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Today I setup conversion tracking for a website that was designed around a more-complex-than-usual intake form. This form required the user to select from check boxes at each step (5 steps total). The final submission passed the values from the check boxes along with the lead’s contact details.

Here’s an example of Step 1 of the form. The subsequent steps were all roughly similar.

As part of this conversion tracking, I wanted to store the values of the check boxes in Google Analytics.


1) Identifying the campaigns that are effective

I find it valuable to know which campaigns led to which category of leads.

2) Identifying the campaigns that lead to more revenue

If some categories of leads are more valuable than others, then the campaigns leading to the more valuable leads can be determined.

3) Passing the likely revenue back to the advertising platform in order to optimize for revenue

Thirdly, if some categories of leads are more valuable than others, the likely value of a lead can be calculated based on an average revenue from that type of lead given the company’s sales closing rate, and then conversion values from each type of lead can be passed into Google Ads as conversions. This tells Google Ads how much revenue that person was worth. Then with more accurate revenue being reflected in Google Ads you can ask Google Ads to optimize for conversion value (revenue) and it will attempt to show your ads to more people like the ones who chose the most valuable categories.

This is even more valuable when your form leads directly to a transaction, such as when you are selling information products through the use of a form. You might sell a product and offer an up-sell which adds revenue to the total if the user ticks a checkbox. In this scenario, whether the checkbox is ticked or not directly impacts the revenue being collected and so it is necessary to track the checkbox in order to track the revenue.

When you are collecting revenue for Google Ads and Facebook, it’s important to track an accurate amount of revenue so that their algorithms can find more of the people who spent more money with you.

If this is a new concept, as I know it will be for many, you can ask Google Ads and Facebook to choose who to show your ads to based on how much revenue you are likely to make. Google and Facebook can only make this prediction if you feed them accurate data.

4) Developing intelligence about how different categories of users are behaving on your website

If a user self-selects a checkbox and you know that other people who selected that checkbox were most likely to read certain articles or pages on your website before transacting, then you can send the user followup emails containing links to those pages. Customers like to feel in control of their decisions and will seek out relevant articles on your website before speaking to a salesperson.

Tracking a checkbox has some technical complexity however.

The difference between a checkbox and a form entry (I have a blog post about collecting values from a form here) is that if you click a checkbox an odd number of times it is selected, whereas if you click a checkbox an even number of times it is deselected. To get an accurate tracking result, you need to make sure that check boxes that have been deselected do not count towards the final result.

To achieve this, I used a first party cookie for each check box. A cookie is just a little piece of information that stores some data on your website. You could also store data on the Google Tag Manager data layer. There are pros and cons for each, and this is a topic for another article. I use cookies when I want the information to persist as the user uses the website, no matter if they change to a different page.

If a user clicks a check box and the cookie is currently not active, the cookie is added and the check box is deemed to be checked.

If a user clicks a check box and the cookie is currently active, the cookie value is removed and the check box is deemed to now be unchecked again.

When the user submits the form, all the active check box selections are passed to Google Analytics. I set the value of the check box as a label so that the numbers can be tallied up in Google Analytics.

Google Analytics Checkbox Results

Depending on how the form is coded, it is also possible to do this without a cookie if the value of the checkbox is stored in the HTML code as an attribute.

Sorry, that is getting a bit tecchie! Basically there are times when the way I did it in this case is not the best option. The best way to track conversions for any given circumstance should be assessed on a case-by-case basis, as there are too many exceptions to every rule.

I do conversion tracking as a service, so please reach out to me here if you are wanting your own website conversions or revenue tracked.

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020