How to Configure Goals in Google Analytics to Track Conversions?

Goals in Google Analytics

Now, it’s easy to track your conversions and identify the source of your organic traffic and leads with the goal tracking feature in Google Analytics. Once you have configured goals, you can view the conversion metrics across the entire sales funnel. This gives you a better idea of how your website is performing and what can you do to increase your conversions. 

Tracking conversion is an important step in identifying the source of your traffic. This data will give you insights into your audience so that you can optimize your website for platforms that generate maximum traffic. Setting up the goals in Google Analytics is the simplest way to make the most of your conversions. Note that you get a limit of up to 20 goals per view, even for those using the free version of GA360.

Since conversion is the end goal of an eCommerce store, it is best to count primary conversions as goals while other actions as events. For example, downloading a file is an indicative action that should be counted as an event instead of a goal. Events do not directly contribute to conversions, but they play an important role in identifying the commonalities between people who convert and their actions on your website. For instance, somebody watching your video might not necessarily convert. But, tracking your most-watched videos as an event will give you insight into which videos are watched by people who convert. 

What are Goals and Actions? Which Action Must be Counted as a Goal?

If the action completes the sales funnel or is the final process in your conversion process, then it makes sense to count it as a goal. For that, the action should meet the following requirements:

  • It is the final action, such as filling out a contact form or making a purchase
  • The action can be useful in tracking your conversion rate
  • The action can help track information about the converts, such as the device type, source, and city

To decide which actions should be added as a goal, you can divide these actions into micro and macro actions. A small action that guides people towards the final goal can be counted as a minor action, such as adding a product to their cart or wishlist. A macro goal is the final objective of your website, such as making a purchase or submitting a contact form.

Read Also:- A Complete Guide to Google Analytics 4 Setup

Configuration Tips: How to Choose the Goal Type for Google Analytics?

The number of times a user performs a specific action in the session doesn’t matter when it comes to goals in Google Analytics. It’s rather the session. Each session contributes to one goal. Now, it is up to you which session you’d like to configure as an event. Currently, there are three types of goal configurations available in Google Analytics. Each comes with its set of uses and benefits. Let’s understand each one in brief.

Engagement-based Goals

As the name suggests, these goals are for websites with the end goal of achieving customer engagement. These websites don’t have any transactional objective. Engagement-based goals are not for websites with converting objectives as the final goal. These are rather to determine page per session or the total time a user spends on your site. It gives you a better idea of which type of content your audience is interested in and whether they are getting value from your content. It helps you identify the on-site behavior of your audience.

Destination Goals

This tracks the number of people visiting the destination page, which can be a landing page or checkout. These are really helpful when you need to track the steps taken through the sales funnel. Basically, the steps that lead to purchase can be tracked with destination goals. It is mainly used for the destination URLs that don’t change frequently. 

Event Goals

You can set the criteria for completing a goal. Once it is met, it will be counted as a goal. Unlike destination goals, event goals are useful when you need to make changes to the website. These are also used when you are counting different product purchases as separate events.

Once you have decided the type of goal, you can configure it on Google Analytics. Scroll down to find the Goal Details page and select “verify goal.” This will give you a clear picture of the conversion rates in the last seven days for the selected activity.

Bottom Line

To set up goals in Google Analytics, click on the “admin” button in GA. Select Goals > New Goal. Enter goal description, such as the name of the goal, slot ID, and type of goal. This configuration allows you to measure the effectiveness of your advertising campaigns. You should also make a habit of checking your goals after making changes to your site.


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