Everyone knows that Google Analytics is an essential tool in your digital marketing strategy by Digital Marketing Company Melbourne. How you use it, however, will depend on the situation you find yourself in. In this article, we’ll take a look at how to use goal values in Google Analytics to get the most out of your analytics tracking data!
What Are Goal Values?
Before diving into how to use goal values in Google Analytics, it’s important to understand what they are. A goal value is just like a transaction but only applies to analytics data. When a website visitor completes an action within your website, such as purchasing a product or subscribing to an email list, your digital marketing service or Digital Marketing Company Melbourne receives that information and can pass it on to you and anyone else involved with your website. This way, everyone knows what happened with their data because everyone will know what goals were completed. The best part is that any services using GA can tell which leads came from which sources–and there’s no conflict of interest (one company doesn’t have access to another company’s data). Think of these additional clients as unpaid beta testers!
Understanding Goals in GA
Before we dig into how to use goal values in Google Analytics, it’s important that you understand what goals are. Every website has multiple entry points – these are typically pages you land on when clicking a link on Facebook or driving traffic through a PPC campaign. Conversion Goals are when a visitor converts (makes some sort of action) once they arrive at your site. The key here is they convert while interacting with any page on your site and not just one specific page. For example, if someone visits our homepage and clicks through to purchase one of our digital marketing services, then that would be considered a conversion goal because they converted after arriving on a landing page instead of directly visiting a service-specific page.
Creating Goals in GA
If you’re new to digital marketing, goal tracking may seem confusing. Why track goals at all? How does it improve your marketing efforts? By tracking your goals and how you perform against them, you can learn more about your customers and better focus your budget and efforts. For example, say, a clothing company has two primary customer segments: women in their 20s and men over 50. The clothing line skews more toward young women because that is where its focus is, but if it finds that its male customers are giving it five stars on average while only 2 out of 5 female customers are doing so, there could be some opportunities for growth. The data might suggest that something needs to change to make buying easier for those customers who gave lower ratings.
Testing & Monitoring Goals in GA
Go beyond clicks, impressions and conversions to see how users are interacting with your website. Step one: identify what success looks like for your business and each of your marketing channels. In order to determine these goals, you will want to consider an array of factors, i.e., how long does a visitor need to spend on our site before they’re likely to buy? What is the average time spent on a given page? What percentage of visitors have bounced from previous pages? Your success metrics should help inform any changes you may need to make throughout all stages of Digital Marketing Service, which is why it’s so important that they are meaningful, relevant and realistic. Go beyond clicks, impressions and conversions to see how users are interacting with your website.
