16 Aug

Conversion Tracking with AdWords Conversion Code

With this popular conversion tracking method you take a java script “conversion code” that’s found in your AdWords account and paste it into the html code for your conversion web pages. These pages might be the order confirmation page of an ecommerce site, or the Thank You page that appears after a visitor completes a lead generation form.

Here’s an example of the AdWords conversion code:

AdWords Conversion Code Sample.

Installing the AdWords Code… Easy For Techies, Hard for many….

The instructions to place the code sound simple: “Copy the tag box and paste it between the body tags <body></body> on the page you would like to track”. If you understand what a <body> tag is, it’s probably easy for you to load the code.  If you don’t, know what a body tag is, have someone who does install the code on your conversion page.  (A <body> tag is part of the your website’s HTML code)

The benefits of Using AdWords Conversion Code

AdWords tracks every visit to the page with the embedded Java script and reports it as conversions that appear in your reports. It appears to be very simple.

Beware the pitfalls of Misplacing the Code

The AdWords Conversion code only goes on the web page where you know a conversion has happened; the “thank page” or order confirmation page.

I’ve seen several businesses misplace the code on their website.  Here are a couple of horror stories that caused huge over spending on AdWords advertising:

One client had embedded the code on their landing page, so AdWords counted every click to that landing page as a conversion, even if the visitor never did anything on that page to truly “convert”.

Another client placed the code on a form page instead of the associated thank you page. So AdWords tracked visits to the form page, instead of form completions (leads).

As a result of misplacing the AdWords code, both companies had a false and inflated belief their AdWords were performing extraordinarily well. So they couldn’t optimize their advertising spending.

The Circumstance When I Deploy the AdWords Conversion Data

As a general rule, I prefer to import Google Analytics goals into Google AdWords.  It’s easier to compare Adwords performance to Social Media, Organic Search (SEO), Direct Traffic, Email, etc…. more on that later.

Ecommerce conversion tracking is the exception simply because I have not seen a Google Analytics Enhanced Ecommerce tracking that is trustworthy.  Ecommerce is very complex and with so many different platforms out there (Shopify, Magento, Woo Commerce (WordPress), even Wix) I just haven’t seen one work.

The most common challenge with Enhanced Ecommerce has been transactions being attributed to “Direct” traffic instead of AdWords.  Or worse, the transactions do not even show up.

I have started suggesting my customers avoid the complexities of Google’s Enhanced Ecommerce and just install the AdWords Conversion code on their conversion page.

 

This article is an excerpt from a previous post “Different Ways to Track AdWords Conversions“.

09 Aug

The Different Ways to Track AdWords Conversions

cardsI love getting quick wins for my new customers. Often, one of the quickest and simplest ways I can do this is by improving the way they track conversions from their Google AdWords campaigns.

When starting out with a new customer I find that many use the Java script “conversion code” that AdWords provides to track their conversion.  This code is pasted onto the conversion page such as the order confirmation or “Thank You” page.

Many customers are surprised to learn an alternative way to track AdWords Conversions – Import Goals from their Google Analytics account.

Let’s look at both AdWords Conversion Code and Importing Google Analytics approach to tracking conversions.

AdWords Conversion Code onto Conversion Web Page

With this popular conversion tracking method you take a java script “conversion code” that’s found in your AdWords account and paste it into the html code for your conversion web pages. These pages might be the order confirmation page of an ecommerce site, or the Thank You page that appears after a visitor completes a lead generation form.

Here’s an example of the AdWords conversion code:

AdWords Conversion Code Sample.

Installing the AdWords Code… Easy For Techies, Hard for many….

The instructions to place the code sound simple: “Copy the tag box and paste it between the body tags <body></body> on the page you would like to track”. If you understand what a <body> tag is, it’s probably easy for you to load the code.  If you don’t, know what a body tag is, have someone who does install the code on your conversion page.  (A <body> tag is part of the your website’s HTML code)

The benefits of Using AdWords Conversion Code

AdWords tracks every visit to the page with the embedded Java script and reports it as conversions that appear in your reports. It appears to be very simple.

