Here a quick summary on how it works:
We use the e-commerce transactions feature of Google Analytics to trigger a transaction on a form fill event. The transaction ID contains a hashed identifier (an email address). This allows us to understand the Google Analytics path of the user. In a second step we match the data from the CRM to understand how valuable the lead submission is. The lead could for example convert into an opportunity and into a paying customer, or it could be a junk lead.
Before you get started you will need to make sure that you have
- Edit rights on the Google Analytics view of your website
- Edit and publish rights on your Google Tag Manager container on your website
Google Tag Manager
type="email". As there is no standard on how forms are built (unfortunately it can get messy) you will need to check your forms now. Here’s how I did it on our website:
type="email". So we use this identifier in the tag. Please make sure to check your forms to make sure the tag fires correctly.
Step 5 (Optional, but please read)