Creating Goals in Google Analytics

Download Creating Goals in Google Analytics

Post on 17-Jun-2015

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What to consider when setting goals in Google Analytics

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  • 1. CREATING GA What to consider when creating GA goals goals

2. WHAT ARE GOOGLE ANALYTICS goals? An additional layer of reporting built on top of raw metrics data no special tagging required only UI congurations subjective evaluations of user behavior meta-metrics that mark and categorize raw metrics as successful conversions Goals are: 3. Selected URL Destination 1 Goal 1 Visit 1 Destination pageview 1 Destination pageview WHAT ARE GOOGLE ANALYTICS goals? URL Destination Goal An Example of a Goal Type: 4. WHAT ARE GOOGLE ANALYTICS goals? URL Destination Goal marks certain pageviews (URLs) as successful 'destinations' a goal completion is only counted once during a session when a visitor arrives at the Destination URL repeatedly visiting the Destination URL during a session only generates one Goal completion An Example of a Goal Type: 5. TYPES OF goals 6. URL Destination Goal 1 Visit TYPES OF goals URL Destination Goal Selected URL Destination 1 Goal 1 Destination pageview 1 Destination pageview 7. marks certain pageviews (URLs) as successful 'destinations' a goal completion is only counted once during a session when a visitor arrives at the Destination URL can also add pathing constraints by including a Funnel species desired steps or in-between URLs leading up to the nal URL Destination provides fallout reporting TYPES OF goals URL Destination Goal 8. Which pages do I want visitors to go to? Which pages are more important than other pages? Which pages if NOT visited would be considered a failure? Which pages are milestones for important actions? Which pages are qualitatively unique and specically reveal desirable visitor intention? TYPES OF goals Guiding Questions URL Destination Goal 9. Example Page 1 Visit 1 Event 1 Event 1 Goal Selected GA Event TYPES OF goals Event GoalXX XX XX XX XX XX 10. marks certain user actions (GA events) as successful events/ conversions a goal completion is only counted once during a session when a visitor performs the event once depends on existing GA event tracking TYPES OF goals Event Goal 11. Which events do I want visitors to go perform? Which events are more important than other events? Which events if NOT performed would be considered a failure? Which events if accomplished only once during a visit would be a success? That is, which events are qualitatively important and do not require meeting a quantitative threshold? TYPES OF goals Guiding Questions Event Goal 12. 1 Visit Selected Duration: > 20 min 1 Goal 0 Goal TYPES OF goals Visit Duration Goal 0 24min 0 5min 13. marks certain thresholds of time spent during a visit as successful uses visit duration metric can specify successful thresholds for visit durations that are either: equal to below above a certain amount of time TYPES OF goals Visit Duration Goal 14. What actions or behaviors are important, and how long do these activities take? What is the typical visit duration for visitors who achieve various URL Destination or Event Goals? What is the typical visit duration for visitors who DO NOT achieve various URL Destination or Event Goals? TYPES OF goals Guiding Questions Visit Duration Goal 15. 1 Visit 0 Goal 1 Goal threshold pageview TYPES OF goals Pages/Visit Goal 0 0 Selected Pages/Visit: > 5 pages/visit 16. marks certain thresholds of pages viewed during a visit as successful uses pageviews per visit metric measures user engagement can specify successful thresholds for engagement that are either: equal to below above the pages per visit threshold TYPES OF goals Pages/Visit Goal 17. How much is a single pageview worth? Perhaps in terms of advertising. What actions or behaviors are important and how many pageviews do these activities usually take? What is the typical amount of pages viewed per visit for visitors who ACHIEVE various URL Destination or Event Goals? What is the typical amount of pages viewed per visit for visitors who DO NOT achieve various URL Destination or Event Goals? TYPES OF goals Guiding Questions Pages/Visit Goal 18. URL Destination Goal Event Goal Visit Duration Goal Pages/visit Goal TYPES OF goals Review 19. THANK YOU!