Beware the pitfalls of Misplacing the Code

The AdWords Conversion code only goes on the web page where you know a conversion has happened; the “thank page” or order confirmation page.

I’ve seen several businesses misplace the code on their website.  Here are a couple of horror stories that caused huge over spending on AdWords advertising:

One client had embedded the code on their landing page, so AdWords counted every click to that landing page as a conversion, even if the visitor never did anything on that page to truly “convert”.

Another client placed the code on a form page instead of the associated thank you page. So AdWords tracked visits to the form page, instead of form completions (leads).

As a result of misplacing the AdWords code, both companies had a false and inflated belief their AdWords were performing extraordinarily well. So they couldn’t optimize their advertising spending.

The Circumstance When I Deploy the AdWords Conversion Data

As a general rule, I prefer to import Google Analytics goals into Google AdWords.  It’s easier to compare Adwords performance to Social Media, Organic Search (SEO), Direct Traffic, Email, etc…. more on that later.

Ecommerce conversion tracking is the exception simply because I have not seen a Google Analytics Enhanced Ecommerce tracking that is trustworthy.  Ecommerce is very complex and with so many different platforms out there (Shopify, Magento, Woo Commerce (WordPress), even Wix) I just haven’t seen one work.

The most common challenge with Enhanced Ecommerce has been transactions being attributed to “Direct” traffic instead of AdWords.  Or worse, the transactions do not even show up.

I have started suggesting my customers avoid the complexities of Google’s Enhanced Ecommerce and just install the AdWords Conversion code on their conversion page.

Importing Goals from Google Analytics

Ace - Pixabay blickpixel

An easier and more powerful way to track your AdWords conversions is to import one or two goals from your Google Analytics account into your Google AdWords account. It’s the method I recommend to all my customers. I’ve written step-by-step instructions for how to set up goals in Google Analytics.

Here are the advantages of this approach:

Little Risk of Putting Code on the Wrong Page

AdWords is great for tracking traditional conversions, where someone fills out a form, or click a link and is presented with another web page.

But there are other types of conversions you might want to track — like when someone clicks an email or phone number link, etc.

This was the case for one of my customers who was a contractor. We learned that most of their conversions were coming from phone calls – people clicking the phone number link on the website to call the office and make an appointment for an estimate.

Now here’s the catch. When people click these kinds of links they don’t go to another page with a different URL, so AdWords can’t track and report them.

But Google Analytics can. Google Analytics lets you configure a variety of “events” that you want considered as conversions and then setup goals for these events. When you then import these event goals to your Google AdWords account you get much more complete and accurate AdWords performance data, because Google Analytics tracks all the different types of conversions your AdWords campaigns generate.

This gives you much greater insight into how your leads are really being generated, and your best sources for leads.

Compare All Your Traffic Sources against Each Other in One Place

Google Analytics tracks the origin of all traffic to your website: search engines, emails, referrals, direct —and yes AdWords too. AdWords traffic appears in your Google Analytics reports as “Paid Search”.

Google Analytics then identifies conversions from each of these traffic sources for you. See Figure 2, the far right column “Request Contact… (Goal 3 Value). This means you can easily compare the performance of all your traffic sources in one report instead of having to toggle between multiple applications and reports.

Figure 2 – Google Analytics Traffic Report shows performance of all traffic sources including Google AdWords (Paid Search)

Google Analytics default channel comparison

Now you can easily see how AdWords conversions compare to other traffic sources like social media, SEO, email, and even other advertising like Facebook, and online publications.

Beware the pitfall

Many of us have multiple goals in Google Analytics. For example I’ve seen many accounts were an email subscription and a purchase is both defined as conversions.

