Google Analytics Guide: Tracking Conversions

Google Analytics Guide Blog

Tracking conversions helps you understand how effective your website is. In this Google Analytics guide, we show you how.

In our most recent blog post, we provided an introduction to Google Analytics and explained why we believe that every connected business needs it. We hope we sold you on its benefits, and that you’re ready for this Google Analytics guide on tracking conversions.

For your website to be truly effective, you don’t just need loads of traffic – you need the right kind of traffic. But how do you optimise your website to attract visitors who will drive business success? The answer is by tracking conversions, known as goals. Not sure what these goals are, or how they work? Then read on.

Google Analytics Guide: Tracking Conversions

Goals are one of the key tools available to you through Google Analytics. A goal – or conversion – is a completed activity on your website that delivers a desirable result. For an ecommerce site, this could mean a visitor placing an order. But the definition of a goal is whatever you make it; it could be a visitor downloading a data sheet, or subscribing to a newsletter, or registering for an event, or any number of desirable actions.

There are four primary types of goal that you can configure on Google Analytics: destination, duration, pages/screens per session, and event. You can also configure Smart Goals, which track Google AdWords conversions, but that’s another blog for another time.

  • Destination goals are achieved when a specific location loads, such as a ‘thank you for downloading your complementary whitepaper’ page.
  • Duration goals are achieved when a visitor spends more than a specific time on your website or webpage.
  • Pages/screens per session goals are achieved when a visitor visits a specific number of pages or more; five, say, or 10.
  • Event goals are achieved when an event is triggered, such as a video being played or an advert being clicked.

You can read more about goals, and how they are an essential element of your Google Analytics configuration and management, on Google’s dedicated support page.

Configure Goals and Track Conversions

Reading and understanding this Google Analytics guide is one thing, but configuring goals and tracking conversions on your website is quite another. Think you could use some help? Contact us and find out how we can help implement Google Analytics best practices on your website, increasing its effectiveness and maximising your return on marketing investment.

Toby Shackleton
Toby delivers content for our customers. Whether it’s website copy, blog posts, email marketing or any other form of engagement, Toby’s creativity and attention to detail allow him to consistently deliver to customers’ expectations. Toby graduated from University College London with a degree in Linguistics.