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Energy

Electricity Lead Attribution

How data analytics transformed a client's understanding of their lead generation funnel, turning confusion into actionable insights.

IndustryEnergy / Utilities
ServiceAnalytics & Attribution
Result100% Lead Visibility
The Challenge

Operating in the Dark

The client was operating blind about their electricity eligibility leads. Key business questions remained unanswered, making it impossible to optimize marketing spend or understand which channels were actually driving value.

Where were leads actually coming from?
How were users discovering the lead form?
Which channels were driving the most value?
The Solution

Analytics Implementation Strategy

I implemented a comprehensive tracking solution using Google Tag Manager and visualized GA4 data in Looker Studio to illuminate the entire user journey from first touch to conversion.

Tracking Components

  • First-touch attribution tracking
  • Multi-channel funnel analysis
  • User behavior mapping
  • Conversion path visualization

Data Points Captured

  • Referrer source identification
  • Landing page performance
  • Form submission events
  • User engagement metrics
The Results

Key Discoveries & Impact

GA4 Lead Attribution Report showing traffic sources: energymadeeasy.gov.au referrals and Google organic traffic
GA4 Lead Attribution Report showing traffic sources: energymadeeasy.gov.au referrals and Google organic traffic
100%Lead Source Visibility
ClearChannel ROI Understanding

Top Performing Channels Identified

energymadeeasy.gov.auPrimary referral driver
Google OrganicStrongest search performance

Strategic Business Outcomes

Partnership Strategy

Validated referrals and partnerships as key growth drivers

Marketing Budget

Clear guidance on Google Ads vs Organic investment priorities

Channel Focus

Identified which campaigns needed increased attention and resources

Growth Roadmap

Delivered actionable roadmap for marketing spend and channel optimization

Technologies Used

Tools & Implementation

Google Tag ManagerGoogle Tag Manager
Google Analytics 4Google Analytics 4
Looker StudioLooker Studio

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