Creating Goals in Google Analytics

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What to consider when setting goals in Google Analytics

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Creating Goals in Google Analytics

  1. 1. CREATING GA What to consider when creating GA goals goals
  2. 2. WHAT ARE GOOGLE ANALYTICS goals? • An additional layer of reporting built on top of raw metrics data • no special tagging required • only UI configurations • subjective evaluations of user behavior • meta-metrics that mark and categorize raw metrics as successful conversions Goals are:
  3. 3. Selected URL Destination 1 Goal 1 Visit 1 Destination pageview 1 Destination pageview WHAT ARE GOOGLE ANALYTICS goals? URL Destination Goal An Example of a Goal Type:
  4. 4. WHAT ARE GOOGLE ANALYTICS goals? URL Destination Goal • marks certain pageviews (URLs) as successful 'destinations' • a goal completion is only counted once during a session when a visitor arrives at the Destination URL • repeatedly visiting the Destination URL during a session only generates one Goal completion An Example of a Goal Type:
  5. 5. TYPES OF goals
  6. 6. URL Destination Goal 1 Visit TYPES OF goals URL Destination Goal Selected URL Destination 1 Goal 1 Destination pageview 1 Destination pageview
  7. 7. • marks certain pageviews (URLs) as successful 'destinations' • a goal completion is only counted once during a session when a visitor arrives at the Destination URL • can also add pathing constraints by including a Funnel • specifies desired steps or in-between URLs leading up to the final URL Destination • provides fallout reporting TYPES OF goals URL Destination Goal
  8. 8. • Which pages do I want visitors to go to? • Which pages are more important than other pages? • Which pages if NOT visited would be considered a failure? • Which pages are milestones for important actions? • Which pages are qualitatively unique and specifically reveal desirable visitor intention? TYPES OF goals Guiding Questions URL Destination Goal
  9. 9. Example Page 1 Visit 1 Event 1 Event 1 Goal Selected GA Event TYPES OF goals Event GoalXX XX XX XX XX XX
  10. 10. • marks certain user actions (GA events) as successful events/ conversions • a goal completion is only counted once during a session when a visitor performs the event once • depends on existing GA event tracking TYPES OF goals Event Goal
  11. 11. • Which events do I want visitors to go perform? • Which events are more important than other events? • Which events if NOT performed would be considered a failure? • Which events if accomplished only once during a visit would be a success? That is, which events are qualitatively important and do not require meeting a quantitative threshold? TYPES OF goals Guiding Questions Event Goal
  12. 12. 1 Visit Selected Duration: > 20 min 1 Goal 0 Goal TYPES OF goals Visit Duration Goal 0 24min 0 5min
  13. 13. • marks certain thresholds of time spent during a visit as successful • uses visit duration metric • can specify successful thresholds for visit durations that are either: • equal to • below • above a certain amount of time TYPES OF goals Visit Duration Goal
  14. 14. • What actions or behaviors are important, and how long do these activities take? • What is the typical visit duration for visitors who achieve various URL Destination or Event Goals? • What is the typical visit duration for visitors who DO NOT achieve various URL Destination or Event Goals? TYPES OF goals Guiding Questions Visit Duration Goal
  15. 15. 1 Visit 0 Goal 1 Goal threshold pageview TYPES OF goals Pages/Visit Goal 0 0 Selected Pages/Visit: > 5 pages/visit
  16. 16. • marks certain thresholds of pages viewed during a visit as successful • uses pageviews per visit metric • measures user engagement • can specify successful thresholds for engagement that are either: • equal to • below • above the pages per visit threshold TYPES OF goals Pages/Visit Goal
  17. 17. • How much is a single pageview worth? Perhaps in terms of advertising. • What actions or behaviors are important and how many pageviews do these activities usually take? • What is the typical amount of pages viewed per visit for visitors who ACHIEVE various URL Destination or Event Goals? • What is the typical amount of pages viewed per visit for visitors who DO NOT achieve various URL Destination or Event Goals? TYPES OF goals Guiding Questions Pages/Visit Goal
  18. 18. ‣ URL Destination Goal ‣ Event Goal ‣ Visit Duration Goal ‣ Pages/visit Goal TYPES OF goals Review
  19. 19. THANK YOU!

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