Using Goals in Google Analytics, webmasters can measure their vistiors engagement activities and track how these interactions (such as media plays, social connections, newsletter sign-ups, a minimum purchase value, or the amount of time spent on a screen) help you to meet your larger business objectives.
Today, Google releasing several updates to “Goals” to make it easier to measure customer behavior and evaluate performance. The update includes: a new set-up flow, new templates, and new verification capabilities.
Goals are set at the profile level. “to find a profile in your Google Analytics account, click the Admin tab, then navigate to the account, property, and profile you want. Click Goals, then Create a Goal. Follow the flow to set up and start measuring your Goals,” explains Google.
The newly redesigned templates, helping in setting-up Goals quickly. “When you use a template, the Goal setup flow is prefilled with suggested values (based on your industry) that you can either keep or change as you walk through the process,” Google explained.
“The templates are organized into four business objectives (Revenue, Acquisition, Inquiry, Engagement) to help you think about the purpose of each Goal, plus you can still create custom goals,” Google added.
Note that “revenue” goals don’t necessarily imply a direct sale — these goals are user activities which have a strong impact on your desired business outcomes.
The templates you see are based on the Industry Category selected in your property settings, so you only see templates that are relevant to your business. Please edit your property settings to make sure you’re using the one that best describes your business.
Google has also added a set of 20 new industry categories to Google Analytics. “This classification is now aligned with Google’s web standard for industry vertical classification,” the company adds.
In addition, a new “Verify” option to check each Goal before you save is also available at the end of the setup flow that lets you see what the conversion rate would have been for the past seven days had this Goal been setup.
“Using the verify option gives you immediate feedback, so you can decide to save or modify the Goal configuration you’re working on.”
Using the new “Goals Overview” report under the Conversions section lets you see how your goal completions happen over time. In the Goals Overview report you can use the metric selector to choose the relevant metric.
Develop a sense how often a Goal conversion happens, and look to identify relationships between different Goals.
Also, reports in Multi-Channel Funnels, now focus on “visitors’ entire path to conversion” — including “the different off-site interactions they had before making a purchase or completing a goal,” Google said.
For guidance as you set up Goals, visit this help center article.