Are you tracking your consumers’ every online move? Chances are, probably not as well as you should be. You’re not alone. According to a BusinessWeek study, cited in Mike Flanagan’s latest Adotas article, “Building Blocks of Analytics,” only 38 percent of marketers claim to be confident of tracking the right metrics to measure marketing performance.

That’s the bad news. The good news: With the building blocks of analytics, advertisers (no matter the budget) can start figuring out what consumers are doing online. Many sources tell you how to determine click to call or what URLs you should be tracking, but most advertisers are just getting started.

In this article, you’ll find out exactly what you need to start tracking your leads, as well as how you could take it further with the right tools. If this is the first you’re hearing about why you should get your analytics in order, then you should probably take a look at your ROI because it may not be as great as it could be. Not to mention, your advertising programs, in general, could probably be optimized to increase customer interaction. Without analytics, it’s hard to say what programs are or are not doing the most for your bottom line.

So sit back, take a few notes and start tracking those leads with the analytics tools you have on hand.