
channel
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12. Website Tracking
The Experiment – Does it work?
20% Leads Generated
by emails
35% Leads
Generated
by forms
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13. Funnel and Reverse-Funnel
Funnel Reverse Funnel
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14. Conversion Tracking
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15. Attribution Modelling
Reverse Goal Path
Source of Enquiry Goal Flow Top Conversion Paths
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16. Sum Up
• Create Forms and Thank You Pages to track your
conversions
• Follow the URL standard
• Ensure the Thank You Page has details for cross-selling
and/or up-selling
• You will be able to fully track and understand your visitors
• Run regular calls to action placement experiments
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17. Any Questions?
Ask the SEO Croc!
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