A recent upgrade of Goals in Google Analytics makes it easier for business owners to measure customer behavior as well as assess their own performances.
“Sales are just one possible goal—there are many other important interactions that may be valuable to your business, such as media plays, social connections, newsletter sign-ups, a minimum purchase value, or the amount of time spent on a screen,” Google Analytics product manager Stefan F. Schnabl wrote in a blog post. “Using Goals, you can measure these types of engagement activities and track how these interactions help you to meet your larger business objectives.”
Live now in Goals in Google Analytics are a new set-up flow, new templates and new verification capabilities.
Here is how to get started:
• Goals are set at the profile level in Google Analytics accounts. To find a profile, click the Admin tab and then go to the account, property, and profile you want.
• Click Goals, then create a Goal.
• Follow the flow to set up and start measuring your Goals.
• For help setting up Goals, visit Google’s help center.
Both redesigned and new templates are available in the Goals set-up flow so users can quickly add important and “actionable” Goals to their Analytics account.
“When you use a template, the Goal setup flow is pre-filled with suggested values (based on your industry) that you can either keep or change as you walk through the process,” Schnabl said. The templates are organized into four business objectives (revenue, acquisition, inquiry, engagement) to help you think about the purpose of each Goal, plus you can still create custom goals.”
Schnabl said “revenue” goals don’t have to be a direct sale, but any user activity that has a significant impact on the owner’s business, such as a potential customer scheduling an appointment.
Schnabl also recommends business owners make sure they are using the template best suited for their companies. To choose or change templates, go to property settings to “choose the one that best describes your business.”
A verify option exists at the end of the setup flow to enable users to see what the conversion rate would have been for the past seven days had a particular Goal been setup.
“Using the verify option gives you immediate feedback, so you can decide to save or modify the Goal configuration you’re working on,” he said.
Analyze Goals performance
The Goals Overview report, located under the Conversions section, allows users to see how their goal completions happen over time. Use the metric selector in the Goals Overview report to choose the relevant metric.
“Develop a sense how often a Goal conversion happens, and look to identify relationships between different Goals,” Schnabl said.
Schnabl gave some examples of how to analyze different goals:
• Select a single Goal and observe the performance over time. Use the date range selector and compare the Goal performance month on month, or quarter on quarter. This way you can compare seasonal trends, and the growth rate of your goal over time.
• Selecting two Goal completion metrics next to each other will allow you to see correlational effects over time. A Goal measuring site engagement, like a media interaction, or a social share, could be indicative of a rise in sales.
“Ultimately, understanding how your users interact with your site allows you to make important decisions about site content and effective use of your marketing and advertising resources,” Schnabl said.
He also suggested perusing the reports in Multi-Channel Funnels which focus on visitors’ “entire path to conversion.” This even includes the various off-site interactions they had prior to making a purchase.
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