Demand generation is a crucial part of any marketing strategy, focusing on creating awareness and interest in your products or services. Tracking these efforts effectively requires the right marketing technology tools, and Google Analytics is one of the most powerful platforms available. This step-by-step guide will walk you through setting up demand generation metrics in Google Analytics.

Step 1: Set Up Google Analytics

If you haven't already, you'll need to set up a Google Analytics account. Here’s how:

  1. Sign Up for Google Analytics: Go to the Google Analytics website and sign up with your Google account.
  2. Create a Property: Enter your website’s details to create a new property. This will generate a tracking ID.
  3. Install the Tracking Code: Add the generated tracking code to every page of your website. This can usually be done by pasting the code snippet into your site's header file.

Step 2: Define Your Demand Generation Goals

Before diving into the metrics, it's important to define what demand generation means for your business. Common goals include:

  • Increasing website traffic
  • Generating leads through form submissions
  • Boosting engagement with content
  • Driving sign-ups for newsletters or webinars

Step 3: Set Up Goals in Google Analytics

Google Analytics allows you to set up goals to measure how well your site or app fulfills your target objectives. Here’s how:

  1. Navigate to Admin: In your Google Analytics account, click on the Admin button at the bottom left.
  2. Select Goals: Under the View column, click on Goals, then the New Goal button.
  3. Choose a Template or Custom Goal: Select a template that matches your goal type, or create a custom goal.
  4. Define Goal Details: Set the goal type (Destination, Duration, Pages/Screens per session, or Event). For example, if your goal is to track form submissions, you might choose Destination and enter the URL of the thank you page users see after submitting the form.

Step 4: Set Up Custom Dimensions and Metrics

Custom dimensions and metrics allow you to collect and analyze data that's specific to your business needs.

  1. Define Custom Dimensions: Navigate to Admin > Property > Custom Definitions > Custom Dimensions. Click on New Custom Dimension and define its name and scope (User, Session, Hit, or Product).
  2. Implement Custom Metrics: Similarly, go to Admin > Property > Custom Definitions > Custom Metrics. Define the name and formatting type (Integer, Currency, etc.).

Step 5: Track Campaign Performance with UTM Parameters

UTM parameters are tags you add to a URL, allowing Google Analytics to track specific campaigns. Here’s how to use them:

  1. Build URL with UTM Parameters: Use the Google Analytics URL builder tool to create URLs with UTM parameters. These parameters include source, medium, campaign, term, and content.
  2. Implement in Campaigns: Add the generated URLs to your marketing campaigns (emails, social media, ads, etc.).

Step 6: Utilize Google Tag Manager

Google Tag Manager simplifies the process of adding and updating your own tags for conversion tracking, site analytics, and more.

  1. Set Up Google Tag Manager: Sign up for a Google Tag Manager account and create a container for your website.
  2. Add Tags: Add Google Analytics tags and any custom event tags you need to track specific interactions on your site.
  3. Publish Container: Once your tags are set up, publish the container to start tracking.

Step 7: Monitor and Analyze Demand Generation Metrics

With everything set up, you can now monitor your demand generation metrics in Google Analytics.

  1. Check Real-Time Reports: Use the Real-Time reports to see live data and immediate responses to your campaigns.
  2. Analyze Audience Behavior: Explore the Audience reports to understand the demographics and behavior of your site visitors.
  3. Review Acquisition Reports: The Acquisition reports show how visitors are getting to your site, which is critical for assessing your marketing efforts.
  4. Evaluate Conversion Reports: Finally, the Conversion reports will help you measure how well your site is achieving your demand generation goals.


SSetting up demand generation metrics in Google Analytics involves a series of well-defined steps. By following this guide, you’ll be able to track and optimize your marketing efforts effectively. Regularly review your metrics and adjust your strategies to ensure continuous improvement in your demand generation campaigns. With these tools in hand, you'll be well-equipped to drive growth and measure success in your marketing initiatives. This guide is tailored for a B2B tech publication audience, ensuring you have the insights needed for your industry