Different types of sites will have different types of goals.
Let’s go through the process of setting up goals first and then talk about the most common goals for different sites (blogs, ecommerce, lead generation sites).
But first, what is a Goal and what is it used for? Google has a great video explaining what goals are and why they are important:
Create a Goal to measure User Engagement
We will create a goal that measures User Engagement.
We will define a user as engaged if he/she spends more than 5 min on the site. You can of course change this to a number that fits your website, or start with 5 minutes and after you have got some engagement data, adjust accordingly.
Configure the Goal in Google Analytics
Login Google Analytics and click on “Admin”:
Select the view where you want the goal to be applied to and click on “Goals”. As usual, make sure you test your goals on your Test View to make sure your configuration is correct, so you keep your data clean from errors.
Click on “Add new Goal”. Note that Google Analytics will indicate how many goals you have left.
Google has made some templates to assist on the goal creation, but in our case, we need to create a custom Goal. Click on “Custom” and then “Next”:
Give the Goal a descriptive name like: User Engagement and on Type, select “Duration”. Click “Next”:
- Enter the duration, that is, how long the user has to stay on your site to be consider an engaged user. I have set this for 5 minutes.
- Google Analytics will give you the possibility to assign a monetary value to the goal. For example, if you sell ebooks on you site and the average value of each ebook is $10. When you create a goal to track ebook downloads, you can assign $10 as a monetary value. In this case we will leave this OFF.
- With verify this goal, you have the possibility to check how this goal would have performed based on historical data from your site: “This Goal would have a 15.00% conversion rate based on your data from the past 7 days”.
- Finally, click on “Create Goal”:
Once you create the goal, you will be able to:
- (1) Stop the goal from collecting data, that means disable the goal for a period of time.
- (2) Share the goal with others.
Review Goal Reports
You will find the data collected from this goal on the Reports View in Google Analytics. Click on “Reporting”:
and on any report view, you will find the goals performance. For example in the “New vs Returning” Report, the goals are located at the far right on the “Conversions Section”:
Don’t have goals on your site yet?
Spend your weekend getting goals setup and see greatly improved insights in the coming weeks.