31 May

Guide Your Marketing with Google Analytics Goals


In theory, Google Analytics provides the marketing performance data you need to make informed marketing decisions by answering questions like:

  • How much revenue is your advertising generating?
  • How well are your SEO or social media programs working?
  • Which marketing activities should you stop doing?
  • Which marketing activities you should do more of?

Are you able to answer these questions?

Saved a Customer $10 K

Most businesses already have Google Analytics setup for their websites. But to be empowered to make strategic marketing decisions, you need to configure goals in Google Analytics. In fact, configuring goals is how one of my customers saved $10,000; we used their data to identify an underperforming advertiser and canceled that contract.

The goals feature in Google Analytics organizes and presents your data so you can get answers to specific questions. Here are a few examples:

  • How many leads did our advertising generate?
  • How many new email list sign ups did we get?
  • Is that video we made helping us sell products?
  • Are our social media activities bringing good traffic to our website?
  • And a lot more…..

Identifying Your Goals For Google Analytics

Your Google Analytics goals are the things you want people to do when they’re on your website. There are probably lots of these things. Here are a few examples:

  • Buy something
  • Complete a lead form
  • Subscribe to your email list
  • Contact you
  • Follow you on social media
  • Read your articles or blog posts
  • Watch your videos

Your list can be as long or short as you wish.

Identify your specific 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.

Map your goals to Google Analytic’ four types of goals

Now that you’ve identified your goals, you need to map them to Google Analytics’ four goal types:

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!

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