One essential aspect of digital marketing is an effective method of measuring results. When data is not measurable, it will be impossible to gauge whether or not goals are met and all good digital marketing agencies assign important metrics to assess how well a campaign is doing. The same information can also help with decision-making as well as ensuring that the budget is being met. A popular platform used in measuring digital marketing success is Google Analytics, but using all the tools available on this platform is impossible. That is why it is essential to begin by setting goals.
What do Google Analytics goals mean?
Google Analytics goals is a feature of this platform which keeps a record and reports specific actions taken by site visitors and how often they do them. Some examples of these actions include visiting the website, amount of time spent on a particular page, filling out a form, subscribing to receive notifications, and many others. The critical indicator of tracking these actions is that everyone, if not all of them are steps that will lead them to become a new customer.
A vital step in effectively using Google Analytics goals is first to determine and assign specific actions you wish to track. All activities related to defining and monitoring goals on Google Analytics is available through a straightforward process found in the ‘view’ column of the Admin page.
What are the four basic goal types on Google Analytics?
In selecting which goal type best fits your business needs, you need to understand the purpose of each goal so that you can come up with a strategy that accomplishes the metrics you intend to measure.
- Destination. This goal type intends to measure how many visits each page receives. You can choose a specific page on your website as the destination, and every visit to the page is counted as a conversion. This goal is typically used to track actions such as form submission, or when a user is redirected into a thank you page.
- Duration. This Google Analytics goal tracks the amount of time a user spends visiting a web page. This goal is useful in measuring user engagement such the user’s interest in reading content, learning about your company, and browsing other related pages.
- Event. An event goal aims to measure and track specific actions users take to engage on your site. For example, did the user watch a video, download content, or use any of the interactive tools on your website?
- Pages or screens per session. An alternative method of tracking user engagement is by counting how many pages each user visits.
The Google Analytics goals mentioned above are only a few of the possible goals you can set to track user engagement. If you are running an e-commerce business, for example, there are other Google Analytics goals you can use to track user actions. There is the revenue goal, acquisition goal, and also the engagement goal. These goals help follow specific user actions that ultimately lead to buying a product.
Choosing the right Google Analytics goals
While it is possible to track every single action a user makes on your website, it is not necessary to do so as suggested earlier in this article, you need to begin by defining specific needs and business requirements. One great thing about Google Analytics is the option to use goal templates or to customise goals according to the needs you have identified.
The tools provided by Google Analytics are rich in potential and can be highly beneficial for every business looking to improve and maximise the benefits of various digital marketing strategies.