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In the Conversion Goals panel, shown next, you assign goal pages so you know when a conversion happens.
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Let s first review conversions. When someone buys a product at your website, they are converted from a visitor into a buyer. Conversions is the sales term for a successful completion of an action that you wanted the visitor to take, such as signing up in a form, buying a product, downloading a product specs PDF, watching a sales video, and so on. When someone comes to the koi website, they look around and read about our koi. When they ve decided on the breed of koi, they fill out the order form and click Submit. This brings them to the thank-you page. The only way they can reach the thank-you page is by placing an order, so whenever the thank-you page is viewed, we know a conversion took place.
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We place the code on the thank-you page, as shown next, so we can track the number of conversions.
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Google Analytics allows up to four goals per profile. If you need to track more goals, set up additional profiles. To add a goal, click on Edit (under Settings). To set up the goal, fill out the following items:
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Enter the thank-you page s URL. Give the goal a name, such as Sale, Lead, or similar.
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Goal Value When you ve calculated your conversion s value (see 2, KPIs), enter this here. Don t skip this. You need to calculate the value for each goal. Define Funnel We recommend that you skip this for now. It will be covered in the section Funnels later in this chapter.
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In some situations, you may not have a thank-you page. It may be sufficient if a visitor comes to a target page, such as your contact page or your services page. You can add the target page as a goal. You can also set a folder as a goal. A visit to any of the pages within the folder will count as a conversion. These are called microconversions. You can repurpose a goal for a new project. If you use the same thankyou page URL, the old data will continue to be displayed. You can change the thank-you page s URL slightly (from thankyou-001.html to thankyou002.html, for example) to purge the old data.
Google Analytics
Even if you don t have e-commerce, you can still use goals. If you are advertising on your site, divide the ad revenues by the number of visitors to find out how much each visitor is worth (for example, $10,000 in ad revenue per month divided by 50,000 visitors is 20 per visitor). If you increase the number of visitors, you increase your ad revenues. Or if you have a consulting business, divide the number of submitted forms it takes to get a consulting project by the value of that project (for example, $50,000 divided by five forms to get $10,000 per form). By knowing these values, you can set your promotion budgets accordingly.
Filters
By blocking irrelevant data, you can improve the quality of the reports. For example, your own employees may be looking at your website, so you want to exclude that internal traffic from your analytics. In the next few sections, we ll show you how to set up several basic filters.
Filter to Use Lowercase When visitors use search engines, they type
keywords in various capitalizations. They use lowercase, uppercase, and a mix of both. For example, they search for koi food, Koi Food, Koi food, and koi Food. This example will be reported as four different keywords, although they are actually the same keyword. By using a filter that converts all keywords into lowercase, the analytics combines the data for those keywords. Here is how to create a lowercase filter:
1. At Filter Type, select Custom filter. 2. Name the filter (for example, Convert to lowercase ). 3. Select Lower Case. 4. In Filter field, select Campaign Term.
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