It is possible to use Google Analytics to track users through your funnel and measure its effectiveness. However, setting this all up can be highly complicated. You have to build a confusing series of filters and a dedicated URL structure that allows GA to correlate content pages with each stage of the funnel.
It’s much better to use a single tool that follows users through your funnel. Pick one that logs abandonment points and the cumulative impact of your various key funnel touchpoints. You’ll also need a good way to track the activity of returning visitors, which is another weak point for GA, thanks to uncertainty about cookies, lack of reliability when tracking visitors across devices, and the aforementioned notorious data sampling issue.
And if you integrate a funnel analytics tool with your CRM, logging each lead’s engagement activity on your website, you’ll be in great shape to set up a smart lead scoring system for identifying sales-readiness levels.
To get started with funnel analytics, check out:
Source: Search Engine Watch (2019)