– Now you know I told you in a past video that you should install Goals
in your Google Analytics. This is the single most important part that you can do after installing the tracking code on your website. But which goals should you choose? That’s what we’re going
to discuss in this video. (upbeat music) Hey there and welcome back another video of meausureschool.com, teaching you the data-driven
way of digital marketing. My name is Julian and if you’re new here then consider subscribing to the channel. Click that bell notification icon so you don’t miss a video because we bring them out every week. Now today we wanna talk about what goals you should be putting into
your Google Analytics. Now for my past videos you know that I’m very adamant about, you should be installing Goals. Why? Because it’s very important
that you give your data context so if you have more page views, if your bounce rate goes up and down, what does that actually mean? Well Goals will give you that goalpost of where your data is going. So if you have more traffic, does this traffic actually convert? So maybe you have already attempted to put in goals into your Google Analytics but just don’t know where to start because goals are
actually kept pretty open and you can define whatever you want as a goal in Google Analytics. So today we wanted to discuss how you can go about solving this problem of what you should be putting into Google Analytics as a goal. Now the first question that I
really want to answer here is, what is actually a goal
in Google Analytics? Now as you might know once you install the Google Analytics tracking code, your Google Analytics receives data and these are in the form of hits. Now a hit can be a page view, an event, or an e-commerce transaction
that comes into your account. Once the data is in your account you can classify it as a goal. So a goal is really just a
classification of the data that you have anyways in your account. You can classify a page view so when a user comes to a certain
page as a goal conversion. Or an event can also be a
goal in Google Analytics. You just need to define
it in the admin section that this is a very important interaction for your website and you
want to define it as goal. Why is that so important? Well in Google Analytics
itself we have many reports and you might have seen
the report column of goals or conversions on certain reports and this really gives you
context about your data. So if you’re looking at the sources where your traffic came from, you can always glance over to the goal section and see how many of these people who came through a given
source, actually converted. So Goals really flow throughout the interface of Google Analytics since you should really install them. So how can you go about finding out what you should be installing as a goal? Now before I give you a bunch of tips on what you can define as a
goal in Google Analytics. I actually wanted to take
a more holistic approach and there is a measurement
model by Avinash Kaushik that actually talks about this. How can you devise the goals
from your business objectives? So where you would start
is actually finding out what are the business objectives, what are the objectives
of the organizations. From there you would break
down the actual goals because every organization
would first look at, what goals do we want to reach as a whole as an organization? How does that break down to our website? What is the purpose of our website? and then on the website
on the different sections, maybe on the website. You would actually define
different goals for them. So for the business objectives, really ask yourself why do
we exist as an organization and what purpose does our website have? And once you go on the website bases, you would look at the different objectives and see how they support
our global objective. There might be creating awareness, generating leads, generating revenue, or engaging customers to interact further. Now ideally your website has a purpose and the different pages and
the different interactions that you can undertake on your website actually support these objectives. So from there we can break down what we should actually be tracking and what we can then define as goals. On a page-by-page basis we are already tracking page views with Google Analytics. Now we just need to
identify the pages that are very important to us,
the goals that a normal website visitor should be reaching. So on an e-commerce context
that would, for example, be the thank you page or the order received page. For a business website it
might be the contact us form and the actual thank you
page of the sent form or for publisher website
that might be that somebody clicks on an advertising. So as you can see they are
vastly different interactions, different pages that
you might be looking at, and defining as a goal
in Google Analytics. And that’s why it’s such a
custom process to go through in order to set up efficient goals. And once you have to
find these macro goals, these bigger goals that actually support your organization’s
objectives then you might be wanting to break
this even further down, finding steps that lead up
to that macro conversion, and these are also
called micro conversions. So in a case of an e-commerce shop, they need to all go
through a checkout process. This is something you might
be putting into a goal. So you can segment down later further once you look at your traffic and can say okay this user
made it through the checkout or the second step of the checkout, and didn’t complete our
macro goal in the end. So maybe we can retarget
him as well later on. So that might be something that you want to put in as goals as well but be aware that these are not as important as your macro goals. It’s your bigger goals so you
should prioritize them down in terms of what you put in
first and then look at second. Now the last question that
might come up is there something like too many
goals in my Google Analytics? Obviously there is a limitation to how many goals you can put in. In the standard version of
Google Analytics it has 20 goals. Now obviously you could
build up a new view and then put in more goals but in the end the question really is about
how much data can you handle because you are classifying more data points in your Google Analytics and I’m always a fan of a very
lean analytics implementation where you have the tracking data available to make good decisions
and don’t get overwhelmed. And it’s no use to track everything and look at all the data and have all the data available but rather have the data that is meaningful to your organization, to you as somebody who
would analyze these results. So in this case I would say less is more. Now in the end if you
have mapped out your goals with the structure of the measurement plan and have to find your business objectives, your macro and micro goals, and now you want to implement
this into Google Analytics. You actually need to
look at the capabilities that Google Analytics has available because there are obvious
goals like click interactions which we could classify through events. Or we have certain pages
that the user would visit that is classified
through a destination goal but maybe there’s also
a goal like somebody calling a certain number
on your website which is obviously hard to track
with Google Analytics alone. You would have to have
a third-party software that might be able to track
that in Google Analytics. In which cases you could also
look at the micro conversions that go into the system. So how many people have
got to that contact us page where the actual phone
number is displayed? So that’s where you
could look at the trend and see how many people
looked at that page and then maybe converted
or didn’t convert. So it gives you an idea
of the actual conversions. It’s really about finding a goalpost where you can see your
numbers go up or down and then correlate the numbers that you have in Google
Analytics towards them. Now if you don’t have goals
in Google Analytics yet, I would encourage you to
definitely put some in there. Just think about the
purpose of your website and what are the interactions the pages that should be visited by the user. Then try to input them
in the admin section. There is a whole nother
level of configurations that you can do in those goals. Don’t get overwhelmed by them, in the easiest part you would just put in a destination goal so a website that the user should visit, and then you would count
that user as converted. You could obviously work
with event tracking as well or other different mechanisms
of defining your goal but don’t get overwhelmed. We just need one or
two or three good goals in our Google Analytics to
make more sense of the data. So I’d encourage you to try this out and put this into your
system if you haven’t yet. Now if this helped you out then please give us a thumbs up and
if you have more questions then leave them in the
comments below as well. And if you haven’t yet, then consider subscribing right over there and as a bonus tip if you click that bell notification icon, if
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we bring out a new video which is really every week. Now my name is Julian, till next time.