Compare advertising channels by the ratio of companies brought in

[surovy113]

Why did we choose Universal Analytics for integration?
This is standard in web analytics. UAs are very flexible in setup and reporting, and they are free.

Most importantly, they have a direct connection to Google AdWords . Thanks to this, it is possible to target and evaluate advertising based on data from Leady even in the B2B segment. This way, you can:

Create your own B2B remarketing audiences. That is, target advertising only to companies that have visited your website and have the desired turnover. Finally, you won't waste resources on private individuals.
And even if you have very few events on your website (units of submitted forms per month), set a B2B visit from Leady as a conversion and turn on automatic campaign optimization in AdWords. The system will adjust your campaigns to get as many business visits as possible for the budget you set.
You don't normally get access to similar data.
You may know that sending identifying data about individual users to Google/Universal Analytics is prohibited.

You can bypass the rule by using an anonymous ID. This method is often used by larger foreign companies, it is called Data Widening. However, it is a difficult and expensive path, it is always solved individually, in most cases it involves programming and connecting a number of systems. If you do not offer the option of registering/logging into a customer account on your website, it is not very effective.

However, leads do not send data about users to UA, but about companies, i.e. publicly available data. This is not interesting for B2C companies, but in the B2B segment the information obtained will provide you with a great advantage .

Is there another way? Complicated. Data obtained from Leady and UA can be linked in a rather lengthy and complex way, for example in Excel.

Do you use Google Analytics and Leads? We can help you expand your Google Analytics data with B2B car owner databaseinformation.

You need:

Active Leads account
Active Google Analytics account (in the Universal Analytics version)
Request activation from your Account Manager
As?
Once the connection is activated, you will see B2B data in Events in Google Analytics with a delay of just a few minutes.

Just go to: Insights -> Behavior -> Events -> Overview

You can track business traffic across all of Google Analytics using a predefined segment.

Why?
It's the first step to better manage business traffic to your website. It will allow you to:

Target ads only to businesses (Google AdWords remarketing)
Automatically optimize advertising campaigns for business visits only (Google AdWords).