Setting Goals for Your Site: An Intro to Google Analytics Goals
April 30, 2014 Leave a comment
Setting goals for ourselves is one of the best ways to achieve things personally and professionally — so why should your web site be any different? This quick introduction shows you how to use Goals in Google Analytics to measure some target objectives you have for your web site.
Goal-setting in Google Analytics is simpler than many goals we have in life. A Google Analytics goal is just a measure of how often visitors to your web site complete a certain action, such as spending a certain amount of time on a page, visiting one page after starting on another, or events such as form submissions or eCommerce transactions. Each time a user completes one of the Goals you have set up, it is recorded as a conversion in Google Analytics.
Setting Up Google Analytics Goals
You can create up to 20 Goals per View (formerly called Google Analytics Profiles). To create a Goal:
- Cick Admin, then select an account, property, and a view.
- Click Goals, then Create a Goal.
- Choose a Template to start with some prebuilt goal examples, or choose Custom to create your own goal from scratch.
- There are 4 basic types of goals you can create:
- Destination – a specific location loads, or path taken through your site
- Duration – how long a visitor session lasts
- Pages/Screens per session – how many pages or screens a visitor views
- Event – something happens such as a video play, social share
- Optionally set a Goal Value, which is the monetary value of a user completing the Goal.
- Click Verify to test the setup of your goal
- Save the Goal
Once you create a Goal, it starts recording data for all current and future sessions. Goals cannot be deleted, but they can be turned off, or edited to become a different goal.
If you have set the optional monetary Goal Value, you can start evaluating goals by that measure. But even without it, you will start seeing Goal Conversions (a visitor session that completes your goal is considered a Goal conversion in Google Analytics).
Note that Goals related to Ecommerce tracking require additional setup and configuration. Event Goals may also require that you set up Event Tracking in Google Analytics prior (especially as they relate to events such as events such as downloads), which often needs to be done by a developer.
Viewing Google Analytics Goal Conversions in Salesforce
If you are using Salesforce in addition to Google Analytics, you can import Google Analytics Goal Conversion data to Salesforce, for web site conversion visibility alongside the conversion metrics that are the mainstay of Salesforce (leads to accounts, and opportunities to closed won deals).
Our CloudAmp Analytics Dashboards application automatically imports a number of metrics daily from Google Analytics and displays it in Salesforce dashboards. All 20 Goal Names and Goal Conversion numbers from each Google Analytics View are imported and displayed in 2 Salesforce dashboards. The Google Analytics Goal data is also stored natively in a Salesforce custom object, so you can also use it in other reports and dashboards if you wish.
The “goal” of the Analytics Dashboards app is to make it easy to have daily visibility into the conversion Goals you have set up for your website, right inside Salesforce where you work on a daily basis. Getting this visibility before visitors would typically enter Salesforce as leads can help improve your conversions and optimize marketing efforts earlier in the funnel.
Questions? Have some favorite Google Analytics Goals you like to track? Please leave them in the comments below.