This means that it is now possible to continue to track those leads through the sales and purchase process. Convertable was hatched after founders, Patrick Smith and Chris Hull, began asking their search marketing clients about the quality of leads coming through their contact forms. They wanted to measure the actual ROI of their campaigns by identifying the original source of every lead that res
ulted in an actual closed sale (which oftentimes took three months after the original inquiry was submitted) and found there was no way to do this with their current analytics tools. Because traditional conversion tracking and web analytics tools (like Google Analytics) only offer aggregated, anonymous metrics, tracking hits a dead end once the form is submitted. And since most forms do not pass along web analytics data with the emails or to a CRM, it is impossible to tie the original source to each individual lead all the way through the end of the sales funnel to determine how much revenue was generated by each lead or marketing campaign. Seeing a need to bridge this critical gap between web analytics and closed sales, they created Convertable - after a few months of late nights and plenty of bourbon. Convertable finally allows companies (in real-time) to capture the original traffic source, keyword, location, landing page and more of each individual lead generated through any kind of online marketing campaign, including SEO, PPC, social media, banner ads and email newsletters. They also made the application as easy as possible to use.
