Tracking leads should be a key component of any good marketing strategy. It’s not enough to track conversions alone. Leads tracked with lead tracking software provide important data that should be used when making marketing decisions. While Google Ads allows a certain amount of tracking, it is limited in its ability to track individual, quality leads. 

Why Track Leads Over Conversions?

Lead data and conversion data offer very different insights: conversion data is simply how many people took a specific action while lead data tells you who took that action as well as whether or not they are sales-ready.

What Is Lead Tracking Software?

Lead tracking software allows your digital agency to manage and track leads resulting from Google Ads. By using lead tracking software, it’s possible to drive qualified leads, which means more revenue. While Google Ads and Google Analytics allow some tracking capabilities, they are limited in many ways. These limitations include:

• Google’s built-in call tracking tool is not as effective as third-party lead tracking software. You will know that call conversions are coming from ads, but important information is lacking. All that is known about leads is that they contacted your client’s business after seeing the ad without any more information about who is calling. 
• Google’s tracking tools only work on conversions from calls lasting longer than sixty seconds, regardless of whether or not this call was from a non-qualified or unsuitable lead. 
• There are no chat transcripts, call transcripts or lead contact information provided in Google Ads reports. Rather, you only see the total number of conversions from each ad separated by conversion type without any more information. 

Lead tracking software gives your digital agency access to important data regarding leads that Google Ads and Google Analytics can’t. You can gain more insight into how marketing efforts are performing and whether they have been successful in generating high quality, qualified leads.

Choosing The Right Lead Tracking Software

When considering the options for lead tracking software and trying to make the best decision, there are some key factors to take into account to ensure you choose the lead tracking software that will deliver the best possible results. Factors to consider when deciding on the best lead tracking software for your clients include:

• Pricing: Above all, the lead tracking software you choose should be affordable and appropriate for the budget at hand. When looking at pricing, look at the total cost of the software, as providers can sometimes charge extra for some features. Often these features are essential for the software to be effective, and those costs can quickly add up. 
• Integration: A good lead tracking software should be able to integrate with current CRM and reporting tools to track leads over your client’s sales cycle. Software that will not work well with current software and tools is going to be of little value. 
• Offline Capabilities: Combining online and offline leads such as calls will give a better, more comprehensive picture of your agency’s marketing efforts.

Looking for a pay per click reseller program that will maximise the performance of your clients’ Google Ads campaigns? Get in touch at support@globitalmarketing.com, and we’ll help you out!