If you import both these goals into Google AdWords, then create an ad that allows a visitor to both purchase an item and sign-up for your newsletter, Google Analytics will count two conversions from the same visit — which can cause some confusion. You could end up with a conversion rate higher than 100%.

Look closely at the screenshot below from one of my customer’s Google AdWords account. Notice the circled data that shows there are more conversions than clicks and a 124% conversion rate. That means there were more conversions than people clicking through to the website.

Google AdWords conversions as displayed in Google Analytics

 

 

Conversion confusion was making this customer’s AdWords data irrelevant and misleading them into believing they were doing well. But they weren’t actually selling a lot of products despite paying thousands for Google advertising.

I strongly recommend that you have only one goal / conversion definition in Google AdWords — usually a revenue goal such as an order confirmation or a lead form thank you.

For the customer in this example, I removed the email subscription goal from their AdWords account. They were still able to see email subscription conversions from AdWords in their Google Analytics account, but it eliminated the confusion and misleading data in AdWords.

Conclusion: Ecommerce Tracking Is Imperfect

In a perfect world, all AdWords conversions would be tracked by importing goals from Google Analytics.  Since we don’t live in a perfect world:

  • Ecommerce websites I will grudgingly use the AdWords Code on the order confirmation page
  • Lead Generation and not for profit sites I import conversions from Google Analytics.

Hopefully one day the world will be more perfect for ecommerce websites.

02 Aug

How to Use AdWords Ad Preview Tool

Without Wrecking Your CTR…..


Every time you look at your ads in a Google search you risk damaging your own Google AdWords click through rate (CTR) performance.  CTR is an important ad ranking criteria and a high CTR can your ad a rankings edge.  The previous post, Stop Damaging your AdWords CTR describes why CTR is important and how searching your own ads damages yours.

Here’s how you can see your ad without harming your CTR.

Navigate to the Ad Preview and Diagnosis Tool

To preview your ad you have to get to the Ad Preview and Diagnosis Tool.  There are two ways to get to there:

  1. Tools menu (in the top navigation) Or,
  2. Bubble in the keyword status

Here are the instructions for using both methods:

Tools Menu in the Top Navigation

From any AdWords screens go to the top navigation and click “Tools”.  From the drop down menu select “Ad Preview and Diagnosis”

Google AdWords Tools Menu to Reach Ad Preview

Bubble In the Keyword Status

This is convenient when you are already in the Keyword or Ads tab.

Choose the campaign you want. This takes you to the Ad Group screen where you will select the Ad Group you are investigating. Make sure you are on the Keywords tab.

Google AdWords Keyword Status Bubble

Find the “Status” column and hover your mouse over the “speech” bubble for any of the keywords.  The bubble opens up and shows your ad status.  At the very bottom of the bubble, click “Ad Preview & Diagnosis”.

AdWords Keyword Bubble to get you to Ad Preview

Using the Ad Preview and Diagnosis Tool

Once inside the Ad Preview and Diagnosis Tool you will need to do three things to preview your ad:

  1. Insert your target location – Enter the specific location you want to check; a country, state / province, city, etc.
  2. Insert your target keyword you want to be found for. Alternatively, if you came from the keyword tab, your term may already be entered.
  3. Click the blue preview button

Google AdWords Ad Preview Screen - Insert location, and keyword

If your ad is showing it will appear exactly how it looks in a search results page.  If your ad has the top ranking it will be first, if it’s ranked second, it will be second and so on.

Google AdWords Ad Preview when your ad is showing on Google Search Results

If your ad is not showing the screen will have a message that it is currently not showing.  Your ad not showing could be a function of the keyword, the location, etc.  There are links provided how to investigate.

Sample screen of Google AdWords Ad Preview and Diagnosis Tool when ad is not showing in search.

Ad Preview Tool Does Not Wreck Your CTR

By using the Ad Preview tool you see exactly how your advertisement looks without having impacting your ad ranking and click through rate.  Let your competitor do keyword searches to see their own ads and drive down their CTR it helps you rank better.

