This document provides information about setting up digital analytics tools in Google Analytics. It discusses creating properties and views, setting filters, and defining different types of goals like destination URLs, events, visit duration, and pages per visit. Pages per visit goals track the number of pages a visitor views in a single session, and are well-suited for content-heavy websites aiming to maximize user engagement. The document also notes that minimizing time on site is preferable for support websites where users need quick answers.

1. Information Technology Program
Aalto University, 2015
Dr. Joni Salminen
joolsa@utu.fi, tel. +358 44 06 36 468
DIGITAL ANALYTICS
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Filters
i.e. website,
separate blog,
mobile application,
etc.
Backup

4. [HANDS-ON: SETTING UP ANALYTICS]
• Go to: www.google.com/analytics
• creation, properties, views, filters, goals
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5. Goals in Google Analytics
“A goal is a critical event for your business which
occurs on the website during the visit and helps
you generate income.” (Promodo, 2013)
Goal types:
• destination (URL)
• event (e.g. video view, download, registration)
• visit duration
• pages per visit

6. Pages per visit goal (Promodo, 2013)
• “Pages per visit” goal tracks the number of pages
the visitor views per visit. When the number of
viewed pages reaches the specified number, a
conversion is recorded.
• As a goal, it suits the best rich content websites
whose objective is that users view as many content
pages as possible.

7. When do you want to maximize / minimize
time on site?
• Large content websites want to maximize
time on site (time on site > x) because they
target the maximum user engagement.
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• Minimizing time on site (time on site < x) is
ideal for customer support websites which
want that the user finds the answer as fast
as possible (Promodo, 2013).