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You’d be amazed at how many B2B companies don’t have reliable and informative tracking in place.
They don’t track the actions that matter. And this isn’t only about counting contact form submissions or free trial sign-ups.
The key is focusing on metrics that indicate progress toward the conversion, not just the final action. Understanding these micro-conversions helps you identify where prospects might need additional support or information.
Quick and easy, but basic tracking:
One of the quickest ways to achieve this is to set up Google Analytics 4 (GA4) and enable its Enhanced Measurement features. This will let you track:
- Form starts and submissions
- Video engagement (for YouTube videos):
- Video starts
- Progress (10%, 25%, 50%, 75%)
- Completions
- Scroll depth
- File downloads
- Outbound clicks
- Site search
Enable Enhanced Measurement in your GA4 property to start collecting this data with no additional coding required. Perfect for beginners.
You can do this by going to GA4 > Admin > Data Stream > Turn on Enhanced measurement
They will be displayed in the Events section of your GA4 account: Reports > Engagement > Events
One word of warning…
This method is by no means perfect. For example, it doesn’t work with non-YouTube video embeds. Or, forms that have custom JavaScript.
More advanced but in-depth tracking:
We always suggest going one step further so you can track a wide range of interactions on your website beyond pageviews, video starts, and form submissions.
Your best bet for this is Google Tag Manager (GTM). Through GTM, you can set up custom events to track nearly anything.
Some examples of this include…
Demo/Contact Form Journey: Go beyond basic form tracking by monitoring each step of your form separately. This helps identify exactly where prospects drop off and which fields cause the most friction.
Tool/Calculator Engagement: You can set up similar “form start” tracking on this, but also see which steps users enter or drop off and exit your page from.
Feature Comparison Tracking: One example, set up click tracking on your pricing tables to see which features users expand most, and how they compare different plans against each other.
Remember… the goal isn’t to track everything possible. The aim is to focus on data that helps you make meaningful improvements to your user experience and conversion rates.