Using Google Analytics to Measure Your Contact Form

Google Analytics Goal FunnelA blog can be an excellent source of new business. But if you don't have a measurement tool in place, it can be difficult, if not impossible to know which topics are bringing in leads or sales. Did you know you can easily set up a Google Analytics goal funnel to measure your contact form? Today you'll find out which blog posts are creating new business as we look at creating a goal funnel to measure your contact form.

If you're not using goals in Google Analytics, you're not using the powerful web analytics tool effectively at all. Sure, visitors, pageviews and tweets are important measures of engagement, but what about conversion? If there's a business aspect to your blog, a lead or a sale is what brings in money. We should be just as, if not more interested in measuring these things, too.

Measuring Your Contact Form: Getting Started

Setting up goals on Google Analytics is a simple process that should take you no more than five minutes on most blogging platforms. We're going to cover how set up a contact form goal on a Squarespace blog specifically, but the general process is the same for nearly every blogging platform. Before we get started, please note that you must have Google Analytics installed and you must have Administrator access to your Google Analytics profile.

Ok, let's do this. Log in to your Google Analytics account and choose your active website account.

Google Analytics Account Selection

Go to the Analytics Settings page and select the Edit option from the Actions column that corresponds to the website profile you want to measure.

Google Analytics Settings

Once you're into your website's profile settings, scroll down to the Goals section and select the Add goal options from the right side of the page.

Google Analytics Add Goal

Google Analytics Goal Information

The first step of the Google Analytics goal setup form is entering information about your goal. Give you goal a name, make it active and position it within your profile. Be sure to select URL Destination as your Goal Type.

Google Analytics Contact From Goal Information

Google Analytics Goal Details

Most websites' contact forms behave in a very similar fashion. The web page someone visits directly after submitting the contact form is typically a simple variation of the contact form's URL containing the word Success or True or something like that. Submit a contact form on your own site to determine the specific URL seen after someone submits a contact form. Make note of the URL of this page. This is your destination, or Goal URL

Contact Form URL:

Squarespace Contact Form Google Analytics

Example Squarespace Goal URL:

Squarespace Goal Google Analytics

Now, take your goal URL and strip out your domain name.

Relative URL Google Analytics Goal

Place this relative URL in the Goal URL field within the Goal Details section of the goal setup process. Also, make sure you've selected Exact Match as the Match Type.

Google Analytics Goal Details

You also have the chance to use a Goal Value. If you know your average lead or sales value, use that dollar figure here. If in doubt, just use an arbitrary number at first so you can at least see the relative performance of your website content until you know an exact average goal value.

Google Analytics Goal Funnel

Now let's set up a goal funnel for your goal. With a goal funnel, you can specify the sequence of web pages involved in a goal (e.g., Shopping Cart -> Checkout -> Payment Details -> Order Confirmation). Your goal funnel for your contact form process starts on your contact page and finishes on your Goal Url page. Simple right?

Enter the relative URL and a label for your contact page in the Step 1 row. Make sure to select the Required step checkbox. Save your goal.

Google Analytics Goal Funnel

Congratulations! You've just unlocked the real power of Google Analytics. You now have a goldmine of data pouring into the Goals section of your Google Analytics account.

Google Analytics Goals

Which Blog Post Lead to Contact Form Submissions?

Now that your goal is set up, you can start to collect data on which blog posts are converting into contacts. Looking in the Goals section of Google Analytics, you can see which blog posts are getting people to reach out and ask you for more information. You can also create and email custom reports to yourself that tell you exactly how you did each month.

Contact Us Goal Report Google Analytics

What we've seen today is the step-by-step process on how to set up a Google Analytics goal funnel for a contact form submission on a Squarespace website. Although the steps may vary slightly on your specific website, the general process is the same regardless of what you use to publish your blog or webiste. Find your start and destination URLs and then carefully configure them in your Google Analytics account's goal setup interface.

Spending some time to set up goal funnels like this on your blog/website is the best way to use Google Analytics to its fullest potential. Set up your contact form goal funnel on your site. I bet you'll be surprised by what content is driving new business.

What goals do you have for your website? Could you use the steps described in this blog post to set up a funnel on your site? Leave your thoughts in the comments below.