This week in class we discussed tracking goals and conversions. Using link campaign tracking is a start, but Google Analytics actually helps you track goals and add optionally monetary values to them.
For example, if you want to track how many people sign up for something (a newsletter, event, etc.):
- Go to the Admin Tab in Google Analytics
- Look for “Goals” in the right-most column
- Create New Goal
- Choose Custom
- Choose a name and ID
- Choose Destination
- Choose the destination page
- Add monetary value (optional)
- Add Funnel (optional)
Newsletter Example Goal
Let’s say I have a page that lets users subscribe to your newsletter. After completion, they are taken to a thank you page. I set the destination to be the thank you page (since my goal is completed sign-ups), and created the funnel. In order to get to the thank you page, they ideally will start at the main blog page. From there, they will go to the Subscribe page.
Since there are multiple ways people can go through my funnel, I set that the funnel is not required. I also assigned an arbitrary monetary value of $1, even though I am not actually making money. This allows me to see some visual representations of referrals.
With the funnel defined, I am able to see where people are dropping out of the funnel. If people are dropping out on the subscription page without completing it, I will know that something needs to be adjusted with that part of the funnel.
Real World Example Goal
Up front I will admit that in this example with an event at Jump Simulation, there is a big issue with my goal tracking. I was unable to use a thank you page, but rather a page leading into registration due to how the registration system is set-up.
This means my goal tracking is skewed, and I am only seeing people going into registration, but not how many actually finish registering. I would need to compare metrics outside of Google Analytics and see how many people were signed up for the event. For example, it tells me that 234 “completed my goal”, however, I know that there were only 60 people or so who were actually subscribed, and some people registered multiple people in one website visit.
Below you can see real data from the goal tracking (from June 24-September 24 2015). The first image is telling me that most people are getting to the registration within 1-2 pages. This is good! I don’t want to make people click through 5 different web pages just to get to registration.
Shorter funnels are usually better. You want to get people to their destination as quick as possible.. especially where money is concerned!
Since I didn’t really set up a funnel, this next page doesn’t show me as much as it could, but I can see how people got to the link directly. As a reminder from last week, the source and medium is defined through link campaign tracking. Unfortunately it seems that the link was sent out somewhere without the link tracking, so I do not know where those 67 visits came from.
If you notice, the orange is drop-offs. This means they are leaving our site, which in this case is good since our registration is handled through a different domain (unfortunately).
I could also supplement the above funnel, which looks only at what you specify in your goal’s funnel, with a custom Segmented Audience (with the destination page being the same) in the non-goal-section Behavior Flow. This shows every path taken to reach the destination.
These were just a few ways that you can look at the data related to goals and goal funnels. If anyone has any questions, leave a comment below. Or, I’d be happy to learn more tips about tracking goals as well – I’m still new to and learning this part of Google Analytics!