Tracking the clicks and conversions on your website just doesn't seem enough these days for the team from Google Analytics (GA).

They have released two new add-ons to GA which allow you to track your phone leads and live chats.

Teaming up with Mongoose Metrics, Google Analytics will now track the phone number called, the duration and date of the call, by using one of the defined toll free numbers.

Geoff Gillis from the Google Analytics Team explains more:

The service works by provisioning a trackable number and assigning that number to a hidden web page on your site containing your Google Analytics tracking code. When a phone call to the tracking number is connected, the technology will place a web browser visit to your hidden tracking web page and in this way insert the phone call event back into your Google Analytics account. Each phone call generates a unique visit which is clearly labeled inside of Analytics.

In order to track live chat interaction, Google Analytics has implemented LivePerson which allows you to interact with customers live via chat. Live Person created a GA integration that allows users to track conversions after chat, and also creates the following reports:

• Map Overlay Report which displays volume and quality metrics of live chat interactions by geographic region

• Search Engines Report: Reveals the sources and keywords that drive interactive chats (and resulting conversions)

• Reverse Goal Path Report: Lists the navigation paths that lead to the most chats

I think this is a great initiative by Google. Not only is this a great tool for comprehensive lead tracking for businesses, but it also gives Google Analytics another point of difference from its competitors.

Do you think there are offline conversions that could be tracked by Google Analytics? Feel free to let us know below.