26 Jul

Stop Damaging Your Own AdWords CTR?

We pay big bucks to advertise so naturally we want verification the ads are running as expected. For offline ads we pick up the newspaper to see our ad, or listen closely for our ad to play on the radio.

Boy (3-5) looking at cookie jar on kitchen counterThe Online Temptation

With online advertising it is tempting to verify our ads by doing Google searches.  If our ad appears we have the needed verification. Peaking at our own ads with a Google search can skew data and damage AdWords performance.  Here’s why:

Searching Your Ad On Google Is a Big NO NO!

Unlike offline advertising, online advertising there are statistics for everything, including how many times your ad is viewed.  When your ad is viewed it’s called an impression and an impression gets recorded every time your ad is seen, including seen by you.

Click through rate (CTR) is an important metric uses impressions and the number of times an ad is clicked.  The mathematical CTR formula is: Clicks / Impressions, expressed as a percentage.

Here’s an example; 100 people saw your ad and 20 clicked on it you would have a CTR of 20%.  If 30 people clicked on the ad, the CTR would be 30%.

How Click Through Rate (CTR) Impacts Your Ad Rank

Remember, Google only gets paid when ads are clicked, that’s why CTR is an important ad ranking criteria for them.  Google compares your CTR history against competitive advertisers to determine which ads appear at the top or bottom of their pages.  Ads with higher CTRs have a better chance of getting higher ranks and better positons.

Impressions Without Clicks Reduce CTR

When we go looking for our own ads, we have no intention of clicking on them that would cost money.  Our intent is to verify the ad is showing and perhaps how it is ranked.  Every time we seek out our own ad we trigger an impression without a click and that reduces our CTR.  Every time your ad gets an impression without a click, it negatively impacts your CTR.  Here’s an example; let’s suppose during a month your ad had 100 impressions and 20 clicks.  Your CTR is 20%.  However, during the month you peaked at your Google ten times so your CTR could have been 22% (20 clicks divided by 90 impressions) instead of 20%.

I know that 20% versus 22% doesn’t seem like that big a deal, but if your competitors are not searching their own ads, their CTR’s will be lower than yours… so you go down a couple of notches in Google’s ad rank.

Use the Simulator to Check Your Ad

Instead of searching out your ad on a live Google search and negatively impacting your CTR you can see your ad in the AdWords Preview Tool without triggering an impression.  Just follow the instructions on the next post “How to See Your Ads in Google”.

19 Jul

Linking Your Google AdWords & Analytics – The How & Why

The Importance of Linking Your Google Adwords and Google Analytics

A friend of mine Dean owns a small company. Whenever Dean invites me over for food and drinks, I notice his Google Analytics account is conveniently open and he’s logged in. I know he wants to pick my brain.

During a recent, visit Dean told me he was frustrated by his poor Google Adwords performance; he said they weren’t getting him any leads, not even email newsletter signups, and he asked me to have a look.

It seemed odd to me considering he was spending a lot of money on Adwords.

When I looked closer, I saw that there wasn’t any Adwords data in his Google Analytics account.

When we opened his Google Adwords account, we saw much more encouraging data: more than a dozen sales leads and a few email signups. Adwords was performing!

What Dean wasn’t doing — a mistake many businesses make — was linking his Adwords account to his Google Analytics account, to leverage the power of both.

Linking your Google Adwords and Google Analytics accounts allows the two products to work in tandem and exchange valuable data. And that helps you make better business and marketing decisions:

The Good Things That Happen when You Link Your Accounts

Everything Works Towards the Same Goals

When you link your Google Adwords and Google Analytics accounts, you can automatically import your Google Analytics goals into Adwords. That means your ads are now required to meet the same conversion standards as other traffic sources like SEO, referral, and even other advertisers.

And you’ll be able to see how all your online lead generating activities are performing in one single report.

