Lead Gen

1. Top 5 requested features

Learn which are the most widely used features by our clients across all industries

  • Unsampled API. This API for Analytics Premium users may be used to generate and retrieve unsampled reports.



Retrieving Data for Unsampled Reports


Use Cases


  • BigQuery Export. BigQuery integration is a Analytics Premium feature that allows Premium clients to access their session and hit level data from Analytics within Google BigQuery for more granular and complex querying of unsampled data.


BigQuery Export for Analytics

Set up the BigQuery Export

Access the BigQuery sample dataset

BigQuery Export Schema

BigQuery Cookbook

BigQuery Data Management

  • Google Tag Manager. Google Tag Manager lets you add and update your website tags, easily and for free, whenever you want, without bugging the IT folks. It gives marketers greater flexibility, and lets webmasters relax and focus on other important tasks


Account Anatomy

Account administration and permissions

Installation for website tracking

Installation: for mobile apps

Implementing Tags: Universal Analytics Pageview

Testing and Publishing

Implementing Tags: Google Ads Conversion

Implementing Tags: Auto-event tracking

Implementing Tags: Analytics Ecommerce

Implementing Tags: Cross-domain linking with Universal Analytics

  • Roll-up Reporting.  This functionality allows enterprises to view conglomerate data from multiple properties in a single interface and empowers a better understand of the overall picture of your business.

        Overview of Roll-up reporting

Manage Roll-Up Properties

Scenarios for structuring Roll-Up Properties

The Source Properties report

  • Benchmarking. This feature allows marketers to have additional visibility into how their site performance compares to their competitors and to the industry average. This enhancement allows marketers to more accurately assess the performance of their site, to set informed goals, and to spot industry trends early and to adjust their strategies based on what will be successful tomorrow.

    About Benchmarking

Enabling Benchmarking

Using the Benchmarking reports


2. Attribution

Learn the basics, optimization tips and find the latest case studies that we have published.

  • Learn the basics. Use our Attribution Framework to better understand the offering Google provides through Google Ads, Analytics and Analytics Premium

        Attribution framework

        Recorded webinar on Data-Driven attribution

Data-Driven Attribution methodology

Use and interpret Data-Driven Attribution

Data-Driven Attribution Model Explorer

Data-Driven Attribution ROAS Analysis

Data-Driven Attribution model application & limits

  • Measure What Matters Most

A Marketer's Guide

  • Optimization. Understand undervalued marketing opportunities using Analytics

        Video tutorial - Identify undervalued opportunities using Data Driven attribution

Video tutorial - Model explorer report basics - Data Driven attribution

Evaluate Marketing Spend Efficiency with our Conversion and Attribution Tools

  • Attribution Mythbusters

The Math behind Attribution Modelling: Calculating ROAS

Google Myth Buster - A Linear Attribution Model

Google Myth Buster - A Time Decay Attribution Model (Click only)

Google Myth Buster - A Time Decay Attribution Model (Clicks and Impressions)

  • Case Studies

TechSmith - Data-Driven Attribution for Display optimization (GDN) - US

MaasMedia - Data-Driven Attribution for Display optimization (Campaign Manager) - US

HomeAway - Data-Driven Attribution for Paid Search optimization (Google Ads)  - US

Sellpoints - Attribution models for Paid Search and Display optimization - US

On the Beach - Attribution models for upper funnel optimization (Google Ads) - UK


In-depth Industry Insights


In your Industry your primary goal is to acquire leads. These leads may be converted into buyers through a call center or other offline methods.


The following article describes some quick wins that have been recommended for your industry.

  • Event Tracking. This feature will allow you to track most user interaction. PDF downloads or Registration Form Errors are some examples


Setting Up Event Tracking

Anatomy of Event Tracking

Implementation Considerations

  • Measurement Protocol. You’ll be able to measure how users interact with your business from almost any environment that can connect to the web. Measure user activity in new environments, tie online to offline behavior and send data from both the client and server

Developer guide

Parameter reference guide

Protocol policy

  • Social Analytics. Social Analytics provides a consistent framework for recording social interactions. and enable GA users to compare social network interactions across multiple networks.




  • Trueview ads in GA.  Advertisers can now see the detailed effects of their TrueView campaigns on their website traffic and revenue. You can access the new report under Acquisition > Google Ads > Video Campaigns.

Learn more



In your industry you can use the following micro conversions as a way to track engagement or user retention


1. Sign up

2. Chat

3. Whitepaper/pdf download

4. Video completion

5. Click to call

6. Form abandonment

  • Learn more about micro-conversions

Learn more with Justin Cutroni

  • How do I create goals?

        Step by step guide


Clients in your industry may use the following KPIs as source of insights for their businesses


1. Number of offline purchases / number of leads

2.Average lead value per marketing channel

3. Conversions from click to calls (mobile)

4. Quality of leads (valid leads versus non valid leads)

5. Leads YoY that became an offline purchase


Audience Segmentation


Audience segments in Analytics will allow you to isolate and analyze subsets of your users to see their performance. It will also let you discover high and low performing subsets of users.

  • How can I build segments in Analytics?

Step by step guide

  • Some best practices for audience segmentation:


Compare converters and non-converters. You will be able to answer questions such as:

  • Do converters spend more time on the site and consume more content than non-converters?

  • Do converters visit more pages than non-converters?

  • Which languages are converters most likely to speak?

  • How many Android sessions came from converters versus non-converters?

  • What is the age and gender of converting users?


Read this article to learn more about comparing converters and non-converters


Compare bouncers to non-bouncers in order to optimize your website. You will be able to answer questions such as:

  • What is the percentage of visits that are bounced.

  • What are the pages with higher percentage of bounced sessions.

  • What are the languages and countries with higher percentage of bounced sessions.

  • What are the browsers with higher percentage of bounced sessions. And devices?


Create a cohort segment. A cohort is basically a segment that includes some type of date condition. As a lead generation business you may want to combine date condition with conversions. For instance, you will be able to create a segment for each month (first time user cohort) and see how each performs over time.

Read this article to learn more about cohort segment


Create a potential-purchaser segment. This will enable you to use remarketing to contact users through the Google Display Network who started to fill a form but didn’t complete the conversion (e.g if you are a Business School, this could be the case of users who started filling an online application but they didn’t complete it)

Read this article to learn more about potential-purchaser segment

Read this article to learn more about remarketing audiences


Create a high-value-user segment. As a lead generation business you might want to isolate the users who have converted recently or make conversions frequently.


Read this article to know more about high-value-user segment


Make use remarketing to contact users who visited a particular content in your website at least 3 times but didn’t make a conversion.


An additional idea would be to use Remarketing in order to upsell (e.g offer an MBA discount if the user was interested in a Master)

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