Using Google Analytics's objectives feature

Using Google Analytics’s objectives feature

Websites are not only online brochures. They should include calls to action and objectives. To my mind, developing a web presence without a clear metric of success is pointless. While some may argue that increasing the amount of visitors to your website constitutes success, in my opinion, success is not accomplished unless your visitors accomplish an objective.

If you want to track the progress of specific goals on your website, Google Analytics is a good place to start. While Google’s products are free, keep in mind that Google is gathering data about your website and its users — data that belongs to Google, not to you.

Google Analytics is the ideal tool for analyzing the conversion rate of your website. However, it does not track conversion performance out of the box (or goals as Google calls conversions). The good news is that setting and implementing goals does not require much work.

Additionally, Google Analytics does not require any additional coding work on a website’s code, as goals are managed entirely within the analytics product. Once you’ve established the Google tracking score, you may report on which marketing channels generate conversions or goal events.

Google converts events by counting how many times a visitor visits a certain page on your website. Contact us, download a file, and purchase thank-you sites are all excellent web pages to track in terms of the website’s overall aims.

Complication – goal funnels

In terms of analysis, goal funnels are the next stage. Rather than just logging when an event occurs, a funnel enables you to trace a visitor’s progress across your website.

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For example, if a customer purchases a product from your website the ultimate aim – they’re likely to complete a purchasing sequence – choose a product, submit personal information, address, and credit card information.

Google Analytics identifies the points at which users enter and exit this buying sequence. It will tell you how many clients complete each stage of the transaction — both in absolute and percentage terms. The goal funnel is an excellent visual representation and summary of the process.

Ascertain accurate reporting by utilizing Google Analytics’ convenient filters.

It’s worth utilizing Google Analytics’ handy tiny filters to guarantee that your results are not diluted. While using filters should be self-explanatory, what they actually do is exclude your own data (internal activity) from the Google monitoring files, providing you with a more accurate picture of what your genuine visitors are looking at.

Consider the situation in which a company’s IT staff has designated the homepage of the company’s website as the default browser page for the whole organization. Unless internal activity is excluded, Google Analytics will provide exaggerated data for the homepage and very certainly an abnormally high bounce rate as well.

All traffic from a domain is excluded

This filter enables you to delete traffic data from a specific domain (or domains if you add multiple filters). This is ideal for excluding staff or web agency interactions from your website’s analytics data. Otherwise, your own statistics will inflate site visitor counts or bias results based on the content visitors are viewing. Google Analytics will only track the activities of external website visitors when this filter is enabled.

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Delete all traffic emanating from an IP address

As mentioned previously, this filter enables you to exclude specific IP addresses or IP ranges from your statistics. A real example is if you wish to exclude internal monitoring systems that may be indexing information or verifying that the website is operational.

Include just traffic directed at a specific subdomain

This is ideal for segmenting your website’s statistics into smaller, component portions. For instance, if your website includes a ‘consumer’ portion, a’media centre’ section, and a ‘investor relations’ section, you may require separate data for business owners or departments interested in the performance of these distinct sections.

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