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10) Create a custom Goal in Google Analytics

LexisClick 12/06/2019

Tracking page views and visitors is an important part of your marketing strategy, but how valuable are these visitors to your business if they don’t take the right action on your website? They are worthless. It is much more valuable to know important conversion metrics such as:

  • Sales
  • Enquiries 
  • Leads generated
  • Newsletter sign-ups
  • PDF downloads

Google Analytics custom goals allow you to track these metrics to provide a clear insight into how your website is performing. In addition to showing you what is working on your website, goals allow you to see what is not working on your website by generating a series of reports in Google Analytics which allow you to view at which points users dropped out of your goal flow. 

These reports provide accurate oversight into which aspects of your marketing are delivering results, so you can begin to focus on the things that work and stop wasting time/money on the things that don’t. 

There are 4 types of custom goals that you can set-up in Google Analytics, these are:

  • Destination (Landing on a specific page, such as a thank you page)
  • Duration (Spending a specified amount of time on a page)
  • Pages / Screens per session (How many pages a user views on your site)
  • Event (Such as the link click or form submission event that you created in the last two modules)

Each type of goal is used in different scenarios to get different types of insights that are relevant to your business. In this module, I’m first going to give some example scenarios that each type of custom goal would typically be used for and then show you how to implement them. You can then use your knowledge of your website, business, and customers to decide which goal configuration will give the most valuable insights to you.

 

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