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