A website should track the actions that show business value, not every possible click. For lead generation, this usually includes form submissions, phone calls, click-to-call actions, appointment bookings, chat leads, quote requests, file downloads, and key page engagement. For ecommerce, it includes product views, add-to-cart actions, checkout steps, purchases, revenue, and refunds. Every tracked event should have a purpose: understanding traffic quality, improving conversion paths, measuring campaigns, or helping automated bidding. Tracking should also respect privacy, consent, and platform requirements.
Example
A service business should track calls and forms separately, then connect them to source, medium, campaign, landing page, and, when possible, CRM lead quality or closed revenue.