Post on 17-Jun-2015
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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
THANK YOU!