Goals

Every site and app has a purpose: to sell products or services, to cross-promote another site or app,
to engage users. The purpose is achieved when a user accomplishes some specific action, like watching
a video, reaching a new level, viewing a minimum number of pages, buying a product.

It’s important to identify these milestones and give them values so you can track and measure the
extent to which your users succeed

Goals are a versatile way to measure how well your site or app fulfills your target objectives. You
can set up independent Goals to track discrete activities, similar to exchanges with a minimum
purchase amount or the measure of time spent on a screen.

Goals setup

1.     Click on Admin Tab

2 .    Click on Goals

Conversion goal setup image

Choosing a template or a custom Goal

Choose a Template to see setup suggestions. These templates are designed to help you set actionable
Goals that meet standard business objectives. You can edit any template field before saving a Goal.
Choose custom to complete the setup process without any suggestions.

Goal Types

There are four Goal types, each used for a different kind of action you can measure as a Goal. If you
use a template, the best fit will be suggested for you.

Goal types in google analytics

Goal Value

Assign the monetary amount for a Goal Value during the setup process. For more information and
an example, read Goal value. There are special considerations when defining up an Event Goal or a Goal
that includes Ecommerce tracking.

Verify

When you finish the last step, click Verify to test your Goal setup. This test is based on data in
your account, and not actual conversion data. It is not a projection of how well your Goal will
Perform.

Limits

Goals are limited to 20 for each reporting perspective. To track more than 20 Goals, make an
extra view for that account property, or edit a current Goal you don’t require any longer

Google Analytics is useful at suggesting common goal types. We should begin this by choosing one of
their templates and after that we can move towards creating a custom goal.

For example, email newsletter subscriptions might be a good goal to track. Click on the Sign Up radio
button > Continue

Goal setup in google analytics

Next Enter a description for your Goal > Click on the appropriate type that determines what counts as a
successful conversion.

Goal description setup in google analytics

In this case, the type would probably be “Destination” because you might have a specific thank you
page that indicates when a person has successfully subscribed to your newsletter.

Goal destination setup in google analytics

Define the exact page that indicates a successful conversion for newsletter registrations.
Or in other words, go to the confirmation page of your newsletter registration and copy and paste
everything after www.yourcompany.com.

For instance, if the URL to your confirmation page is: www.yourcompany.com/newsletter-registration-
confirmed

Copy and paste “/newsletter-registration-confirmed” into the Destination field and make sure “Equals
to” is chosen in the drop down.

This is the fun part. You can assign monetary values to your goals. For example, let’s say that on
average you convert 10{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa} of your newsletter signups to become paying customers and your average
transaction is $250, then you would assign a value of $25 to this goal (10{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa} of $250 = $25). Or if
you’re a mad genius salesperson and can convert 100{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa} of your newsletter registrations, the monetary
value you would assign for this goal is $250 (100{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa} of $250).

EXTRA CREDIT: Create a funnel to visualize the steps that need to be taken before a person signs up
for your newsletter.

Turn on the Funnel option > Enter URLs and names for the funnel steps.

funnel setup in google analytics

Based on conversion rates at each step of the funnel, you’ll be able to see why people aren’t signing
up for your newsletter — Is there something about the page’s design that is causing confusion? Could
your copy be improved? Are there bugs or technical issues?

After you have set up your goal and funnel, and your profile has had some time to collect data, the
funnel Visualization report will show the single most definitive funnel performance metric in Google
Analytics: the Funnel Conversion Rate.
If, during funnel setup, you made Step 1 of the funnel required as recommended above, the Funnel
Conversion Rate is used to know the percentage of visits that included at least one page view of the
first step before at least one page view of the goal page.

In addition to the overall Funnel Conversion Rate, you can use the report to assess step-to-step
drop-off.

Let’s create a Custom Goal now. Keep in mind that you can only create a total of 20 goals. If you ever
reach this limit, you can simply replace old goals with new ones.

custom goal setup in google analytics

Click on New Goal > Click on the radio button Custom

Let’s track “Engaged Visitors” this time based on how long they stay on your website for a given
session. A good benchmark might be 125{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa} of the average time spent on page by your visitors. If your
average visitor spends 2 minutes on your website, your highly engaged users could be people who browse
the site for longer than 2 minutes.

Click save You now have two Micro Goals set up ! Micro Goals are typically actions that visitors take before purchasing.

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