Goals in Google Analytics – How To Set Up? (2019) | IgnitionStart
Goals in Google Analytics – How To Set Up? (2019) | IgnitionStart

Hi, I’m Robert Moszczynski and welcome to
IgnitionStart Academy. Today let’s talk about the success of your
business. I will show you how to measure success in
Google Analytics to make data-driven decisions and take your business to the next level. So stay tuned! (uplifting music) One thing I can tell you right now – it’s all
about measurement. Why do you should care about the right measurement? Because measurement has a direct impact on
the improvement of your business and your business will only grow if you continuously
improve it. You want your business to grow? So hear what management guru Peter Drucker
said about improvement: He said: “If you can’t measure it, you can’t
improve it.“ As simple as that. We can only really improve something if we
can make data-driven decisions. Everything else is guessing. Your business won’t grow that way. Another interesting question is: How do you measure the success of your website? Which metrics do you actually use? And what numbers do you look at before you
make decisions? Many rely on KPIs and only try to keep the
numbers as high as possible. Page Views, Numbers of Visitors, Session Duration
or Bounce Rate just to name a few. But do KPIs measure direct success? Can you express goals with KPIs and measure
their performance? Nope, that’s not the case. KPIs have a different purpose. KPIs are not enough to measure success! A goal is a desired final outcome. For example a new lead, a purchase or a PDF
download. Things that matter to your business. KPIs are metrics indicating whether the performance
is good enough to achieve your goals in the end. KPIs are consequently only an auxiliary metric
for goals and not a success metric itself. Ok, so we need to set up goals to measure
the success of a website to make the right data-driven decisions. No more assumptions and no more wrong conclusions
based on KPIs alone. Is it difficult to set up goals? Nope, it’s easy. In 15 minutes you will be ready to set up
a goal so have fun and stay tuned! To keep it simple and fast, let’s proceed
in three steps. We’ll figure out how you can find goals based
on your business needs. We’ll take a look at some basics so you can
make the right settings to get everything out of goals. And then we can start creating a goal. I’ll show you how to create goals in Google
Analytics step by step. Bonus material awaits you in the end, and
I will show you some practical tips & tricks and best practices. So let’s dive in! Okay, now the question is which goals you
are supposed to measure? How can you find the right ones that are crucial
for your business? Everything becomes clear when you start with
the business goals. To define Analytics goals first make sure
you know your business goals, a business strategy and business objectives to measure the strategy
success. A business goal is a broad primary outcome. It should result from your company’s marketing
and business plan, mission, vision, and values. Business goals are long-term achievements. They’re future-focused and don’t include steps
to accomplish the goal. They’re inspiring and defining the “what”
of your company. For example, if you are running an ecommerce
shop, a business goal could be to become the number one in customer satisfaction. But remember: business goals are not the same
as Analytics goals. To define Analytics goals we need first to
find the strategy and objectives. To achieve a business goal you should define
a strategy. A strategy is an approach to achieve a goal. If goals are the “what”, the strategies are
the “how”. If you want to achieve for example the goal
to become the number one in customer satisfaction, one of your strategies could be to collect
feedback from your customers. An business objective is a measurable, time-framed
test you are executing your strategy effectively. It’s a number that says “hey – it works!” To get the number you have to define measurement
points. And here the Google Analytics goals come into
play. Now you can translate your business objectives
into Analytics goals to measure conversions on your website or app. Without Analytics goals, it’s almost impossible
to evaluate the effectiveness of your online business and marketing campaigns. Do you already use goals on your website? What goals have you set? Write a comment! Now let’s have a look at some examples. Good examples of Analytics goals are: Leads
Account creations Purchases (use ecommerce tracking)
Newsletter signups White paper downloads
Customer satisfaction form submissions At the end of the day it depends primarily
on your business which goals you should set. You can even assign a monetary value to goals
to keep an eye on how much that conversion is worth to your business. So you can for example set the value of goals
in relation to spending on ads. Let’s summarize what an Analytics goal is. An Analytics Goal is a measurable user conversion,
a completed user journey that has created value for your business. These numbers are crucial for success and
you should focus on them. And remember, only create goals for actions
that increase sales. Do not use goals for general statistics. We learned already about Analytics goals and
conversions but how to practically set up goals in Google Analytics? Let’s do it step by step. So take a look how to create a goal in Google
Analytics? First click the admin menu bottom left. Remember: Analytics goals are view level objects
so look at the view level and choose goals. Here we can create a new goal. Click new goal. Ok, now we can choose from the template or
create a custom goal. Choose custom and continue. Ok, now we can write a goal name and choose
from different settings. Let’s take a look at the settings separately. We can choose a Slot-ID. You can choose values from 1 to 20. The IDs are grouped into sets of up to 5 goals. You can use sets to categorize different types
