When creating GA goals, there are several types to consider: - URL Destination Goals mark certain pageviews as successful destinations. - Event Goals track specific user actions as conversions. - Visit Duration Goals evaluate if a visit meets a minimum time threshold. - Pages/Visit Goals determine if a visitor viewed a minimum number of pages. Goals provide an additional layer of analysis and categorize metrics as successful conversions. They do not require special tagging.

1. CREATING GA
What to consider when creating GA goals
goals

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. 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. 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. TYPES OF
goals

6. URL Destination Goal
1 Visit
TYPES OF goals
URL Destination Goal
Selected URL
Destination
1 Goal
1 Destination
pageview
1 Destination
pageview

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. • 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. Example Page
1 Visit
1 Event 1 Event
1 Goal
Selected GA
Event
TYPES OF goals
Event GoalXX
XX
XX
XX
XX
XX

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. • 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. 1 Visit
Selected Duration:
> 20 min
1 Goal
0 Goal
TYPES OF goals
Visit Duration Goal
0 24min
0 5min

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. • 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. 1 Visit
0 Goal
1 Goal
threshold pageview
TYPES OF goals
Pages/Visit Goal
0
0
Selected Pages/Visit:
> 5 pages/visit

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. • 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. ‣ URL Destination Goal
‣ Event Goal
‣ Visit Duration Goal
‣ Pages/visit Goal
TYPES OF goals
Review

19. THANK YOU!