With web analytics, finally, we marketers know what works and what doesn't. Learn with me. This is part 1 of Google Analytics 101. Go to Google Analytics and play with me, it's fun.
As a first step I took the web analytics class at MarketMotive, which is a great intro. Then Avinash Kaushik’s enthusiasm got me excited about learning more. Now I want to share some of what I learned with you in bite size blog posts. Tell me whether this info is valuable to you.
Today I’ll share goal setting in GoogleAnalytics.
What are Google Analytic Goals?
It is crucial to set goals in Google Analytics. They map Google data to the KPIs that you have defined in your measurement plan for your campaign or business.
Goals in Google Analytics for Websites
Goals in Google Analytics measure customer behaviors or actions. They track conversions.
A micro conversions, you use to build a relationship with a prospect, they are towards the top of the marketing funnel. It could be the sign up for a newsletter, the viewing of a a video, or the download of a white paper. This metric gives an indication that your prospect is interested in what you are offering and you know that you have to keep marketing to her, to hopefully, turn her into a customer.
A macro conversion is the final goal of your marketing campaign. It’s directly tight to your business objective: A purchase of a product or sign up for a free consultation, for example.
Four goals that you need
The first two goals track user actions.
Destination Goal – This is a page on your website that users see when they complete an activity. For a purchase, it might be your ‘thank you for your purchase’ page. For a subscription, this might be your ‘thank you for signing up’ page. The destination goal triggers a conversion when a user views the page you specify.
Event Goal – You have heard about this. Events are commonly used for tracking of customer actions on your website. An event is triggered when a user does something specific such as download your ebook or start viewing a video.
The next two goals track user engagement.
Pages per Visit Goal – This goal measures the engagement of your user, how many pages she visits. It is triggered when a user sees more or less pages than a threshold that you set.
Time on Site Goal – This is tracking the time a user stays on your site. It tells you when he visits the site for a longer or shorter time than the threshold that you defined.
If you use Google Analytics, set up your goals today. Thijs de Valk @tdevalk also has a good write up on how to implement them. If you use a different analytics solution, you can extract this information, they are similar, the terminology is often different. Which goals do you use most often?