Three things on the Setup tab decide how much the rest of the Analytics section is worth to you. None takes long, and skipping the first one leaves a "Leads" column that is permanently zero.
1. Say what counts as an outcome
Your property calls it generate_lead. Your client calls it a demo request. Until you connect the two, we can only count "key events" — Google's phrase, and not one anybody says out loud.
The table lists every event we have seen, busiest first, with a tick against the ones Analytics itself marks as key events. For each one, choose what it counts as:
| Counts as | Use it for |
|---|---|
| Lead | Someone asked to be contacted. Counted in "leads" and valued at the amount you set. |
| Sale | Money changed hands. Uses Analytics' own revenue figure. |
| Sign-up | An account was created. Counted apart from leads because the follow-up is different. |
| Step towards one | A form start, a pricing view. Shown in funnels, never counted as an outcome. |
| Not an outcome | Test events, and anything that fires automatically. |
Give leads and sign-ups a value — what one is worth to the business — and revenue starts including them.
The value box is switched off for Sale on purpose. Analytics already reports the money for those, and adding an amount on top would count the same order twice.
2. Group your pages
Pages are grouped from the Landing pages tab, not here. Tick the rows that belong together, press Save as group, and name it the way you would say it to a client — "Pricing pages", "HVAC cluster", "the March refresh".
A group then does three things:
- Filters every tab in this section from the dropdown at the top.
- Gets its own row on Outcomes, which is the number you actually report — clients ask how the pricing pages are doing, not how fourteen URLs are doing.
- Appears in the Search Console filter bar as a Page Groups chip, because a group is stored as a set of pages rather than as an Analytics thing.
That last point is the reason to build groups here rather than keeping a list in a spreadsheet. One group, both screens.
Come back to Setup to rename a group, remove pages from it, or delete it. Pages go in from the table where you can see which ones matter; they come out here, where you already know which one does not belong.
3. Write the metric you actually use
"Conversion rate", "revenue per thousand visits" and "leads per engaged session" are the same feature asked for three times, so they are one box. Anything you save becomes a column on the Landing pages table.
Start from a preset — they are the ones people ask for first — or write your own:
leads / sessions
revenue / sessions * 1000
1 - sessions / clicks
You can use + - * / ( ), plain numbers, and any of the named metrics listed under What you can use in a formula, including clicks and impressions from Search Console.
Two rules worth knowing. Anything divided by zero comes out blank, not infinity. And a formula that needs a number we do not have for a page — a Search Console figure for a page with no search traffic — comes out blank for that row rather than pretending the missing number was zero.
That last one is why 1 - sessions / clicks is a useful column. It is the share of your Google clicks that never turned into a visit, and a page showing 40% has a tracking or consent problem, not a behavior problem.
Next
- What the Analytics section is for
- Showing Analytics to a client
- When an Analytics number looks wrong