Setting Up Goals in Google Analytics


Ashley Stander

 on May 24, 2022. 
Reviewed by 

Romi Hector

Woman working on a laptop at a desk

Google Analytics has a handy range of tools that can help you follow your customers’ shopping journey across multiple devices. Why would you want to follow this journey? It gives you important insights into why customers abandon sales, which products are most popular, and which products don’t feature in this journey. Essentially, Google Analytics, as well as other top e-commerce analytics tools, can help you shape your online store around your customers’ specific needs.

What Is a Goal in Google Analytics?

Goals are used to measure how often your customers complete specific actions. They also measure how well your site or app performs or, in other words, how they fulfill your targeted objectives. You see, a goal is a completed conversion, which also plays a part in the overall success of your online store.

Let’s look at an example. You own an online clothing store. These could be some of your goals:

  1. A customer signs up for your regular "special deal" emails.
  2. A customer buys an item of clothing.
  3. A customer downloads your app and buys an item of clothing.

You need to have well-defined goals to establish your digital product analytics measurement plan and make data-driven decisions for your business.

Where to Find Google Analytics Goals

It really is easy finding goals on Google Analytics. Follow these three steps:

Step 1: Sign in to Google Analytics.

Step 2: Select Admin and navigate to your chosen view.

Step 3: In the View column, select Goals.

Goal Types in Google Analytics

There are four basic goal types in Google Analytics. All of these have been developed to optimize the conversion process, improve your online presence, and boost your business.

  1. Destination goals These goals track when your user arrives on a specific page of your website. It tracks the number of people that land on the various pages on your site (e.g., your order confirmation page, add to cart page, and even your thank you page). It all depends on what you count as a conversion.
  2. Event goals These goals work well for tracking customer interactions that Google Analytics doesn’t usually record. Examples include clicks on outbound links, button clicks, PDF downloads, and form conversions with no thank you page.
  3. Pages or visit goals Pages per visit is a simple goal to set up in Google Analytics. Instead of tracking the amount of time each user spends on each page, this tracks the number of pages visited before leaving. This goal gives you great insights into how engaged your customers were on your site. It also tells you which parts of your site are seldom visited and could possibly be gotten rid of.
  4. Duration goals This is also an easy goal to set up. It tells you how engaged your users are; the longer they linger, the more engaged they are on your site.

Now, for maximum effect, take the measurements of all these types of goals, and you have incredible insights into your online business presented to you on a silver platter. It’s how you analyze user metrics that really counts.

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