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4 ways to get creative with Google Analytics Goal Conversions

How many of you wake up each day and can’t wait to check the traffic to your website? Is it important to have that number increasing every month? Well yes, driving more traffic is very critical, but only if you’re driving in potential traffic.

By evaluating your website and finding out if it is truly helping your business is much more important. Setting up clever Google Analytic Goals is the best way to determine this.

Let’s take a closer look at Google Analytics conversion goals and learn how these can provide powerful insights into user behaviors and website performances.

Depending on your business and industry, tracking goal metrics accurately is very critical. Goals could consist of Business Leads, Sales/purchases, Registrations/signups, Account creations, Newsletter signups, White paper downloads, E-book downloads and more.

Goals could be anything that will generate some income for your business, directly or indirectly

Google Analytics Goal Conversions

You should begin by discerning what the goals of your website are and how they complement your global business strategies.

Four ways to set up insightful website goals

  1. URLs
  2. Time
  3. Pages/visit
  4. Events

Here is the basic insight to the different options available and how you could take advantage of these settings.

Where can we find Goal settings in Google Analytics?

Visit the “Admin” page of your Account
Click on the “Goals” option
Choose one of the Goal sets and click on the “+ Goal” button

We now have Four types of goal settings to choose.

Goals using URL Destinations

This particular setting allows you to set up goals by keeping track of specific URLs. The goal keeps track of the number of times someone visits that page. These are ideal for form-submission, thank you pages, orders and confirmation pages. This type of goal offers a very advanced setting called Goal funnels.

What are Goal funnels?
Funnels provide an interesting view of a flowchart that describes how many people move through each step of the website’s purchasing process. Evaluate at which step, how many people abandon this funnel. This funnel will help you optimize the page that has higher bounces.

Imagine if we could build a goal funnel for your shopping website. You could review the e-commerce checkout to see how many people move through each step between the shopping cart and the payment page.

Now you may have noticed that visitors rarely follow the same path while browsing through your site. Goal funnels will only work when your website requires that your visitors move through a specific and fixed set of pages to achieve a goal. So this will serve only a few marketing or purchase processes.

Visit Duration Goals

Tracking visit durations as a goal is fairly easy. You verify how many people exit quickly and how many continue to view your website for a longer period. You can thus set the goal to track each visitor, which stayed below or above a specific amount of time. We could use this for our knowledge base websites, blogs, e-zines or support websites that aim to help customers answer their queries as quickly as possible.

This goal allows you to specify the exact time you want to set for a visit. You could try 5 to 8 minutes here. It sure is tough, to determine the optimum time for a perfect goal. This is subjective to the type of content. You’d prefer to define how long a customer would take to read enough to be satisfied with the knowledge he receives and may even return to the website. We also know that satisfied customers love to share content via social platforms to promote your website via word of mouth.

Pages/Visit Goals

Very similar to visit duration goals, Pages/visit is another easy to set up and has a similar purpose. This goal tracks the number of pages each visitor views before they exit from the website. Just like the visit duration goal settings, you can pick “greater than” if you measure engagement and “less than” if you need to measure the performance of the website and then decide the number of pages that you would like to define.

Event Goals

Event goals are just a tad difficult to set up because you have to set up the events using the scripts correctly. This goal type will require you to add a snippet of JavaScript to the website component which you had decided to track. These could be buttons, links, images, texts, videos, etc.

Popular examples of elements tracked using events are

  • Clicking of promo banner
  • Downloadable resources
  • Time spent watching videos
  • Social media buttons

Summary
Google goal conversion tracking empowers you with the knowledge about visitor’s behavior which will help you better qualify your Digital Marketing and SEO efforts. Reporting numbers like the increased sessions and rankings can be interesting. But showing how your visitors are converting into potential leads or customers will help you verify if you’re driving the right type of traffic to your website.

By Bassem Saber Digital Marketing Expert

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