WhatConverts recently—as of 2022—rolled out a new interface for users that includes the Dashboard, Leads, Reports, and Tracking view. Here’s all the information you need to get the most out of your new WhatConverts tracking software.
I have a feeling this new rollout was designed to offer some CRM (Customer Relationship Management) functionality with its robust reporting features, but for the sake of brevity, I’m going to be covering the main takeaways for managing your Google Ads leads from the new interface.
Let’s jump right into it!
Production Clicks’ clients are familiar with getting an email notification when a new lead comes through with valuable information such as lead contact info, where the lead came from, and even what keyword triggered that new lead.
But WhatConverts dashboard offers so much more. For clients that take the time to log in and keep track of their leads, they’ll discover a trove of features and functionality that will help determine how successful their marketing strategy is.
Here is a video I put together explaining some of these features and how to use them:
List of WhatConverts Features in New Dashboard
Here’s a list of the most important items that will help you keep track of managing your leads and performance. From the Leads tab on the top of your screen, you will find the following:
#1 – Select the Date Range and Then Select Maximum Rows per Page
To make sense of all the data, you’ll want to first filter the results by date and then make sure all the leads appear on one page. It can be easy to accidentally make a mistake and not know there’s more than one page of leads. Having them all on a single page on your screen will be much easier to view.
#2 – Under Lead Manager, Click the Google Ads Tab
By clicking the Google Ads tab, you will only see leads generated by your Google Ads campaign. Since we manage Google Ads specifically, this is the one we focus on primarily.
#3 – Customize Columns to Personalize Your View
Next, let’s customize our Leads view so it shows us the information we want and hides the info we don’t want.
For this, you click on Choose Columns. From here, there’s a large list of options to choose from. I like to customize my view to show the following:
- Contact name
- Type (lead types such as web form, phone call, chat, etc.)
- Time (will show date and time)
- Source (usually Google if you clicked the Google Ads tab)
- Medium (should be CPC if you clicked the Google Ads tab)
- Phone number
- Duplicate* (very helpful – see below)
- Spam* (helpful to exclude any spam calls or web form submissions)
- Keyword* (this will show the keyword in Google Ads that resulted in a lead, which is very helpful)
While there are a ton of lead fields to choose from, the above is a list of my default fields. These give me the data I need to accurately create reporting and determine marketing performance.
A few notables are Duplicate, Spam, and Keyword. It’s not uncommon to have a lead fill out a web form more than once or call more than once. If you locate a duplicate lead, you can easily market as Yes in this field and the redundant lead will be removed.
The same applies to Spam leads. If you get a robocall or a spam web form submission, simply mark it as Yes and it will be filtered out, so you’re not overstating the number of true leads you’ve received.
It’s important to track your leads to make sure your marketing efforts are resulting in quality leads from Google Ads’adspend. Getting rid of Duplicates and Spam will give you a complete picture of actual performance.
With the Keyword field, it’s nice to be able to see the keyword that you’re bidding on in your Google Ads campaigns that resulted in the lead. This helps reinforce that it may be a productive keyword and over time, you can start to notice trends and use this feedback to adjust your campaign accordingly—such as raising or lowering your bid amounts.
Call Duration in WhatConverts
One bonus field worth mentioning is Call Duration. This field is helpful in determining if a phone call lead was answered or not. Usually, a duration lasting for one minute or less means the call went unanswered or went to voicemail. Greater than one or two minutes and the call was most likely answered. Longer than five minutes could be an indication it was a productive call and possibly a qualified lead.
Using WhatConverts to Track Your Quotable Leads/Value and Sales
There are lots of ways to track your leads, and honestly, as long as they’re being tracked and your information is accurate, that’s the main thing. You may have a spreadsheet, CRM software, etc., and all of that is fine.
WhatConverts makes it easy to track your leads directly inside the Leads view, giving you the option to classify a lead as Quotable, as Yes, No, Not Set, or Pending. Use these classifications to determine if that lead is qualified or not. Next, use Quotable Value to add the amount that the lead was quoted or potentially worth. If you sent them a quote for $500, you can add that value here. If you quoted three different prices, take the average and enter that. This is a rough estimate.
Finally, we use Sales Value if an order took place, and that lead became a paying customer. Having a solid sales amount is an important figure and is ultimately the most important number when measuring ROI (return on investment).
Exporting Leads and Data from WhatConverts
For Production Clicks’ clients, we always use a Google spreadsheet to track information between both Google Ads (number of clicks, impressions, adspend, etc.) as well as WhatConverts.
Fortunately, WhatConverts makes it easy to export your lead information so they can be used with Google spreadsheets or any other software management.
You can click Export Fields and either export the Current View or All Columns. I always select All Columns and then I can pick what I need from there.
Until next time!
