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7 Reasons to Measure Lead Generation with Google Analytics

Google Analytics offers an open and flexible way to import a wide range of data sources to manage your lead generation reporting in one place.

There are many reasons to use Google Analytics for your digital marketing and advertising needs.

Here are some of my favorites.

#1 One place to manage your lead generation campaign reporting

By consolidating your data collection in one place, you reduce points of failure from having to interface between multiple analytics platforms. Software breaks. It’s simpler to manage your analytics data in one place.

#2 One attribution model

Each data collection platform has their own way of applying an attribution model. That’s why sometimes data differs from one platform to another simply because each may differ in how it credits user touch points resulting in a conversion.

For example, if you’re running a Facebook campaign, the data in Facebook will wildly differ from what you see in Google Analytics. Each platform varies in how it collects data Facebook is user-based tracking versus Google Analytic’s cookie-based tracking.

Neither is right or wrong. However, if you’re depending on using one platform for your data analytics, pick the one that’s designed for multi-channel user tracking.

#3 Designed for multi-channel marketing

Google Analytics was designed to track touch points in the user journey across all channels, which gives you a wholistic view of your data to make better business decisions.

#4 Import different data sources

Data Import lets you connect data from different sources (CRM, CMS) and join it with data captured in Google Analytics so you have a comprehensive view in one place.

#5 Upload ad cost data

You can upload ad cost data from different ad networks like Facebook, LinkedIn, etc. and see your wholistic return on ad spend (ROAS) across all marketing and advertising channels.

There are a few services that allow you to automate this tasks like SuperMetrics, OWOX, and more.

#6 Seamless integration with Google products

Data Studio and Google Ads are some of the Google products that natively integrate with Google Analytics. Leveraging these Google services can help you enrich your data collection, turbo charge your Google Ads campaigns with automated bidding, and provide a clearer view of your campaign performance.

#7 Google Analytics is the standard

Most software-as-a-service (SaaS) tools I use integrate with Google Analytics at a minimum.

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