Setting up Goals for your website is important, but tracking them is even more important. As visitors arrive at your site, they may have multiple options and call to actions to choose from. They call read info, submit a form, watch a video, click on links, navigate through slideshows and so on. However, as a business, you would want them to perform certain actions in particular. Those, are your goals. All the goals created, including the one you just made, would show up in the goal list. Goals could be a call to action in form of a feedback or sign-up form, like, recommend or follow buttons, slideshow buttons, download a whitepaper or media kit or make a purchase from your e-commerce store. Goal conversions are a great way to see how successful your digital marketing strategy is. Since on web, end-user tracking knows no bounds, you can configure Google or SiteCatalyst in such a way, that as and when your Goals are achieved, we’re intimated automatically. Let us get started.
Defining and setting up your Goals
You can use Google Analytics for setting up your goals:
1.Log into Google Analytics, drill down into one of your profiles and click Admin in the top navigation.
- Click the Goals tab.
3.Enter a Goal Name, such as magazine App orders, rate card requests, media kit requests, inquiries and feedback forms
4.Enter a Goal URL, such as /thank-you.php or /about-us.html
- Leave the Match Type as Exact Match, unless you need to account for multiple variations of your goal or funnel URLs.
Google has four Goal types to choose from:
- Destination – Provide a specific website URL to Google, so it can confirm your goal happened on that URL. When that URL is hit by the user, Google will immediately recognize it as part of the goal and will log the hit on that page as a successful conversion. This can be a thank you or order confirmation page. This value can sometimes also be artificially inflated if someone reaches the URL without completing the goal.
- Duration – It is used to track time spent or dwell time on a page.
- Pages/ Screens per session – This is used to track how many pages the visitor viewed. More relevant for blogs and content-heavy pages.
- Event – You can specify goals that are triggered on special events or call to actions, but it required programming skills, which is beyond the scope of this module.
Give your goal a descriptive name, that you can easily recognize and differentiate from the other goals that you may setup going forward.
Analytics software is uniquely leveraged. Most software can optimize existing processes, but analytics (done right) should generate insights that bring to life whole new initiatives. It should change what you do, not just how you do it.”
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