Set Up Goals in Google Analytics
3 Easy Steps to improve your business.
The initial thing that captivates your mind when reviewing the Google Analytics reports is normally the information that you should be fixated on and you begin to analyze how this information can be utilized to expand your business.
Right from the time you set your account up, a lot of data is captured and displayed by Google Analytics. Realizing the importance of the data displayed by Google Analytics you should regularly monitor the key performance indicators and should keep an eye on all the changes that occur in these important indicators.
These standardized reports contain metrics that enable you to understand exactly who your visitors are, form where they originate, the kind of devices they are using and by using this information you will be able to identify whether or not you are reaching your desired target audience.
But can you determine and analyze based on these reports whether or not your visitors are helping you achieve the important goals you have in mind? Well, the answer in NO!
Why Do Google Analytics Goals Matter?
Whether you aim to sell books online or want to transform your visitors into newsletter subscribers, in order to track whether your visitors are taking actions you want them to you need to set up goals in Google Analytics.
Let’s assume that you own an eCommerce website you would definitely be asking yourself that what is the need to set up goals in Google Analytics when eCommerce conversion rate and transactions are already available?
The question is legit due to the fact that Google Analytics goals are not the only method that displays the final transaction, additionally it also displays the micro conversions performed by the visitors on the way towards the final transaction.
The importance of measuring these micro conversions can be understood by the fact that almost 90% of the visitors that visit your website will not complete the final goal that you would like them to. If you were to inquire let’s say 100 visitors and ask them as to why they visit your website you would find out that a handful of them are still in the discovery phase, another bunch of them are your competitors and some of them are the ex-buyers while only few of them visit with the intent of ordering a complete purchase.
If you were only tracking the final action, you would miss out on the most vital part of the picture and this one reason should be enough for you to realize why you should set up goals in Google Analytics.
You can set up goals in Google Analytics including several conversion goals. From an account being created by a user to a visitor subscribing your newsletter or an item added in your shopping cart, all of it can be defined as goals in Google Analytics.
Configure/Set up Goals in Google Analytics
After going through this article you would certainly be able to set up goals in Google Analytics and also determine some of the goals you would like users to accomplish on your website. This new approach will help you to understand and analyze customer’s behavior on your website.
As we mentioned before, goals can be used to understand how users are intermingling during the buying process even when your site is focused on eCommerce. You can exactly determine and calculate the number of micro conversions that are taking place.
It doesn’t matter what kind of website you have, it is always a smart choice to set up goals in Google Analytics.
So… How To Set up Goals In Google Analytics?
Login to your Google Analytics account and select the Admin menu from the top of the page.
Then to set up goals you can navigate to the specific view, to do this click goals and then the red NEW GOAL button.
Now, you are going to see 3 basic options to set up goals in Google Analytics:
Here you can choose 3 basic options to set up goals in Google Analytics:
1. Using a Goal template
2. Creating your Custom goals
3. Creating your own Smart Goals
1. SET UP GOALS IN GOOGLE ANALYTICS USING A TEMPLATE
In order to create new goals in Google Analytics using a present template, follow these steps:
1. Select Template under Goal Setup.
2. Click Next step to continue setting up your goal.
Why use a template to set up goals in Google Analytics?
Templates can help you shorten actions, goals can be set based on predefined business objectives that have been divided into 4 categories: Revenue, Acquisition, Inquiry and Engagement. Templates can be used as an organization tool to get ideas that will help in the creation of goals you would like to create.
For each category you may create a minimum of one goal which will help you better understand that how users are interacting with the content. Your reports and data will not be affected.
If you are unable to see any templates, check if you have selected a specific industry inside your property settings. You won’t see any templates in your goal settings if you haven’t selected any industry.
2. CREATE CUSTOM GOALS
It is easy to create a custom goal, just follow these steps:
You can select one of the four possible types of goals, go to Goal Setup and select “Custom”.
Different characteristics of the four different types of goals are mentioned below:
1. Setting goal by Destination
Destination goals are helpful in treating screen view or a pageview (in apps) as a conversation.
Here you will find some tips to help you to set them:
1. Enter the name of your thank you page (or app screen) in the Destination field.
2. Specify the match type as Equals to, Begins with, or Regular expression.
Remember that if you choose “Equals to” you must enter the exact URI that displays in your reports, without any parameters or other characters.
The Funnel option allows you to specify the screens or pages the user could visit prior to the final destination URL. For each step in the funnel section:
1. Click +Add another Step
2. Enter a page name or an app screen name, as you did in the Destination field.
And if you’ve defined it properly – this is what you are going to see:
Goals can also help you in measuring the User Engagement. If you are interested in measuring the user engagement you can set a goal of pages visited per session and the duration of the session.
The minimum time a user has to spend on a page in order to generate a goal conversation can be specified in the Hours, minutes and seconds fields. In order for your reports to count it as a goal, a user must spend more than the specified amount of time on the page.
Pages/Screens per session follow the same criteria- set a number of pages you would want to define as a success and if the user passes the number of pages you have defined, Google Analytics will count it as a goal.
You can also track the number of times your users have interacted with Google Analytics events, this is an alternative way to gage user engagement.
Take this for an example, you can send an event for every time the user clicks the Add to Cart button, likes a post, has added something to the wish list or has performed any action you would like to track as a micro conversion. After the event has been sent you can enter the Event category, an Event action, Event Label or an Event value inside your goal details in order to let Google Analytics count a conversion every time this event is fired.
3. Finally, You Can Create Smart Goals
If you would like to set up your goals to be measured automatically, you can select Smart goals under Goal Setup (the 1st step), and then Google Analytics will “use machine learning to examine dozens of signals about your website visits to determine which of those are most likely to result in a conversion” (https://support.google.com/analytics/answer/6153083?hl=en).
At this point you may wonder: “how can I give a monetary value for those non-eCommerce goals?”. Well, the answer is: by assigning a goal value to your goals.
Google Analytics features a very exciting feature known as the Goal value, surprisingly people are not using it very often, here is a short explanation on how you can use it to increase your knowledge for setting up a goal value in order to be sure about how much your goals are worth.
A simple example?
Imagine you managed $20,000 in revenue from 200 leads, divide the total revenue with the number of leads. Your goal value is $100.
Values for Event goals
For event types goals, there are two ways to set up a goal value:
• Use the Event value as the goal value: This may vary according to your setup, value can be chosen according to whatever is defined in your Event tracking code and may not always be a monetary amount.
• Use a goal value: For this configuration manually set the value and keep the goal value option to No. It is to be kept in mind that if you are already using the eCommerce Tracking code then leave blank the Goal Value. The actual value of the transaction will come in your shopping cart directly from the eCommerce tracking code.
It will not appear in the Goal Value metric but in the Revenue Metric.
The currency unit for the goal value can be changed in your view settings.
Don’t use goal values to track revenue if you have an eCommerce site as goal values cannot be substituted for eCommerce tracking in Google Analytics.
It is advised to use eCommerce tracking first as it gives you a better insight about your products and transactions.
It is also advised to perform a test after you are done with setting up your goals by clicking Verify this goal.
Once created Goals can not be deleted and are only limited to 20 goals per view, keep this in mind.
You should set up goals in Google Analytics as they provide a great opportunity to keep track of your most important KPIs and also inform you of how well you are reaching your business goals.
If a goal value feature is being used by you, this information is really a goldmine and with this data you can literally mint money. By just following these simple steps you will be able to make your website more profitable.
Goals and goal values can also be used to analyze the monetary values of your micro conversions if you have an eCommerce tracking set up.