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Google Analytics Goals for Business Websites

Google Analytics Goals are probably the most important metric for your business’s website. I’m fully serial.

It’s nice to look at the number of visits your site receives, average time on site and bounce rate. But who cares what your visitors are doing if they’re not performing some kind of action you want them to perform?

Are your visitors buying from you, contacting you or subscribing to your mailing list? You could have millions of visitors. If they’re not doing something valuable for your business then you may as well pack up and go home. This is where Google Analytics Goals can help you gain actionable insight from your data.

Google Analytics Goals for Business Websites

Four Valuable Insights from Google Analytics Goals

Here are some things that Google Analytics Goals can tell you. In these examples I’m using a “purchase” as a goal, but it could be something else, like a subscription or an email enquiry.

  1. Know where your customers come from. Setting up a goal allows you to track where your buyers came from before they hit your site. Did they come from an advertising campaign? Did they find you on social media? Were they referred to you from another website?  Knowing this allows you to:
  2. Calculate your Return on Investment (ROI) from marketing activities. Did you spend $100 on Google AdWords clicks which resulted in $200 worth of online purchases? An analytics goal can tell you this and you now know that AdWords results in a 100%  ROI. If for example you also spent $100 on Facebook ads which only generated $150 in sales, your ROI on Facebook ads would be 50%. Therefore your analytics goals can tell you where you’re getting the most bang for your buck.
  3. Know what your customers did on your site before they purchased. Goals can tell you what pages your customers looked at before they went on to purchase. This can tell you what pages of your site are better at turning a visitor into a buyer.
  4. Create Experiments. You can run an analytics experiment, whereby you test two or more versions of the same page on segments of your website visitors, and see which version of the page resulted in more goal completions (like buying something). This allows you to stop guessing about what might work and figure out exactly what does work.

Learn the exact steps in setting up a Google Analytics goal here.