If you haven’t set up goals in Google Analytics, then we suggest you do so as soon as possible. Goals are a way of recording specific events on your website, such as someone downloading a document or buying a product. These goals are then recorded in Google Analytics and displayed in various charts on the Analytics platforms. It provides you with an easy and quick means of monitoring the success or failure of your marketing methods and you can see at a glance what is working and what isn’t.
For instance, if you are running a campaign on social media and you want to see how many people have found your website as a result of social media and then bought a product, you will be able to do so. Similarly, if you have created a new brochure or white paper for download and set that up as a goal, you will be able to see how many times it has been downloaded and by which audience segment.
How do I set up goals?
This seems daunting when you first take a look, but is actually very straightforward.
- Open your analytics account.
- Click on the cog icon in the bottom left hand corner of the screen.
- When it opens, ensure you are on the ADMIN tab in the top left corner.
- Under the third column from the left, click on Goals.
- Click on the red “+new goal” button.
- Select one of the goal types. If you have an ecommerce site, I would suggest setting up a “Checkout complete” goal. If you don’t sell products, then you could use a “Contact Us” goal or create a custom one by clicking “Custom”. Make your selection and click “Continue”.
- If you chose the “checkout complete” option and your website has a “thank you for your purchase” page with a different URL to the checkout page, then click on “destination” and click continue. Enter the URL of the thank you page and click save. Your goal is complete!
- If you chose “checkout complete” but you don’t have a “thank you for your purchase” page and separate URL, then you could use one of the other options given, such as an amount of time spent on the checkout page or the number of pages each visitor looked at per session. Both of these will tell you they were very interested in your website and products even if it can’t record the precise purchase.
- If you chose a “Custom” goal and click on “Continue”, you can give it a name, such as “Brochure download” then select “Destination” as the goal type and click “Continue”. You can then enter the URL for the “thank you for downloading our brochure” page. If you don’t have a separate URL, then you could set the goal type as “Duration” and specify that the visitor was on the page for a minimum of 30 seconds (time to fill in a brochure request). Then click Save. Your goal is complete!
- Practise playing about with different set ups. You might find lots of things you want to record as goals once you get used to using the options.
- To view goals in the main analytics page, click on “Conversions” in the left-hand menu, just above Admin and Discover. The click on “Goals” and then “Overview”. This will show you how many times each goal has been met.
Look out for another blog post on Google Analytics coming shortly! If you have any questions or would just like us to set up goals for you, give us a call!