Google Adwords Question. How can I track which keyword a person used to complete a form on my website?

Question by michaelnaeseth: Google Adwords Question. How can I track which keyword a person used to complete a form on my website?
I have a lead generation service and I want to be able to find out which keywords people use to get to my website and complete my online form. I know I can check which keywords were clicked through adwords, but I get tons of clicks and not so many form submissions. How can I narrow that down to the keywords that resulted in a form submission?

Best answer:

Answer by Kit Adams
Here's a general answer, but you'll have to do some googling to find specific how-to information. You'll want to do 4 things:

1. Set up google analytics for your site, if you haven't already. Link it to your adwords account. This will tell you which ads are bringing visitors to your site. You will be able to see the keyword you specified in adwords that matched on what the visitor searched on, but you will not be able to see what the visitor actually typed.
2. Change the page that your form is on so that when a visitor clicks the submit button, it logs a tracking entry in google analytics. (Search for info on how to set up onclick events to run javascript pageTracker._trackPageview.)
3. In your google analytics account profile, set up a goal to measure clicks on the submit button, by counting those onclick events that your page is now tracking. (Search for info on analytics goals.)
4. Also in your google analytics account profile, set up a filter to put the full referral path into the User Defined Value field. (Search for info on full referral path, and user defined value.) This will allow you to see what the visitor *really* searched for.

Other notes...
-- When you set up goals and filters in an analytics profile, it takes at least 24 hours for the collected data to start showing up. So be patient while you're testing.
-- It's a good idea to make a second analytics profile for testing. After you get the filter and goal working, you can repeat what you did in your "official" profile.
-- In analytics, look under Traffic Sources > Adwords to see your adwords traffic stats.
-- In analytics, look under Visitors > User Defined to see your full referral paths
-- In analytics, look under Goals > Reverse Goal Path to see what visitors did on your site before clicking your submit button
-- Learn to make custom reports in analytics, so you can see the information you need in reports that are designed like you want them

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