This document discusses setting up goals and events in Google Analytics to better understand user behavior on websites. It explains how to categorize events, actions, and labels to track specific interactions like playing videos, scrolling to different page percentages, or submitting forms. It also discusses setting up goals based on user journeys through "teaser," "investment," "meaningful," "engaged," and "retention" stages. Mapping business goals to funnels can provide insight on user acquisition and the role of different channels. Templates and slides for setting up goals and events are available at the provided URL.

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Google Analytics Part 3
What do visitors do?
Cracking Events and
Goals in GA
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THE PROCESS

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What do you users do?

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SUBMITSEND
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Google Analytics won’t tell you who….
Who shared the
content?

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SUBMITSEND
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Google Analytics won’t tell you who….
Who started to fill out
the form?

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SUBMITSEND
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Google Analytics won’t tell you who….
Did anyone click on the
phone number when on a
mobile device?

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SUBMITSEND
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Google Analytics won’t tell you who….
Did anyone check
out your social
media profiles?

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SUBMITSEND
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Google Analytics won’t tell you who….
Who clicked through
the image carousel?

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SUBMITSEND
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Google Analytics won’t tell you who….
Did anyone
submit the form?

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SUBMITSEND
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Google Analytics won’t tell you who….
Who scrolled
down to the
bottom of the
page? To what
extent?

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SUBMITSEND
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Google Analytics won’t tell you who….
Anyone click on
the “mailto:email”
button?

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SUBMITSEND
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Google Analytics won’t tell you who….
Who clicked
through your
tabbed content?

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SUBMITSEND
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Google Analytics won’t tell you who….
Did anyone play
the
video?

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CATEGORY
Think of these as big broad
buckets for you to organise
your events
In English:
Category= Chicken
Bucket

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ACTION
Describes the ‘doing’ i.e what
is the action that we are
tracking.
In English:
Action= Eating Fried
Chicken

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LABEL
Used to further describe
the “doing” & the extent to
which your users are “doing”
something in relation to the
action
In English:
Label= Chicken Thigh
with Hot Sauce

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And some more, less fun examples...
CATEGORY ACTION LABEL
VIDEO
PLAYED VIDEO 25% ETC
PAUSED VIDEO
STOPPED VIDEO
NAME OF VIDEO - “HOW TO GET
STARTED”
SCROLL REACH SCROLLED PAGE
25% PAGE SCROLLED
50% PAGE SCROLLED
75% PAGE SCROLLED
100% PAGE SCROLLED

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CATEGORY ACTION LABEL
SCROLL REACH SCROLLED PAGE
25% PAGE SCROLLED
50% PAGE SCROLLED
75% PAGE SCROLLED
100% PAGE SCROLLED
And some more, less fun examples...

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YOU ARE NOT A
MIND READER

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Step 1: Start with your homepage
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Step 2: Move onto your money pages
ORDER
2

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Step 3: Arrange findings into your Category
Actions and Labels
Order no:####
Order no:####
Order no:####
Order no:####
3

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Step 4: Map them to a funnel
4

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25. Not this

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WHERE DOES THE
EVENT DATA LIVE?

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Behavior
You will find
your Event data
in Behaviour

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Types of Goals in Google Analytics
GOAL TYPE DESCRIPTION EXAMPLE
Destination A specific location loads
Thank you for registering! Web
page or app screen
Duration
Sessions that last a specific amount of
time or longer
10 minutes or longer spent on
support site
Pages/Screens per session
A user views a specific number of pages
or screens
5 pages or screens have been
loaded
Event
An action defined as an event is
triggered
Video play, click on button,
download, form complete

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Micro
These are small
interactions of people
actually moving towards
what you want them to do.
There is value here; don’t
throw this data away!
Macro
The main key performance
indicator for your business,
aka if this doesn’t happen
your business will go bust!

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You should map your
business goals (micro
and macro) to a funnel.
We like to map them to
TIMER

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Teaser represents the people
who are flirting with you, they
arrive on your site and scroll down
a page, maybe look through some
pictures, then they hard
bounce out of your site!
Bye!

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Timer ©
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Investment They are “investing”
their time with you, not quite
converting but slowly giving more
of a damn about you. Maybe
watching some
of your video, downloading
a pdf, or adding to basket.
It’s the little things.

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Timer ©
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Meaningful They are doing
what you really need them to
do, your big hitting, if they
don’t do them, we will go
out of business goals.

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Engaged Your users are
happy (and unhappy) people
who are really engaging with
your brand after a big goal,
think referring a friend or
leaving a review.

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Retention The circle of life and
all that, you have to consider
some retention goals, do they
come back, repeat the
process? Think signing back in,
or cross/ upselling. Also known
as
acquisition in some
circles.

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Ecommerce
1. Looked at your social media profiles
2. Signed up to a newsletter
3. Clicked through to a product image
4. Added something to basket
5. Bought the damn product!

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Content Site
1. Call to action click e.g;read next story
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!
2. Watched video
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!
3. Shared content
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!
4. Rss feed
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!
5. Signed up to your awesome newsletter
Content Site
1.Call-to-Action click
eg; read next story
2.Watched video
3.Shared content
4.RSS feed
5.Signed up to your awesome
newsletter!

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Here’s One (Or 6) I Made Earlier

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Why bother with 20
goals?

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To Link The Channels Role In The
Customer Journey

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Acquistion > Channels - Drill Down By Goal

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Multi-Channel Funnels> Assisted Conversions

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Want templates and slides?
Go Here!
http://bit.ly/SEMrush-GA-3