This screenshot from Google Analytics shows how you can compare Adwords and all other traffic sources in a single screen:

Traffic Source Comparison

 

 

 

 

 

 

This report helped me see that one of my customers was generating more revenue with Google Adwords advertising than all other advertising sources combined. They made thousands more in revenue by redirecting money from under performing advertisers to Adwords.

Distinguish Between Good and Bad Traffic

Google Analytics can send valuable engagement data to Adwords so you can more easily distinguish between good and bad traffic. You’ll see data like:

  • Bounce rates — are people clicking your advertisements only to leave right after hitting the landing page?
  • Pages per session — are people looking at multiple pages once they get to your website?
  • Time on site
  • Percentage of new sessions

Do a More Thorough Analysis of Your Adwords Campaign Performance

When your accounts are linked, Adwords sends important data to Google Analytics so you can do a thorough analysis of your ads’ performance without toggling back to Google Adwords to gather data like:

  • Cost of your Adwords by campaign, ad group, keyword, etc.
  • Clicks you’re getting on your ads, keywords, etc.
  • Keyword performance
  • Sitelinks performance (new)

See What Happens After Ad Readers Land on Your Website

When web surfers click on the links in your Adwords advertisements, you typically send them to a page on your website. What happens after these Adwords visitors land on your site (engagement, bounce rate, conversions, etc.) is a mystery, unless Adwords data is transferred to Analytics.

One of my customers was thrilled that their Adwords manager was getting them hundreds of clicks each week… That is until I linked their Google Analytics and Adwords accounts and showed them that their Adwords traffic had a bounce rate[1] of close to 100%.

On a positive note the Google Analytics data identified where the problem was and we were able to fix it quickly.

Target Your Ads to People Who Are Already Interested

Have you ever noticed that after you’ve visited certain websites you start seeing their ads on other websites you visit? The technique that makes that happen is called remarketing. Remarketing is a compelling way of getting people back to your website “for another look”.

When you link your Google Analytics and Adwords accounts you can pass target audience data from Google Analytics to Adwords, so Adwords delivers advertisements to those specific target audiences. To set up remarketing campaigns, you just have to define your target “audiences” in Google Analytics. Examples might include; “all visitors”, “visitors to specific groups of pages”, visitors who took a specific action (watched a video, downloaded a file), etc.

Identify Issues with Landing Pages, Ads and Bounce Rates

When I have Adwords campaigns with high clicks and low conversions, I often turn to Google Analytics data to identify issues with landing pages, missed ad expectations, and of course bounce rates. I can get better data and make decisions more accurately and quickly because I don’t have to toggle between Analytics and Adwords.

How to Link Your Adwords and Google Analytics Accounts

So now that you know “why” you should link your Google Adwords and Google Analytics accounts, you’re probably wondering “how” to do it. It’s really quick and simple:

  1. From your Google Analytics account, click Admin in the top navigation menu. Three columns will open.

GA linking to Adwords Admin

  1. In the middle column where it says “Product Linking”, Click AdWords Linking.
  2. Select the Google Analytics view you wish to link and then click Save.

Your accounts will be linked in no time and you’ll be on your way to making better business and marketing decisions.

[1] Bounce Rate: The percentage of people who leave your website after looking at only one page. A low bounce rate is good because it is an indication that people are engaging. A high bounce is a sign of disengagement.

 

This article was first published on Linked In Pulse.

12 Jul

More Good Things from Linking Google Accounts

 

Good Things Happen when you Link Google AdWords and Google AnalyticsWhen products work together our lives are much easier!  A lot of good things happen for you when you link your Google Accounts, especially AdWords and Analytics.  Let’s take a look at  a few more advantages.

The last post introduced the idea of Linking AdWords and Analytics, this post provides more benefits.

