Google analytics - goals & conversions

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  • Google

    Analytics

    & GOALS

    CONVERSIONS

    Presented By: Payal Daryani

  • Google analytics

    Goals & Conversions

    Today I will talk about the tab called conversion tab in Google

    analytics what is that tab & how to use it?

    What is conversion-?

    Conversion is basically suppose a user completed the form and or

    you can say he/she did some specified action and it engages in a

    certain period of the period like signing for an account, download the

    eBook from your website or subscribing the newsletters.

    Conversion is divided into two parts:-

    Macro Conversions Micro conversions

    Macro conversions are basically which holds our primary

    business objective.

    Micro conversion is relationship building the activities that lead

    up to macro conversion.

  • As an example,

    Our fictional outdoor company, the macro conversion is to sell

    products. A related micro conversion could be a sign up for a

    promotional newsletter. When a user signs up for a newsletter its an

    indicator that she wants to stay connected. It gives us, as a business,

    an opportunity to continue to market to the user and hopefully

    convert her into a customer.

    Next in Conversion 1st sub tab is Goals

    What is Goals?

    Goal is our primary objective when user completes predefined action

    on your website. A goal is configured at the view level. That means

    you can create different Goals for each view.

    4 types of goals will be there:

    URL destination Goals when a visitor reaches a specific page

    on your website. For example, a Thank You Page for filling out

    a Contact Us form or a Receipt Page after purchasing a

    product.

  • Time on Site Goals when a visitor is on your website or a

    defined URL for a specified amount of time.

    Pages Per Visit Goals when a visitor views a specified number

    of pages on your website.

    Event Goals when a visitor completes an action you have

    defined as a goal. For example, when a downloads an e-book or

    shares a link with their social media profile.

    So How Do We Set Up Goals?

    To get started with Goals, go to the Admin area of your account

    and click on Goals under the View you wish to use for tracking

    conversions.

    When you select New Goal from the menu, youre given a

    choice of a set of templates, or a custom option.

    http://conversionxl.com/wp-content/uploads/2014/10/goals-menu-1.jpg

  • These templates are based on common use cases for Goals, and the list you get may differ from the one seen above based on assumptions Google has made about your site content.

    Selecting a template or custom will move you to step two, Goal description, where you name your goal and pick one of four possible types of Goal measurement.

    http://conversionxl.com/wp-content/uploads/2014/10/goal-types.jpg

  • Destination is the obvious choice for lead generation tracking or any type of signup that takes a visitor to a thank you or confirmation page. If you are asking people for any type of information and sending them to a new page afterwards, put that page URL in on step 3 of the Goal creation page.

    http://conversionxl.com/wp-content/uploads/2014/10/goal-step-2.jpg

  • And again, even if youre using Ecommerce to measure your transactions on your site, its a good idea to set a Goal for people who hit the purchase confirmation page.

    For starters, it provides a way for you to debug Ecommerce if your unique transaction and Goal completion count are way out of sync with one another.

    Goals are also the default conversion metric used in commonly used reports like Landing Pages and All Traffic, so using your purchase confirmation page as a Goal will give you a faster view into conversion success when navigating your reports.

    The other major use case for Goals is tracking an Event as a conversion.

    http://conversionxl.com/wp-content/uploads/2014/10/goal-step-3.jpg

  • Every aspect of your Event data is up for grabs when creating Goals! Lets say you have a single email signup form with two checkboxes, one for a deals list, and one for an events list. No matter what the visitor picks, they are taken to the same confirmation page. That means Destination would be a poor choice to see if more people sign up for your deals or events list.

    However, if you track those checkbox options as Events, you could set up one Goal for visitors who sign up and agree to be added to your deals mailing list

    And a separate Goal for tracking users that sign up for your events mailing list

    http://conversionxl.com/wp-content/uploads/2014/10/goal-step-3-event.jpghttp://conversionxl.com/wp-content/uploads/2014/10/event-goal-1.jpghttp://conversionxl.com/wp-content/uploads/2014/10/goal-step-3-event.jpghttp://conversionxl.com/wp-content/uploads/2014/10/event-goal-1.jpg

  • Allowing you to quickly compare the performance of the two signup types in your reports that show Goal activity.

    Once youve set up Goals, you should test them (even if you use the Verify tool before creating it) by completing the conditions you set up in your goal and watching it appear in the Real Time reports.

    http://conversionxl.com/wp-content/uploads/2014/10/event-goal-2.jpghttp://conversionxl.com/wp-content/uploads/2014/10/goal-comparison.jpghttp://conversionxl.com/wp-content/uploads/2014/10/event-goal-2.jpghttp://conversionxl.com/wp-content/uploads/2014/10/goal-comparison.jpg

  • Remember: Goals are limited to 20 per View and cannot be deleted once created. However, there are two more ways you can avoid missteps with the limitations of Goals besides just launch testing them

    Verify your Goals before you create them:

    http://conversionxl.com/wp-content/uploads/2014/10/test-conversion.jpghttp://conversionxl.com/wp-content/uploads/2014/10/verify-your-goals.jpghttp://conversionxl.com/wp-content/uploads/2014/10/test-conversion.jpghttp://conversionxl.com/wp-content/uploads/2014/10/verify-your-goals.jpg

  • Create a new View to house experimental or typical Goals:

    You can an have up to 50 total Views, and up to 20 Goals in each View, so you know, go nuts!

    Takeaways

    Goals are super simple to set up, bake into your entire standard reporting automatically, and allow you to start measuring for conversions.

    With the addition of Events tracking, you can have detailed, nuanced Goals based on activities visitors are completing on your site.

    Always test your Goals before you roll them out.

    http://conversionxl.com/wp-content/uploads/2014/10/custom-view-custom-goals.jpg