Setting up a few simple conversion goals in Google Analytics can give you valuable information about sales.
But which goals are the best ones to choose?
Most websites these days use Google Analytics to record visitor stats and enable website owners to gain a little insight into how well the website is doing. The main reason people use it so much is because it is free, very easy to setup and offers a simple visual way to see what’s going on.
Delve deeper to find powerful marketing tools.
But delve a little deeper into what Analytics can do, and you’ll find a whole battery of powerful tools, that can tell you just about anything you need to know, in relation to your website’s visitors. One of the most powerful of these is to use Google Analytics to measure conversion goals, such as the sales or enquiries that come in.
Goals can answer all your questions about the sales or leads from your website.
The reason for this is simple. Say you have a sale from your website. The natural thing to ask is for more information about the sale. You need answers to questions like: “What keywords did they use?”, “what part of the country did they come from?”, “What pages did they look at?”, Setting up Goals in Google Analytics can easily answer all these questions, and many more besides.
Think about which conversion you want to measure.
To help you get going with Google Analytics Goals I’ve written a short Guide that takes you through the technical side of getting the Goals to work. But before you set them up, you need to consider which conversions to measure.Obviously things like shopping cart sales, or enquiry form usage, is bound to be worth measuring, but what about more mundane things like catalogue downloads or visits to the contact page?
Over time each conversion goal you’ve setup will feed you back valuable marketing information.
In my view the, if you think anything is relevant to the sale or enquiry you’re looking for, then set up a goal and measure it. The reason for this is that each conversion goal is feeding you back valuable data, that over time you can use to fine tune your marketing and help allocate advertising resources in the best way.
Any example of this might be a goal to measure catalogue downloads. Obviously these don’t count as direct sales, but they may lead to sales. Also every catalogue downloaded online, may be saving you money if you don’t have to post it. Over time you could use the Multi-Channel Funnel Report, to identify just how much the catalogue downloads are contributing to sales.
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