In this week’s Google Agency Update, we were informed that there are going to be some enhancements to the Goals functionality in Google Analytics.
What is a Goal?
The goal functionality is a major tool in any Digital Marketing conversion optimisers arsenal. It will allow you to define a series of pages within a process (such as a sales process, checkout process, email newsletter signup, email contact) and report on the success of each step and how many people follow through to the end. This data allows you to really look at a website in terms of conversion rate and what each step of the process does to the overall conversion rate. You can also define just one step such as an email contact form being used to send a message.
Some pics to explain!
This shows the conversion rate of the site for a set period, so can be matched against promotions such as email mail touts or advertising.
This is my favourite Google Analytics report. I eat sleep and breath conversion and know that ‘little hinges swing big doors,’ so knowing how well each page in my conversion process (again, this can be home page, product info pages, then brochure request or contact – so isn’t restricted to ecommerce) works is vital. Then I can have adult conversations with my web team about how to improve each step with the backup of numbers. I like that because it removes emotion and blame from the conversation! We just need the numbers to improve and each iteration is a test.
At the moment, Google only have availability of four goals (see pic below)
But that will be increasing from 4 to 20, giving the ability to increase the number of elements tracked. It is surprising how quickly you can run out of goals! You can also import these goals into Google Adwords to allow you to track conversions.
There are also two other features, being the ability to track time on site and the amount of pages viewed per visit. This is fantastic if you are looking to measure website engagement or sell advertising on a website where inventory is priced based on amount of pages viewed and number of pages visited.
This might be a work around to the old trick of setting up ecommerce tracking for a non ecommerce site, allowing each conversion tracked form to be defined as a product therefore giving the ability to track unlimited goals. More on this in another post!
If you need Adwords help, contact us, we can help you!