A Simple Way to Track Website Lead Quality

When it comes to digital marketing, the question isn’t just how many leads you’re generating, but how good those leads are.

High volume doesn’t mean much if your sales team is left chasing poor-quality enquiries.

Here’s a straightforward system to help you track and assess lead quality so you can optimise your SEO and Google Ads campaigns:

1. Use a website form

Use web forms rather than email addresses so you can track conversions. Keep your forms simple with minimal fields and a consistent setup.

On our WordPress websites, we use Gravity Forms, HubSpot forms or HighLevel forms because they give you full control over where the data goes.

2. Send form entries to a thank you page

Once a new lead completes a form, redirect the visitor to a thank you page.

This makes conversion tracking in GA4, Google Tag Manager and Google Ads much easier, while giving your leads confirmation that their enquiry worked.

3. Track lead quality in a Google Sheet

Use automation tools like Zapier or Pabbly to automatically send form entries into a simple Google Sheet.

Then, review lead quality and add notes directly in the sheet.

This creates an easy feedback loop between marketing, sales and your digital marketing agency to refine and improve your campaigns.

Pro tips:

Use Attributer.io to track the source of your leads and improve attribution. It’s super easy to set up and more powerful than just using UTMs.

Also, connect your forms to a CRM like HubSpot, HighLevel or Salesforce so you can track not just the lead, but the revenue each source generates.

Keep your systems simple

Simple systems like this give you clarity on which campaigns are bringing in leads that convert into customers, helping you focus your spend on the channels that deliver the best results.