Creating attainable and incremental Metrics is important. Here's a quick guide to getting the right goals/conversions set up for your organization and into Google Analytics.

2. START WITH WHERE YOU MAKE MONEY
• Follow the money back to your website. Where is it
coming in?
• Usually suspects are the contact form for lead
generation websites, and of course purchases on more
classically eCommerce websites.
• Exposure, blog post reads, and shares are great extra’s
but with the exception of Affiliate Marketer’s they don’t
generally pay the bills.
But we’re just getting started, here’s how to get down to
the Key Performace Indicators that matter for you.
Way to Establish Key Metrics to Measure with Analytics

3. REVIEW WHAT’S COMMONLY
CONSIDERED IMPORTANT
• Audience Engagement: Viewers time on page and pages
accessed, this is generally where we add more actions like clicking
a call to action button, buy now, or submitting a contact form.
• Traffic Sources // Social Media Traffic
• Site Content Trends (Behavior): What pages and posts are being
viewed the most? How can you use this to inform new content
creation, and tweaking existing content.
• Funnel Visualization: By seeing how people are traveling through
the site currently it will allow you better patch holes and refine
your strategy.
But we’re just getting started, here’s how to get down to the Key
Performance Indicators that matter for you.
Way to Establish Key Metrics to Measure with Analytics

4. TALK WITH ALL SITE STAKEHOLDERS
Before you start rocking on creating
conversions in Google Analytics, talk to all the
people that will care what is considered a
conversion on the website. This might include
other senior leadership of the business or
anyone that is involved in key strategies of the
digital marketing for the organization.
Way to Establish Key Metrics to Measure with Analytics

5. HONE IN ON A TYPE OF CONVERSION
Way to Establish Key Metrics to Measure with Analytics
• URL Destination
• Visit Duration
• Pages Per Visit
• Events
Conversions through downloads, video plays, specific links,
and button clicks can be tracked as ‘events.’

6. SET UP GOAL TRACKING
Way to Establish Key Metrics to Measure with Analytics
1. Set up a post purchase page for your goal. Like /thank-you
that someone is directed to after the sign up for your
newsletter, make a purchase or send a contact form.
2. After this, setting up goals in Google Analytics is a fairly
straightforward process once you know how to do it. Have
no fear!
3. Log into your Google Analytics account and go to the
website profile for your site.
4. Click on the “edit” button to the right of your site link.
5. You should now see an area if you scroll down a little call
only “goals”. Click on the first link on the right to “add goal”.

7. SET UP GOAL TRACKING
Way to Establish Key Metrics to Measure with Analytics
6. Once there, name your goal. I named mine “subscribers”.
Under Goal Type, select “URL Destination”.
7. After that, you should be given more options to input your
“thank you” page information.
8. Under “match type” select “exact match” and input your
goal url as “/thank-you/” if your whole url was
http://www.mysite.com/thank-you/
9. If you want to track sales, you can additionally input the
value of your average sale too (win!).

8. ESTABLISH A BASELINE FOR YOUR KPI’S
Way to Establish Key Metrics to Measure with Analytics
Form a baseline by continuing to watch your key performance
indicators. Perhaps you’ve determined overall traffic, keywords
ranked for, and contact form submissions are you’re most
important numbers and you have.
After looking at analytics you’re first month looks like this
• 7k unique visitors this past month
• Your site is being ranked for 1000 keywords
• You had 10 contact form submissions this past month
• Bonus: 3 of those were qualified leads.

9. DETERMINE A NEXT STEP GOAL & ONE
YEAR, MORE AMBITIOUS GOAL
Way to Establish Key Metrics to Measure with Analytics
A 3 Month ‘Next Step’ Goal, might be your best bet to have
something real and actionable to start shooting for.
• Let’s say you might decide to shoot for 8k unique visitors in 3
months, 1,100 keywords, and 13 contact form submissions.
Start making changes! More solid posts and/or landing pages,
more social promotion and more interlinking. Perhaps the visual
design needs some improvement to increase conversions.
• Incremental and realistic goals will always be better than sky-
high unattainable ones. For one year, you might shoot for 12k
unique visitors, 1,500 keywords, and 20 contact form
submissions in one year.

10. TRACK YOUR IMPROVEMENTS
Way to Establish Key Metrics to Measure with Analytics
By determining these key goals and writing
them down, you’re closer than most to
making constructive change on your website.
This is a great first step. The next steps will be
creating the content to serve your audiences
needs, increasing the promotion for your best
content and improving your design for
conversions.

11. THANK YOU!Way to Establish Key Metrics to Measure with Analytics