01 Jul The art of Setting your Goal in Google Analytics
Picture a football game without a goal post in sight or a basketball game minus a basketball board or worse- a race without a finsh line. Sounds pretty pointless, if not loony! Well, why neglect the goal of your website then? It’s got to be something for sure; making sales, acquiring email ids, generating leads, etc.
Which brings us to- Google Analytics!
Google Analytics imparts flesh and bones (through detailed reports carrying fabulous graphs) to the progress of your venture, telling you one too many things including your ROI.
Here’s quoting Wikipedia–Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales.
Price-$0.Consultation- Not Required (anyone can use). Training-Without charge (You can train yourself)
So, those of you who’ve already dipped a toe in it would realize it just needs getting used to.
Now, considering you’re in the loop, a barrage of terms must’ve entered your vocabulary – Visits, Page Views, Avg Time on Site, % of New Visits, Bounce Rates, and the likes.
Now, before we move on to the next obvious step, which is to set up a Goal in GA- watch a video and we’ll see you on the other side of it.
If your objective is to take up the purchases, sales could be one possible goal. There are other things that can be helpful in driving up the sales like- newsletters, social connections, time spent on your site, etc. Goals in GA lets you evaluate all sorts of engagements with the customers to help you achieve your long term plans.
Now let’s really begin-:
Assuming you’re the administrator of a particular account or website, you’re authorized to set a goal.
There are 5 set of goals with 5 goals in every set. You can call the 5 sets as Macro and the goals in every set as Micro. So, let’s say a Macro goal can be- a Product sale. Its micro goal could be-seeing a video, filling up the Contact form or downloading a pdf file, something that can contribute to a sale indirectly.
Step 1- Log into your account. On your dashboard click on the Admin tab, then click on your site’s profile, get to Goals and hit ‘Create a Goal’. You would see something like this.
There are four possible options, depending on your preference,
Destination- It refers to the URL of a destination page. The goal is aimed at making visitors reach a unique page to keep track of them. Let’s say if anyone makes a purchase, the Goal should ideally be to take them to ‘Thank You for your order’ page. If it’s a simple inquiry, it can be just ‘Thank You/Thanks‘.
Duration- The amount of time spent is a good metric. It analyzes the duration spent (in hours, minutes, seconds) on a particular page. So, assuming you enter 15 minutes in the box, it would record the number of visitors who spend more than or equal to 15 minutes. The bottom line is that people who spend more time are likely to make purchases.
Pages/Visits- It refers to the number of pages visited by a user in one visit. For instance, if you set a counter of ‘5 pages, it would mean that only those people who’ve visited equal to or more than 5 pages would be registered.
Event- This one means if a visitor clicks on a link/button for an activity like downloading a ‘Pdf’, a document, watching a video etc., the activity will be register.
Step 2- Let’s say if you want to set the duration of your visitors to 15 minutes -> Select Duration -> Set it to 15 minutes -> Fill it up in the minutes box -> Hit the NEXT Step tab.
You would reach-:
Step 3- Hit ‘Save the Goal’ and your goal is saved. Your goal is on the top of the list.
The Recent Change
These days, GA lets you set 20 goals for a particular site. Changes have been made in goal structure by Google to make it easier. It’s giving the users access to new templates which comes pre-filled having values according to the type of your industry.
These templates are based on the category of your industry selected in your property settings. It shows you templates that are relevant to your business.
If you haven’t set a goal yet, you better get going. Think through your strategy, understand your requisites and put them into an actionable plan.
Don’t treat goal creation as a static process, make edits to it according to how things take shape.
There are other aspects related to goal creation. And a lot many things that influence it
If your website’s aim is lead generation, a thank you page would tell you how many email addresses or phone nos. you’ve acquired. And if your lead happens to buy something- you really score a goal.