Google Analytics goals give B2B digital marketers and business owners the ability to track key website events. Whether this is product sign-ups, email list sign-ups, inquiries, or demo requests, tracking goals is an important part of building a successful website.
By tracking key data points on a website, B2B digital marketers can identify where the most likely traffic to convert is coming from and make data-based decisions on where to spend their time in order to generate more high-quality leads.
In this post, we’ll look at what Google Analytics goals are and how they can be set up in under 3 minutes.
What are Google Analytics Goals?
Google Analytics Goals are certain events that a business wants to track.
These goals are generally an event which when taken will result in either a lead being generated or conversion being executed.
Why Should B2B Companies use Them?
Google Analytics only provides a very basic view of website traffic when not customized. Meaning that you have easy access to your website’s data and performance but in order to get more out of it, you need to put in a little extra work to really get Google Analytics working for you.
Setting up goals will allow you to see how many times your key conversion events are happening over any given time AND allow you to see exactly where the traffic is coming from that’s resulting in these conversions. Allowing you to better identify where your marketing dollars and time should be spent.
What kind of Google Analytics Goals are there?
Google Analytics allows a number of different types of goals to be set up. These are:
- Destination: If a pageview or screen view is a conversion.
- Duration: When you want to measure the time spent on a certain webpage as a conversion.
- Pages/Screens per session: When you want to measure the number of page views a user makes and set a specific number as a goal.
- Event: If you consider a button click, video play, form submission, ebook download as a conversion.
How to set up Google Analytics Goals
Follow the steps to set up your first Google Analytics goal and track your website’s events which you consider important:
Log in to your Google Analytics account and select the website which you would like to create the goal for.
In the left panel, click ‘Admin’ at the bottom left of the screen.
Select ‘Goals’ from the third menu to start to set up your goal.
To create a new goal select the red button ‘+New Goal’
Once you’ve clicked ‘+New Goal’, you’ll be prompted to select a templated goal or a custom goal. Go ahead and select the templated goal option.
You’ll then be asked to enter your goals name. Make sure you choose a name that you’ll be able to identify as a certain event being performed on your website. For the purpose of this, we want to show how many people have visited our blog, but you’ll want something like ‘Completed Sign up Form’.
Next, you’ll want to set how the goal will be tracked, we’ve selected ‘Destination’ as we want to track people landing on a specific page, our blog.
The final step in setting up a Google Analytics goal is assigning a value. This is identifying the actual event which will take place.
If you want, you can also assign a monetary value on your goals if a person executes a purchase when the goal you’re tracking results in a sale.
It won’t take you any longer than a couple of minutes to set up your first Google Analytics goal and when done you can see the goal and its conversions from the dashboard of your Google Analytics account.