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Google Analytics, essential for website design and marketing – part 2

Google Analytics, essential for website design and marketing – part 2

Goals in Google Analytics

In my “Google Analytics, essential for website design and marketing – part 1” last post I wrote about why you must have Google Analytics installed on your website; in this post I will be looking at an awesome feature within Google Analytics called Goals.

What are Goals?

A goal can also be referred to as a “conversion” and is essentially defined as an action you want visitors to take when they visit your website e.g. buy a product, sign up for a newsletter or even download an eBook.

What are the Benefits of Goals?

Goals allow you to:

  1. Compare your online campaigns to see which source is generating the most sales or signups. You can use this information to allocate your marketing budget more efficiently
  2. See whether video campaigns are generating more conversions than text based ones in a particular medium. With this knowledge you can tailor your content to match your audience’s preferences
  3. Calculate the return on investment (ROI) of campaigns and even individual keywords. You can identify poorly performing keywords and either reduce your spend on them or just not target them at all

How do I choose my Goal?

In order to get the most out of Goals you should ask yourself what is the most important and valuable action a visitor can take on my site? Is it buying an item? Signing up for a newsletter? Or may be downloading an eBook? Once you have answered this question then you can choose your goal.

How do I set up Goals?

To set up a Goal sign into your Google Analytics account and click on your website profile; you will arrive on the reporting home page (see below)

To set up a Goal sign into your Google Analytics account and click on your website profile; you will arrive on the reporting home page.

Next click on the Admin panel in the top right hand corner of the page…

Next click on the Admin panel in the top right hand corner of the page and on the following page (below) click the website profile you want to apply Goals to.

Click the website profile you want to apply Goals to. Now select Goals from the tabs at the top > click “+Goal”.

Now select Goals from the tabs at the top > click +Goal and you will arrive at the screen below where you can create your goal.

This is the screen you use to create your goal.

Putting Goals into Practice – an example

ABC toys are an e-commerce site that sell toys all costing £5.00 – they would set up a Goal in the following way:

Goal Name: Toy Purchase

Goal Type: URL Destination

Goal URL: /thankyou.html

Goal Value: £5.00

ABC toys are an e-commerce site that sell toys all costing £5.00 – they would set up a Goal in this way.

The beauty of goals in this example is that it allows the company to answer questions such as:

  • Which marketing campaign led to the most toy sales?
  • Which social media campaign was the most successful?
  • Which keywords are generating the highest ROI?

With answers to these questions the online toy store can make better budgeting decisions by allocating more of their marketing spend into media and keywords that are working.

With Goals on your site you can now:

  • Set up Sales Funnels to optimise the buying process
  • Access Multi Channel Funnel reports – these give you an overview of all your marketing campaigns
  • Access Social Media Reports – see whether Facebook or Twitter has the highest ROI

With Goals now enabled on your site it opens up a whole world of opportunities to not only improve your website but improve your marketing campaigns too.

In my upcoming posts I will be writing about each one of these bullet points in more detail; next time I will be looking at Sales Funnels and I’ll explain how to set them up and how you can use them to increase your revenue.

Thanks for taking the time to read the post and if you have any questions or comments please don’t hesitate to leave them below.

Tim Brown
tim@mediaidentity.co.uk
1Comment
  • stan
    Posted at 15:17h, 21 December Reply

    do you have part one somewhere? great read
    thanks!

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