As a marketer, being able to judge the performance of your marketing efforts is vital to the success of your lead-generation campaigns. After all, if you don’t have precise data on what is working and what isn’t, how do you track ROI?
This is why analytics are so important. Analytics help you to judge the performance of various marketing tactics, thereby allowing you to figure out what is producing ROI and to adjust your strategy accordingly. As far as analytics tools go, Google Analytics is one that no marketer can do without. Among other things, Google Analytics can help you measure your PPC, SEO, social media and blogging strategies.
Setting Google Analytics Goals
Google Analytics is provides a huge amount of data, which means that you need to define the metrics you want to us to track your ROI. This means that you’ll want to set up your Google Analytics goals so that the tool will provide you with the relevant data that you need to measure your marketing efforts. Setting up your goals can be done via the Admin section of Google Analytics’ standard reports. The following are the top three Google Analytics goals that you’ll want to set up and thoroughly understand:
- Visit Duration Goals — This goal allows you to track how many visitors remain on your website for a certain amount of time. You can also set it to track how many visitors remain on your site below a specific amount of time. You can choose to activate the goal on any visit that either lasts more or lasts less than the threshold that you establish. For example, if you want to measure how quickly your customer support site provides information that’s helpful, you’ll want to activate the goal on any visit that is less than the threshold you’ve provided. The best way to use this metric to your advantage is to compare the visit duration goal data over time to see how it changes. If more people are meeting your duration goal threshold as time goes on, it means your efforts to improve engagement on your site are improving.
- Pages/Visit Goals — This goal is somewhat similar to the visit duration goal. The difference is that it tracks the number of pages that visitors see before they leave your website instead of the amount of time spent on your site. You can choose the threshold for the number of pages visited and then select whether you want to be notified of the number of visits that are less than, equal to or greater than that threshold. So if you want to measure your engagement, choosing greater than will show you how many visitors pass your threshold. So for example, if your threshold is four pages visited before leaving your site, choosing a number greater than four will notify you of the number of visitors that visit at least four pages before leaving. If you’re measuring how effective your support site is, then choosing fewer than four is a better option.
- URL Destination Goals — This goal will allow you to track how often someone goes to a specific URL. When entering a URL, only use the part that comes after the domain (e.g. after “.com”). The use of URL destination goals is a good way to measure the effectiveness of your calls-to-action, since they allow you to track visits to thank you pages and confirmation pages, which can only happen once a user has converted on your website in a specific way.
This is just scratching the surface of how powerful Google Analytics goals can be in helping you track the ROI of your marketing efforts, but if you haven’t set up goals before, start here.