of goals. The grouping of the IDs is up to you. There are basically 4 types of goals from
you can choose depending on what action you want to track. Each type has its own strengths. We will look at them one by one. You can use the destination goal if you want
to match a specific URL. The destination goal is the only one you can
add to a funnel. So if you want to track each step of a user
journey choose this one. Of course, each URL in the funnel must be
different. We’ll discuss later the case where you can
track the same URLs separately. And the biggest strength of destination goal
is the ability to integrate it into a funnel. Ok, here we can choose the goal ID. Four sets, each set five IDs. Let’s choose the destination type and click
continue. Here we can choose the matching method. The URL matching method. Equal to, begins with and regular expression. We can assign a monetary value to the goal
which is optional and create a funnel. Let’s look at the options in detail. For the URL match you can choose between three
different methods depending on how your URLs are structured. The methods are simple but you should understand
the differences between them. Let’s look at them individually. You can use the “equal to” method for
exact matching fixed URLs. The URL must exactly match the pattern character
by character. No more and no less. For example the thank-you pattern match the
URL. The “begins with” method allows you to
match only the prefix, the first characters of the URL. This is handy if your URLs contains variable
query parameters and you cannot predict the values or there are too many but the first
part of the URL is fixed. If you want only to match the beginning of
the URL then this is the method of your choice. For example the pattern thank-you matches
with the URLs with additional query parameters. If you need more flexibility and want to match
variable URLs, the “regular expression” method can be handy. This is more advanced stuff so use it carefully. It’s very easy to make an error in regular
expressions. With regular expressions you can use special
characters to enable wildcard matching. For example the pattern matches the URL. That’s all three URL matching methods. If in doubt, always choose the simpler one. Leave a comment if you want me to make a video
about regular expressions! Let’s continue with the goals now. Let’s talk about the remaining goal types. You can use the duration goal if you want
to track a specific duration of a user session. For example you can track a user spends one
minute or more on an article page. This is handy if you want to track user time
spend on site. For tracking a specific number of page views
per session use the pages/screens per session goal. For example you can define a goal if a user
viewed 3 pages in a single session. This is handy if you want to track user click
engagement on a site or app. In the case you want to track asymmetric user
interactions on the site like play a video or download a file and you have already defined
Analytics events you can track them as goals directly. As we seen it is possible to assign a monetary
value to a goal. The value of the goal reflects how much revenue
it makes. You can calculate the value based on an average
of the sales in a given period of time or the Customer Lifetime Value. Depending on your data. If you have no data you do not have to set
the value. It is also optional. Keep the goal value up to date. See if it’ s still true. Change it if necessary. Make sure you work with correct values. The market is constantly changing and the
measurements should reflect the changes. If you have an ecommerce site don’t use
goal values for transaction tracking instead set up ecommerce tracking. Ecommerce tracking gives you much more accurate
insights into your transactions. Use a funnel to track the single steps of
the user journey as a goal. You can decide whether the user can only enter
at the beginning of the funnel or also in the middle. Use the Funnel Visualisation or Goal Flow
reports to visualize the click behaviour in the funnel. There are some limitations of goals you should
know about. The number of goals is limited to 20 per view. If you need more goals create a additional
view or edit an exisiting goal. Goals don’t apply retroactively. This means goals can only be reported after
you set them up. Existing data will not be changed. You cannot delete goals but you can stop recording
data for a goal. Goals are session based. Multiple triggering of a goal is counted only
once. And here are a few tips and best practices
that I would like to give you on the way. Use intuitive names for your goals. As always, name things so that you and others
can understand them immediately. Don’t use cryptic names like final2. Be careful indexing goal URLs. Make sure no bot triggers goals. Check the reverse goal path for funnel testing. Test your funnel and try to understand the
paths to discover discrepancies as early as possible. Use goal flow to understand click loops. The goal flow gives you additional information
about the click behaviour in the funnel. Set up goal alerts to be notified in time. Keep track of when you made the change. Especially if you want to reuse goals, make
a note of the time of the change. This will ensure that you always look at the
right data. What to do if you have a identical URL across
multiple steps in the funnel? On some sites, the URL doesn’t change across
a sequence of activity. /create-accout.do If the URL is identical across multiple steps
and you want to track the user journey in a funnel you have two options: Set up event goals or use virtual pageviews You can pass the ga function a pageview parameter
to track a virtual page view you can use in the funnel. Thank you for watching. If you enjoy this video please leave a comment,
like it and make sure you subscribe for more actionable marketing tutorials. For more free videos visit my YouTube channel
and I’ll see you in the next tutorial. (uplifting music)

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