Google Analytics and Goals

What is a Goal?

The goal definition feature in Google Analytics allows you to create a custom action or interaction to calculate the flow of visitors to pages on your site. You can create a single funnel step or funnels that we will use to define a goal. The main reason we create goals is to understand what users are doing.

Which goals do we need?

Goals are divided into macro and micro. Macro conversions are conversions such as bookings or sales through the site, while micro conversions are conversions such as shared blog posts or customer comments.

Commonly created goals are:

The goal for the reservation or sale made; Thanks to the funnel we create in advance, it allows us to see any possible obstacle or potential problem during the process with the user flow. In this way, it can be intervened directly on the page where the problem is encountered.

If you are not an e-commerce site, your blog posts or comments can be considered as a conversion. On a brochure-style website, you can determine the way users interact by defining the target.

Target for social media buttons and shares; It allows us to examine the interaction of customers coming to our site by social media.

We can measure which of the e-mail campaigns brings better interaction. For example, with a special discount via e-mail, we can examine both the opening rates of e-mails and the interaction. By following this path, you can extract the flow path of incoming customers within the site. It will help to determine the marketing strategies for the next period.

Target for tracking new member registrations; if you have a website with a membership system, it will be useful to observe the membership process and analyze the steps (clicks, movements) of new members. Knowing the behavior of visitors after they become members will help you determine the best time and place to offer your products to your visitors and thus help you create a successful customer acquisition strategy.

Let’s say you’ve created a great e-book or app. You’ve generated some traffic thanks to these products or the benefit you’re offering on your site. You should record how many people have used/benefited from the products. By defining a goal, you can examine user behavior and measure how much your projects benefit you.

Target for customer reviews; you have a great product or you think so. If it’s a good product, users will definitely tell each other what they think. By adding tracking code to your site, you can monitor the performance of comments.

Target for blog comments; your last blog post has created a storm on your site, it is shared on social media, comments have turned into a flood. By recording this volume, you can use it in metric form while tracking the performance of social channels.

When defining goals, only conversion rates may not be enough. For example, let’s say the thank you page conversion rate is 40%, while the checkout page conversion rate is 60%. Which page should we focus on now? Which one has the highest ROI? This is where goal values become important. You can answer such questions by examining goal values.