Tracking revenue generated from each organic keyword is a common report ran by SEO’s for e-commerce stores. Google Analytics E-Commerce Tracking is a powerful report that makes budget allocation a lot easier as you can see which channels generate revenue.

Lead generation websites are different.

There is no on-site sale, no e-commerce tracking so therefore SEO’s need to be able to report the number of leads generated from their search efforts. The basic report in Google Analytics allows you to track conversion rate for any given keyword, but SEO’s also need to see which keyword generates the most leads by number, not a percentage.

The following explains how to set-up a custom Organic Keyword Conversion Tracking Report that provides data on visits, organic searches, goal completions and goal conversion rate.

1. Goal Tracking In Google Analytics

Before creating this report, it is important to have goal tracking implemented. Without website goals, your analytics loses purpose. Whether your websites goals are sales, to capture leads or download a PDF product sheet, the goals of your website should reflect your overall business goals. Setting up goals will show you exactly how many goals were achieved but also how they were achieved and through which channels.

To create a filter, you can visit Admin > Account List > Analytics profile > Goals

The most common goal is URL destination. For example, if you want to track the number of newsletter sign-ups on your website, once the newsletter form is submitted, the “thank you” page URL is usually www.domain.com/thank-you. In this case, you would enter /thank-you and click save.

2. Setting Up The Keyword Conversion Tracking Report

To create the Organic Keyword Conversion report, you will need to visit Traffic Sources > Search > Organic and click Customize:

To create the report, you will need to add metrics to Report Content. The metrics you need to add are:

• Visits
• Goal Completions
• Goal Conversion Rate
• Organic Searches

Note: If you do not add ‘organic searches’, the report will include keywords from your paid search campaigns.

You will then need to add ‘keywords’ to the Dimension Drilldowns section (you can ignore ‘filters’).

You can now apply the Organic Keyword Conversion Tracking report to all profiles within your Google Analytics account and then click save.

3. Getting The Keyword Conversion Tracking Report Data

Once the report has been saved, the data will be presented.

The report will show keywords based on visits to the website. You can filter by goal completions and to view all keywords that convert, change rows from ‘10’ to ‘100’ found at the bottom of the page.  As per usual, the report will automatically show data for the last 30 days.

4. Exporting The Keyword Conversion Tracking Report Into Excel

Once you have the data, you can then export the Keyword Conversion Tracking Report to Excel and filter the report by branded and non-branded converting keywords. You can also use this data to find any increases in organic leads and view the progress of your SEO efforts.

The Keyword Conversion Tracking Report is a simple yet powerful report you can create to showcase your SEO investment is paying off.

Bonus: Convert more organic visitors

I want to help you increase your website conversion rates, so I’ve developed a keyword strategy that you can use to grow organic sales.

• First: I’ve created a secret keyword strategy that will send your organic conversions through the roof

• Second: This strategy is yours to download as a PDF (or for you to save it and print it out)

• Third: I’m giving my strategy away, for free.

Does this sound good?