Distinguish Between Good and Bad Traffic

Google Analytics can send valuable engagement data to AdWords so you can more easily distinguish between good and bad traffic. You’ll see data like:

  • Bounce rates — are people clicking your advertisements only to leave right after hitting the landing page?
  • Pages per session — are people looking at multiple pages once they get to your website?
  • Time on site
  • Percentage of new sessions

Do a More Thorough Analysis of Your AdWords Campaign Performance

When your accounts are linked, AdWords sends important data to Google Analytics so you can do a thorough analysis of your ads’ performance without toggling back to Google AdWords to gather data like:

  • Cost of your AdWords by campaign, ad group, keyword, etc.
  • Clicks you’re getting on your ads, keywords, etc.
  • Keyword performance
  • Sitelinks performance (new)

See What Happens After Ad Readers Land on Your Website

When web surfers click on the links in your AdWords advertisements, you typically send them to a page on your website. What happens after these AdWords visitors land on your site (engagement, bounce rate, conversions, etc.) is a mystery, unless AdWords data is transferred to Analytics.

One of my customers was thrilled that their AdWords manager was getting them hundreds of clicks each week… That is until I linked their Google Analytics and AdWords accounts and showed them that their AdWords traffic had a bounce rate[1] of close to 100%.

On a positive note the Google Analytics data identified where the problem was and we were able to fix it quickly.

Target Your Ads to People Who Are Already Interested

Have you ever noticed that after you’ve visited certain websites you start seeing their ads on other websites you visit? The technique that makes that happen is called remarketing. Remarketing is a compelling way of getting people back to your website “for another look”.

When you link your Google Analytics and AdWords accounts you can pass target audience data from Google Analytics to AdWords, so AdWords delivers advertisements to those specific target audiences. To set up remarketing campaigns, you just have to define your target “audiences” in Google Analytics. Examples might include; “all visitors”, “visitors to specific groups of pages”, visitors who took a specific action (watched a video, downloaded a file), etc.

Identify Issues with Landing Pages, Ads and Bounce Rates

When I have AdWords campaigns with high clicks and low conversions, I often turn to Google Analytics data to identify issues with landing pages, missed ad expectations, and of course bounce rates. I can get better data and make decisions more accurately and quickly because I don’t have to toggle between Analytics and AdWords.

How to Link Your AdWords and Google Analytics Accounts

So now that you know “why” you should link your Google AdWords and Google Analytics accounts, you’re probably wondering “how” to do it. It’s really quick and simple:

  1. From your Google Analytics account, click Admin in the top navigation menu. Three columns will open.

GA linking to Adwords Admin

 

 

 

 

 

 

 

 

  1. In the middle column where it says “Product Linking”, Click AdWords Linking.
  2. Select the Google Analytics view you wish to link and then click Save.

Your accounts will be linked in no time and you’ll be on your way to making better business and marketing decisions.

 

[1] Bounce Rate: The percentage of people who leave your website after looking at only one page. A low bounce rate is good because it is an indication that people are engaging. A high bounce is a sign of disengagement.

This post is an excerpt of an article first published on Linked In Pulse.

05 Jul

The Value of Linking Your Google AdWords and Google Analytics

Google AdWords and Google Analytics work better when they are linked.A friend of mine Dean owns a small company. Whenever Dean invites me over for food and drinks, I notice his Google Analytics account is conveniently open and he’s logged in. I know he wants to pick my brain.

During a recent, visit Dean told me he was frustrated by his poor Google AdWords performance; he said they weren’t getting him any leads, not even email newsletter sign ups, and he asked me to have a look.

It seemed odd to me considering he was spending a lot of money on AdWords.

When I looked closer, I saw that there wasn’t any AdWords data in his Google Analytics account.

When we opened his Google AdWords account, we saw much more encouraging data: more than a dozen sales leads and a few email sign ups. AdWords was performing!

What Dean wasn’t doing — a mistake many businesses make — was linking his AdWords account to his Google Analytics account, to leverage the power of both.

