0405123696 petra@web-data-analytics.com

 2,073 total views,  3 views today

As I was describing in my last article, Setting Ecommerce Goals in Google Analytics and Why This is So Important, one of the key aspects of Google Analytics is defining your Goals. This is how you tell Google Analytics precisely what you’re looking to achieve. This is important, because ultimately in business you to tend to get what you measure.

Goals enable you to measure to what extent – or indeed if – you are fulfilling your target eCommerce objectives. They can provide one of the most important insights into your online business.

To work out what you should have as your Goals in Google Analytics, first of all work out what your Key Business Objective is from your website. That will be your one big overarching goal for your business. In the case of an eCommerce store it is probably transactions. This will be your first Goal that you will want to add to Google Analytics.

Next think about all the things that a visitor can do on your website, that you want them to do, and that will move your visitor closer to transacting with you. These will be your Secondary Business Objectives, and will make up additional Goals in your Google Analytics view. You can have up to 20 Goals per view and up to 25 views per property so it makes sense to go as granular as you need to, or as granular as you can, with these secondary Goals. You may not know from the outset exactly what is contributing to the sale, so it is a good idea to capture what you can.

To establish these additional Goals, you should ask yourself whether your users sign up for a newsletter, download an ebook or PDF, watch a video, search for products, view products, add products to their cart, go to checkout, create an account, sign into a members area, save an item to their wishlist, share content via social media, follow you on social media, use some kind of calculator or custom app… is there anything else that your visitors do that might contribute to a sale in some way?

Whichever visitor interactions apply in your store should ideally become Goals in your Google Analytics so that you can identify what contributes to the sale and focus on optimising your conversion rate at each step.

To add a goal to Google Analytics, you need to have either a destination page, or an event in the system that tracks the completion of that action. I strongly recommend you use events rather than destination page as events, as they are more accurate.Destination page Goals can be triggered if a visitor lands on the page, either due to digital marketing sending visitors there, or visitors bookmarking the page and then coming back. Even something as basic as a thankyou page can be out by 10% or more when compared with clicking on the button to complete a transaction, because if visitors leave their browser window open after making a transaction and then come back to it 30 minutes later, it will trigger the goal a second time if you are using a destination Goal.

(Moral of the story – use events wherever possible. Destination page Goals are really unreliable).

Events will also be necessary for any objectives that involve the user clicking a button, scrolling a page, or doing anything else with the mouse or mobile phone screen.

To capture events you will want to use Google Tag Manager, or alternatively your eCommerce system may already be set up to send events. Some events will need to be highly customised to your particular website, and can only be set up manually. An example of this could be users interacting with a custom widget on your website.

Once you have the events sent to Google Analytics you need to be able to uniquely identify them in order to turn them into a Goal. They can be uniquely identified by a specific Event Category, Event Action or Event Label, or a combination of these three.

Here is an example from the Events – Top Events report if you have events set up in your account:

This example has a mix of both manually created and automatically created events, and so there are different naming conventions for each. This doesn’t matter too much as long as you can uniquely identify the event you are interested in.

To add a new Goal, you need to click on Admin, then Goals (under the View column) and then +NEW GOAL, as shown below:

Once you add a new Goal, choose Custom at Step 1 and then click continue:

Choose a suitable name that will help you to identify the specific business objective that is being met by this goal. Choose Event unless you want to track a page view (Destination), or engagement (Duration or Pages/Screens per session). Then click continue.

Complete the Category, Action and/or Label combination that will uniquely identify your event, or the Destination Page URL or Engagement conditions if using. And then click Save.

Note: It may be more complicated than that. Depending on the complexity of your website you may need to use Regular Expressions. These set up rules for what will and what will not trigger the Goal in situations where you have a series of Events or Pages that are all subtly different but all match the same Goal outcome.

For a Completed Purchase Goal, you can set up the event so that the transaction value is passed to to the value of the event. To do this, select YES for Use the Event value as the goal for the Conversion.

If you follow this procedure then the actual transaction revenue will come through if you select that particular Goal for a report.

Note: You can click Verify this Goal to ensure that you have typed the Goal criteria in correctly, but it will only work if enough time has elapsed such that you have an example of that event or pageview in your view. Also the verify action only checks past seven days, not including today. Sometimes you need to come back and check on a Goal after a few days to make sure it is set up right.

Defining and adding Goals is really not an optional extra for your eCommerce business. It is very much central to everything you’re achieving by using Google Analytics, so please take the time to go over the information in this article thoroughly.


charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021

Kiara Buccella Google Ads
The Quantified Web has managed the Mayfair Hotel’s Google Ad campaigns for almost two years now.
We have had a wonderful experience with Petra, she demonstrates great care for her clients and is proactive in providing insights and suggestions on how to optimise performance.
Petra is thorough and efficient in her communication and we would certainly recommend her to others businesses.

Kiara Buccella Marketing Executive of Mayfair Hotel Google Ads Management April 26, 2021

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020