CREATING GAWhat to consider when creating GA goals

goals

WHAT ARE GOOGLE ANALYTICS goals?

• An additional layer of reporting built on top of raw metrics data• no special tagging required• only UI configurations

• subjective evaluations of user behavior• meta-metrics that mark and categorize raw metrics as successful

conversions

Goals are:

Selected URL Destination

1 Goal

1 Visit

1 Destination pageview

1 Destination pageview

WHAT ARE GOOGLE ANALYTICS goals?

URL Destination GoalAn Example of a Goal Type:

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:

TYPES OFgoals

URL Destination Goal1 Visit

TYPES OF goals

URL Destination Goal

Selected URL Destination

1 Goal

1 Destination pageview

1 Destination pageview

• 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• specifies desired steps or in-between URLs leading up

to the final URL Destination• provides fallout reporting

TYPES OF goals

URL Destination Goal

• 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 specifically reveal

desirable visitor intention?

TYPES OF goalsGuiding Questions

URL Destination Goal

Example Page

1 Visit

1 Event

1 Event

1 Goal

Selected GA Event

TYPES OF goals

Event Goal

XX

XX

XX

XX

XX

XX

• 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

• 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 goalsGuiding Questions

Event Goal

1 Visit

Selected Duration:> 20 min

1 Goal

0 Goal

TYPES OF goals

Visit Duration Goal

0 24min

0 5min

• 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

• 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 goalsGuiding Questions

Visit Duration Goal

1 Visit

0 Goal

1 Goal

threshold pageview

TYPES OF goals

Pages/Visit Goal

0

0

Selected Pages/Visit:> 5 pages/visit

• 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

• 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 goalsGuiding Questions

Pages/Visit Goal

‣ URL Destination Goal‣ Event Goal‣ Visit Duration Goal‣ Pages/visit Goal

TYPES OF goalsReview

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