When we start any marketing effort it is important to have goals in mind, and it is even better when those goals are measurable. Thankfully, when those goals tie back to our website we are able to measure them with the help of Google Analytics. The best part of using Google Analytics to measure your goals is that this allows you to see what traffic is more likely to complete those goals and make informed marketing decisions. For example if your goal is to get leads from a “contact us” form on your website and you are using social media to drive traffic to your website, you will be able to identify what social networks are more likely to give you a lead. This will allow you to focus more of your attention on media channels that provide results.
Goals You Can Measure With Google Analytics
You can track many activities with Google Analytics. When it comes to tracking goals our choices really fall into four categories.
- Pages/Screens per visit
Of these four categories I’m going to focus on destination. I’m doing that because the destination goal is one of the most common and widely used types of goals.
Setting Up Goal Tracking
- Step 1- Go to your Admin panel in Google Analytics and click on Goals
- Step 2- Click on, create a goal
- Step 3- You will see a list of options select custom and click on “next step.” Now you are able to name your goal, select destination, and click, “next step.”
- Step 4- Place the URL of the page you would like to track in the box provided. Keep in mind you don’t need the entire URL, just whatever comes after the .com. For example if you are tracking example.com/thanks you only need to put /thanks in the box provided. You can also assign a value to the goal. For example you know that every prospect who fills out the contact us form ends up buying a $100 item, you can assign a value of $100 to that goal. Remember that assigning a value is completely optional. The funnel option is only used when your prospect has to go through a series of pages prior to completing the process. Think about an ecommerce site. You have to go through a checkout page, a payment page, then a shipping page and finally an order confirmation page. You would only use the funnel option if this applies to you.
The Importance of Goals
When it comes down to it our websites act as PR reps, sales agents, lead generators, customer relation tools, etc… Setting goals allows you to keep track of your websites performance and make informed marketing decisions. This ultimately will make you a smarter and better marketer and will allow you to spend money on marketing that you know works for you.