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>>How is GA supposed to know the value of a lead This is something you can assign to any value to a series of events, a single event, or any other combination
by at-fates-hands 12y ago
>>How is GA supposed to know the value of a lead
This is something you can assign to any value to a series of events, a single event, or any other combination in GA.
We had a notorious marketing manager who assigned a value of $3,000 every time someone landed on the contact page of our e-commerce page. He did this because you had to sign up and pass a credit score before actually becoming a customer. No matter that you didn't know if you actually got the email or if the customer actually signed up. But man, did it make the ROI numbers look good.
- gk1 12y ago> We had a notorious marketing manager who assigned a value of $3,000 every time someone landed on the contact page of our e-commerce page. He did this because you had to sign up and pass a credit score before actually becoming a customer. No matter that you didn't know if you actually got the email or if the customer actually signed up. But man, did it make the ROI numbers look good. Heh. When I open up clients' GA I see things like this often. For example, counting visits to a checkout page as a purchase conversion, whether or not the person completed the checkout, assigning dollar values to non-conversion events, etc. To be fair, these were not set up by marketers, and they readily admitted that they were not using GA properly. But to have a marketing manager do that... Ugh.
- normloman 12y agoRight. You can assign a value to events like lead gen in analytics! You just have to tell it what the value of a lead is, and, as demonstrated by your marketing manager, that's not always easy to know precisely. I suspect this is why ROI on GA isn't more automatic. But yes, if you have a lead value, ROI shouldn't be difficult. So I still don't see what the authors problem is.