How to Track Live Chat Conversions in Google Analytics and Drive More Targeted Sales

Katie Holmes
20th April 2021

Automatically sync and access sales data in Google Analytics and track which marketing sources drive the most profitable live chat conversions.

Live chat plays an integral part in lead generation by allowing sales and marketing teams to target, communicate and convert prospects in real-time.

In a recent study, however, we discovered that 53% of marketers are failing to attribute sales and revenue activity back to live chat conversions.

Failure to align live chat activity with revenue outcomes can lead marketers to the wrong conclusions about what’s working and influence budgetary decisions that can negatively impact ROI.

By measuring live chat activity in Google Analytics, marketers can see where the most valuable conversions are coming from and gain data-driven insights to reduce marketing costs, boost lead quality and drive more revenue.

For this article, we’ll discuss:


Track which channels, campaigns and keywords generate the most valuable live chat conversions and make informed decisions to drive more qualified leads and sales.

Download the complete guide to tracking live chat leads and revenue

Why do marketers find it difficult to track live chat performance in Google Analytics?

Live chat provides a significant opportunity, and when used correctly, can positively impact your company’s bottom line. However, many marketers are failing to track live chat performance in Google Analytics due to the following reasons.

Users engaging in multiple touchpoints and channels. Buyers are using more channels, online and offline, to engage with businesses and help make important purchasing decisions. In fact, according to Think with Google, a potential buyer can have as many as 20 touchpoints with your content before completing a sale. With that in mind, marketers are struggling to track end-to-end journeys and demonstrate their impact on won/closed deals.

Data disconnected between marketing activity and live chat. It’s believed that 47% of companies struggle to gain insights from their marketing data due to data silos. Most organisations have unique departments that handle marketing and sales activity. As a result, live chat enquiries and lead generation activity are often measured in separate platforms and managed by different teams. Many marketers are failing to acknowledge which activities drive the most qualified leads via live chat as they lack integrated visibility into which channels, campaigns and landing pages play the most significant role in the purchasing decision.

How to set up live chat tracking in Google Analytics

Now, back to the topic at hand, which is how to track live chat activity in Google Analytics. Below is a step-by-step guide on how to set up Goal tracking for live chat in Google Analytics for conversions. It’s quick and easy to set up.


Send live chat conversions and marketing source data to your CRM and enrich your Google Analytics reports with revenue data.

Learn how to unlock marketing revenue in Google Analytics

Step 1: Sign into your Google Analytics account and go to the “Admin” section. You’ll find it in the bottom left-hand corner of your Google Analytics account.

live chat google analytics - step 1 in google analytics -

Step 2: Select “Goals” from the menu and click on “New Goal+

live chat google analytics - step 2 in google analytics -

Step 3: Under Enquiry, select the option “Live Chat”. This option will allow you to track whenever a user contacts you via chat. Hit “Continue” to move onto the next step.

live chat google analytics - step 3 in google analytics -

Step 4: Give your Goal a name, and select the option “Event” and “Save”.

live chat google analytics - step 4 in google analytics -

That’s all there is to it.

If set up correctly, you should now have an overview of your events and can see which marketing channels have the greatest impact on new live chat conversations.

How to attribute CRM revenue to live chat leads in Google Analytics

💡 Pro Tip: For a more in-depth explanation, we recommend that you download our comprehensive guide on closed loop marketing attribution.

Tracking live chat conversions in Google Analytics is necessary as it can help you make better decisions about where you should be spending your time and resources.

However, focusing on revenue is what matters most when assessing company performance and long-term growth.

To measure live chat activity in Google Analytics and track where your most valuable sales are coming from, you’ll need to implement a solution that can capture all interactions throughout the customer journey and automatically pass CRM data to Google Analytics.

Using a tool like Ruler Analytics, you can track leads generated via live chat and match opportunity and sales data with marketing source data in Google Analytics. In turn, allows you to identify which conversations, agents, and services have the greatest impact on marketing ROI.

Let’s take a closer look at how Ruler Analytics works.

Put simply, Ruler Analytics is a marketing attribution solution that connects revenue CRM to live chat, phone calls, and form fills, allowing you to track your customer’s multiple touchpoints and attribute value accurately across the entire sales cycle.

Ruler Tracks anonymous visitors over multiple sessions and traffic sources

Ruler records each individual journey of every visitor, including the pages they viewed, visit duration, traffic source and the keyword that delivered them to the website.

live chat google analytics - step 1 ruler analytics -

Ruler matches the real user’s details with their marketing touchpoints

Ruler sends all this data to your CRM, which allows your sales team to learn more about each prospect before reaching out to them.

live chat google analytics - step 2 ruler analytics -

When a deal is closed, Ruler will match revenue to the marketing source

Ruler’s attribution solution allows you to analyse the impact throughout each stage of the sales pipeline. Once the opportunity is won and closed into revenue, the data is passed back to Ruler Analytics and attributed back to the marketing sources, keywords and landing pages that contributed to the customer journey via Last Click, First Click, Linear and/or Time Decay.

live chat google analytics - step 3 ruler analytics -

Ruler will pass revenue and opportunity data to Google Analytics

Ruler Analytics utilises a pre-built integration to pass conversion and revenue data back to Google Analytics so that you track sales activity alongside all of your traditional metrics. You can also report on revenue data for phone calls, allowing you to track the marketing sources that drive the most meaningful conversions and assign monetary values against offline activity.

live chat google analytics - step 4 ruler analytics -


Ruler can pass revenue from your CRM to more than 1000+ apps, allowing you to measure the performance of your marketing based on actual value and not just lead volume metrics. Download the guide below to get started and evaluate the true impact of your marketing campaigns.

Your complete guide to closed-loop marketing attribution

How live chat and Ruler Analytics drive more qualified sales

Live chat is a valuable tool to help boost lead generation activity. However, with the addition of Ruler, you can gain access to data-driven insights to generate more sales for your company. Here are different ways that live chat and Ruler can help support your business in generating higher-quality leads and sales.

Want to hear more about the benefits of Ruler Analytics? Here are ways Ruler Analytics can help you optimise your marketing strategy for increased revenue.

Final Thoughts

By enriching Google Analytics with Ruler’s revenue data, you can reveal marketing sources are having the greatest impact on your live chat enquiries and allocate your budget to drive more sales opportunities.

Want to know more about tracking CRM revenue in Google Analytics? Book a demo today and learn more about the possibilities of Ruler Analytics.

Book a demo Ruler Analytics