Last week on Thursday, December 1st, Google held a webinar titled "Reaching Your Goals with Google Analytics."
Is your website performing as well as it could be? Do you want to get more out of your digital marketing campaigns, including AdWords and other digital media?
This webinar will guide you in setting up and using Goals and Ecommerce in Google Analytics. Whatever your online business model -- shopping, lead-generation, or pure content -- these tools will take you beyond standard "page-view" metrics and deliver actionable insights into your buying cycle.
To learn more, here are top five questions and their answers, watch the recording embedded below:
Per Google post:
Why should I use Goals if I don't have a product to sell?
You can use Goals to help you dive deeper into your site performance and learn where your users might be having trouble. For example, you might want to ensure that visitors to your site are able to find directions to your physical location, or you might want to be sure that they view a particular piece of content on your site. You could set up a Goal for that page, and then use Goal Flow in the Flow Visualization tool to see how users get there. You might then determine that it's too hard for users to find the information that they need. The specific metrics that you should use will depend on the purpose and goals for your site.
Which types of Goals should I use?
There are four different Goal types to choose from in Google Analytics: URL destination, Time on Site, Pages per Visit, and Event. URL destination goals are best for goals based on a visit to a key page of your site, such as a "thank you" page after a purchase. Time-on-Site or Pages-per-Visit goals are best if you're more interested in determining site engagement. Event goals should be used if you want to track specific actions such as watching a video, listening to an audio clip, or downloading a PDF. Note that the first three types of goals can be set up with no changes to your tracking code, but if you want to use Event goals, you'll need to set up Event tracking. And don't forget that if you're an online retailer, or if your conversion process pulls in dynamic monetary values, Ecommerce in Google Analytics allows you to track transactions and the order value of every purchase made on your site.
What are Goal match types/settings?
There are three match types for URL destination goals: head match, exact match, and regular expression match. Exact match is used when you have a static URL (a page that does not change based on user actions) -- you can just enter the URL as it appears on your site and Google Analytics will track the goal. Head match is used if you have a URL that has dynamic values at the end, such as session IDs. Head match will record goals for whatever URL you enter into the interface -- plus anything that comes after that. Finally, regular expression match is used for completely dynamic URLs or to capture multiple URLs in one goal. Check out our Help Center article on setting up Goals to get more information about which match type is right for you.
How do we determine what goal value to set?
Goal value is what each action is worth to you. Ask yourself how much it's worth to have someone sign up for your email newsletters, knowing they'll now get consistent messaging from your business. You may want to start with a larger objective that has a monetary value, like landing a big client, then map out the smaller steps leading up to that sale. For example, it may take an average of 25 lead forms filled out on your site to drive one sale. The value of a filled-out lead form would then be equal to an average sale divided by 25. It may take some time to determine these attribution amounts, and you shouldn't be afraid to adjust your Goals and Goal values periodically!
What are the top 5 metrics to share with the CEO?
There aren't really 5 golden metrics that will work for every single company and every single CEO. You'll need to do some brainstorming and discovery to understand which metrics in Google Analytics map to your business objectives. Think about your business strategy -- for example, are you looking to reach customers who are on-the-go? Then it's probably helpful to track the percentage of visits and conversions coming from mobile, so you can tell the CEO about the success of your mobile strategy. Do you want to make sure that you're getting a good return on your marketing investments? Then you should consider tracking the percentage of conversions coming from advertising vs. other sources (this is a good place to use Multi-Channel Funnels!).
Although it may take some work to determine the relevant metrics, it's worth the effort to ensure that you are presenting information that tells the right story about your business. Once you've defined your metrics, you can use Google Analytics dashboards to pull everything together in an easy-to-read format. So dive into the Google Analytics reports and find your story!