Measuring Success Through Conversions: Creating Google Analytics Goals
Conversions are more important than rankings – they are the goal. Sure, good rankings should lead to higher conversions; but being #1 should not be your first priority. Using Google Analytics, you have the opportunity to set up a total of four goals for each website (should you have multiple sites) to track your conversions.
Click the edit button on the Dashboard page in your Analytics. There, you’ll find all of the settings for your account. What we’re interested in are the Conversion Goals and Funnels.
Again, you see you have four goals to choose from. Pick “edit” for one of the goals.
- Turn the goal “on”.
- Choose Match Type. Exact Match requires the URL you enter to be exactly the one your users will land on – good for things like a Thank You page for email subscriptions. Head Match is best for URLs with unique values – checkout pages, for example, where the content is dynamically generated. Regular Expression Match is best for pages where the stem and/or URL is dynamic. Google uses this example: “page=1 will match http://sports.example.com/checkout.cgi?page=1&id=002 as well as http://fishing.example.com/checkout.cgi?page=1&language=fr&id=119.”
- Goal URL/Goal Name/Case Sensitivity. All fairly self explanatory. Insert the URL – or landing page – where your customer will complete the goal. A thank you page for an email sign up or filling out a contact form. For E-commerce sites, a checkout page for continuing to checkout or a receipt of payment for the actual sale. The goal name should be specific – something other than “Goal 1″. Case sensitivity is explained above.
- Goal value is the dollar amount of what a single completed goal will mean to you. For example, if you know that for every 10 people who fill out a contact form, 1 will do business with you; and the average person will spend $10,000 with you, then your goal is worth $1,000. (NOTE: Be sure to leave the amount without $ sign; as in 1000, NOT $1000.)
- If you would like to track your conversions through the steps your customers take to get there, use funnels.
Once GA starts collecting data, you can view it in the Goals section of your account.
Tags: conversions, Goals, Google Analytics, Search Engine Rankings
December 10th, 2008 at 5:27 pm
[...] Vote Measuring Success Through Conversions: Creating Google Analytics Goals [...]
December 12th, 2008 at 10:04 pm
Thank you for the article. I’ve never thought that Analytic has such application. I used it merely for traffic stat.
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