Setting up goals in Google Analytics

In any search engine optimisation campaign it is important to track your progress, whether that be number of visitors, page views or revenue, and a great way to capture all this information is through the use of Google Analytics.

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So once you’ve set up your account and added the tracking code to the pages of your site, what should you do next? One really useful way of tracking specific aspects of your site is through the use of goals. Below I have included some examples of useful goals which you can aim towards on your site:

• If you have a contact form on your site you can set up a goal which tracks how many people have contacted you via the use of the online form. The best way to do this is to create a ‘thank you’ page which users are taken to once they have completed and submitted the form. The goal tracking can then be set up for the ‘thank you’ page.
• It may be useful for you to set up a goal which tracks how many people have downloaded specific documents such as PDFs on your site. You can then place the most popular downloads in a more prominent place for your users.
• If you have an ecommerce site it is useful to track user activity throughout the payment process. This can be tracked by using something called funnels within your goals. The goal is essentially the purchase of a product/s, but the funnels can tell you at which point in the process a user may have opted out, enabling you to make the process much shorter and ultimately get a better conversion rate.

Gemma Neesham
Project Manager

Google Analytics is a great resource for finding out more about the activities on your site, so the sooner you install it, the sooner you can get tracking.