Posted on November 09, 2017
Setting up a goal in Google Analytics lets us measure how often our users complete specific actions and how well our site or app fulfills our target objectives. We continue our Thursday’s Google Analytics series covering this important task.
Google Analytic Goals are completed activities, or conversions, like making a purchase (for an e-commerce site), submitting a contact information form (for a marketing or lead generation site), contacting someone via chat, viewing reviews and ratings, updating (downloading or installing) a new version, adding to favourites, subscribing to newsletter, and more.
In Digital Marketing, data wins versus opinions. This is why it’s essential to measure results and have properly-configured Google Analytic goals, which provide us with the information necessary to evaluate the effectiveness of our online business and marketing campaigns.
Last week we dedicated our article to understanding Google hierarchy, filters and permissions, but today we will discover how Analytics can help us set and track the conversions for very important objectives, like e-commerce transactions, sessions, or page views.
Each website serves a purpose – choose the objectives you want to achieve with your website and make them measurable. That way can quantify and track the extent to which your users succeed.
You can identify micro and macro goals. Micro goals are the achievements that encourage a user towards completing the macro goal. For example, reading customer reviews and product specifications might be micro-goals that encourage the macro goal of purchasing the product.
Analytics lets you define four different types of goals that users can achieve during a session:
Destination: the specified web page or app screen reached.
Duration: the minimum amount of time spent on your site or app.
Pages/Screens per session: the specified minimum number of pages or screens viewed.
Event: the specified action conducted, like viewing a video.
Setting up a goal in Google Analytics is easy if you use Templates.
The templates of Google Analytic goals are a collection of the most frequently tracked business interests.
First, sign in with Google Analytics. Then click Admin, and navigate to the desired view. In the VIEW column, click Goals. (Remember that you will need the Edit permission at the view level to do it).
Now click + NEW GOAL (you can’t have more than 20 goals per view, so if you don’t see the red + NEW GOAL button, you may have already created the maximum of goals for the current view).
Now select a Template from the list and click Next step to continue setting up. You can edit any template field before saving a goal. You can also assign an economic value to the goal, in order to view its contribution to your overall success.
With a Destination Goal, you can specify the path you expect your users to follow while browsing through the pages of your website. This path is called a funnel.
Then, when you have finished, use the Verify this Goal feature to get an idea of how many conversions you would have had, based on the traffic from the previous seven days.
How did you find the experience of setting up a goal in Google Analytics? Let us know in the comments or on Social Media!
And if you need our help in setting up any kind of goal, including customised ones, just let us know!