Benefits of Setting Google Analytics Goals

Published on March 9, 2013

Google Analytics is a great resource for any business website. What is often overlooked is the myriad of tools and analyses available to marketers through thoughtful application of more in-depth resources available within Google Analytics. One of the many resources available is the ability to set and track goal/conversion metrics.

Why Should I Set Google Analytics Conversion Goals?

When marketers go through the simple steps to set Google Analytics goals, the metrics and “story telling” information nearly triples and goes far beyond simple Traffic and Audience data.  Digital marketers will also be able to see how various digital traffic channels interact for a given visitor, where along the “brand experience” process do visitors engage with paid search, referral, organic, direct visits, etc. and where are the disconnects in the website experience as a visitor is trying to complete a desired action.

Google AnalyticsIt may not occur to many website owners and digital marketing managers that non-ecommerce sites can still track behavioral activity of website visitors. A simple introspective question should periodically be asked of the marketing team, “what do we want visitors to do when they come to our website?” For information sharing websites, it may be “to spend time on the page or view multiple article pages”. A brand’s website may have the goal to “have visitors go to a Where to Buy page on the website” or “sign-up for email newsletter updates”. The possibilities are nearly endless.

How to Set Google Analytics Goals

As an administrator for your Google Analytics account, you will be able to set goals for your website.  It is highly recommended to consult with a Google Analytics consultant when establishing goals for the first time. To begin, after your team has established what actions you would like to measure, follow these steps to create Google Analytics goals:

  1. Click “Admin” button at the top of the window
  2. Click on the managed website domain you would like to create a goal for
  3. Select the “Goals” tab in that domain’s admin panel
  4. Click on an available “+Goal” to create a new goal
  5. Type the name of your goal (e.g. “Newsletter Subscriptions”)
  6. Select the type of goal (URL Destination, Visit Duration, Page/Visit, Event)
  7. Based on the type of goal, enter the details and conditions of the conversion
  8. If you can attribute a value per action (for non-ecommerce sites), you may also enter a “Goal Value” in the field
  9. Click “Save”
  10. 10.  Begin monitoring the conversions!

It should also be noted that “Events” are essentially Google’s catchall for goal creation. Website owners can create virtually any goal conceivable by creating an Event goal. Event goals are more complicated due to the open nature of the creation process. You can learn more about creating Event Goals at the Google Analytics blog.

For help with your Google Analytics set-up and reporting, contact RIESTER today.