Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Google Analytics Beginners:
How to set up and measure
conversion goals
Presented by Emily VonSydow, Project Manager, Bop D...
About Bop Design
•  Based in San Diego, CA with clients all over the U.S.
•  Specialize in marketing and web design
& deve...
After this presentation, you will be able to:
•  Set up conversion goals in Google Analytics
•  Measure a variety of marke...
What is a conversion goal?
A measurement of a specific action a user
takes on your website.
Setting Up Conversion Goals
1
2
Setting Up Conversion Goals
1
Setting Up Conversion Goals
Destination – landing on a specific page (e.g. a thank you page following a
form signup)
Durat...
Setting Up a Destination Goal
1
Name your goal something after the offer you’re tracking
2
Setting Up a Destination Goal
Copy and paste the segment of the end page URL without your domain
(e.g. without www.mywebsi...
Setting Up a Destination Goal: The Funnel
Use the Funnel option to track the steps a visitor may take to complete
the conv...
Setting Up a Destination Goal
When
complete
Verify and
then Create
Goal
1
2
Measuring A Conversion Goal
1
2
3
Select your goal from the drop down menu
Measuring A Conversion Goal
1
Select source to browse where your conversion came frome
Measuring A Conversion Goal
Abandonment rate – percent of visitors who land on the page but do not complete
the conversion...
Measuring the Conversion Funnel
Measure what pages they came from, how many never completed the
form (and where they went ...
Conversion Goal Results & Tactics to Consider
“My abandonment rate is high” (e.g. number of visitors visiting a
landing pa...
Found our presentation helpful?
Visit our blog for more free marketing
insights.
Find us on:
Upcoming SlideShare
Loading in …5
×

Google Analytics Beginners: How to Set-up and Measure Conversion Goals

637 views

Published on

If you already understand how many user are on your site, what your most popular page are and what social networks are performing the best—good job! But do you know how many are completing the actions you want, like downloading resources, completing a contact us form or accessing special offers?

In this presentation learn how to set up conversion goals such as:

- How many users downloaded a resource
- How many users spent time browsing my site
- How many users visited multiple pages on my website

Published in: Marketing, Technology, Business
  • Be the first to comment

  • Be the first to like this

Google Analytics Beginners: How to Set-up and Measure Conversion Goals

  1. 1. Google Analytics Beginners: How to set up and measure conversion goals Presented by Emily VonSydow, Project Manager, Bop Design June 27, 2014
  2. 2. About Bop Design •  Based in San Diego, CA with clients all over the U.S. •  Specialize in marketing and web design & development for B2B firms
  3. 3. After this presentation, you will be able to: •  Set up conversion goals in Google Analytics •  Measure a variety of marketing and sales goals such as downloads, site visits, signups and more
  4. 4. What is a conversion goal? A measurement of a specific action a user takes on your website.
  5. 5. Setting Up Conversion Goals 1 2
  6. 6. Setting Up Conversion Goals 1
  7. 7. Setting Up Conversion Goals Destination – landing on a specific page (e.g. a thank you page following a form signup) Duration – spending a specified amount of time on the website Pages/Screen per session – browsing less than, equal to or more than a specific amount of pages on a website Event – broad term for tracking other actions on a website not listed above
  8. 8. Setting Up a Destination Goal 1 Name your goal something after the offer you’re tracking 2
  9. 9. Setting Up a Destination Goal Copy and paste the segment of the end page URL without your domain (e.g. without www.mywebsite.com) 3
  10. 10. Setting Up a Destination Goal: The Funnel Use the Funnel option to track the steps a visitor may take to complete the conversion goal as well as accurately measure abandonment rate
  11. 11. Setting Up a Destination Goal When complete Verify and then Create Goal 1 2
  12. 12. Measuring A Conversion Goal 1 2 3 Select your goal from the drop down menu
  13. 13. Measuring A Conversion Goal 1 Select source to browse where your conversion came frome
  14. 14. Measuring A Conversion Goal Abandonment rate – percent of visitors who land on the page but do not complete the conversion Google/Organic – visitor came from a Google web search (direct)/(none) – visitor came to your site directly by typing your URL in their browser or they had it bookmarked
  15. 15. Measuring the Conversion Funnel Measure what pages they came from, how many never completed the form (and where they went to instead) and how many completed the conversion
  16. 16. Conversion Goal Results & Tactics to Consider “My abandonment rate is high” (e.g. number of visitors visiting a landing page, but not completed the desired conversion) –  Solution: Change and test any of these elements individually •  Landing page design (Is it dated? Is it communicating a high quality, professional brand? Is it clear what you’re offering to the user?) •  Landing page copy (Is it too wordy? Are users not understanding you?) •  Ineffective call to action (Are you asking users to “Sign up,” “Register” or take a specific action?) •  Loading speed
  17. 17. Found our presentation helpful? Visit our blog for more free marketing insights. Find us on:

×