Yes, Google Analytics can track leads from your Google Ads campaigns—if the two are properly connected and configured. By linking Google Ads and Google Analytics 4 (GA4), you gain the ability to monitor how ad clicks turn into valuable actions like form submissions, phone calls, or purchases. This gives you the insights needed to optimize your marketing efforts and generate more qualified leads.
Here’s everything you need to know to set it up properly and make sure you’re getting the full picture from your ad spend.
How Google Analytics Tracks Leads
When someone clicks on a Google Ad, Google Analytics can track what that person does on your website using cookies and unique identifiers. If a visitor fills out a form, calls your business, or takes another valuable action you define as a “conversion,” Google Analytics records that event. These actions are categorized as “conversions” or “events” depending on how your GA4 account is set up.
Tracking leads effectively allows you to see which campaigns, keywords, and ads are truly driving business results, not just website visits.
Setting Up Google Analytics to Track Leads
Tracking leads from Google Ads requires a few key steps:
1. Link Your Google Ads and Google Analytics Accounts
First, ensure that your Google Ads account is linked to your GA4 property. This connection enables data to flow between platforms and allows you to view your Google Ads performance directly in Analytics reports.
In GA4, you can find this under “Admin” > “Product Links” > “Google Ads Links.” Follow the prompts to complete the setup.
2. Set Up Conversion Events in GA4
Next, you need to define what a “lead” is for your business. This could be a contact form submission, a phone call click, a newsletter signup, or any other action that indicates interest.
In GA4, you can create custom events or modify existing ones to define your lead actions. Once these events are marked as conversions, GA4 will automatically start tracking them and attributing them to your ad campaigns.
3. Import Conversions into Google Ads
Once you set up lead tracking in GA4, you should import those conversions back into Google Ads. This step allows you to optimize your campaigns based on actual lead generation, not just click volume.
In Google Ads, navigate to “Tools and Settings” > “Conversions” and select the GA4 conversions you want to import.
Best Practices for Accurate Lead Tracking
Simply linking accounts isn’t enough—you need to make sure your tracking is precise. Here are a few tips:
- Use UTM Parameters: Make sure your Google Ads URLs are tagged properly with UTM parameters. This ensures that the traffic source and campaign are accurately captured by Analytics.
- Validate Conversion Tracking: Test your forms and lead actions to ensure they trigger the correct events in GA4. Google’s Tag Assistant and DebugView in GA4 are great tools for this.
- Exclude Internal Traffic: Set filters to exclude your team’s visits, so your lead data remains clean and actionable.
Common Issues and Troubleshooting
Even when set up correctly, sometimes tracking can fail or lead to confusing data. Some common issues include:
- Leads not showing up in Google Ads because conversions weren’t imported correctly.
- Attribution problems when visitors use multiple devices.
- Cookie consent banners blocking tracking without proper configuration.
Regularly review your events and troubleshoot issues early to ensure you’re not missing valuable lead data.
Additionally, GA4 provides cross-platform tracking, meaning if a visitor first clicks an ad on mobile and later completes a form on desktop, you can still properly attribute that lead.
Why Tracking Leads Matters for Remodelers
If you’re running Google Ads without tracking leads, you’re flying blind. Clicks and impressions might look good on paper, but they don’t necessarily mean you’re generating new business.
By tracking leads, you can:
- Identify which ads and keywords deliver real customers.
- Optimize your ad spend by focusing on high-converting strategies.
- Calculate true return on investment (ROI) from your campaigns.
For remodeling businesses especially, where every lead could be worth thousands of dollars, tracking isn’t optional—it’s essential.
Conclusion
In short, yes—Google Analytics can absolutely track leads from your Google Ads campaigns. By properly linking accounts, setting up events, and importing conversions, you gain full visibility into which campaigns are driving real results.At 7ten Digital Marketing, we specialize in helping residential remodelers set up, track, and optimize their Google Ads campaigns to drive qualified leads—not just clicks. If you want a team that makes sure every dollar you spend turns into measurable results, reach out to us today!
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