"Events" in Google Analytics are used to track user interactions beyond simple pageviews. Because they're flexible and Google Analytics goals can be layered on top with additional filtering, they're a favorite way to track conversions.
ActiveDEMAND can automatically post form submission and phone calls as events in Google Analytics. This is a quick and easy way to get good conversion data in Google Analytics.
Note: If you want even more control over events that are sent to Google Analytics, consider using custom Google Analytics Events.
Steps:

That's it! Now any DNI phone number or ActiveDEMAND form on your website will send events to Google Analytics when they're used.
Phone Call Default Event:
Category: Phone
Action: {the DNI group or phone number they called}
Label: From {prospect phone number they called from}
Form Submit Default Event:
Category: FormSubmit
Action: From {contactID}
Label: {ActiveDEMAND form name}
Now that you have the events setup, you should probably setup some Google Analytics goals based on the events.
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