Posted by: Lauren Klostermann, Project Manager

Google Analytics has recently released a feature with the assistance of two companies, Mongoose Metrics and LivePerson, which allows users to integrate telephone leads and live chat with its services.

The way it works with phone leads: you use a trackable phone number in an online campaign, and then when the number is dialed and connected, the phone server tracks a visit to a hidden page within your site with a special tag. Google Analytics is then able to show the data. Analytics will go so far as to show the date and duration of the call.

LivePerson’s unique offering allows you to interact with your customers via chat on your website. In addition to creating a better customer service opportunity for customers, its integration with Google Analytics provides data after chats have occurred, including:

• Map Overlay Report displaying volume and quality metrics of live chat interactions by geographic region
• Search Engines Report revealing the sources and keywords that drive interactive chats (and resulting conversions)
• Reverse Goal Path Report listing the navigation paths that lead to the most chats

Check out this Google blog posting to learn more.

Both of the options provide a great way to integrate offline data with online to create a better end-to-end conversion view of customer activity.