The definition of goals for monitoring the behavior of a website is not exclusive for e-commerce web pages. It is evident that in these pages, we will need to monitor the number of sales of a product, the viability of our advertising campaign, etc.. tasks that may be made through an accounting program. But from the point of view of website analytics we can ask ourselves where customers come from, if the sale process has been followed to the end or in what step we have lost a customer.
Google Analytics provides the ability to manage these types of targets for e-commerce website and as many other related with other type of websites (all sites have definable goals): we can define as objective subscribing to one of our newsletters, filling a contact form, download an application, etc. At first, only 4 goals could be defined, but now we are allowed a maximum of 20 goals grouped in 5 sets.
There are several objectives that can be set and get the corresponding follow-upreport. One of them is the number of pages per visit the user has visited, which will help us,for example, to determine the income received through an advertising campaign. Another possible target could be related to media content placed in our website, we could evaluate the time spent on the website of each user and set the goal to spend more than 5 minutes per visit.
In general, we make a classification of goals as:
- Destination URL
- Duration of the website visit
- Seen pages per visit
and they may have an associated value.
If you want to follow step by step the configuration of your goals you can consult the Google Analytics help.
In addition, Google Analytics allows you to specify previous steps to achieving a specific goal, so that we can display the number of users that arrive at each step of the process and, most importantly, identify where there is a higher quit rate. This idea is refered to the concept of funnel, that you can also manage in the corresponding option of Google Analytics.
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