Linking your Google AdWords and Google Analytics accounts allows the two products to work in tandem and exchange valuable data. And that helps you make better business and marketing decisions:

The Good Things That Happen when You Link Your Google AdWords and Google Analytics Accounts

Everything Works Towards the Same Goals

When you link your Google AdWords and Google Analytics accounts, you can automatically import your Google Analytics goals into AdWords. That means your ads are now required to meet the same conversion standards as other traffic sources like SEO, referral, and even other advertisers.

And you’ll be able to see how all your online lead generating activities are performing in one single report.

This screenshot from Google Analytics shows how you can compare AdWords and all other traffic sources in a single screen:


Traffic Source Comparison

 

 

This report helped me see that one of my customers was generating more revenue with Google AdWords advertising than all other advertising sources combined. They made thousands more in revenue by redirecting money from under performing advertisers to AdWords.

This post is an excerpt from a previous Linked In Pulse article.

28 Jun

How to Configure Goals In Google Analytics

Without configuring goals in Google Analytics, it’s almost impossible to determine which marketing activities benefit your business the most.

Google Analytics goals are the actions you want people to take while on your website. Some examples include: make a purchase, complete a lead form, subscribe to your email list, etc.

It is valuable to configure goals in Google Analytics is valuable because your data is organized empowering you to evaluate your marketing programs.

Here’s a step by step demonstration video how configure goals in your Google Analytics.

How to Configure Goals in Google Analytics

If you would like the step by step written How to Configure Goals in Google Analytics sign up for my mailing list:

This article was previously published on Linked In Pulse.

21 Jun

Google Analytics Goal Types

4 types of goals

Map your goals to Google Analytic’s four types of goals

The last post we looked at How to Choose Your Goals in Google Analytics.  After you have selected a few goals we have to map them to one of the four Google Analytics Goal types.

Table below summarized the different goal types and gives examples how they can be used.

Google Analytics Goal Types Summary Chart

Goal type What it measures Definition Example
Duration Engagement Length of a visit with your website Greater than 2 minutes
Pages / Screens per session Engagement Number of pages looked at while on your website Greater than 3 pages
Destination Action(s) you want users to take Specific page visited on your website Order confirmation, thank you page.
Event Engagement or actions you want users to take Similar to destination goal, but applied where the URL page does not change. Download PDF collateral, click a link, and watch a video.

 

Setting Up Your Google Analytics Goals

Once you’ve identified your goals and mapped each to one of the four goal types, your hard work is done. You’re now ready to set them up in Google Analytics. And that only takes a few minutes.  That how to post is coming shortly!

This post is an excerpt from Guiding Your Marketing With Google Analytics Goals.

14 Jun

How to Choose Your Google Analytics Goals

Graphic-GoalsA Guide to Choose Google Analytics Goals

If you have never set up goals in Google Analytics, these guidelines will make it easy and get your started.

Making Four Simple Goals

Start by making a list of four things you want your website visitors to do:

  • One should be directly attached to revenue, like making a purchase (donation for not for profit), or completing a website lead form. This will be your event or destination goal in the table below.
  • One should require a lower level of commitment, like subscribing to a newsletter, following you on social media, downloading a white paper, etc. This will also be an event or destination goal in the table below.
  • Two should measure the engagement with your website. You’ll want to know things like how long visitors spend on the site (duration goal in the table below), and how many pages people view while on the site (pages per session goal in the table below).

Beware of vague goals

Vague goals like “brand engagement” don’t work. You need to make sure you goals can be quantifiable, such as how much time people spent on the website or how many pages they looked at.

Start small

The old adage “walk before you run” says master walking first because if you fall while running you’ll hurt yourself.

With Google Analytics, start small so you don’t get overwhelmed by a deluge of data.

That’s why I suggest you start with four, or even just three goals. Get used to reading and using the data from those goals. When you feel confident, you can expand with more goals.

Source

This post is an excerpt from a longer post: Directing Your Marketing with Google Analytics Goals