- [Instructor] As people come to your site, they'll likely have many actions available to them. They can read information, click on links, watch a movie, and so on. You as the business, however, are hoping that they perform certain actions in particular, and those are your goals. Those goals could be to fill out a feedback form, sign up for an account, download a white paper, or buy something from your storefront. Goal conversions are a great way to see if your marketing efforts are paying off. And because the web is so trackable, we can configure Google in such a way to see when these goal conversions actually happen.
Now you'll need to be using Google Analytics to do this, and I'm already logged in. And once you're in Google Analytics, you'll find your goals by selecting the Conversions heading on the left hand side and then Goals from the dropdown menu. I'll select overview to view this report. Now once you have goals setup, they'll look a little like this. I can see the goal completions, their value, the conversion rate, abandonment rate, and so on and so forth. Now these are goals specific to an eCommerce store, but you can set up a goal for just about anything you want to track.
To begin configuring your goals, you'll need to go into the Settings option on the bottom left hand side of the screen. And from here, you'll find goals in the third column under View. Now I'm logged into a demo account. In order to setup goals, I'm going to switch accounts and I'll do that by selecting this dropdown in the first column and toggling over to my account. I'll select goals again and that'll bring us to the area where we can see the goals that have been created as well as the option to create a new goal which is the red button in the upper left hand corner.
The first thing we need to do is identify the type of goal that we're going to create. Google has a variety of options. It could be revenue goal where someone places an order, an acquisition goal where someone simply creates an account, an inquiry goal, or even an engagement. You also have the ability to select a custom goal, but for the sake of this, let's simply select an inquiry goal. Somebody has decided to contact us. From there I'll choose continue.
Next we have the ability to give this goal a name. Now Google has autofilled this as Contact us, and that's fine. We can also select the Goal id and slot. This is a little bit out of the realm of what we need to configure. You can just go with what Google defaults to. And then we need to select the type of goal. The first is a destination type. And this is where we give Google a specific URL that will confirm that our goal has happened. So when URL is hit by your user, Google's going to say, okay, I saw that this URL was triggered.
It is part of this goal, and I'm going to log this hit on this page as a successful goal completion. Now more often than not, this will be a thank you page or an order confirmation page. Now if your goal page can be reached even if someone hasn't actually completed a goal, then this value will be wrong. It will be artificially inflated. So keep that in mind when you select your URLs. The next option is duration as well as pages or screens per session. Now these two options are very useful if say you're running a blog.
And you're going to feel successful either by how long someone has spent on the site or perhaps if they've read three or four articles. Now if I was driving paid traffic into my blog, this would be a way that I would measure the value of that spend. If I was a dollar per visitor, I'd want to know exactly how much value I'm getting out of that dollar. Now the last type is the event type. And this one's a bit more tricky to set up. You can have goals that are triggered on special events, but you'll need to program that directly into your site, and I won't be digging into that.
Let's simply select destination as our type and then we'll choose continue. Next we simply need to add in the destination URL. Now I'm gonna select here, but instead of entering in the full path for example, www.mysite.com/thankyou, you're just going to use forward slash thank you. Now if you have multiple pages that are named the same, then you would include the directory prior. So it could be forward slash leads, forward slash thank you for example.
And on the left hand side, I can choose begins with, equals to, or regular expression which is a little bit more complicated. But if you use begins with, let's say for example you have many thank you pages, you could simply say begins with thank you, and then if you had thank you dash lead one, thank you dash lead two, for example, Google would accept those all as one goal event. Now another reason to use begins with is if you have unique parameters that appear at the end of the URL.
Say check out dot html question mark user equals one two three, and that changes from user to user, then use begins with. And that way Google will ignore everything that happens at the end of the URL. And to the right of this, you have the option to enable case sensitivity, and this is helpful if your URLs require case sensitivity. So if your site had a product and it was say product x and it had a lower case x and there was a URL that was mysite.com/product lower case x, and that product was different from the exact same URL product capital X, but those were two different pages, then you would want to enable case sensitivity.
Most people leave this unchecked. Now the next option is the value and this is disabled but we can turn it on. And what this lets us do is assign a value to these conversions. And this way Google can show us over time what the value in monetary numbers is for each day, week, month, and so on. This is really useful is your conversion is always worth the same amount. But if you have unique outcomes for the same goal, you can simply leave this off. Now there are ways to track that, but they're advanced features which are beyond what we'll be covering today.
Now the next thing we could do is turn on the funnel option and we could set the steps up as to how a user arrives at the goal. But we'll look at funnels later, so I'm going to leave that off. Now if you wanted, you could choose this blue Verify this Goal link. And if this worked, then Google would identify how many goal events would have fired based on the data in the account. Now there's no data in this account and that's why I get an error message. Now when you create the goal, it's not going to bring all of that historical data into your dashboard.
You need to start your goals from when you want to actually be tracking the data. But this verified goal feature does help you get a sense of what would have fired. Once you're ready, simply choose save. And there it is. Our goal shows up in the Goal list. And you can toggle whether you want this on or off by selecting the toggle under the recording column. From there, you'll be able to go into your goals report and track the outcomes of the goal that you've set up. And be sure to check that from time to time to see if your online marketing is paying off.
Brad shows how to evaluate your website and identify conversion goals, measure and interpret website analytics, get the most out of SEO, and set up your first text and display ads. See how to connect with communities on the leading social networks, learn best practices for developing and distributing video marketing content, and find out what makes an email marketing campaign successful. This course also covers content marketing, mobile marketing, and influencer marketing, as well as recommendations for expanding your digital marketing skillset. Upon completing this foundational digital marketing course, you'll be equipped with skills and strategies that can help you navigate today's online landscape and develop a smart plan of action.
- Examine the importance of the top three digital strategies for business, brand, and marketing.
- Define vital online marketing terms.
- Explore the components of the digital marketing landscape.
- Identify the uses of a marketing funnel.
- Discover the characteristics of an effective website.
- Recognize the importance behind choosing an effective domain name.
- Determine the importance of choosing a responsive design.
- Examine the fundamentals of a conversion funnel.